Classic Sales Seduction Secrets: Leadership Selling in the Internet Golden Age 6700003296, 1288564006, 9780061241895

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“The Forbidden Knowledge Archive” by Matt Bacak and Brother Mesmer

Classic Sales Seduction Secrets Leadership Selling in the Internet Golden Age

Table of Contents PART ONE: THE CLOSERS — OLD-SCHOOL SALES TACTICS!

3

Why Is Selling Still Taboo?!

3

Old-School Selling and the Incredibly Clever Trickster Within!

4

Sneaky Car Sales Tactics: Hard-Driving Tag Team Tricks!

6

Coffee Break: Cialdini's Big 6 "Weapons of Influence"!

12

Dirty Kirby Vacuum Cleaner Selling Strategies That Really Suck!

13

Pharmaceutical Sales: Cialdini's Principles of Influence on Steroids!

18

PART TWO: THE LEADERS — NEW SCHOOL SALES WISDOM!

24

The Way of the Trickster/Seducer: the Four Paths!

24

The Old School "Closer" vs. the New School "Leader"!

26

Hidden Assumptions of the "Hard Sell" Sales Dinosaurs!

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Be an Old School Dropout: the "Death of a Salesman"!

30

The Fall of King Close and the Rise of King Customer!

31

PART THREE: THE INTERNET ABUNDANCE REVOLUTION!

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A Self-Fulfilling Prophecy: Old School Sales Assumptions Revisited!

34

SPIN Selling and the Case of the Master Clothier!

36

The Internet Marketing Mindset and the New "Sales Conversation"!

37

Beyond the Golden Rule: Welcome to Zig Ziglar's Platinum Rule!

38

The Internet: A Global New School Sales Laboratory!

39

The Four Sales Steps for Social Media: How to Sell Without Selling!

41

Authentic Twitter Success: Marketing Yourself to a Community!

44

Facebook Freedom: Free Business Fan Page Marketing!

47

Internet Lessons from a Turkish Rug Merchant!

49

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PART ONE: THE CLOSERS — OLD-SCHOOL SALES TACTICS Behind the technological wizardry of the Internet beats an ancient rhythm older than the invention of the wheel. Since times long lost and forgotten, people have bartered, negotiated, bought, and sold. (1) After motherhood, selling is surely the oldest profession... and we would not be far off to suggest that a good mother can be a great salesperson when the occasion demands it. To be a successful seller on the Internet, it can be very helpful to step away from the technology from a moment. The clarity we gain is this: although the technology changes, people do not. Technology gives us new ways to do the same old things: talk, make friends, set up meetings and, of course, buy and sell stuff. In short, the amazing technology of the Internet is just an acceleration and intensification of our universal human function — communication.

Why Is Selling Still Taboo?

When we communicate, we do so with an objective. This objective may not be conscious, but it is there nonetheless. Even if we are just hanging out, having a drink, and laughing, the experience is a powerful benefit. This rich socialization is a powerful affirmation of our value as human beings. If there is a cost involved, it is money that is well spent. To feel like a valued, liked, appreciated member of a group is a priceless reward. Given an opportunity to go on a ski trip or other delightful outing with our favorite group of friends, we will be charming and most persuasive. We want to go on this outing, and we pull out all of the stops. What we are doing, of course, is otherwise known as "selling." It's called that in a business context, but the social truth is that we are selling ourselves and our agendas all day every day. We are lifetime persuaders from when we were babies and cried to be fed. This is the way it is, and there are no two ways about it. Yet, tell people they have to "sell," and all of a sudden, they don't know what to do. Or they just really don't want to do it. Or they don't want to be that awful human being called a "salesman." What is going on here? 3

How can we be selling ourselves all day long, how can we be exerting every ounce of our persuasive energies and talent when we really want something, yet cringe, fold, or turn cold when called upon "to sell"? It is said that money, like sex, is a taboo topic. Well, selling is another. That wouldn't matter except for the fact that when a topic is taboo, it gets swept under the rug. The atmosphere does not support discovery and understanding. So, while it is true that we are all salesmen whether we are in business or not, it is not true that we are all learning how to be better salesmen. Since success and selling skill are related, this is an unfortunate state of affairs.

Old-School Selling and the Incredibly Clever Trickster Within

For many, the word "salesman" calls up the image of a sleazy used car salesman or the equivalent. Such a slick, greasy influencer is embodying the Seducer archetype, but on the low, dark end of the spectrum, just above the con artist. (2) He engages in deception with the attitude of "get the sale at any cost." This old-school sales dinosaur believes that his tricks and games are justified by the bottom line. After all, he has a family to feed! In classic Jungian psychology, this pushy sales artist is playing the Trickster. Though the typical Trickster is subversive, if not downright deceptive, he nonetheless delivers a valuable lesson. Beyond that, once the Trickster has played his joke on the unsuspecting victim, it often turns out in the classic literature that the Trickster is in reality a guru figure, a king, or even a god. (3) What are we to make of the many contradictions in the traditional Trickster's character? Whether we call this archetype the Trickster, the Seducer, or the Shapeshifter, we are pointing to a universal human talent: the ability to play at being something that we are not. Paradoxically, when we play at being what we are not, we often find out more about what we are. (4) The greedy professional con artist preying on the elderly and the acclaimed professional movie actor garnering millions per picture have much in common. Both have deeply realized and expressed the Trickster/Seducer archetype. But the con artist functions from the low, dark end of the spectrum. The skilled, award-winning actor functions from the high, bright end of the spectrum. As a culture, we are fascinated by the Trickster archetype. Though few TV 4

viewers recognize the archetype by that name, every week, if not every day, we are presented with a parade of infamous, famous, and would-be famous characters who all, in one form or another, embody the Trickster motif. Though we are certain that we would not behave that way ourselves, we delight in their boldness, trickery, clever games, and elaborate deceptions. It is almost as if we wish we could be that glamorous person. We don't want to pay the price — but it sure looks like fun! Everywhere we look in our culture, we find the Trickster. More than just surviving, he is thriving. Frankly, he is laughing his head off! The media circus around top golfer Tiger Woods' multiple infidelities embodied the Trickster archetype in a myriad of forms. He deceived his wife. He deceived himself. He deceived the public. The women he slept with were skilled players, deceitful smooth operators gliding through an expensive glittering shadow world of endlessly spinning lies and illusions. (5) Even Hugh Hefner, the godfather of sexual freedom, condemned Woods for maintaining a Web of deception instead of being man enough to admit to the failure of his marriage. In the midst of this complex multi-layered Tiger-sized house of cards, the dark side of the Trickster archetype danced a delirious victory jig as it all came tumbling down. (6)

Millionaire Actor and Master Trickster Jim Carrey (7)

On a lighter note, talented comic actor Jim Carrey playfully embodies the Trickster again and again in his blockbuster films. As Ace Ventura in "Ace Ventura - Pet Detective," Stanley Ipkiss in "The Mask," the Riddler in "Batman Forever," Chip Douglas in "The Cable Guy," and Fletcher Reede in "Liar Liar," 5

Carrey entertained us like no one before him and became a multimillionaire in the process. (8) In sum, the sleazy used car salesman is embodying something far more interesting and useful to us than mere blind greed and a lack of personal hygiene. He is incarnating the Trickster archetype. He is not the only one doing it. The fact that we are so fascinated by the Trickster in our stories, novels, television shows, and movies reveals beyond a doubt that the Trickster lives in each of us too. We cannot escape the Trickster. If, like Tiger Woods, we stay unconscious of the Trickster within, he can destroy us. If, like Jim Carrey, we consciously choose to utilize our archetypal Trickster energy, we can achieve world fame, acquire fabulous wealth, and attain success beyond our wildest dreams.

Sneaky Car Sales Tactics: Hard-Driving Tag Team Tricks

Although the transparency of the Internet has upgraded the integrity of the car sales industry to a degree, car sales is still a shady business that operates in gray areas. Since there are some dealers, offline and online, who go out of their way to be honest and fair, it makes sense to seek them out. Two resources are highly recommended. Edmunds.com provides accurate car price information for buyers. BeatTheCarSalesman.com has been dispensing the insider insights of ex-car sales superstar Michael Royce for the benefit of car buyers since 1996. (9) (10) One of the most interesting features of the Edmunds.com site is an in-depth article by Chandler Phillips, a seasoned reporter who went undercover at two car dealerships. Phillips was accepted as one of "the boys," so nothing was held back from him. In particular, he was surprised by the sophistication of the psychological strategies that car salesmen used on their prospects. (11) (12) When the consumer enters the dealership, he may be invited to sit down and relax. He may be offered coffee or a soft drink. The apparent message is "Relax. You're safe." But the consumer is not safe. Car dealers know that many people arrive at a dealership in a state of fear. They disarm that fear in the beginning, only to take advantage of the prospective buyer's emotions later on.

11 Sneaky Car Sales Tricks 6

(1) The Missing Car Keys Trick The car salesman accidentally "misplaces" your keys so that you have to stay on the car lot. In the old days, they actually tossed your keys on the roof. Now they just "lose" them for a while. Or they may block your trade-in vehicle so that you can't get out. (13) (14) (2) The False Low Monthly Payment Trick Instead of discussing the cost of the car with you, the salesman negotiates a surprisingly low monthly payment plan. He fails to inform you that your down payment is now much larger, your interest rate is higher, and the term of your loan has been stretched far into the future. All of this means more money for him and less money for you. The sales script he uses may be similar to this: "Would you _____ [get the vehicle] if I could _____ [find a way to bring it down to $150 a month]?" The salesman keeps going lower and lower until he discovers a monthly payment number that you jump on. In your mind, it is a very affordable number for you since you wrongly believe it represents your total cost. (15) Another clever sales script is the "Up to"? It is used so often and with such effectiveness that salesmen joke with each other, saying "Up to?," to each other to make each other laugh. This verbal trick is as simple as it is deadly. When the customer offers an amount for the monthly payment, the salesman replies "_____ up to?" The typical buyer is looking to pay no more than $300 per month. This one question can easily result in an increase of $50 or more. In a monthly payment plan, $50 per month — a sudden jump from $300 a month "up to" $350 a month — is a big boost. The question works for down payments as well. When asked the "up to?" trick question, an increase of $500 on the down is not at all unusual. (16) To help you arrive at payment terms and the like, the salesman may bring in a "financial counselor" from the Financial Department. This person is just another expert closer armed to the teeth to engineer your capitulation. (17) (3) The Delay and Wear You Down Trick They make you wait a long time to hear the offer from "the manager" for your trade-in vehicle. During negotiations, they leave you in the lurch multiple times so that they can go ask "the manager" for a lower price. They can be gone 20 minutes or more each time. In fact, they are taking a break with other 7

salesmen who are doing the same thing with their customers. The goal of this adversarial mind game is to get you to lose your cool and break down bit by bit. They want to be dominant in the negotiation, and this strategy has been proven to work with many potential customers. The idea is that, eventually, you will just give up, give in, and give them their price. (18) The salesman doesn't want to quote you a firm price number. He is worried that as soon as he gives you an exact number, all his hard work and hours invested in you will go down the drain. You will run off to another dealer for a price comparison. The other dealer will then slightly undersell him and make a quick profit from his efforts. (19) (4) The Family Man Trick Whether or not the salesman has a family, he has lots of family portraits featured on his desk. Not only that, his kid needs an expensive operation. It's all just a ploy to make you feel guilty. Even if the salesman is a family man with major medical expenses, that should not influence your decision. His goal is to maximize his profit. (20) (5) The Tracking System Trick As soon as you are on the car lot, your credit and other personal details are tracked and analyzed by their computers. Any information they get from you, such as your Social Security number, is used to investigate your finances and related credit details. They want to make sure that you're not a "roach" (bad credit risk with a low credit score). (21) This is often done without your permission. Their goal is to exert psychological pressure on you. They want to gain any possible advantage over you, short of the outright stealing that brings in the police. (22) (6) The Sale Equals Savings Trick Car dealers are infamous for running sneaky ads, but one of their most favorite advertising strategies doesn't sound like a ruse at all. When consumers hear the word "sale," they tend to translate it as "savings." Not only that, they want you to arrive at the dealership in a state of anticipation, ready to jump on one of their "great deals." In fact, dealers often make more profits when they are running sales. (23) According to retired car-salesman-turned-consumer-advocate Michael Royce, the red discount tags and red special event flags have a significant psychological effect. The buyers get excited. They rush forward into deals that 8

they believe are scarce and disappearing. But these are clever ruses, carefully executed by shrewd profit-minded car dealers. (24) (7) The Fresh Faces Win Races Trick (a.k.a. the Dreaded T.O.) This is another time-tested wrinkle in the Delay Game. When the salesman returns after making you wait for 20 minutes and even more, he brings a "friend." This "fresh face" explains why they must ask for more money. The salesman chimes in and sings the same tune. This new person is often an expert "closer," one of their top guns coming in for the kill. The junior salesman warmed you up. Now you're easy pickings. T.O. in car salesman lingo means to "turn over." They turn you over to a new person who starts in on you all over again, but from a new angle. (25) Another "fresh face" strategy is a variation of the old Good Cop/Bad Cop game. The manager acts like the bad cop, aggressively demanding more money. The salesman acts like the good cop, arguing on your behalf with him to keep the price reasonable. It seems as if you and the car salesman are bonded together against a nasty common enemy, the big bad manager. They are working together, of course, to arrive at a prearranged price target that is being kept from you. (26) (8) The Passing Notes Trick Instead of bringing in a fresh face, the salesman goes back and forth to "the manager" with new offers. The salesman may do this five times or more. The plan is to make you feel like you are being a tough negotiator. The raises from "the manager" end up being small odd amounts of money, which gives the appearance of forcing him to beg for pennies. By the way, variations of this "passing the notes" method are used by less-than-totally-ethical car-selling websites. (27) (9) The Four-Square Confusion Trick This is one of the classics. The car salesman takes a piece of paper and divides it into four quadrants. Then he asks you what amount you want to pay monthly, how much you want for your trade-in, and so on. He puts each number in one of the quadrants. He supplies a low number, then methodically works on you to bring the price lower and lower. Eventually, the paper is covered with scratched out numbers. This unreadable page is confusing and intimidating for many prospects. (28) 9

The salesman is looking for just an extra $1,000 (a "pounder") or more from each deal. Many prospects don't realize how much "wiggle room" there is in the price. It's up for grabs, but the buyer probably doesn't know it. (29) The salesman wants to grab as much of that margin as possible. If the buyer is kept on the defensive, he won't be thinking of how he can take advantage of the seller. He will be focused on avoiding getting ripped off, not realizing that he can negotiate for a significantly better price. If the salesman is on full commission, then his salary will come out of the "payable gross," meaning the named price. The salesman's percentage of sale goes up too as the price tag of the sale goes up. (30) (10) The Test Drive Trick The car salesman knows a secret about the test drive: it's exciting! Though you probably don't realize it, he has already checked your credit history and criminal record (the Tracking System Trick). He knows that it is very unlikely that you will drive off with his car! The test drive revs up the emotions of the prospect. It puts him in a state of high emotion. Taking a brand new car that you would love to have out for a spin is just plain fun. Although on the surface it seems like a generous trusting act from the car dealer, like everything else in his sales process, it is a calculated move to put the buyer in a weak position where he can be dominated. In sum, the more logical, analytical, and unemotional the buyer can be, the better. (31) (11) The Puppy Dog Trick Here is another subtle strategy that looks generous on the surface. The prospect is encouraged to borrow the car for the night and park it in his driveway. The potential owner is able to feel the psychological joy of ownership even though he has not made a commitment. This carefully calculated strategy is called the "puppy dog" as a nod to animal shelters. The shelters send a potential owner home with the puppy, saying, "If you don't want the puppy after you take him home, just bring him back. It's no problem at all." What happens, of course, is that he/she quickly develops an emotional attachment to the cute, charming, frisky puppy. Now, he/she can't part with him. It's another compassionate "sale" for the animal shelter. In the case of a car, 10

it's another sneaky close for the cutthroat car dealer. (32) (33) Obviously, not all car salesmen are slick hucksters with the morals of an alley cat. There are smart, ethical car sellers who make expert use of the social persuasion principles outlined by Robert Cialdini in his best-selling book "Influence." (34) In fact, Joe Girard, the man named in The Guinness Book of World Records as "The World's Greatest Salesman," is renowned for his application of Cialdini's principle of "liking." Girard's master strategy was two-fold. (35) To generate hot referrals, he handed his business card to every customer who bought a car from him. On the back of the card, Girard would handwrite the customer's name. If someone came in carrying one of those special business cards, Girard thanked his existing customer by sending him $25. Girard sent the money whether or not the new lead bought a car. (36) Girard was named "Number One Salesman" 12 years in a row. He did this by selling more than five cars or trucks every day that he was on the showroom floor. Girard made a nice six-figure income as a car salesman. His secret? "Finding the salesman you like, plus the price," he stated in an interview. "Put them together, and you get a deal." (37) He said that the price must be fair. The salesman must be someone who the customer likes. It's a simple fact, elaborated by Cialdini, that people like to buy from people that they like. In short, they are more likely to say "Yes!" to a person that they like than from a person who they don't like. This almost sounds too simple, but as Girard's outstanding success demonstrates, simple can be very effective. We can only imagine the relief of a new car customer at meeting a fair, honest, and likeable salesman like Girard. At the shark tank of car sales, Girard floated above like a beautiful dove. Girard is a great example of a sales eader. He made the master principles of persuasion work for the mutual benefit of his customer and himself. He is a skilled ethical Seducer who works hard to draw customers away from dishonest dealers into his higher realm where real quality, satisfaction, and value are the norm. Girard became wealthy in the process.

