Copyright Simon Hazeldine 2008 All rights reserved.

No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying recording or otherwise) without the prior written permission of the publisher. Simon Hazeldine E3 Performance Group 1 Dexter Close Quorn Loughborough Leicestershire LE12 8EH United Kingdom

Simon Hazeldine
BA (Hons) MSc, FInstSMM

About the Author:

a hard hitting speaker who will give you a wake up call that youll never forget!
Simon Hazeldine is a superb presenter who packs a punch! Simon is in demand as a facilitator, keynote speaker and consultant in the areas of leadership, performance and persuasion. His high impact speeches and seminars have received rave reviews and standing ovations across the globe.

Simon has run his high impact leadership, persuasion and performance seminars in over a dozen countries across four continents. His training programmes for sales managers and negotiators are currently being used in 28 countries around the world. Simon is the author of four books: The Inner Winner (endorsed by success guru Brian Tracy); Bare Knuckle Selling (foreword by sales and marketing legend Dr Joe Vitale); Bare Knuckle Negotiating (foreword by Duncan Bannatyne from BBC TVs Dragons Den) and Bare Knuckle Customer Service (forward by Michael Dell, Founder and CEO Dell Computers). Simon has a Masters Degree in the Psychology & Management of Performance and is a Certified Master Practitioner and Trainer of NLP. He is a Fellow of the Institute of Sales & Marketing Management and a member of the Professional Speakers Association. Prior to his current career, Simon provided event security and bodyguard services to celebrities from the television and music industry. He has trained in the martial arts for over twenty years and also enjoys running marathons. Simon Hazeldine has the experience, expertise and authority to make a big impact at your event and in your organisation.

simon@simonhazeldine.com www.simonhazeldine.com
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To access a library of resources on: PERSUASION PERFORMANCE LEADERSHIP At zero cost to you please visit: www.simonhazeldine.com To subscribe to Simon Hazeldines regular information packed and hard-hitting newsletters: Secret Persuasion Tactics Newsletter and Performance Leadership Newsletter Visit www.simonhazeldine.com

Welcome to More Sales & More Profits!

Dear Reader Welcome to Getting In Under The Radar. The concept of under the radar refers to powerful persuasion techniques that are virtually unnoticeable to people. They are almost subliminal, in that they are outside of the conscious awareness of other people. When I speak to audiences about the use of these under the radar selling techniques, some people get hot under the collar! They are concerned that these techniques involve deception and manipulation. And then some people are just uncomfortable with the whole area of persuasion, they view it as some sort of unethical process, as though the world would be a better place without it. I understand these concerns and would respond to them as follows. Firstly, persuasion is a fact of life. Companies, organizations, politicians, religious organizations, charities, your family, friends and children will all try to persuade you. Like it or not we all spend much of our time persuading people to accept us, our ideas, our beliefs, our products and our services. Persuasion makes the world go around! Secondly, if persuasion wasnt a vitally important part of commercial life there wouldnt be so many millions of people involved in the persuasion profession! If businesses could do without the expense of sales and marketing they would. But they cant. Thats just the way it is. To profit you have to be able to persuade.
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Persuasion is not an unethical process. Nothing could be further from the truth! If you manipulate someone you are doing so for your benefit. When you persuade or influence someone, you are doing so for their benefit as well as yours. My model of persuasion has the prospect, customer or other person at the very centre. I passionately advocate a customer centric approach. By focusing on what is best for the customer the sales almost take care of themselves! However, this does not mean that you will not need to persuade people to make a decision, to take a particular course of action. They may need convincing. For me, it is always the intention of the person that defines it if is persuasion & influence, or deception & manipulation. Some of the tactics used may appear similar, but the intention is not. My intention is to really, truly, understand what my customers want and to do my utmost to provide it. I also want to build and develop a long term relationship with these customers. I use my satisfied customers to recommend me to people who will then become my new customers. I cannot do this with deception and manipulation can I? The reality is that you will operate your business in a competitive market place. In most cases there will be many companies offering identical or similar services to you. If you want to survive and thrive you have to be able to persuade people to do business with you. Let me be frank in many cases they could probably get a very similar product or service from someone else. So you need to persuade them to spend their money with you!

