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