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Coffee Break: Cialdini's Big 6 "Weapons of Influence" We will be seeing more applications of Robert Cialdini's principles of social influence. To say that his book "Influence" is popular would be a gross understatement. Translated into 26 languages, it has sold more than 2 million copies. Cialdini, a social psychologist, has clearly hit a nerve. (38)

Robert B. Cialdini, Ph.D. (39)

In the Notes, we include references to what we think are some handy summaries of Cialdini's discoveries. In the meantime, here is a quick look at his six universal power principles of social influence. (40) (41) Cialdini defines six "weapons of influence": Reciprocity - People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad cop strategy is also based on this principle. Commitment and Consistency - If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy. Social Proof - People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point, this experiment was aborted, as so many people were looking up that they stopped traffic. Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre. Liking - People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. 12

Scarcity - Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales. (42)

A list like this of these social persuasion principles is often met by a knowing nod of recognition. But few of us truly realize the profound depth of our hardwired social conditioning. To revisit car salesmen from the Cialdini point of view, Joe Girard was utilizing more than the Liking social trigger. His referral system where he paid $25 to customers for sharing his business card with their friends employed the Social Proof (which includes "peer pressure") trigger. When a car salesman asks for a price then ups the amount, he is counting on our sticking with our Commitment and Consistency conditioning. We made a commitment and we want to be consistent with it. So we go along with the price since, as in the tried and true "Up to..." trick, the amount of the increase is small enough that we feel we can absorb it. Car dealers, vacuum cleaner salesmen, and drug "detailers" have all been trained in persuasion systems that make full use of all six Cialdini principles. Since these methods have remained in use for decades, we can be sure that they really work and really make money. As we shall see in the section on pharmaceutical sales and marketing, intelligent, highly educated medical doctors are also easily influenced by skillfully applied Cialdini principles. Not only that, but multiple studies have shown that they are likely to be in denial of the fact.

Dirty Kirby Vacuum Cleaner Selling Strategies That Really Suck

The Kirby Company presents its new product line of quality home vacuum cleaning systems via vigorous face-to-face "in-home demonstrations." One of the old direct selling dinosaurs, the Kirby Company just keeps chugging along. (43) (44) (45) (46) The Kirby Company is a manufacturer of vacuum cleaners and home cleaning accessories based in Cleveland, Ohio. It is a subsidiary of the Scott Fetzer Company (also known as Scott & Fetzer) and part of Berkshire Hathaway. Dealers are located in several countries throughout the world. Since the 1920s, Kirby's products have been sold only door-to-door using in-home demonstrations. Berkshire does not disclose Kirby's sales numbers, but Gene Windfeldt, the CEO from 1988 to 1997, estimated the vacuum sales at $1.1 billion per year in 1999. About 70% of Kirby's vacuum sales are financed through distributors, with 20%-plus interests, which brings the total price of the vacuum to more than $2000. (47)

With nearly a century of success and a financial vote from the man himself, Warren Buffett (Berkshire Hathaway Inc.), we have to assume that the Kirby 13

Company is doing something right. While there is evidence that the company "has cleaned up its act since Warren Buffett purchased," it remains to be seen whether its reported misdeeds are merely the renegade acts of "rogue managers" or the deplorable symptoms of a deeper problem. (48) (49)

A 1990 Kirby Legend II (50) (51)

Recently, a television news crew went undercover. Hired as a new Kirby vacuum cleaner sales representative, a reporter went in the van with the other sales personnel with a hidden camera. The shocking video results, currently up on YouTube, are revealing, if not downright astonishing. In this economy, you have to be careful not to overpay for anything. But INSIDE EDITION found door-to-door salesmen for a century-old vacuum cleaner company trying to gouge some of the most vulnerable consumers. The company says that they do not tolerate inappropriate sales practices. Matt Meagher's hidden camera report exposes some of the tricks that they use to close the deal. (52) More than fifteen million people work in direct sales in the United States. In part two of our hidden camera report, INSIDE EDITION'S Matt Meagher exposes some door-to-door salesmen and the unbelievable things that INSIDE EDITION caught them doing before heading off to sell their products. (53)

The standard vacuum cleaner in-home demo like that done by the Kirby Company is a dramatic "show and tell" performance. Note that it follows with exacting precision the proven Monroe Motivated Sequence that was created in the 1930s: Attention, Need, Satisfy, Visualization, and Action. (54) Attention - Get the attention of your audience using a detailed story, shocking example, dramatic statistic, quotations, etc. Need - Show that the problem about which you are speaking exists, that it is significant, and that it won't go away by itself. Use statistics, examples, etc. Convince your audience that there is a need for action to be taken. Satisfy - You need to solve the issue. Provide specific and viable solutions that the 14

government or communities can implement to solve the problem. Visualization - Tell the audience what will happen if the solution is implemented or does not take place. Be visual and detailed. Action - Tell the audience what action they can take personally to solve the problem. (55)

Here is that same Monroe Motivation Sequence as "A Sales Classic: The Vacuum-Cleaner Salesman." This powerful sequence creates a movie in the mind. It is easy to see that the script for an effective television or Internet infomercial could be quickly developed from this brief outline. (56)

Monroe Motivated Sequence: Classic Vacuum Cleaner Sales Demonstration (1) Attention Step A free gift is offered at the door. (2-A) Need Step - Part One The pressing emergency of rampant dust in the subject's house gets dramatized. The salesman produces articles about dust and dust mites, shows a scary, magnified photograph of a dust mite and talks about how dust is coating what you are eating and drinking from. He pushes a powerful light along the floor, stirring up visible dust. (2-B) Need Step - Part Two Now the salesman shows that the prospect's existing solution to this dust problem, their current vacuum cleaner, is a serious failure. He asks to use their vacuum cleaner. He uses his powerful light again to show that dust is coming out of their vacuum cleaner. Further, even when a spot where dust was seen before is vacuumed with it, there is still dust left. He concludes this portion of the sales presentation by saying that the homeowner's vacuum cleaner has a poorly performing outdated filter. (3) Satisfaction (or Satisfy) The salesman presents the Kirby vacuum. He explains the way that it works, emphasizing its unique "water filter system." This exciting Kirby vacuum cleaner feature is designed to capture that pesky dust once and for all. He runs his vacuum cleaner and uses the bright light in the same way. It is seen that there is no dust emanating from it. He shines the same light on the area just vacuumed. Again, there is no dust.

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(4) Visualization The vacuum cleaner salesman demonstrates the many amazing things that his vacuum cleaner can accomplish. Not only does it vacuum, it can be used in various helpful ways on the drapes, carpet, air, and pillows. It can even be used to "paint your car." (5) Actualization (or Action) The salesman concludes his sales demonstration by reviewing the features, benefits, and problem-solving power of his proven vacuum cleaner product. He provides the price and shows willingness to negotiate a discount. Since this unusually powerful and extremely sturdy vacuum cleaner is sold direct only, it does have a higher price tag than the customer expects. The salesman offers a payment plan. He writes up the sales agreement. (57) An enthusiastic but neutral presentation along these lines would certainly seem adequate. The Kirby door-to-door salesman is showing, not telling. The accumulated impact of all of these carefully planned and executed "demos" must surely hit the mark with regularity. However, the truth appears to be darker than that. Joel Marks, a former Kirby vacuum cleaner salesman, offers insider views into the "social engineering" tactics that he encountered in the field. It starts by invoking the Cialdini principle of reciprocation with the giving of a "free" gift. (58) Hello Ma'am, I'm With Kirby Vacuum And We're Doing Free Cleanings Today... The Kirby Vacuum is a phenomenal piece of equipment. It will definitely clean your house better than most vacuums on the market. But the tactics the company goes about to sell these units can only be described as downright DIRTY! Kirby deploys an outside sales force that canvasses neighborhoods seeking to ease, manipulate, or browbeat their way into homes in order give you a "Free cleaning." It's not a "Free cleaning" as they claim. Actually, it's a full-fledged, high-pressure, carefully orchestrated sales pitch. (59)

The "social engineering" starts long before the vacuum cleaner salesman knocks on a prospect's door. The salesmen themselves are subjected to aggressive psychological manipulation daily. The pressure Kirby Vacuum puts on its sales reps is enormous. If you studied physics, you know that pressure has to find a way to escape, be released, or be transferred. In this case, the pressure is transferred to the homeowners. Sales reps quickly learn that if they want to get paid, they MUST meet certain Kirby vacuum quotas. They must complete fifteen demos per week. In each of those demos, they must use a certain number of filter pads and carefully stack them in the potential customer’s house as part of the presentation. They are ordered to use a different filter every time they vacuum 16

an item or area such as your carpet, a rug, a mattress, a sofa, and a chair. It's all part of the Kirby Vacuum sales strategy to pressure you into thinking that your house is filthy! Finally, they must call the sales manager to come in and hammer you some more if you don't purchase from the sales rep. If that rep fails or refuses to complete any of those steps, they will not get paid! The manager I briefly worked for told me point blank: "It works like this, no pressure, no diamonds, no pressure, no Kirby vacuum sales, no paycheck." Yep, it's a real pressure cooker, folks! (60)

Stories like this from the cutthroat direct sales jungle make selling on the Internet sound even more appealing, don't they? We've saved the best from ex-Kirby recruit Joel Marks for last. As the reader will see when he/she watches the videos on the YouTube cited at the top of this section, it appears that some Kirby sales teams target the elderly and others who simply cannot afford their pricey state-of-the-art dust sucker. In psychology, there is a term called "Social engineering" that is used to describe the act of manipulating people into performing actions or divulging confidential information. Social engineering tactics and schemes are used by organizations, advertisers, corporations and even governments. The Kirby Vacuum people have mastered the art of social engineering. They use it on new hirers, and without knowing it, the new hires turn right around and use it on potential customers. The system they use on the public is called the "BBB Method," which stands for Belittle, Berate, and Bash. This Kirby Vacuum method of social engineering has but one objective; to sell vacuums by any means necessary! If the sales rep must resort to belittling or berating a homeowner about his/her dirty, filthy home, then so be it. One of their favorite quips is lining up all those dirty filters on the floor and saying something to the potential buyer along the lines of, "How much longer do you want to live in this filth?" The Kirby Vacuum sales person has been conditioned to resort to bashing when a person becomes adamant about not buying. Remember that call that they MUST make to their sales manager prior to leaving a home? The person they call is the "Basher!" They are going to take dishing out criticisms to a new level. Their job is using tactics such as making you feel guilty for receiving a free Kirby vacuum demonstration. The basher asks manipulative questions such as, "What kind of person makes a guy work that hard and doesn't pay him?" (61) (62)

"Belittle, Berate, and Bash"? It could be a law firm. "BBB"? Sounds like a whiskey drink. Based on Joel's report, being a vacuum cleaner salesman would probably make most of us feel like having one (even if we don't drink). As difficult as this first-hand report of abuse may be to believe, there is corroborating evidence. If the reader is skeptical, we suggest checking out the 17

detailed account on the blog of homemaker Holly Goodman about her encounter with an aggressive Kirby Vacuum cleaner sales team. It is quite entertaining (and will again seem almost unbelievable). (63) Here are the six Cialdini social influence principles again: Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking, Scarcity. Holly Goodman describes the disingenuous and not very subtle use of the Reciprocity or "free gift" giving principle by a Kirby sales team. It begins with a cute, spunky girl running door to door telling you that she's trying to spread some "Joy" and she gives you a free bottle of Joy dish soap. She says that you can have a free carpet cleaning by Kirby, and that this is how they advertise... Finally, 30 minutes later than expected, a smarmy-looking guy shows up at the door along with a teenage girl holding two boxes that say Kirby on the front. (I suddenly realize what this really is and that this may have been a mistake!) As soon as I open the door, they start walking in without even being invited. The smarmy guy turns on the charm and talks to me a bunch. (64)

Right off the bat, we see Liking as well as Reciprocity — giving away a free bottle of dish soap — at work. The Liking principle includes the use of highly attractive and charming people as a "weapon of influence." Note that once the appointment is set up, the cute girl is out of the picture. There is also in this initial encounter implied Social Proof: the front girl is going to the neighbors too. If the reader studies the Kirby vacuum cleaner sales procedure, he will see that all six Cialdini principles are employed. For example, showing articles about dust mites calls on the Authority principle. We have nothing against the Kirby Company. We hear that their vacuum cleaner is an excellent product. Our purpose is to illustrate the application of social and other psychological sales influence principles. All persuaders use them. At issue is only the ethical dimension of this application. No doubt that many Kirby sales teams are highly ethical in their conduct. It is, typically, the bad apples that get the attention of the media. The Kirby Company operates through independent distributors. It has limited control of their business behavior. However, there is evidence that the Kirby Company will take action against ruthless distributors. We can contact their website, and otherwise, provide valuable consumer input. (65) (66)

