sales – Marlo Yonocruz

Book notes: Contagious by Jonah Berger

Contagious by Jonah Berger book summary review and key ideas.

Contagious: Why Things Catch On by Jonah Berger

Synopsis:

“Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It’s more influential than advertising and far more effective.

Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Contagious is filled with fascinating information drawn from Berger’s research. You will be surprised to learn, for example, just how little word of mouth is generated online versus elsewhere. Already praised by Dan Ariely and Dan Gilbert, and sold in nine countries, this book is a must-listen for people who want their projects and ideas to succeed.” -Audible

Book notes: The Soulful Art of Persuasion by Jason Harris

The Soulful Art of Persuasion by Jason Harris book summary review and key ideas.

The Soulful Art of Persuasion: The 11 Habits That Will Make Anyone a Master Influencer by Jason Harris

Synopsis:

“Jason Harris, CEO of the powerhouse creative agency, Mekanism, argues that genuine persuasion in the 21st century is about developing character rather than relying on the easy tactics of flattery, manipulation, and short-term gains. It is about engaging rather than insisting; it is about developing empathy and communicating your values. Based on his experience in and out of the boardroom, and drawing on the latest in-depth research on trust, influence, and habit formation, Harris shows that being persuasive in a culture plagued by deception means rejecting the ethos of the quick and embracing the commitment of putting your truest self forward and playing the long game.

Through instructive and entertaining stories, Harris lays out the 11 habits that will guide listeners to become authentically persuasive, including

Earning respect through collaboration
Becoming the person others want to be around
Practicing generosity through gestures big and small

Persuasion today is about personal excellence, sharing the stage, and respecting other people’s motivations. In The Soulful Art of Persuasion, Jason Harris shows us the way.” -Audible

Book notes: Pre-Suasion by Robert Cialdini

Pre-Suasion book summary by Marlo Yonocruz

Pre-Suasion by Robert Cialdini

Synopsis: “The author of the legendary best seller Influence, social psychologist Robert Cialdini, shines a light on effective persuasion and reveals that the secret doesn’t lie in the message itself but in the key moment before that message is delivered.

What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic best seller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This “privileged moment for change” prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change minds, a pre-suader must also change states of mind.

His first solo work in over 30 years, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini – all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action.” -Amazon

Opening thoughts:

Influence easily made it into my top 10 books, so it’s safe to say that picking up this book was an easy decision. I’ve been on this sales, negotiation, marketing train the past few months so I figured I should keep it going.

Key notes/ideas:

Continue reading “Book notes: Pre-Suasion by Robert Cialdini”

Book notes: The Secrets of Power Negotiating by Roger Dawson

The Secrets of Power Negotiating book review summary by Marlo Yonocruz

The Secrets of Power Negotiating by Roger Dawson

Synopsis:

“Negotiation is a skill that can bring you vast success in all aspects of your life. When you’re a skilled negotiator, you can get the best possible price on everything you purchase or sell, and you can deal with salespeople or clients.

We’re all negotiating all the time in all kinds of everyday situations: parents negotiating with their children; employees negotiating with each other, with subordinates, with bosses; customers negotiating with salespeople or service providers. And with The Secrets of Power Negotiating, you’ll always have the upper hand in every negotiating situation in which you find yourself.

For example, the program gives you specific ways to:

Get the best possible price when you buy or sell a house, a car, a business, real estate, or any negotiable item.
Get a raise or promotion.
Keep employees happy without giving in to unreasonable demands.
Get a new and better deal with your landlord or mortgage loan officer.
Stop being stonewalled by store clerks, petty bureaucrats, service and repair people, and others.
Get more cooperation from your corporate peers and subordinates.
Get bigger loans and better terms from your banker.
Uncover valuable “hidden information.”
Be more confident in virtually any interpersonal situation.
Plus many other situations you run into in your daily life.” -Audible

Opening thoughts:

I’m a huge believer in the benefits of learning negotiation principles. In the company I currently work at, I worked in the negotiations department for almost a year when I first started and developed a ton of great skill sets I still use today. Understanding influence, social dynamics, and the principles on how to work with others is extremely invaluable, which is why I decided to add this to my reading list this month.

Key notes:

Book notes: Pitch Anything by Oren Klaff

Pitch Anything book summary by Marlo Yonocruz

Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Klaff

Synopsis:

“When it comes to delivering a pitch, Oren Klaff has unparalleled credentials. Over the past 13 years, he has used his one-of-a-kind method to raise more than $400 million – and now, for the first time, he describes his formula to help you deliver a winning pitch in any business situation.

Whether you’re selling ideas to investors, pitching a client for new business, or even negotiating for a higher salary, Pitch Anything will transform the way you position your ideas.

According to Klaff, creating and presenting a great pitch isn’t an art – it’s a simple science. Applying the latest findings in the field of neuroeconomics, while sharing eye-opening stories of his method in action, Klaff describes how the brain makes decisions and responds to pitches. With this information, you’ll remain in complete control of every stage of the pitch process.” -Amazon

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Book notes: Influence by Robert Cialdini

Influence book summary by Marlo Yonocruz

Influence: Science and Practice, ePub, 5th Edition by Robert B. Cialdini, Ph.D.

Synopsis: “Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say “yes” to another’s request).

Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say “yes.” Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the listener of the power of persuasion.

Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.” – Amazon

Opening thoughts:

Another book that was recommended by Ramit Sethi in one of the Tim Ferriss podcasts I was listening to. Based on the synopsis, I figured it would be one of those books that discusses a topic with scientific and anecdotal support. Most likely, it would cover the key ideas that surround what influences people as it might relate to marketing and sales. At least, I’m sure the insights Ramit got from it could be applied to sales and marketing.

Key ideas/notes:

Book notes: The Automatic Customer by John Warrillow

The Automatic Customer: Creating a Subscription Business in Any Industry by John Warrillow

Synopsis (via Amazon): The lifeblood of your business is repeat customers. But customers can be fickle, markets shift, and competitors are ruthless. So how do you ensure a steady flow of repeat business? The secret—no matter what industry you’re in—is finding and keeping automatic customers.

According to John Warrillow, this emerging subscription economy offers huge opportunities to companies that know how to turn customers into subscribers. Automatic customers are the key to increasing cash flow, igniting growth, and boosting the value of your company.

Initial thoughts:

A couple weeks ago, Aduible was having a BOGO sale so I thought I would take advantage of it with my credits. I picked up this book (along with Alibaba’s World) mainly because it looked like the most interesting and relevant business book 😋

Regardless, the book had good reviews and it seemed like I would get some value out of it. As a budding entrepreneur, I feel like I need to absorb as much as I can so I can utilize effective principles in my own businesses.

Key ideas: