Product Description

The Unfair Advantage is a "workshop-in-a-workbook." It contains practical ideas and exercises for applying NLP (neurolinguistic programming) to sales and marketing. It includes "how-to" ideas for selling face-to-face, telemarketing, direct mail, and other real-world situations. Included are examples of scripts and techniques that have produced proven sales increases in direct sales and in telemarketing. It is a theory-free collection of techniques based on a workshop that has been presented to CEOs and sales professionals in over 500 companies in North America and England. This book is unique in its emphasis on proven practical techniques. It is not a "motivation" book, because successful sales results are all the motivation you need. The Unfair Advantage began when a client said, "We want to stop coming in second. Help us to learn how to be more persuasive." Over a fifteen year period, the programme grew into the content you will see in this book. Don't buy this book looking for easy answers. It still takes practice. But everything in The Unfair Advantage works and can work for you.

Product Details

• Amazon Sales Rank: #265157 in Books
• Published on: 2001-03-01
• Original language: English
• Binding: Paperback
• 167 pages

About the Author
Duane Lakin PhD

Customer Reviews

This sales book does what it advertises
I immediately liked the book when I read the Preface, which is about being able to sell exactly as the customer needs it. I couldn't agree more, even if I have been running into trouble with 50% of the salespeople I met when trying to convince them of that kind of thinking.

Let me first tell you what this is NOT. - if you want a book that applies my favorite aspect of NLP, cognitive styles (metaprograms), to Sales, I'd recommend "Selling the way your customer buys" by Marvin Sadovsky & Jon Caswell.

- Or if you want a book discussing (theoretical) how to apply ALL NLP models to sales, I'd rather recommend other books, such as Genie Laborde's classic "Influencing with Integrity", etc. However all these books tend to suffer from the same problem: it's hard to translate their message into practice, because they lack exercises.

But if the two previous things aren't what you're looking for, this might be the book for you.

How does it compare to other NLP books? If the book doesn't cover ALL of NLP, it has the advantage that it is much more practical. You really can use it as a workbook (as the author promises). I guess that a trainer could do a 2 or 3-day workshop to teach salespeople to *really* master this material. Let me tell you what it includes: It will help you understand how to recognize and use different representation systems (Visual-Auditory-Kinesthetic), buying strategies and non verbal mirroring. As for the NLP language skills, it concentrates action language and action commands.

If the author wants to improve his book, I would recommend adding other NLP models (such as meta-programs and the meta-model). But to remain as practical, that would boil down to writing a second volume or make this one double the size.

As for the price: yes it's expensive. So is following a workshop. If you don't use any NLP yet, I agree that the book will pay back for itself if you apply these principles...

This book delivers what it promises

All too often, saying that a book is 'self-published' is the start of a list of faults and errors. BUT NOT THIS TIME. On the contrary, this is the most professional example of self-publishing I have ever come across. Apart from the spiral binding it is the equal of any product of a regular publishing house. And believe me, that is quite an achievement in itself.

Moreover, the contents are at least the equally of the quality of the presentation. The book gives clear, succinct explanations and regular, top quality exercises with detailed solutions. It is, in my opinion, a book written by someone who REALLY understands his intended audience, and I'd rate it "highly recommended" for sales people, especially those with a sketchy or non-existent knowledge of NLP.

Although the author also runs "Unfair Advantage" as a live course, I was satisfied that I was getting a 100 per cent explanation of the material being covered. Indeed, the more I read, the more impressed I was by Duane's ability to deliver a training resource through the medium of the printed word.

Of course you've probably noticed the fairly hefty price tag - or is it really so much to pay for a book that is easily the equal of the content of many two or three day training course - which would cost you a whole lot more!

In other words, I really did like this book, and if YOU want to know how to apply NLP in the sales situation, I'd suggest that you make this book, along with Sharon Drew Morgan's "Selling with Integrity" your very FIRST purchases. It's as simple as that.

It works!
I bought this book a couple of months ago, cringed at the price but felt I needed something different as most of my NLP purchases seemed to be saying much the same thing. Since owning the book it is now falling apart due to excessive use! Anyway as a trainer out there helping salespeople improve their results I can 100% vouch for the practicality of the material and its offer of "an unfair advantage" If you feel you are reading the same advice over and over and not really getting anything new then buy this book.