Pharmaceutical Sales: Cialdini's Principles of Influence on Steroids

The application of Cialdini's principles by car dealers and vacuum cleaner salesmen is impressive, but it is small potatoes when compared with the massive social influence exploits of the global pharmaceutical corporations. With virtually unlimited resources available to conduct research into the most 18

powerful methods of persuasion, they have chosen to invest billions of dollars every year in the six tried and true Cialdini principles. The numbers are startling. According to MedicalNewsToday.com, a pharmaceutical industry mouthpiece, the big drug corporations invested around $25 billion in the United States alone marketing new drugs. This included the practice of giving free samples to physicians. The figure is from December 2004. (67) The industry news article goes on to state that a big chunk of this cost was the more than $5 billion that went into "detailing," the pharmaceutical industry term for the face-to-face business interactions between drug salesmen and doctors. Among other things, "detailing" is the giving of gifts on a massive scale to drug-dispensing doctors. (68) According to The New York Times, this "detailing" cost has included giving away free drug company logo-branded pens, coffee cups, staplers, calculators, flash drives, paperweights, penlights, t-shirts, soap dispensers, bandages, tongue depressors, stethoscope tags, and medical calipers. Also included have been the more expensive free "no obligation" lifestyle gifts to doctors like tickets to major sporting events, luxury cruises, and weekend retreats with the wife in tow at upscale resorts. (69) Even though doctors make more money than the average person, they have been treated to free lunches and fancy dinners at fine restaurants. In the last few years, there have been some changes to this drug company gifting practice, including major cuts in the drug sales force. (70) (71) On top of that $5 billion to keep their sales teams going, the handing out of free drug samples during office visits with the doctors totaled more than $16 billion. Let's do the math. That's $16 billion for free drug samples plus $5 billion to pay for the sales staff and the logo-branded gifts, for a grand total of over $21 billion. Remember, that's more than $21 billion per year! (72) While some experts still insist that the billions spent on absolutely free samples has little or no effect on physicians and the drugs that they use, we have the evidence in front of us that the major drug firms are happy to spend many billions per year doing it. It is safe to say that the reason they keep doing this is that it is massively profitable for them. Whatever the drug companies may say to deny the power of these practices to influence their doctors on the dole, the top medical experts who advise the doctors themselves say otherwise. In 2009, the most respected medical advisory group in the nation, the Institute of Medicine, part of the National Academy of Sciences, stated in no uncertain terms that physicians should refrain from taking "the money, gifts, and free drug samples that they routinely accept from drug and device companies." 19

While the report stopped short of telling doctors to totally quit the practice of accepting gifts, the reaction in the medical community was that the report confirmed the long-standing "conflict of interest." This conflict extends to the compromise of medical education both in colleges and medical conferences due to obvious biases in favor of the sponsoring drug companies. (73) We have no interest in disparaging the drug companies. Rather, we are here to sing their praises. Their industrious application of the Cialdini principles has perhaps been the most ambitious and successful in history. We do not need to speculate about the role of Cialdini's teachings in pharmaceutical sales. Some drug companies openly admit it. Tracy Mellor, Head of Training and Development Europe North for a major European drug corporation, bluntly stated in an online interview that her firm used "Cialdini's Principles of Persuasion" to get people to do what her firm wanted them to do. (74) While it is admirable of Mellor to be so forthcoming, we did not need her confession to confirm the use of Cialdini's insights by big drug companies. There is report after report to confirm the masterful and extensive application. Many such first-hand reports with an honest ring can be found online. They are educational, true-life dramatizations of the famous Cialdini principles at work in a gigantic marketplace. (75) (76) (77) (78) (79) We also reference three unique, valuable, and very revealing books in the Notes. All three books are real eye-openers in terms of the incredible power of Cialdini and other persuasion strategies. In ways not apparent on the surface, the billion-dollar influence machinery of the big drug companies can also directly damage the quality of our personal health care. The book by Dr. Evan Levine is especially recommended in that regard. (80) (81) (82) We are not privy to the pharmaceutical industry's inner circle of persuasion gurus, but one way or the other, the well-known Cialdini principles are being employed. Even though many doctors claim to not be influenced by "Big Pharma gifts," the prestigious Journal of the American Medical Association has published articles which state that even the most seemingly insignificant gifts do in fact impact the drug choices made by doctors. (83) (84) The Cialdini principle at work is, of course, Reciprocity. As human beings, we are socially conditioned to give back when somebody gives something to us. For example, the American Disabled Veterans group does massive mailings to obtain donations. A plain direct appeal results in an 18 percent donation response. When a minor gift like "personalized address labels" is included in the mailer, the donations jump up to 35 percent, almost double. (85) To help paint the picture of the symbiotic relationship between the drug "detailer" and the physician, below is an extended first-person account from 20

Shahram Ahari, a former drug representative and vocal critic of the system. Ahari is just one of the many former drug reps who have come forward to speak frankly about drug company persuasion practices. While critics point to the ethics issues, as marketers, first-hand reporting like this is rich with persuasion pointers direct from the top-level professional selling trenches. Ahari summarizes his approach with doctors in this way: "While it's the doctors' job to treat patients and not to justify their actions, it's my job to constantly sway the doctors. It's a job that I'm paid and trained to do. Doctors are neither trained nor paid to negotiate. Most of the time, they don't even realize that that's what they're doing…." (86) Unlike the door-to-door vendors of cosmetics and vacuum cleaners, drug reps do not sell their product directly to buyers. Consumers pay for prescription drugs, but physicians control access. Drug reps increase drug sales by influencing physicians, and they do so with finely titrated doses of friendship... Reps may be genuinely friendly, but they are not genuine friends. Drug reps are selected for their presentability and outgoing natures and are trained to be observant, personable, and helpful. They are also trained to assess physicians' personalities, practice styles, and preferences, and to relay this information back to the company. Personal information may be more important than prescribing preferences. Reps ask for and remember details about a physician's family life, professional interests, and recreational pursuits. A photo on a desk presents an opportunity to inquire about family members and memorize whatever tidbits are offered (including names, birthdays, and interests); these are usually typed into a database after the encounter. Reps scour a doctor's office for objects—a tennis racquet, Russian novels, seventies rock music, fashion magazines, travel mementos, or cultural or religious symbols—that can be used to establish a personal connection with the doctor... Gifts create both expectation and obligation. “The importance of developing loyalty through gifting cannot be overstated,” writes Michael Oldani, an anthropologist and former drug rep. Pharmaceutical gifting, however, involves carefully calibrated generosity... Reps also recruit and audition “thought leaders” (physicians respected by their peers) to groom for the speaking circuit. Physicians invited and paid by a rep to speak to their peers may express their gratitude in increased prescriptions... Pharmaceutical companies monitor the return on investment of detailing—and all promotional efforts—by prescription tracking. Information distribution companies, also called health information organizations (including IMS Health, Dendrite, Verispan, and Wolters Kluwer), purchase prescription records from pharmacies. The majority of pharmacies sell these records; IMS Health, the largest information distribution company, procures records on about 70% of prescriptions filled in community pharmacies... Pharmaceutical companies are the primary customers for prescribing data, which are used both to identify “high-prescribers” and to track the effects of promotion. Physicians are ranked on a scale from one to ten based on how many prescriptions they write. Reps lavish high-prescribers with attention, gifts, and unrestricted “educational” grants... Reps use prescribing data to see how many of a physician's patients receive specific drugs, how many prescriptions the physician writes for targeted and competing drugs, and how a physician's prescribing habits change over time... The goal of this demographic slicing and dicing is to identify physicians who are most susceptible to marketing efforts... The purpose of supplying drug samples is to gain entry into doctors' offices, and to 21

habituate physicians to prescribing targeted drugs. Physicians appreciate samples, which can be used to start therapy immediately, test tolerance to a new drug, or reduce the total cost of a prescription. Even physicians who refuse to see drug reps usually want samples (these docs are denigrated as “sample-grabbers”). Patients like samples too; it's nice to get a little present from the doctor. Samples also double as unacknowledged gifts to physicians and their staffs. The convenience of an in-house pharmacy increases loyalty to both the reps and the drugs that they represent... Studies consistently show that samples influence prescribing choices. Reps provide samples only of the most promoted, usually most expensive, drugs, and patients given a sample for part of a course of treatment almost always receive a prescription for the same drug... Physicians are susceptible to corporate influence because they are overworked, overwhelmed with information and paperwork, and feel underappreciated. Cheerful and charming, bearing food and gifts, drug reps provide respite and sympathy; they appreciate how hard doctors’ lives are and seem only to want to ease their burdens... every word, every courtesy, every gift, and every piece of information provided is carefully crafted, not to assist doctors or patients, but to increase the market share for targeted drugs. In the interests of patients, physicians must reject the false friendship provided by reps. Physicians must rely on information on drugs from unconflicted sources and seek friends among those who are not paid to be friends. (87)

One of the most surprising and consistent findings is that many drug representatives are chosen based on their physical appearance. Though it may sound extreme, a reporter writing for a major American magazine states that "the average drug rep looks like a supermodel or maybe an A-list movie star." He also states that many of these physically attractive, well-dressed, and "affable" drug reps are women, a fact that is surely not lost on the predominantly male physician client base. (88) Physical beauty and charm fulfill the Cialdini principle of Liking. Whatever our current level of physical perfection, these findings certainly point to the value of presenting to the best of our ability an attractive, professional appearance. We could go on, but we hope we have made our point. As elementary and selfevident as these Cialdini principles sound, they truly are universal. The biggest and boldest of the world's great corporations drink from their bottomless spring for inspiration and nitty-gritty persuasion know-how. Taking our cue from the global megacorporations, it seems fair to say that we entrepreneurial Internet marketers should learn to do the same. We can also take note of the unrelenting vertical integration of their efforts. From the smallest to the biggest detail, the big pharmaceutical companies pursue their mission to apply Cialdini's principles with total dedication. It seems that part of our social conditioning is that we consistently and severely underestimate the real power of these six Cialdini factors. While that blind spot may work for us as individuals in society, as marketers, we must be willing to step out of our comfortably passive consumer mindset. On our own scale and in our own way, we too must be willing, like the big drug companies, to enthusiastically play the part of the puppet master for all that 22

we're worth. Remember, these principles can be applied in both ethical and unethical ways. Persuade we must if we are to succeed. While we may not agree with everything that Big Pharma has been up to on the basis of ethical considerations, there is no question that they are masters of moneymaking manipulation. We are free to choose our own ethical orientation and let these billion-dollar big boys function for us as senior persuasion mentors.

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PART TWO: THE LEADERS — NEW SCHOOL SALES WISDOM As fascinating as the doings of superstar actors and athletes and the financial triumphs of global corporate giants may be, we are talking about sales and salesmen and how to make money on the Internet. Sales, the movement of money due to buying and selling, is the life's blood of the Internet. Yes, people want to socialize. Yes, they want to gather information. But sooner or later, they are going to want to own something that represents their desires. When they do that, they are going to buy something, and that something will come from someone who is selling it. On the Internet, sooner or later, we all become customers. Our reason for bringing up the Trickster/Seducer archetype is to invest the image of the "salesman" with an exciting and useful energy. In spite of the explosion of marketing know-how on the Internet, very little is being said about the nature and art of selling itself. For some, selling comes naturally. However, if that is not the case, or the reader has other points of confusion or reasons for hesitation, he will find our teachings about the sales Leader especially interesting.

The Way of the Trickster/Seducer: the Four Paths

Just as the dynamic we call money has been maligned, its image twisted almost beyond recognition as "the root of all evil," the image of the salesman has suffered due to a lack of insight into its deeper powers and nobler expressions. The Trickster, an ever-new archetype, invests the trite and tired "salesman" stereotype with fresh new life. (89) To be the hustler, con artist, or sleazy used car salesman is just one way to express the universal and highly creative Trickster/Seducer archetype that lives in each one of us. There are better ways. (90) Once this is understood, then we are in a position to actualize a unique, personal sales success pathway that is a true win/win for us and our customers. Just as Jim Carrey found the exact right outlet for his profound Trickster energies, so can we recognize our passionate, creative Trickster within and, like Carrey, make a mountain of money. According to marketing expert Rick Davis, the Trickster salesman archetype can be divided into four quadrants along two axes: skill at conveying product benefits and skill at scoring sales. He calls the four types of salesmen that result from this analysis the "Hard Closer," the "Friend," the "Beggar," and the "Leader." (91) 24

Although those in the sales field like to use battle metaphors and see themselves as the "Warrior," another major Jungian archetype, the raw truth, is that the archetypal model underlying the sales process is the act of seduction. Even if he is providing massive legitimate value to his customer, his intent is to fatten his wallet, not to save the world. This is not a judgment. Seduction per se is not a bad thing! We are saying that this is a true archetypal energy that is universal to human beings since long before writing was invented. It is here to stay. Some are drawn to it. Some are not. For those who are drawn to it, who may even revel in it, there are choices, high or low, that they must make. Of these four salesman types, only the Leader, according to Davis, is following an authentic, illuminated path. The participants in the other three quadrants are falling short of their true potential. (92) True to the Trickster mode, this specifically means that they are engaged in some form of lying, cheating, stealing, or swindling. They are taking the shortcut to fast, irresponsible profits. They are, in brief, thieves. We are not saying that all salesmen are thieves. We are saying that the Trickster archetype and seduction process underlie the sales process. If the seller is not conscious of this energetic reality, he can, like Tiger Woods, end up seduced by his own unconsciously seductive agenda. We are pointing to the higher potential of sales. This is to be a master seducer for a just cause, for a high purpose, for a stellar product. The Buddha and Jesus Christ were great master seducers. They utilized every possible device at their disposal to persuade people to join them in their quest for a better life on Earth. We do not know what leader of today the reader regards highly, but that kind of person is who we mean. The Hard Closer is aggressively manipulative. The Friend fails to be businesslike. The Beggar can't rise above his victim mentality. Only the Leader rises above these selling stereotypes. Only the Leader achieves sales greatness. Only the Leader fulfills the higher potential of the Trickster archetype by using his exceptional powers of seduction for the greater good. Yes, the Leader can still become a billionaire. People get confused about moneymaking because they see rich people who have fallen prey to the unenlightened Trickster energies within them. This is just ignorance. Consciously embraced, the Trickster energies will lift us to the most profound heights known to man. We can do very well by doing good, but the famous exemplars of this are few. 25

The Friend and the Beggar are, to be blunt, losers. They are the selling failures that litter both sides of the narrow winding road to the top of Profit Mountain. The Hard Closer, or the Closer for short, makes money. The Leader makes money too. The distinction lost on the Closer but learned by the Leader is that it's not just what you do that counts. How you do it, what you do to get there, to get to the top of the mountain, that counts too. At night, the Leader sleeps like a baby, comfortable in the clear knowledge that he is doing the exact right thing for himself, his family, his friends, his community, his customers, and his business. His success shines like solid gold in the sunshine of his awake and aware action.

