Chapter 11

16 Principles of Influence in Sales

Let no man imagine that he has no influence. Whoever he may be, and wherever he may be placed, the man who thinks becomes a light and a power.

—Henry George

Have you ever wanted something so badly you could barely think of anything else?

You wouldn’t be satisfied until you had it. And you would have done anything to get it.

It’s unlikely that you randomly woke up one sunny morning, got hit with Cupid’s arrow, and started feeling like this. Whether conscious of it or not, you took a journey from not even being aware of your future object of desire, to yearning, pining, and longing to have it.

As sellers, it’s up to us to create the yearn and pine, and help buyers make decisions to satisfy their needs to have it . . . by, of course, buying from you.