The Old School "Closer" vs. the New School "Leader"

These two expressions of the Trickster selling archetype, one low and one high, can be used to represent the Old School of Sales and the New School of Sales. Naturally, this division is a bit artificial. Our point is simply that the art of selling has continued to significantly evolve. While there are those trained in the Closing style who transcended that style to become true sales leaders, the fact remains that the Old School of Selling focused on closing hard and often. To paraphrase a popular saying from the time: "A sales pitch without multiple strong closes is just a conversation." The imagery of the slippery Trickster salesman is inherited from the glory days of the cash king Closers. Of greater concern to us is the fact that the old ABC ("Always Be Closing") model just doesn't work anymore. Today, selling is about building relationships. Nobody wants to "be sold." Further, the choices available to the consumer approach the astronomical. Truly, the marketplace today is not our grandfather's market or even our father's market. (93) The Internet consumer is much better informed. Though he can still be deceived, it is much more difficult to maintain a profitable enterprise based on deliberate, sustained deception. At the watering holes of the Internet, the word will get around! Imagine the devastating effect of just one Twitter message from a very highly regarded niche authority regarding the dishonest illegal doings of an Internet seller. 26

We can learn from the great Closers of the past, but we need to keep in mind that their adversarial model is outdated. Because many of us are influenced by this old sales tradition without realizing it, we are struggling to adapt to the new way of sales. By bringing the assumptions and methods of the old Closing school to the surface, we can consciously pick and choose what to keep and what to reject. We do not advocate throwing out the baby with the bath water. No matter how relational our sales practice, we still need to close. It's just that the getting there, the carefully planned journey to arriving at that special closing moment, is different The Closer is pushing hard to make the sale now on the first contact. If necessary, he will run over the client, manipulate him/her, trick him/her and deceive him/her. He is the aggressor. It is do or die. The martial theme here, whether conscious or not, is that he is the attacker and the customer is the victim. He is the hunter armed with a powerful rifle. The customer is the naive deer waiting to be killed and bagged. In his mind, the aggressive Closer is not coming back this way again. He doesn't mind burning his sales bridges because he doesn't plan to need them in the future. The sales moment is now or never. (94) In contrast, the sales Leader embodies the best of all four types. As needed and on the fly, he can close like a Closer, build rapport like a Friend, and be humble like a Beggar. At the core of his sales mission is achieving profits via the pursuit of personal and business excellence. (95)

Hidden Assumptions of the "Hard Sell" Sales Dinosaurs

If the hidden assumptions of the good old boy Closers were a mere historical curiosity, we would not bother mentioning them here. In fact, they still influence most of us now. We were raised in this hard-sell sales culture, and the revolution that led to the New School of Sales is but slowly trickling down into the selling mainstream. By recognizing the adversarial nature of the Old School, we can quickly get up to speed with the New School methods. We will be able to learn from history and not repeat their errors. What they did suited their times, but we live in a brave new world of consumer awareness that the planet has never seen. Coupled with the rapid growth of Internet-based social marketing, we need to really know ourselves as sellers. We need to know our personal, highest, best 27

way to actualize the Trickster/Seducer archetype. This means that we need to educate ourselves about the dark side of selling and grasp the shockingly negative impact of adversarial sales mythologies. Offline marketing expert and sales trainer Bill Good summarizes the Old School selling philosophy for us in his telephone lead generation guide "Prospecting Your Way to Sales Success." It turns out that the golden key to sales success is not warlike aggression; it's having the correct mindset. But for us to arrive at this new and more effective mindset, it is extremely helpful to understand the Old School mindset and how it still influences us. If you work in insurance, real estate, most financial services... appliances, automobiles, or just about anything else, you have most likely been trained in the Old School —if you have had any training at all. If you have no formal training, you've still gotten the Old School message. Like a powerful undertow, whenever you put a toe in the sales water, it's tugging on you... So let's assume you are fairly new in the business, and your branch manager or sales manager has made it perfectly clear that you are expected to cold call—that is, phone someone to whom you've never spoken before—at least five hours a day and probably a couple of evenings each week. On your part, you would much rather wait for someone to call you or at least be provided with twenty or thirty direct-mail leads each week.... (96).

We share these gruesome details for a reason. Chances are, the reader is not into direct sales. Chances are, the reader is especially not into cold calling via the telephone. But it may still be news that even those people who are into sales, who see themselves as salesmen and see their future as being in direct sales, do not enjoy this Old School cold calling approach. There is something intrinsically "off" about it. But as long as the Old School of selling was the only way to sell, who could challenge it? Remember, the reader has the invisible poison of Old School selling psychology polluting his blood. He just doesn't know it. More importantly, this can influence his success in Internet marketing. So read along. The relevance of all of this will be obvious soon enough. Bill Good continues. Let's review your Old School training. First of all, you will undoubtedly have been trained to persist. In sales school, you probably heard countless anecdotes about how various superstar salespeople have persisted and triumphantly returned with the prized order. Plus, your sales manager or your peers will have surely relayed some or all of these Old School gems of wisdom: — "No is just a stepping stone on the way to yes." — "The more no’s you get, the closer you are to a yes." — "No is simply a misunderstanding on the part of the prospect and is just a way of saying that he or she requires additional information." (97)

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So the telephone cold call to the prospect, a complete stranger, fails miserably. So the salesman surely did something wrong... right? From the Old School point of view, you certainly must have done something wrong. Weakness? Wimpy tone of voice? Failure to persist? Insufficient goal orientation? Bad phone breath? Sadly, you recall the words of Old School trainer J. Douglas Edwards, who said that half of your sales would be made after the prospect has said “no” six times. (98)

So, this poor cold calling salesman says to himself, "If only I could have made my prospect say “no” to me six times. Then I could have made the sale!" He stares into his half-empty cup of cold coffee. "Well, where there's a will, there's a way. I've just got to suck it up and do this! I just need to persist and get my next prospect to say “no” to me the magic number of six times!" Hopefully, the absurdity of this point of view is reaching the reader. In everyday life, if a friend were to firmly say "No!" six times to something in a short ordinary conversation, that would be taken as a sign that they really do mean "No!" In reality, there is nothing about a sales conversation that is innately different. What that means for selling, whether it's online or offline, is that the Old School approach is going about things in exactly the wrong way! Just because charismatic high-energy Old School salesmen could intimidate, overpower, or hypnotize prospects into purchasing does not mean that it is the right way for everybody who wants to make money selling something. We each are born with certain natural gifts. Our success depends on making the best use of them, and this includes success in sales. (99) For example, there are people who have flown to the moon. Does that mean that we need to fly to the moon too? Just because they did it doesn't mean that we can or even should. Surely, there must be a better way for us to sell than the Old-School-style boxing match one-two punch winner vs. loser approach. Before we move on to what does work in our brave new Internet world, let's summarize the hidden assumptions of the Old School sales dinosaurs. (100) (1) Buyers are liars. (2) No matter how many times the prospect says “no” to you, don't accept it. (3) Each time you get a no from your prospect, you are one step closer to getting a resounding yes and closing the sale. In other words, Old School selling is as simple as ABC: "Always Be Closing." The implications of these three Old School of Sales selling assumptions are 29

deep and disastrous. In sum, when the old million dollar sales dinosaurs made a sale, they did it in spite of their assumptions, not because of them! In the twisted predatory logic of Old School sales psychology, the salesman works hard to get lots of “no’s” so that he can get to that one golden yes. Does that make any sense at all? Frankly, it makes zero sense to us. We understand that this brutal philosophy had its place and time. But that time is gone, and that place is no more. It is replaced by the open free market of the Internet, an absolutely new kind of trading exchange that is globally changing how we do business. What makes sense to us is to get to “yes.” Get to a small “yes,” then to a bigger “yes,” then to an even bigger “yes.” Eventually, we will get the “yes” that we really want. Not only that, because we built bridges instead of burning them, we can return to this customer again and again to make more profits. The result is that both of us get what we want. All of us are happy. It's a beautiful day! Remember, the roots of the salesman mythology is in the Trickster/Seducer archetype. The natural tendency is to look for a way to get to the sale as fast as possible. If this includes slick deception and harsh manipulation, so be it. That doesn't mean every seller online and offline who is looking for a quick sale is dishonest. But it does mean that if the seller shows no interest in building a long-term mutually beneficial relationship, there is a good chance that he is playing with a stacked deck in order to skew his chances of a fast and easy profit in his favor. His secret sales agenda is to hit and run. (101)

Be an Old School Dropout: the "Death of a Salesman"

Even though Henry Miller's "Death of a Salesman" is arguably the best play about the American dream by an American, the main character is tragic. Nobody wants to end up like the bitter broken salesman Willy Loman. (102) Loman doesn't just lose sales. The overwhelming pain of his loss ripples through his life and the lives of his family. They too are damaged, limited, and twisted by his massive self-deluded failure to achieve his dreams. (103)

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Cover of Death of a Salesman by Arthur Miller (104) (105) (106)

Loman is a pathetic loser not merely because he fails. His real tragedy is that he refuses to learn from his lessons. He insists on repeating his failures. (107) He is the proverbial old dog from the Old School of Sales who refuses to learn the new tricks. Perhaps he could learn these new things, but he arrogantly defies the great, swiftly moving bulldozer of change. He stands in front of it, raises his fist to it... and gets run over by it. The point dramatized by the Loman character is that the issues that surround the Old School assumptions are not just philosophical. They affect our quality of life. Even in sales, or perhaps we should say, especially in sales, things are evolving. A great intelligence is at work to maximize our potential to make more money while at the same time we make life better for others.

The Fall of King Close and the Rise of King Customer

There is another force of influence beyond that of the sheer authority exerted by the sales guru in question. Depending on the context, this force can be even more effective. That force is social proof in the form of the opinions of our peers, the crowd, other buyers of the same product, buyers of similar products, and so on. (108) Amazon.com expertly exploits this tendency as it politely informs us when we view a product that "customers who viewed this also viewed..." or "customers with similar searches purchased...." When we visited Amazon.com from a browser that offered no cookies, we were greeted with this telling phrase: 31

"What customers are looking at right now...." (109) Authority does not exist in a vacuum. It is upheld and reinforced by an invisible buttress of social connections. Thanks to a widespread network of multilayered mutual agreements, the guru gets recognized as an expert and rises to the status of an authority. But let us never forget that it is the people who raise a king up, and it is the people who bring a king down. It's easy to be a flash in the pan. To be a leading authority takes time. It takes building a passionate following. It takes a long-term marketing plan.

Brian Tracy (110) (111)

The Old School of Sales started looking very rough around the edges some time in the 1970s. Though the elderly Old Sales dinosaurs keep marching forward spreading their aggressive "slash and burn" sales gospel, they are a dying breed. Nonetheless, the magical mystique of "always be closing," their highest commandment and enduring legacy, has lingered on. Brian Tracy explains the evolution in modern selling up to and beyond the close as sales king. Well into the 1970s, most salespeople, sales managers, and sales trainers believed that the close was the most important part of the entire sales process. As a result, salespeople were trained in a variety of closing techniques. Some books claim to teach more than one hundred different ways of overcoming resistance and closing the sale. The overemphasis on closing was only valid, and is only really valid today, in the case of a single, simple sale to a single person on whom the salesperson is only planning to make a single call. In this case, the product is usually small, the need is clear, all of the information necessary for a decision can be presented at one time, and the only thing to be overcome at the end of the process is the natural resistance experienced by every customer when contemplating a new product or service. However, in the 1970s, a revolution occurred in the selling process. The selling triangle flipped over and the entire process of selling changed forever. This is the most significant and meaningful transformation of basic selling techniques that has ever taken place, and the mastery of this new model is your key to outstanding sales performance for the indefinite future. (112)

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Visualizing this upside-down pyramid or triangle, we have the same four parts of the sales process. Tracy points out that the difference is that now they are in reverse order. That which was most important is now least important. That which was the least important is now the most important. Here are the numbers. They used to be 10-20-30-40, with 40 percent invested in the close. Reversed by the New School of Sales, now they are 40 percent "building trust," 30 percent "identifying needs," 20 percent "presenting solutions," and only 10 percent "confirming and closing"! (113)

TRUST --> NEEDS --> SOLUTIONS --> CLOSE We can just about hear J. Douglas Edwards, the Old School's crown prince of closing, turning over in his grave. "What? Only 10% for closing? Are you insane? Don't you want to make any sales? Don't you know it takes six “no’s” before you get to one “yes”? Every “no” is another step closer to a sale!" To summarize, in the new age of selling, we go through four stages of selling. Brian Tracy assigns a full 70 percent to the first two stages. (114)

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PART THREE: THE INTERNET ABUNDANCE REVOLUTION The adversarial Old School sales style was based on a hidden assumption of fundamental scarcity. In fact, as the global connectivity of the Internet is demonstrating, there is no lack of qualified leads, no lack of warm prospects, and no lack of hot sales opportunities. Today, we don't have to invest precious time driving over to a prospect's office to have a personal meeting. We can meet with them face to face via Skype and quickly connect via a myriad of methods, cell phone included. Just imagine spending hours on the telephone cold calling to capture just one warm lead. Now imagine two weeks later driving an hour to their office for a personal meeting. There just might be the feeling for the salesman, "I've invested an awful lot in the sales call. I'm going to push as hard as I can, pull out all of the stops, and try every trick I know to get a sale from him." This is a scarcity attitude that has no foundation in the new Internet marketing arena. The new problem is not getting leads, but obtaining great leads that are extremely well qualified for our marketing purposes. In this revised scenario, questions take on a mutually beneficial tone. We, meaning the seller and the prospective buyer, need to find out if we are suited for each other. We willingly investigate each other in transparency. In a world where an abundance of solutions for almost any problem are available virtually at the speed of thought, it is just as important to the seller as it is to the buyer to determine if they are a good fit for each other. Instead of spending the bulk of his time on prospects who may or may not be a good match, the savvy online salesman prefers to invest his energies in finding great prospects who will be ideal for his product and sales process. When there is a ton of fish swimming in the sea, we have the luxury of fishing for our favorite fish and eating that dish often.

A Self-Fulfilling Prophecy: Old School Sales Assumptions Revisited

Obviously, if what we want to do is sell, we do need to ask for the sale. At issue is not the fact of asking. At issue is how exactly do we get to that point in the first place? When we examine the three fundamental assumptions of Old School hard selling, we see serious flaws that amount to a self-fulfilling prophecy of sales failure. The forecast is for chronic stress with frequent customer storms broken rarely by the intermittent warm sunshine of a completed sale. 34

(1) Buyers are liars. A much more useful working assumption is that buyers are telling us the truth. When we assume that buyers are liars, we fall into a desperate and conflicted situation. The scenario for the prospect is not much different from being asked a question like, "Are you still beating your wife?" Whether the answer is “yes” or “no,” the reply is flawed because the question is flawed. The seller must then be aggressive because his approach creates resistance. (2) No matter how many times the prospect says “no” to you, don't accept it. This is tantamount to refusing to listen to the prospect. If you are unwilling to really listen to him/he, how can you possibly hope to know what he/she really wants or what is best for him/her? If you assume that the seller is telling you the truth and is your friend, then you would never approach him/her in this way. If you assume that he is lying and is your enemy, you have set up a rough and tough "fight club" scenario of stress, strain, and struggle. Then, even the successful sale is tainted by the sheer fatigue engendered by an exhausting process. (3) Each time you get a “no” from your prospect, you are one step closer to getting a resounding “yes” and closing the sale. In other words, Old School selling is as simple as ABC: "Always Be Closing." If the underlying assumption here was true, then the rest might make sense. In fact, moving in like gangbusters with guns blazing is likely to have the same effect it would have on any decent sane person. They pull away from their assailant and dig their heels in to say “no.” What this means in practice is that the way that you begin the meeting is likely to determine its outcome. No matter how many “no’s” arise during the Old School sales encounter, it is an uphill battle with a bloody win/lose ratio. Call it resistance, sales pressure, or something else, it does not take an Einstein to realize that when you push hard on a person, he/she is likely to push hard back. Hard-hearted aggression is self-centered and mean-spirited. The reality is that most people just plain don't like it. He who lives by the sword dies by the sword.

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SPIN Selling and the Case of the Master Clothier

Brian Tracy was in New York on business. He needed a dress shirt or two to go with some new business suits that he had bought. After going into three clothing stores where the sales staff overwhelmed him instead of helping him, Tracy decided to try one more store. A humble, older man seemed to be the only salesman in the store. Though Tracy didn't know it, he was now in the capable hands of the store owner, a gentleman's clothier and master salesman named Harry Rosenman. Corporate sales trainer Neil Rackham has found that four questions, abbreviated as SPIN, are used by top high-end salesmen in a certain order. These questions in proper sequence are (1) Situation Questions, (2) Problem Questions, (3) Implication Questions, and (4) Need-payoff Questions. (115) We will let Tracy tell the story. Perhaps the reader can spot where Rosenman transitioned from one question level to the next. Tracy's situation was that he was looking for gentleman's clothing. His problem was that he needed at least one new dress shirt to go with his nice new suits. The implication was that he was in sales and wanted to look as successful as possible for business yet stay well within his budget. The need-payoff was Tracy's journey into a personal realization about the exact nature of the quality that he wanted and the type of price that he needed to pay to obtain and guarantee that superior quality he now knew he needed. In sum, Tracy was learning from an authority, Rosenman, a very valuable life lesson in how to "dress for success." Let's listen as Tracy tells the tale. I told him [Rosenman] that I wanted to buy a couple of shirts. Then he did something that I hadn't seen before, and which I subsequently learned is the modus operandi of all top salespeople. He asked me, "What will you be wearing the shirts for?" When I explained to him that I was in sales, he then asked, "What color of suits would you be wearing the shirts with?" When I told him the colors of my suits, he asked me, "What kind of shirts do you prefer, and do you have a price range in mind?" I explained to him that I wasn't too sure about the types of shirts and that I hadn't really thought about how much to spend. He then said, "Well, let me show you some shirts and explain the differences in price and fabric, and you can decide for yourself which are most appropriate." By this time, I was so happy at finding a salesman who was genuinely concerned about helping me get what I needed that I followed him willingly. He showed me an entire selection of shirts and explained the differences in fabric, cut, stitching, cuffs, price, and care. He showed me how different colors and combinations of colors went with different suits and the different ties that could be mixed and matched with the shirts and the suits for maximum attractiveness. I was fascinated, and I asked him question after question, all 36

of which he answered in a very low-key, professional way. I walked out of the store half an hour later with two large bags full of shirts and ties. (116)

Please note that Tracy exited the clothing store a totally satisfied customer. We might even say that he left as a wiser man too. This is true win-win selling. It is a moneymaking sales conversation that, in the hands of a master, has the beauty and elegance of a fine artwork. To ascertain the prospect's problem is only the beginning of the sales investigation. It is not the end of it at all. The next layer is helping the prospect understand the true implications of his desire. The even deeper layer from there is educating him about what it will take for him to actually get what he really wants. The New School salesman wants the buyer to arrive at the very best possible purchase decision, as that will also prove to be the best possible outcome for him. This is not win-win selling as a cynical strategic contrivance. It is the kind of common sense that is not so common. Those with minds blinded by greed cannot see it.

The Internet Marketing Mindset and the New "Sales Conversation"

So what exactly does this optimal Internet marketing mindset look like and sound like? Our thoughts determine our feelings and our actions. This is also true for our customers. When we make the sales process a forward-moving journey of discovery into the core problems and truths of the customer, we become their ally. We earn their trust. They like us. We become a valuable asset in their eyes. Here is a handy summary of the New School of Sales principles. (117) Old School: Focus on the sales pitch. New School: Focus on the conversation. Old School: Always be closing (ABC). New School: Find out if seller and prospect are a good match for each other. Old School: The sale is lost at the conclusion of the sales pitch. 37

New School: The sale is lost at the start of the sales conversation (because trust was not established). Old School: Rejection is inevitable, so get ready for it. New School: Rejection is the result of too much "sales pressure." When the salesman pushes hard, the prospect pushes hard back. Stop pushing. Old School: You are a predator. Go after your customer prey. Track him, hunt him down, and bag him. Don't let him get away. New School: Don't stalk your prospects. Be magnetic. Let them come to you. Old School: Objections are our enemies. Overcome them swiftly and counter with tested memorized strategies and proven hard-sell closes. New School: Objections are our friends. Each objection is a hidden jewel containing a valuable new sales truth. Thank the customer for this gift.

Beyond the Golden Rule: Welcome to Zig Ziglar's Platinum Rule

The essence of the New Sales mindset is not really new at all. But today's widespread discussion, popularization, and application of it is. One of the greatest sales trainers of the Old School of Selling, Zig Ziglar, is known worldwide for this spectacular piece of advice: "You can get everything in life you want if you will just help enough people get what they want." (118) That is a beautiful, even spiritual, saying. But it is found on page 22 of a book with the title, "Zig Ziglar's Secrets of Closing the Sale." Naturally, those who read this wise saying in that context will think that Ziglar means we will get what we want with the Old School ABC (Always Be Closing) methods. But a close examination of this advice, called "The Platinum Rule" by marketing professor Tony Alessandra and others, shows that it is speaking to us from a different level. Here are the key words: "Help people get what they want." (119) The first main point is help. We are here engaging in a sales process with them in order to help them. Not sell them. Not convert them. Not "kill" them (as in making a killing at selling). No, first and foremost, we are here to help them. The second main point is even more subtle. A lot of people miss it. Ziglar is not telling us to help these people get what we think they need or even what they 38

"should" have. Ziglar is saying help them "get what they want." Many sellers are trying to sell people what they think they need or what they should need. That's not how to do it. Ziglar is saying that for this method of getting rich to work, we have to be helping a lot of people get exactly what they want. How do we find out exactly what they want? We ask them! According to the Old School of Sales, buyers are liars. So asking them was out of the question. They are just going to lie to us. The New School of Sales has a new, more enjoyable approach. The customer knows, so let's just go ahead and ask him. Let's make it as easy as possible, as comfortable as possible, as fun as possible, for him to tell us that valuable information. In fact, we will be delighted to take him on a mutual journey of discovery into this truth about what he really wants. This truth is not going to be what we think he needs or wants. It is going to be what the customer says he really wants.

The Internet: A Global New School Sales Laboratory

Fortunately for all of us on the Internet, a New School of Sales arose from the ashes of the old. However, this landmark event never made the news. It is little known outside the inner circles of the sales elite. The social marketing wave on the Internet has accelerated the power of this method and boldly demonstrated its effectiveness. By understanding its principles, applicable to both online and offline sales, we will be in the driver's seat for the new and always-changing sales scenarios of the future. This is serious business. Though it's not talked about much, the Internet marketing scene is littered with the expensive failures of would-be Internet marketers who literally spent thousands of hours and dollars and ended up with nothing but disappointment and heartache for their efforts. It's not just "information overload" either that is at fault. People, who have never sold a thing in their lives. jump into Internet marketing. They haven't a clue what selling is about, and what they think they know is usually just regurgitated misunderstood Old School selling platitudes. 39

Trader in 16th Century Germany (120) (121)

They embrace the glittering promises of the new technology with their pocketbook, but they forget that trade — buying, selling, and bartering — has been around for about 150,000 years. In that time, people have changed little, if at all. Let us not forget, as George Santayana put it, that “Those who do not learn from history are doomed to repeat it.” (122) (123) When the high cost of selling success is leaving behind a selfish trail of shattered customer dreams, is it that much of a surprise when somewhere, somehow, we, the hard-hearted Old School sales predator, get cut on those same jagged broken edges? Our dreams are not just our dreams. Our dreams are our customer's dreams. We share so much with our customers. We all desire to be happy, healthy, wealthy, loved, and free. The rest is details. The predator-prey metaphor that silently structured the Old School selling mythology is outdated. The new way is to work together for a common good. Instead of shattering dreams, we build glorious visions. The new golden age of win-win stellar selling success is upon us. There are no bloodthirsty adversaries, no sales sadists, no innocent victims here. In the bright new realm of "speed of thought" Internet social marketing, the only sales prospect who is not our good friend is the one we haven't had a chance to meet yet. (124)

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The Four Sales Steps for Social Media: How to Sell Without Selling The super-condensed version of what we've said up to this point is that we live in a new global selling environment where buyers are sophisticated, wellinformed, and Internet savvy. The Internet customer can look up competing offers and prices or ask a friend about a product in seconds. Nobody wants to be sold any more. Everybody wants to be treated like a friend. In contrast to the old top-down marketing where the customer had to take what was given to him, now he can select his product provider and demand excellent service, convenience, and delivery, as well as respect. The art of selling has adapted to these changes over the last 40 years or so. The Internet did not introduce these changes, but it did accelerate them. Internet marketers wonder how to adapt to this sudden sea change in marketing. It's a new paradigm that is based on instant connectedness. How can I "sell" to my friend? How can my "friend" be my customer? In the new era of instant connectedness, everybody is our automatic friend unless they choose to opt out of that possibility. If that happens, it is okay. There are millions of other friends out there, and they want to connect. Here is the Brian Tracy revised 40-30-20-10 sales formula again.

Trust --> Needs --> Solutions --> Close Each level requires a different type of question. Here we will again reference Neil Rackham's four professional selling questions: (1) Situation Questions, (2) Problem Questions, (3) Implication Questions and (4) Need-payoff Questions. The Trust stage involves Situation Questions, and so on. Each question removes another layer of customer confusion to finally reveal with clarity the precise face of the genuine connection (or lack thereof) between seller and buyer. Buyer and seller do this process together as a mutually beneficial journey of discovery. Our model for dialog between prospect and marketer naturally progresses from the first stage/question to the fourth stage/question. Since in the new spirit of selling, it is our thoughts that are guiding the process, these are thought questions. The words we say, type, or record arise in the moment. Being prepared is good, but we don't want that to disguise a blind need to pursue, control, and capture the client. That is Old School selling. In New School selling, we recognize that the prospect wants to feel in control. He/She will automatically feel this way when the focus is on him/her, his/her 41

needs and his/her world. The goal is to reveal the prospect's truth. (125) (1) Trust/Situation: Instead of a script, we engage in natural dialog. We can do so on the basis of a prepared script, but any sign that our main focus is on pitching the client rather than focusing on their needs will backfire. First Thought Question: "How can I encourage my prospect to trust me?" (2) Needs/Problem: Now that trust is established, it is okay to talk about the kinds of problems that you are prepared to solve with your product or service. But the way this is done is very important. The prospect must feel that we care about him/her and his/her central problem(s). We are still engaged in investigation or discovery. We are listening, not delivering. What we can do is expand in the prospect's mind the gap between where she is now and where she wants to be. If a shy girl is going to allow us to help her make friends, we must first help her feel the true pain of her now situation. We can help her, but we need a commitment from her to do that. Just as a real friend tells a friend the truth about his/her troubles, we are acting as a real friend when we tell him/her the truth about his/her core issue. This is powerful but simple. We tell him/her the truth, and then we wait. If he/ she is interested, fine. If he/she is not interested, fine. It's his/her move. Second Thought Question: "How can I help her uncover her core issue?" (3) Solutions/Implications: Now that we aligned with our prospect's core issue, a real problem waiting for a genuine solution, it is time for an ecology check. We need to find out if the prospect finds it meaningful to continue. Is there a sense of urgency? Does she need to take action now? If so, is she financially able to do so? The prospect will likely talk about these things. Beyond this stage lies the exploration of an actual commitment. Third Thought Question: "Now that we know what we know, does it make sense for us to continue?" (4) Close/Need-payoff: At this point, the prospect decides if he/she is ready for a commitment. We have been transparent with him/her. He/She trusts us. Now that we know each other, the question is whether or not we are a good enough fit to move into some kind of commitment place. This can be to make an appointment to discuss things further. It can be to attend a webinar or teleseminar. It can be a paid consultation. It can be a product purchase. 42

To an Old School seller, this new path of selling must seem terribly passive. It may look wimpy and weak, even silly. Where is the thrill of the hunt? But customers are different now. They want to take the initiative. They want to take charge of their destiny. They want to be in the driver's seat. They will react when we come at them holding to the hard-headed thought process behind a sales pitch. They will pick up on our hidden agenda. They will notice that we do not have their needs first and foremost in our minds. They would be right. We are focused on ourselves, on pitching and selling, and needing a sale. Deeper down, this is motivation by scarcity. According to the laws of thought, what we do on the surface is not as powerful as what we are doing in our "heart," meaning in the deep mind or subconscious. So if we push to close a sale, and deeper down, we are worried about counteracting our feelings of scarcity, scarcity is driving the sale. Chasing the sale just plain doesn't work. The sale runs away. It's like the old joke about getting a loan from the bank. If you don't need one, then you can get one. If you need one, then you can't. The trick if you actually need a loan, of course, is to convince the bank that you really don't need a loan. In terms of making the sale, we know that there's plenty of sales in our future. This particular prospect doesn't have to buy, make an appointment, or show any kind of commitment. We can relax. We are just having a good time. This is what we convey to the prospect. This is the winning magnetic attitude. Fourth Thought Question: "Where shall we go from here?" (126)

Abundance Thought Experiment This thought experiment is designed to help the reader experience the scarcity mindset and the abundance mindset. Then he will be in a better position to compare the merits of the two states. To get the most from this thought experiment, the reader imagines that he is the fisherman (or fisherwoman) in each scenario. He makes a little movie out of it. For example, don't just read the words "small stream." See a stream in the mind. Is it in a forest? Is it in the mountains? Is the stream babbling or gurgling or rushing? Can birds be heard? (A) A fisherman goes to a small stream to fish. 43

He wonders to himself, "Will I catch any fish today? Are there enough fish for me? Will I be in the right place at the right time to catch a fish today?" He fishes for a while and doesn't catch anything. He continues with the same line of thought. "What if I don't catch any fish? What will happen to me?" (B) A fisherman goes to the vast ocean to fish. Feeling a sense of wonder, he thinks to himself, "It's amazing how many fish there are out in that big deep sea! So many sizes, so many varieties. There are so many fish, I know I will catch as many as I need." He fishes for a while by the sea. He doesn't catch any fish. "Guess what? I haven't caught any fish today. I guess the conditions are not right. That's okay. There are so many fish, I will catch plenty of fish tomorrow. How can I not catch all of the fish I need when there are so many hungry fish right here eager for what I have to offer them?" (C) A fisherman has a dream. A fisherman has a dream that he is swimming and he is surrounded by fish. Fish are everywhere. There are so many fish that he is amazed. He has the feeling that he is just surrounded by fish in every direction. Everywhere he turns, everywhere he looks — fish, fish, fish! The fisherman wakes up from the dream. "What a wonderful dream," he says out loud. "I am going to remember this dream." From that day forward, whether the fisherman fished at a stream, by the ocean, or somewhere else, he knew that there was plenty of fish. He was right.

Authentic Twitter Success: Marketing Yourself to a Community

How to make money on Twitter is vexing a lot of Internet marketers. Putting up a sales page or squeeze (opt-in) page and then driving traffic to it seems straightforward, even linear. But this circular roundabout New School way of dealing with people where we sell them but then we don't sell them has lots of intelligent Internet heads scratching themselves. The advantages of Twitter are many, and they are significant. Twitter has made marketing "on a shoestring" a doable reality. At the same time, just sending out tweets, retweets, and direct messages in the form of miniature ads with a 44

URL shortener for the affiliate link to keep the message under 140 characters simply does not work. (127) (128) (129) In an online article titled "The Right Way to Market Yourself on Twitter," sales trainer Brian Richardson describes a positive personal experience on Twitter where he was in the customer role. He opens by pointing out that the "pushy salesperson" is doomed to failure in social media. (130) Richardson likes to run. He tweeted about how a short two-mile run was surprisingly tough for him. Kat, who just so happened to have a website called GoHeadBand.com, tweeted him back with inspiring words and gentle suggestions. Richardson looked her up on Twitter and learned that not only was she a serious marathon runner, she sold “moisture wicking headbands.” Since Richardson ran in nearly 100-degree heat and enjoyed wearing headbands, he was now a strong prospect. Richardson does not tell us if he bought from GoHeadBand.com or not, but he does share what worked for him about Kat's approach. The invisible thread of the entire story is whether or not Richardson, himself a sales professional, is being "gamed" or "sold to" by this other person on Twitter. In short, is Kat being authentic and treating Richardson like a real person? If anyone might be immune to or forgiving about sales pressure, it would be a sales trainer, but the expectations of social media truly are different. The strong subtext is, "We want to protect our community. We are honest and forthright with each other. If you participate, please do so in that spirit." Particularly interesting from an Internet marketing point of view is the fact that while Richardson is convinced that she used a commercial Twitter client to find him, that didn't bother him at all! There are free and paid applications that interface with Twitter for this purpose. (131) (132) Kat, functioning in the marketer role, searched on search terms like "run" and "marathon" to find individuals and groups with interests reflected by the keywords. Apparently, that's how she found Richardson. According to Richardson, Kat did three things right: (1) She located him. (2) She offering friendly advice without trying to sell him. (3) Her bio was specific about who she is, what she does, and it gave a link to her website. (133) In contrast, a working rule of thumb has emerged for aggressive marketers on Twitter. For every six "regular" tweets, it's okay to include a shortened URL to an opt-in or sales page. So the marketer tweets six times about six different things that happened in his day, then throws in an affiliate link. 45

The idea is to appear like a regular user of Twitter who is just casually tossing out helpful recommendations along with a description of what he had for breakfast. Though some claim this formula works, chances are that it will fall by the wayside. If nothing else, it is not a long-term marketing plan. However, the Twitter experts who love Twitter and want to keep it pure have an alternative view on how to approach Twitter for making money. They're fine with doing that, but there is a right way and a wrong way. (134) (135) The right way goes something like this. Sell yourself, not the product. Use the available tools to build "targeted lists." Consistently provide valuable content. As credibility grows, commercial tweets will be welcomed. (136) There's no need to pitch. People can "smell" a sales pitch anyway. Let the unique valuable content do the selling. Then followers willingly "lend their ears" to your sales message. Instead of acting like unwelcome rocks in our food, our commercial messages are then like the nuts in a nutty chocolate bar: a tasty rich supplement that adds juicy new flavors to the delicious main content. Establish yourself as a legitimate valued expert and build up a network. Eventually, you will be recognized as an authority in your chosen market. Then your marketing will take a quantum leap forward, as a single tweet can produce a massive wave of positive responses. Twitter marketing is based on building meaningful relationships, connections, and networks. (137) (138) This all makes sense, but it doesn't answer a serious issue that plagues all social marketing strategies: doing them "right" can be very time consuming! Since time is what the hard-working entrepreneur has the least of and values the most, this is not a minor concern. Smart marketers have turned to two types of solutions: do-it-yourself software and paid outsourcing. Through the smart use of Twitter applications, some Internet marketers claim to be able to get social marketing done right in just 15 minutes per day. For example, we can use Ping.fm, "a free service which allows users to post to multiple social sites simultaneously." (139) (140) Outsourcing is becoming more popular for everything in Internet marketing. In addition to tapping into our existing network of friends and business allies, the new go-to location for reliable paid outsourcing is now the Philippines.

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TryBPO.com's Philippine Outsource Team (141)

However, outsourcing brings quality concerns. Social media reacts more to mistakes made in marketing. Just as we can stimulate a massive positive response with a tweet, we can invoke a groundswell of negativity as well. That said, TryBPO.com of Davao City, Philippines suggests that if a marketer's time is worth $10 an hour or more, he should consider outsourcing his daily social marketing tasks. Since we are not in a position to recommend any particular outsourcing service, in or out of the Philippines, we suggest doing extensive research into reputation, value, and price. (142) One place to get cutting edge Internet marketing and outsourcing information is the Warrior Forum. To search for a Warrior Special Offer (WSO) on a specific topic such as "outsourcing" or "Twitter," go to WarriorPlus.com and use its "WSO Tracker" feature. (143) (144)

Facebook Freedom: Free Business Fan Page Marketing

Unlike Twitter, Facebook has a paid advertising option. Paid advertising marketing requires extensive research. We have provided what we think are some excellent online sources to get the reader started. Included is a video on how to build a Facebook ad. (145) (146) (147) (148) Some claim that "Facebook PPC" is the Internet's new wild west of golden opportunity. These same people are the ones selling expensive courses on how to do it. Even if it is more targeted than Google PPC and, at this time, cheaper, a paid Facebook campaign can still require considerable outlay of precious funds with no guarantee of profit. Caveat emptor. 47

We will be focusing on free options. There are plenty of them. Facebook fan page business owner Alexandra Pierre provides this practical quick overview of what works on Facebook based on her own experiences. (149) Facebook is a social community, and marketing on it should not be any different. Often times, the marketing that's spotted on Facebook is very amateur-like and can be annoying to the community. Posting product links on other people's pages without having any relationship with them is rude and will not bring you any results whatsoever. Some people have not yet realized that having a Facebook page is like owning a piece of real estate, and posting random links on it without permission is like trespassing... The first step to marketing on Facebook for free is to build a fan page so that you can have interested people start liking you. In building your fan page, you need to have an opt-in box offering something that's free that will interest your fan. The second step is to start building a relationship with your fan and engage them in conversations on page and offer true and honest value to them. People buy from those they like, respect, and trust, and it's no different here. The third step is to start marketing to your fan and those that have opted-in on your list to receive more information. One thing to remember is that it is not about making money quick, but rather about serving others. Once that process is done, you can literally automate the process by placing ads that link back to your fan page. If your fan page is set up correctly, it will attract your buyers and it can work for you 24/7. (150)

The single most important thing to understand about marketing on Facebook is that Facebook wants businesses to create fan pages. We can and should have a personal page, but our marketing face is the fan page. Also, it appears that Facebook groups have outlived their usefulness. They don't support the new Facebook markup language (FBML) or Facebook apps. (151) Ironically, one of the best ways to understand how to market on Facebook is to visit major corporate Facebook fan pages to see what they are doing. Now that social marketing is here to stay, the global big boy merchants have jumped on the free Facebook marketing bandwagon. (152) Since they have the bankroll to tap into the best Facebook marketing consultants and outsourcing services, their Facebook presence is professional and effective. One example of a corporation that knows how to do Facebook fan pages right is Ben & Jerry's. (153) (154) (155) Another thing to keep in mind is that we cannot change the title of our Facebook fan page later. So it should carefully reflect our business. The Facebook address of Ben & Jerry's is http://www.facebook.com/benjerry. The title of the page is, of course, "Ben & Jerry's." When we do our own fan page, we want to follow their lead and keep it simple. (156) (157) Here are some other ideas for free Facebook fan page marketing: (1) Customize your fan page using FBML. (2) Offer special deals for Facebook fans 48

only (and offer different specials to the full spectrum of social media). (3) Provide ways for your community to interact with you, including polls and coupons. (4) Put up photos and videos. (5) Use the “Like” button for freebies and discounts to build loyalty and to make the offers go viral. (158) (159) We have provided some helpful links in the Notes to help get the reader started on Facebook as a business. As with Twitter, time is probably the biggest concern. In contrast to Twitter, a marketer's trusted Facebook community can actually help build his Fan page by adding their own permanent content to be shared with other fans. (160) (161) (162) (163) To summarize Internet social marketing, the catch phrase for selling online is no longer the Old School sales motto, "Always Be Closing." The new ABC, the new rule of thumb, is, "Always Build Connections."

Internet Lessons from a Turkish Rug Merchant

The pace of change on the Internet can be overwhelming. Social media definitely looks like it is here to stay. It appears to be transforming the entire landscape of the Internet. (164) But no matter how much the technology changes, certain things about human nature will remain the same. Specifically, the six principles of social persuasion discovered by Robert Cialdini will continue to apply. In a way, the New School of sales is really the old old school of sales. We could even argue that it is a blend of the best of east and west. To prove our point, we go to a recent rug purchase that took place in Istanbul, Turkey. Mitch Weisburgh visited Turkey in 2006 with his family. Like most people, Weisburgh did not intend to buy a rug. Nonetheless, he did. His daughter's bedroom is now adorned with a beautiful Kirin rug from Turkey. (165) The story has a happy ending. Weisburgh and his family are pleased with their purchase. It is a high-quality rug, and they got it for a good price. (166) A sales trainer-turned-educator, Weisburgh is no slouch when it comes to professional selling techniques. He recognized that the Turkish rug merchant and his assistant used all six of Cialdini's "weapons of persuasion." (167) (1) Reciprocation: The American family received a free guided tour of the area. Then they were treated to tasty food and delicious sweet tea. The owner spent a great deal of time educating them about rugs. (2) Commitment and Consistency: Once they had made the commitment to 49

follow the assistant to the shop, their involvement was built up to the point when the owner closed the deal by vigorously shaking the father's hand. (3) Social Proof: Working in close coordination, the two rug merchants told many interesting and informative stories. The assistant had guided them easily to their desired location earlier, indicating that he knew his way around and was a respected member of the local business community. (4) Liking: In addition to the free gift of the short but excellent tour, the rug merchants were warm and friendly. The stories they told enhanced this impression. They expressed what seemed like a real interest in the well-being of their prospects. They provided colorful original information about Turkish rugs and culture that would definitely be of interest to tourists. (5) Authority: After being warmed up by the assistant and his kind gift of a good, short, free tour, Weisburgh and his family were led to the owner of the rug shop. As the owner and rug expert, he exuded authority in his long established place of business. Weisburgh knew that he was dealing with a real authority on both the subject of rugs and their current market values. (6) Scarcity: Thanks to a previous visit to Turkey, the father actually had a pretty good idea of the fair market value of a quality original Turkish rug. When the owner offered a good price, the father responded with the awareness that he would not be passing this way again and that the current market conditions favoring him were only temporary. The result? He bought. For those interested, Weisburgh offers about 40 photos of his trip with a commentary. He concludes by saying that we should read Cialdini's book. We concur. If the reader has not read Cialdini, then he should! (168)

Cover of Influence by Cialdini (169) (170)

In today's marketing environment, reading Cialdini is close to an absolute rule. These principles apply to the persuasion efforts of the government, mass media, and controversial cults too. What we don't know (about Cialdini's insights) can limit us. It could even harm our family. (171) In yet another paradox of the old becoming new again, a book being talked about now by social media savants is Dale Carnegie's enduring classic, "How to 50

Win Friends and Influence People." Apparently, Carnegie's advice transcends generations and offers the best of both old and new. (172) How to Win Friends and Influence People is one of the first best-selling self-help books ever published. Written by Dale Carnegie and first published in 1936, it has sold 15 million copies globally. Leon Shimkin of the publishing firm Simon & Schuster took one of the 14-week courses given by Carnegie in 1934. Shimkin persuaded Carnegie to let a stenographer take notes from the course to be revised for publication. In 1981, a new revised edition with updated language and anecdotes was released. The revised edition reduced the number of sections from 6 to 4, eliminating sections on effective business letters and improving marital satisfaction. The [1936] book has six major sections. The core principles of each section are quoted below. Fundamental Techniques in Handling People 1. Don't criticize, condemn, or complain. 2. Give honest and sincere appreciation. 3. Arouse in the other person an eager want. Six Ways to Make People Like You 1. Become genuinely interested in other people. 2. Smile. 3. Remember that a person's name is, to him or her, the sweetest and most important sound in any language. 4. Be a good listener. Encourage others to talk about themselves. 5. Talk in the terms of the other person's interest. 6. Make the other person feel important and do it sincerely. Twelve Ways to Win People to Your Way of Thinking 1. Avoid arguments. 2. Show respect for the other person's opinions. Never tell someone that he or she is wrong. 3. If you're wrong, admit it quickly and emphatically. 4. Begin in a friendly way. 5. Start with questions to which the other person will answer yes. 6. Let the other person do the talking. 7. Let the other person feel the idea is his/hers. 8. Try honestly to see things from the other person's point of view. 9. Sympathize with the other person. 10. Appeal to noble motives. 11. Dramatize your ideas. 12. Throw down a challenge; don't talk negatively when a person is absent; talk only about the positive. Be a Leader: How to Change People Without Giving Offense or Arousing Resentment 1. Begin with praise and honest appreciation. 2. Call attention to other people's mistakes indirectly. 3. Talk about your own mistakes first. 4. Ask questions instead of directly giving orders. 5. Let the other person save face. 6. Praise every improvement. 51

7. Give the other person a fine reputation to live up to. 8. Encourage them by making their faults seem easy to correct. 9. Make the other person happy about doing what you suggest. Letters That Produced Miraculous Results This section was included in the original 1936 edition but was omitted from the revised 1981 edition. Seven Rules For Making Your Home Life Happier This section was included in the original 1936 edition but was omitted from the revised 1981 edition. 1. Don't nag. 2. Don't try to make your partner over. 3. Don't criticize. 4. Give honest appreciation. 5. Pay little attentions. 6. Be courteous. 7. Read a good book on the sexual side of marriage. (173)

Thanks to the Internet, the world is becoming a global village. Just as word-ofmouth in a small village could make or break a local shop, today, word-ofmouth on Twitter or Facebook can greatly help or hinder the success of an online merchant. Fortunately, it will be business as usual for those who follow the golden and platinum rules. For those who practice deceptive business practices, it could mean that they need to clean house. Either way, it appears that a new era of integrity and transparency is upon us. Finally, we should remember that the offline world is still very much alive and well. Some Internet marketers claim that good old postal direct mail is proving to be a powerful new source of revenue for them. No doubt that the ideal is to combine the best of both online and offline marketing strategies. This includes not putting all of our online eggs into the social media basket. For example, if we were to build our entire business around our free Facebook fan page, what would happen if Facebook changed its rules and shut our page down? Our business would be shut down too. There is an old Korean proverb. It goes something like this: "Power lasts ten years. Influence, not more than a hundred." (174) Nothing lasts forever. Even so, it would appear that by aspiring to influence, rather than to mere power, the ancient wisdom says that we're on the right track.

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================================================= CLASSIC SALES SEDUCTION SECRETS STUDY NOTES ================================================= PART ONE: THE CLOSERS — OLD SCHOOL SALES TACTICS (1) ThinkQuest, 2. Invention of the Wheel, para 1, http://library.thinkquest.org/C004203/ science/science02.htm, accessed November 4, 2010. (2) Stone, Joshua. Soul Psychology: How to Clear Negative Emotions and Spiritualize Your Life, Wellspring/Ballantine, New York, Revised Second Edition, 1999, page 256. (3) Steve, Archetype of the Week: The Trickster, para 1, http://www.deathcookie.com/ archetype-of-the-week/65-archetype-of-the-week-the-trickster, accessed November 4, 2010. (4) Steve, Archetype of the Week: The Trickster, para 1 - 13, http://www.deathcookie.com/ archetype-of-the-week/65-archetype-of-the-week-the-trickster, accessed November 4, 2010. (5) Bissinger, Buzz, Tiger in the Rough, para 2, http://www.vanityfair.com/culture/features/ 2010/02/tiger-woods-201002, accessed November 4, 2010. (6) Bissinger, Buzz, Tiger in the Rough, para 3 - 5, http://www.vanityfair.com/culture/features/ 2010/02/tiger-woods-201002?currentPage=2, accessed November 4, 2010. (7) Jim Carrey, http://tvtropes.org/pmwiki/pmwiki.php/Main/JimCarrey, accessed November 4, 2010. (8) Jim Carrey, para 4 - 7, 9 - 11, http://tvtropes.org/pmwiki/pmwiki.php/Main/JimCarrey, accessed November 4, 2010. (9) New Cars: Prices, Reviews, Information, http://www.edmunds.com/, accessed November 4, 2010. "Edmunds.com provides True Market Value® pricing, car reviews, ratings, & advice to help you get a fair deal." (10) Royce, Michael, Welcome to the Car Salesman's Worst Nightmare!, para 8, http:// beatthecarsalesman.com/, accessed November 4, 2010. (11) Editors, Introduction, Confessions of a Car Salesman, para 4 - 6, http:// beta.edmunds.com/car-buying/confessions-of-a-car-salesman.html?articleid=42962&, accessed November 4, 2010. (12) Phillips, Chandler, "Confessions of a Car Salesman" Updated for 2009, http:// beta.edmunds.com/car-buying/confessions-of-a-car-salesman-updated-for-2009.html, accessed November 4, 2010. (13) Car Sales Tactics, para 9, http://www.consumerauto.com/tactics.html, accessed November 4, 2010. (14) Dealer Tricks and Tactics, Stalling, para 24 - 25, http://www.carbroker.com.au/car-dealertricks-tactics-scams.php, accessed November 4, 2010. (15) Car Sales Tactics, para 12, http://www.consumerauto.com/tactics.html, accessed November 4, 2010. (16) Phillips, Chandler, Confessions of a Car Salesman, Part 3: Meeting, Greeting and Dealing, para 13 - 15, http://beta.edmunds.com/car-buying/confessions-of-a-car-salesman-pg4.html, accessed November 4, 2010. 53

(17) Dealership Tactics, para 32 - 34, http://www.dcu.org/streetwise/auto/buyguide/ chap1.html, accessed November 4, 2010. (18) Car Sales Tactics, para 14 - 15, http://www.consumerauto.com/tactics.html, accessed November 4, 2010. (19) Dealer Tricks and Tactics, Stalling, para 3, http://www.carbroker.com.au/car-dealer-trickstactics-scams.php, accessed November 4, 2010. (20) Car Sales Tactics, para 16, http://www.consumerauto.com/tactics.html, accessed November 4, 2010. (21) Confessions of a Car Salesman, Glossary to "Confessions," para 19, http:// beta.edmunds.com/car-buying/confessions-of-a-car-salesman-pg11.html, accessed November 4, 2010. (22) Dealership Tactics, para 10 - 12, http://www.dcu.org/streetwise/auto/buyguide/ chap1.html, accessed November 4, 2010. (23) Dealership Tactics, para 2, http://www.dcu.org/streetwise/auto/buyguide/chap1.html, accessed November 4, 2010. (24) Howie, Craig, Common Car Dealership Sales Tricks, para 10, http://autos.aol.com/article/ car-dealer-sales-tricks/, accessed November 4, 2010. (25) Dealership Tactics, para 13 - 15, http://www.dcu.org/streetwise/auto/buyguide/ chap1.html, accessed November 4, 2010. (26) Phillips, Chandler, Confessions of a Car Salesman, Part 3: Meeting, Greeting and Dealing, para 18 - 21, http://beta.edmunds.com/car-buying/confessions-of-a-car-salesman-pg4.html, accessed November 4, 2010. (27) Dealership Tactics, para 19, http://www.dcu.org/streetwise/auto/buyguide/chap1.html, accessed November 4, 2010. (28) Phillips, Chandler, Confessions of a Car Salesman, Part 3: Meeting, Greeting and Dealing, para 8 - 26, http://beta.edmunds.com/car-buying/confessions-of-a-car-salesman-pg4.html, accessed November 4, 2010. (29) Confessions of a Car Salesman, Glossary to "Confessions," para 17, http:// beta.edmunds.com/car-buying/confessions-of-a-car-salesman-pg11.html, accessed November 4, 2010. (30) Phillips, Chandler, Confessions of a Car Salesman, Part 3: Meeting, Greeting and Dealing, para 2 - 3, http://beta.edmunds.com/car-buying/confessions-of-a-car-salesman-pg4.html, accessed November 4, 2010. (31) Howie, Craig, Common Car Dealership Sales Tricks, para 9, http://autos.aol.com/article/ car-dealer-sales-tricks/, accessed November 4, 2010. (32) Howie, Craig, Common Car Dealership Sales Tricks, para 11, http://autos.aol.com/article/ car-dealer-sales-tricks/, accessed November 4, 2010. (33) Dealer Tricks and Tactics, Stalling, para 18, http://www.carbroker.com.au/car-dealertricks-tactics-scams.php, accessed November 4, 2010. (34) Cialdini, Robert. Influence: Science and Practice, Pearson Education Inc., New York, Fifth Edition, 2009. 54

This is the textbook edition. (35) Caroselli, Marlene. One-To-One for Sales Professionals, Alpha Books/CWL Publishing Enterprises, Madison, Wisconsin, 2001, page 265. (36) Caroselli, Marlene. One-To-One for Sales Professionals, Alpha Books/CWL Publishing Enterprises, Madison, Wisconsin, 2001, page 265. (37) Persuasive Sales Negotiation (Part II of III), para 6 - 7, http:// www.negotiationtraining.com.au/articles/encourage-social-proof/, accessed November 4, 2010. (38) Cialdini, Robert, para 3 - 4, http://www.facebook.com/pages/Robert-Cialdini/ 107961775891011, accessed November 4, 2010. (39) Cialdini, Robert, http://www.facebook.com/pages/Robert-Cialdini/107961775891011, accessed November 4, 2010. (40) Sattersten, Todd, Book Review - Influence by Robert Cialdini, http://toddsattersten.com/ 2010/07/book-review---influence-by-robert-cialdini.html, accessed November 4, 2010. (41) Cialdini, Robert, The Science of Persuasion, www.socialcommercetoday.com/downloads/ CialdiniSciAmerican.pdf Scientific American, February 2001, accessed November 4, 2010. (42) Robert Cialdini, para 7 - 13, http://en.wikipedia.org/wiki/Robert_Cialdini, accessed November 4, 2010. (43) The Kirby Company, http://www.kirby.com/, accessed November 4, 2010. (44) The Kirby Story, http://www.kirby.com/Portals/0/kirbystory.html, accessed November 4, 2010. (45) Contact the Kirby Company, http://www.kirby.com/Portals/0/contact_us.html, accessed November 4, 2010. (46) Our Privacy Policy, http://www.kirby.com/Portals/0/policy.html, accessed November 4, 2010. Note: There is no indication from the Kirby Company website that the name "Kirby" or other variation of the Kirby Company name is trademarked. (47) Kirby Company, para 1 - 2, http://en.wikipedia.org/wiki/Kirby_Company, accessed November 4, 2010. (48) Berkshire Hathaway Inc., http://www.berkshirehathaway.com/, accessed November 4, 2010. Note: There is no indication from the Berkshire Hathaway Inc. website that the name "Berkshire Hathaway Inc." or other variation of the Berkshire Hathaway Inc. name is trademarked. (49) CarmineD, Vacuum Cleaners Discussions, Re: A moment's irritation..., para 10 - 12, http://www.abbysguide.com/vacuum/discussions/37757-0-1.html, accessed November 4, 2010. (50) Kirby Company, para 1 - 2, http://en.wikipedia.org/wiki/Kirby_Company, accessed November 4, 2010. (51) Oldkirby.JPG, http://en.wikipedia.org/wiki/File:Oldkirby.JPG, accessed November 4, 2010. 55

Description: Oldkirby.JPG English: A Kirby model Legend II vacuum cleaner Date: January 24, 2007 Source: Own work Author: Hedman Permission/Licensing: I, the copyright holder of this work, release this work into the public domain. This applies worldwide. (52) klinger19821982, Kirby Vacuum Investigation Part One, http://www.youtube.com/watch? v=t7N_RTvCVFI&feature=related, accessed November 4, 2010. Length: 03:04 (53) klinger19821982, Kirby Vacuum Investigation Part Two, http://www.youtube.com/watch? v=zmQ6c6o20P8&feature=related, accessed November 4, 2010. Length: 04:45 (54) Monroe's motivated sequence, para 1 - 2, 4, 6, 8, 10, http://en.wikipedia.org/wiki/ Monroe's_motivated_sequence, accessed November 4, 2010. (55) Monroe's motivated sequence, para 1 - 11, http://en.wikipedia.org/wiki/ Monroe's_motivated_sequence, accessed November 4, 2010. (56) Kaminksi, Steve, A Sales Classic: The Vacuum-Cleaner Salesman, para 1 - 24, http:// www.shkaminski.com/Classes/Handouts/MotSeqSamples.htm, accessed November 4, 2010. (57) Kaminksi, Steve, A Sales Classic: The Vacuum-Cleaner Salesman, para 1 - 24, http:// www.shkaminski.com/Classes/Handouts/MotSeqSamples.htm, accessed November 4, 2010. (58) Marks, Joel, 3 Reasons to Avoid an In-Home Kirby Vacuum Demo, para 7, http:// www.associatedcontent.com/article/ 1865619/3_reasons_to_avoid_an_inhome_kirby_pg2.html?cat=6, accessed November 4, 2010. (59) Marks, Joel, 3 Reasons to Avoid an In-Home Kirby Vacuum Demo, para 1 - 3, http:// www.associatedcontent.com/article/ 1865619/3_reasons_to_avoid_an_inhome_kirby_pg2.html?cat=6, accessed November 4, 2010. (60) Marks, Joel, 3 Reasons to Avoid an In-Home Kirby Vacuum Demo, para 3 - 5, http:// www.associatedcontent.com/article/ 1865619/3_reasons_to_avoid_an_inhome_kirby_pg2.html?cat=6, accessed November 4, 2010. (61) Marks, Joel, 3 Reasons to Avoid an In-Home Kirby Vacuum Demo, para 7 - 8, http:// www.associatedcontent.com/article/ 1865619/3_reasons_to_avoid_an_inhome_kirby_pg2.html?cat=6, accessed November 4, 2010. (62) Marks, Joel, 3 Reasons to Avoid an In-Home Kirby Vacuum Demo, para 1 - 2, http:// www.associatedcontent.com/article/ 1865619/3_reasons_to_avoid_an_inhome_kirby_pg3.html?cat=6, accessed November 4, 2010. 56

(63) Goodman, Holly, A Bitter Diatribe About Kirby Vacuum Sales Tactics, http:// hollythehomemaker.blogspot.com/2010/07/bitter-diatribe-about-kirby-vacuum.html, accessed November 4, 2010. (64) Goodman, Holly, A Bitter Diatribe About Kirby Vacuum Sales Tactics, para 3 - 4, http:// hollythehomemaker.blogspot.com/2010/07/bitter-diatribe-about-kirby-vacuum.html, accessed November 4, 2010. (65) Contact the Kirby Company, http://www.kirby.com/Portals/0/contact_us.html, accessed November 4, 2010. (66) CarmineD, Vacuum Cleaners Discussions, Re: A moment's irritation..., para 10 - 12, http://www.abbysguide.com/vacuum/discussions/37757-0-1.html, accessed November 4, 2010. (67) Gardner, Nancy, Doctors not influenced by pharmaceutical marketing tactics, para 1, http://www.medicalnewstoday.com/articles/17469.php, accessed November 4, 2010. (68) Gardner, Nancy, Doctors not influenced by pharmaceutical marketing tactics, para 2, http://www.medicalnewstoday.com/articles/17469.php, accessed November 4, 2010. (69) Singer, Natasha, No Mug? Drug Makers Cut Out Goodies for Doctors, para 2 - 16, http:// www.nytimes.com/2008/12/31/business/31drug.html, accessed November 4, 2010. (70) Singer, Natasha, No Mug? Drug Makers Cut Out Goodies for Doctors, para 2 - 4, 9 - 11, http://www.nytimes.com/2008/12/31/business/31drug.html, accessed November 4, 2010. (71) Mr. Rx, Pharmaceutical Sales Layoffs - How To Survive Part 1, para 1 - 4, http:// www.pharmaceuticalsalesadvisor.com/pharmaceutical-sales-layoffs-how-to-survive-part-1/, accessed November 4, 2010. (72) Gardner, Nancy, Doctors not influenced by pharmaceutical marketing tactics, para 2, http://www.medicalnewstoday.com/articles/17469.php, accessed November 4, 2010. (73) Harris, Gardiner, Institute of Medicine Calls for Doctors to Stop Taking Gifts From Drug Makers, para 1 - 4, http://www.nytimes.com/2009/04/29/health/policy/29drug.html, accessed November 4, 2010. (74) Next Generation Pharmaceutical, Sales and marketing strategies, para 8 - 9, 25 - 26, http://www.ngpharma.eu.com/article/Sales-and-marketing-strategies/, accessed November 4, 2010. (75) Carlat, Daniel, Dr. Drug Rep, http://www.nytimes.com/2007/11/25/magazine/25memoirt.html?_r=1&pag, November 4, 2010. (76) Elliott, Carl, The Drug Pushers, http://www.theatlantic.com/magazine/archive/2006/04/ the-drug-pushers/4714/, accessed November 4, 2010. (77) Levine, Evan, Part One - A Drug Rep's Story, http://open.salon.com/blog/dr_evan_levine/ 2010/03/16/a_drug_reps_story, accessed November 4, 2010. (78) Levine, Evan, A Drug Rep's Story Part II, http://open.salon.com/blog/dr_evan_levine/ 2010/03/30/part_two_a_drug_reps_story, accessed November 4, 2010. (79) Kowalczyk, Liz, 60 doctors took speaker fees from drug giant, http://www.boston.com/news/health/articles/ 2009/09/29/60_doctors_took_speaker_fees_from_drug_giant/, accessed November 4, 2010. (80) Levine, Dr. Evan. What Your Doctor Won't (or Can't) Tell You, Penguin Publishing, New York, 2004. 57

(81) Reidy, Jamie. Hard Sell: The Evolution of a Viagra Salesman, Andrews McMeel Publishing, Kansas City, Missouri, 2005. (82) Moynihan, Ray and Alan Cassels. Selling Sickness: How the World's Biggest Pharmaceutical Companies Are Turning Us All into Patients, Nation Books, New York, 2005. (83) Thomas, Carolyn, Pens, pizza, parties: how Big Pharma freebies impact your doctor, para 1 - 6, http://ethicalnag.org/2009/12/08/pens-pizza-parties/, accessed November 4, 2010. (84) Katz, D., A. L. Caplan, and J. F. Merz. 2003, All gifts large and small, American Journal of Medicine 108:432, 2003, http://sitemaker.umich.edu/emjournalclub/article_database/da.data/716908/PDF/ small_gifts_ajob.pdf, accessed November 4, 2010. (85) Woodley, Greg, Influence Summary, para 6, http:// www.sellingandpersuasiontechniques.com/influence-summary.html, accessed November 4, 2010. (86) Fugh-Berman, Adriane and Shahram Ahari, Following the Script: How Drug Reps Make Friends and Influence Doctors, para 20, http://www.plosmedicine.org/article/info:doi/10.1371/ journal.pmed.0040150, November 4, 2010. (87) Fugh-Berman, Adriane and Shahram Ahari, Following the Script: How Drug Reps Make Friends and Influence Doctors, para 2, 4, 6 - 7, 9, 10 - 11, 13, 17, 19, 25, http:// www.plosmedicine.org/article/info:doi/10.1371/journal.pmed.0040150, November 4, 2010. "This article, which grew out of conversations between a former drug rep and a physician who researches pharmaceutical marketing, reveals the strategies used by reps to manipulate physician prescribing." Copyright: © 2007 Fugh-Berman and Ahari. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. (88) Elliott, Carl, The Drug Pushers, para 2, http://www.theatlantic.com/magazine/archive/ 2006/04/the-drug-pushers/4714/, accessed November 4, 2010. PART TWO: THE LEADERS — NEW SCHOOL SALES WISDOM (89) John, Kevin, Success Quote - "For the Love of Money is The Root of All Evil" - Timothy 6:10, para 1 - 6, http://ezinearticles.com/?Success-Quote---For-the-Love-of-Money-is-TheRoot-of-All-Evil---Timothy-6:10&id=555363, accessed November 4, 2010. (90) Johnson, Nicholas, Australia’s Honest Con Man, http://www.conman.com.au/, accessed November 4, 2010. Illustrating the fine line that distinguishes con men from honest actors, this reformed Australian pickpocket and scam artist now has an entertainment career. He puts on a humorous show dramatizing real cons and scams. (91) Davis, Rick, Personality test: you can transcend the negative archetypes of sales by focusing on a commitment to personal growth and accountability, para 3, http:// findarticles.com/p/articles/mi_m0NTC/is_1_16/ai_112795622/?tag=untagged, accessed November 4, 2010. (92) Davis, Rick, Personality test: you can transcend the negative archetypes of sales by 58

focusing on a commitment to personal growth and accountability, para 4 - 5, http:// findarticles.com/p/articles/mi_m0NTC/is_1_16/ai_112795622/pg_2/?tag=content;col1, accessed November 4, 2010. (93) Galper, Ari, 7 Ways to Stop "Selling" and Start Building Relationships, http:// marketing.about.com/od/salestraining/a/stopselling.htm, accessed November 4, 2010. (94) Davis, Rick, Personality test: you can transcend the negative archetypes of sales by focusing on a commitment to personal growth and accountability, para 4 - 6, http:// findarticles.com/p/articles/mi_m0NTC/is_1_16/ai_112795622/?tag=untagged, accessed November 4, 2010. (95) Davis, Rick, Personality test: you can transcend the negative archetypes of sales by focusing on a commitment to personal growth and accountability, para 4 - 5, http:// findarticles.com/p/articles/mi_m0NTC/is_1_16/ai_112795622/pg_2/?tag=content;col1, accessed November 4, 2010. (96) Good, Bill. Prospecting Your Way to Success, Scribner, New York, 1986, 1997, pages 18 19. (97) Good, Bill. Prospecting Your Way to Success, Scribner, New York, 1986, 1997, page 19. (98) Good, Bill. Prospecting Your Way to Success, Scribner, New York, 1986, 1997, pages 19 20. (99) JDEClosingSample, http://www.tomhopkins.com/p/4317.html, accessed November 4, 2010. This downloadable .wav audio is 02:06 minutes. We hear the late great J. Douglas Edwards giving his famous speech about the number of “no’s” that it takes to close a sale. Edwards is a charismatic and compelling speaker. (100) Good, Bill. Prospecting Your Way to Success, Scribner, New York, 1986, 1997, page 17. (101) Evans, Patrick. Salesburst!, John Wiley & Sons, Inc., Hoboken, New Jersey, 2007. We include this book by Evans for the sake of contrast. He is a new sales advocate of fast closing. If the reader is sold on closing, check this book out. (102) Death Of A Salesman, para 1 - 2, http://tvtropes.org/pmwiki/pmwiki.php/Main/ DeathOfASalesman, accessed November 4, 2010. (103) Death Of A Salesman, para 24 - 25, http://tvtropes.org/pmwiki/pmwiki.php/Main/ DeathOfASalesman, accessed November 4, 2010. (104) Miller, Arthur, Death of a Salesman, http://www.amazon.com/Death-Salesman-MillerArthur/dp/6700003296/ref=sr_1_5?s=books&ie=UTF8&qid=1288564006&sr=1-5, accessed November 4, 2010. (105) Product image, Death of a Salesman, http://www.amazon.com/gp/product/images/ 6700003296/ref=dp_image_0?ie=UTF8&n=283155&s=books, accessed November 4, 2010. (106) Miller, Arthur. Death of a Salesman, Penguin Putnam, New York, 1958. (107) Death Of A Salesman, para 56, http://tvtropes.org/pmwiki/pmwiki.php/Main/ DeathOfASalesman, accessed November 4, 2010. (108) Marsden, Paul, How Social Commerce Works: The Social Psychology of Social Shopping, http://socialcommercetoday.com/how-social-commerce-works-the-social-psychology-of-socialshopping/, accessed November 4, 2010. 59

This long article is an excellent in-depth treatment of the subject. (109) Customers who viewed this also viewed, http://www.amazon.com/, accessed November 4, 2010. (110) Tracy, Brian, Speaking and Seminars, http://www.briantracy.com/speaking/default.aspx? ssid=574f7e1e-737a-48d2-82e4-91371fd18bdb, accessed November 4, 2010. (111) Brian Tracy will help you to..., http://www.briantracy.com/, accessed November 4, 2010. (112) Tracy, Brian. Advanced Selling Strategies, Simon & Schuster, New York, 1995, page 129. (113) Tracy, Brian. Advanced Selling Strategies, Simon & Schuster, New York, 1995, pages 127 - 129. (114) Tracy, Brian. Advanced Selling Strategies, Simon & Schuster, New York, 1995, pages 129 - 130. PART THREE: THE INTERNET ABUNDANCE REVOLUTION (115) Rackham, Neil. SPIN Selling, McGraw-Hill Book Company, New York, 1988, pages 16 17. (116) Tracy, Brian. Advanced Selling Strategies, Simon & Schuster, New York, 1995, page 131. (117) Galper, Ari, 7 Ways to Stop "Selling" and Start Building Relationships, para 7 - 18, http://marketing.about.com/od/salestraining/a/stopselling.htm, accessed November 4, 2010. (118) Ziglar, Zig. Zig Ziglar's Secrets of Closing the Sale, Berkley Books, New York, 1984, page 22. (119) Alessandra, Tony, The Platinum Rule, para 2 - 4, http://www.ziglar.com/newsletter/? tag=tony-alessandra, accessed November 4, 2010. (120) Trade, http://en.wikipedia.org/wiki/Trade, accessed November 4, 2010. (121) Kaufmann-1568.png, http://en.wikipedia.org/wiki/File:Kaufmann-1568.png, accessed November 4, 2010. Source: de:Eygentliche Beschreibung aller Stände auff Erden, hoher und nidriger, geistlicher und weltlicher, aller Künsten, Handwercken und Händeln ..." from Jost Amman and Hans Sachs /Frankfurt am Main / 1568. Public domain: This image (or other media file) is in the public domain because its copyright has expired. This applies to the United States, Australia, the European Union, and those countries with a copyright term of life of the author plus 70 years. (122) Trade, para 5, http://en.wikipedia.org/wiki/Trade, accessed November 4, 2010. (123) George Santayana quotes, para 1, http://thinkexist.com/quotation/ those_who_do_not_learn_from_history_are_doomed_to/170710.html, accessed November 4, 2010. (124) Primell, Lylette, Marketing Online - Are We Marketing at the Speed of Thought?, para 2, http://ezinearticles.com/?Marketing-Online---Are-We-Marketing-at-the-Speed-of-Thought? &id=3107989, accessed November 4, 2010. 60

(125) Galper, Ari, How to End the Cold Calling Game of Chasing a Sale, para 1, http:// marketing.about.com/od/salestraining/a/chasinggame.htm, accessed November 4, 2010. (126) Galper, Ari, How to End the Cold Calling Game of Chasing a Sale, para 2 - 13, http:// marketing.about.com/od/salestraining/a/chasinggame.htm, accessed November 4, 2010. (127) Shorten, share, and track your links, http://bit.ly/, accessed November 5, 2010. (128) The best way to discover what's new in your world, http://twitter.com/, accessed November 5, 2010. (129) Blackwell, Beau and Hangen, Nathan, How Not to Use Twitter for Affiliate Marketing, para 4 - 11, http://www.clickbank.com/blog/2009/11/10/how-not-to-use-twitter-for-affiliatemarketing/, accessed November 5, 2010. (130) Richardson, Brian, The Right Way to Market Yourself on Twitter, para 1, http:// kylelacy.com/the-right-way-to-market-yourself-on-twitter/, accessed November 5, 2010. (131) Richardson, Brian, The Right Way to Market Yourself on Twitter, para 1 - 6, http:// kylelacy.com/the-right-way-to-market-yourself-on-twitter/, accessed November 5, 2010. (132) aurabongco, The Only Twitter Applications List You'll Ever Need, http:// www.squidoo.com/twitterapps, accessed November 5, 2010. (133) Richardson, Brian, The Right Way to Market Yourself on Twitter, para 7 - 10, http:// kylelacy.com/the-right-way-to-market-yourself-on-twitter/, accessed November 5, 2010. (134) dhollings, Twitter Blitz: 100 Twitter Tips in 15 minutes, http://www.youtube.com/watch? v=x6SRs8o2bbM&feature=player_embedded, accessed November 5, 2010. Length: 08:09 Twitter training video by Twitter Twenius Dan Hollings. See 50 more tips at http:// www.budurl.com/50more. (135) Twenius! YES, You can be a Twitter Genius, http://twenius.com/, accessed November 5, 2010. (136) Blackwell, Beau and Hangen, Nathan, How Not to Use Twitter for Affiliate Marketing, para 18 - 20, http://www.clickbank.com/blog/2009/11/10/how-not-to-use-twitter-for-affiliatemarketing/, accessed November 5, 2010. (137) Hangen, Nathan, The Proper Way to Pitch on Twitter, http://www.twitip.com/the-properway-to-pitch-on-twitter/, accessed November 5, 2010 (138) Robisch, Vince, Essential Twitter Tips For Reaching Local Customers, http:// kylelacy.com/essential-twitter-tips-for-reaching-local-customers/, accessed November 5, 2010. (139) Peterson, Tia, Effective Twitter for Business in 15 Minutes a Day, http:// www.socialmediatoday.com/tia-peterson/194359/effective-twitter-business-15-minutes-day, accessed November 5, 2010. (140) Thoreson, Bonyai, Social Media in 15 Minutes a Day, para 4, http:// www.articlesbase.com/internet-marketing-articles/social-media-in-15-minutes-aday-3580473.html, accessed November 5, 2010. (141) Cheap Tweets: Outsourcing My Social Marketing, http://www.trybpo.com/cheap-tweetsoutsourcing-my-social-marketing/, accessed November 5, 2010. (142) Cheap Tweets: Outsourcing My Social Marketing, para 4, http://www.trybpo.com/cheap61

tweets-outsourcing-my-social-marketing/, accessed November 5, 2010. (143) Welcome to the WarriorForum - Internet Marketing Forums, http:// www.warriorforum.com/, accessed November 5, 2010. (144) Lantz, Mike, http://www.warriorplus.com/, accessed November 5, 2010. (145) Facebook Advertising Guidelines, http://www.facebook.com/ad_guidelines.php, accessed November 5, 2010. (146) Help Center, Facebook Ads › Ads: Targeting Options, http://www.facebook.com/help/? page=863, accessed November 5, 2010. (147) Video: How to Build a Facebook Ad, http://facebookadtactics.com/73/video-how-tobuild-a-facebook-ad/, accessed November 5, 2010. Title: How To Use Facebook Ads Length: 08:26 (148) Laubenstein, Christine, 10 Tips for Advertising on Facebook, http://www.ppchero.com/ 10-tips-for-advertising-on-facebook/, accessed November 5, 2010. (149) Pierre, Alexandra, Top 5 Tips on How to Build Relationship and Generate an Avalanche of Leads on Facebook, http://meetalexandrapierre.com/2010/04/20/top-5-tips-on-how-to-buildrelationship-and-generate-an-avalanche-of-leads-on-facebook/, accessed November 5, 2010. (150) How To Market On Facebook For Free Like A Professional Marketers, para 1 - 6, http:// www.articlesbase.com/social-marketing-articles/how-to-market-on-facebook-for-free-like-aprofessional-marketers-3566205.html, accessed November 5, 2010. (151) Weinberg, Tamar, How to Use Facebook for Business and Marketing, para 1 - 3, http:// www.techipedia.com/2010/how-to-use-facebook-for-business-and-marketing/, accessed November 5, 2010. (152) Weinberg, Tamar, How to Use Facebook for Business and Marketing, para 8 - 16, 24 25, http://www.techipedia.com/2010/how-to-use-facebook-for-business-and-marketing/, accessed November 5, 2010. (153) Ben & Jerry's is on Facebook, http://www.facebook.com/benjerry, accessed November 5, 2010. (154) Ben & Jerry's, http://www.benjerry.com/, accessed November 5, 2010. (155) Ben & Jerry’s Homemade, Inc., http://www.benjerry.com/contact-us/terms-of-use.cfm, accessed November 5, 2010. Note: There is no indication from the Ben & Jerry’s Homemade, Inc. website that the name "Ben & Jerry's" or other variation of the Ben & Jerry’s Homemade, Inc. name is trademarked. (156) Ben & Jerry's is on Facebook, http://www.facebook.com/benjerry, accessed November 5, 2010. (157) Weinberg, Tamar, How to Use Facebook for Business and Marketing, para 4 - 5, 25, http://www.techipedia.com/2010/how-to-use-facebook-for-business-and-marketing/, accessed November 5, 2010. (158) Weinberg, Tamar, How to Use Facebook for Business and Marketing, para 5 - 7, 11, 17 25, 28 - 29, http://www.techipedia.com/2010/how-to-use-facebook-for-business-andmarketing/, accessed November 5, 2010. 62

(159) Brown, Danny, Using Facebook Like to Market Your Business, http://dannybrown.me/ 2010/09/01/using-facebook-like-market-your-business/, accessed November 5, 2010. (160) Weinberg, Tamar, How to Use Facebook for Business and Marketing, para 23 - 27, http:// www.techipedia.com/2010/how-to-use-facebook-for-business-and-marketing/, accessed November 5, 2010. (161) Rodriguez, Neal, How to Market on Facebook, http://www.flowtown.com/blog/how-tomarket-on-facebook, accessed November 5, 2010. (162) Brown, Danny, 317 Ways to Succeed in Social Media, http://dannybrown.me/ 2010/11/05/317-ways-succeed-social-media/, accessed November 5, 2010. See also the excellent, concentrated, commercial content of Brown's online article regarding Facebook Like button marketing referenced at note (159). (163) Idugboe, Douglas, How to Market Your Business on Facebook, http://smedio.com/ 2010/10/22/how-to-market-your-business-on-facebook/, accessed November 5, 2010. Martell, Dan, 17 Lessons Seth Godin Can Teach You About The NEW Marketing, http:// www.flowtown.com/blog/17-lessons-seth-godin-can-teach-you-about-the-new-marketing, accessed November 5, 2010. This fascinating look at marketing maverick Seth Godin provides a valuable overview of the new Internet marketing vision that we have presented here. (164) Socialnomics09, Social Media Revolution 2 (Refresh), http://www.youtube.com/watch?v=lFZ0z5Fm-Ng, accessed November 5, 2010. Length: 04:26 "Social Media Revolution 2 is a refresh of the original video with new and updated social media & mobile statistics that are hard to ignore. Based on the book Socialnomics by Erik Qualman." (165) Weisburgh, Mitch, What I Learned Buying a Rug in Turkey, para 1, 41, 64, http:// academicbiz.typepad.com/piloted/2007/01/what_i_learned_.html , accessed November 5, 2010. (166) Weisburgh, Mitch, What I Learned Buying a Rug in Turkey, para 84, http:// academicbiz.typepad.com/piloted/2007/01/what_i_learned_.html, accessed November 5, 2010. (167) Weisburgh, Mitch, What I Learned Buying a Rug in Turkey, para 53 - 55, 66 - 73, http:// academicbiz.typepad.com/piloted/2007/01/what_i_learned_.html , accessed November 5, 2010. (168) Weisburgh, Mitch, What I Learned Buying a Rug in Turkey, para 66 - 73, http:// academicbiz.typepad.com/piloted/2007/01/what_i_learned_.html , accessed November 5, 2010. (169) About The Book, http://www.harpercollins.com/books/Influence-Robert-B-Cialdini-Phd/? isbn=9780061241895, accessed November 5, 2010. (170) Cialdini, Robert, Influence: The Psychology of Persuasion, http://www.harpercollins.com/books/Influence-Robert-B-Cialdini-Phd/?isbn=9780061241895, accessed November 5, 2010. (171) Cialdini, Robert. Influence: the Psychology of Persuasion, Harper Paperbacks, New York, Revised Edition, 2006. 63

This is the popular edition of the book. The version cited in note (34) was the academic textbook edition. We are not aware of any significant differences between the two editions. (172) Carnegie, Dale. How to Win Friends and Influence People, Simon & Schuster, New York, Revised Edition, 1936, 1964, 1981. (173) How to Win Friends and Influence People, para 1 - 48, http://en.wikipedia.org/wiki/ How_to_Win_Friends_and_Influence_People, accessed November 5, 2010. (174) McGregor, Jena, The World's Most Influential Companies, para 1, http:// www.businessweek.com/magazine/content/08_51/b4113043336126.htm, accessed November 5, 2010.

-- THE END --

To Your Massive Success! Matt Bacak & Brother Mesmer

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