I have a client who sells fire safety equipment. His products are vitally important. They save lives and property. My client supplies excellent products and provides excellent service. And so do his competitors. He has to persuade people that he should be their supplier. If he does not, his business will fail. He persuades people to buy high quality products that are vitally important. People need these products and he can supply them. How can convincing people to buy from him, rather than his competitor, be in any way manipulative? He supplies products that people need and they are happy to pay for them. Seems like a good arrangement to me! To prosper he must be able to persuade. And persuasion is the subject of this book. It contains some subtle and yet powerful techniques that you can weave into your ethical, customer centered persuasion process and it will just make everything a whole lot easier for everyone involved. An important element of effective and ethical persuasion is helping people to make a considered and well informed decision. Sometimes in order to do this you may have to persuade someone that their initial thoughts or opinions may not be in their best interests. Adding value to peoples thinking processes by enriching the information that they have is an important element of effective persuasion. I have been persuaded on countless occasions to change my mind, or to undertake a course of action I initially didnt want to take. And in the vast majority of cases this has turned out to be a very positive thing. The techniques that are contained within this book are not ethical or unethical. They are just persuasion techniques that work. How they are used determines if they are ethical or unethical.
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Electricity is neither ethical nor unethical. You can use electricity to keep hospital patients alive in an intensive care unit, or you can use it to execute a murderer in the electric chair. Your view of whether or not the second use of electricity is ethical or not will depend upon your beliefs about capital punishment. A knife is neither ethical nor unethical. You can use it to chop food to prepare a delicious meal or you can use it to stab another human being. The knife is just a knife it is just a tool. How the knife is used determines if it is an ethical or unethical act. I have a background in the martial arts, I have worked as a bouncer and I have provided event security / personal protection services to celebrities in the music and television industry. Along the way I have been involved in many violent encounters and, as a result, I know from hard experience what fighting techniques are really effective at taking out opponents who want to hurt or injure you. I teach these techniques to other people. They could be used to attack or harm innocent people. Or they could be used by a woman to protect her self from a rapist. The techniques are brutally effective, but they are just techniques. It is the will and intention of the person using them that determines if they are used ethically or unethically. That being said, you may ask why this books sub-title contains Ten Sneaky Sales Techniques That Should Be Banned. This tongue in cheek sub-title comes from a common reaction that people have when I share these techniques with them. People usually laugh out loud at how sneaky these techniques appear, and then they dont want
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anyone else to learn about them so they can keep the advantage to themselves! In truth these techniques only work. It is for you to decide how you use them. I value being able to stand in front of my bathroom mirror, look myself in the eyes and be totally comfortable with my behaviors and actions. I trust that you feel the same. When you help people to make the decision that is right for them, they will be grateful for your involvement. Good Luck & Good Selling Simon Hazeldine www.simonhazeldine.com & www.bare-knuckle.com

Ten Sneaky Sales Techniques That Should Be Banned!

Number One: Tag questions Number Two: Because Number Three: Embedded suggestions Number Four: Embedded questions Number Five: Presuppositions Number Six: Quotes Number Seven: When would now.. Number Eight: At this stage I dont want you to.. Number Nine: Imagine Number Ten: By now

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Technique Number 1 Tag Questions

I have lots of fun with audiences when speaking about tag questions. I tell them very early on in my speech that I am going to encourage them to buy my books! I tell them that as I speak on persuasion and influence, that they would find it strange if I didnt use the opportunity of speaking to them to encourage them to buy my books! I must stress that this is done in a very light hearted and humorous way! Im not trying to force anyone to buy my books. I then go onto say that when you put what is called a tag question at the end of a sentence it makes it difficult to disagree with it, doesnt it? Using tag questions at the end of sentences makes it far easier for people to agree with you, doesnt it? So I say to my audience: You all know how important your personal development is, dont you? And you all know that its important to read really good books on selling, dont you? The audience usually start laughing at this stage as they know what is coming! So because of that, I know that at the end of my speech you will want to buy my books, wont you? And although this is done in a humorous and light hearted way, it always amazes me how many people want to buy my
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books! I usually have a big long queue of people who want to buy my books. Examples of tag questions are: Isnt it? Arent you? Doesnt it? Dont you? Cant you? Dont they? Can you not? Wouldnt he? The use of a tag question introduces a negative into the situation and human neurology processes negative phrases differently from positive phrases. According to research unexplained negation seems to cause some confusion in the listener. The effect of this appears to make the suggestion that precedes the tag question more readily accepted by the listener. Examples that you can adapt and experiment with include: You can go ahead today, cant you? Im sure that you can see why we need to go ahead right now, cant you? Your managing director would want you to do this, wouldnt he? Its OK to make an important decision like this, isnt it? You can add power to your tag questions by doing the following as you say them:
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1. Nod you head slowly 2. Use a downward voice inflection or pitch The slow head nod will frequently produce a similar nonverbal response from the customer particularly if you have established good rapport with them. As with many of these techniques, the suggestive nod of the head is often outside of the conscious awareness of the other person. A level voice inflection gets processed as a statement, a rising voice inflection gets processed as a question and..a downward voice inflection gets processed by people as a command! I was speaking recently to a guy who trains politicians to be better public speakers. He trains them to use the downwards voice inflection so that they appear more commanding. Keep your eyes and ears open and you will see this technique being used!

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Technique Number 2: Because

In an interesting experiment a psychologist sent her students to jump the queue to use a very busy university library photocopying machine. Students who just asked to jump the queue were turned away about half the time. However, those that offered a reason (May I cut in line to use the copier because my Professor will fail me if I dont get this to him in five minutes) were successful in jumping the queue 94% of the time. Amazingly even offering a really rubbish reason (May I cut in line to use the copier because I need to make some copies) succeeded 91% of the time! The magic word appears to be because. It gives the customer a reason to go ahead. I have been experimenting with this technique at airports. In the course of my work I fly a lot! The local airport that I fly from gets very busy during the holiday season. I frequently am confronted with a long, long queue of people waiting to go through security. As Id rather be sitting in the executive lounge drinking coffee than queuing, I thought I would experiment with the because concept to jump the queue! I can confirm that, Can I go in front of you because my fight is boarding soon? works very well. Note that I didnt say how soon! ;-) Equally effective is Can I go in front of you because I want to go to the lounge? is just as effective! In addition no-one could accuse me of being anything than 100% honest Ive told them I want to go to the lounge, havent I?! Have fun experimenting with this technique. I know I will.
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For example, I could say that you want to buy my books because they will make your buisiness more profitable. Sounds good, doesnt it? Why should you try this out with your customers? Becauseit works!

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Technique Number 3 Embedded Commands

This is a technique that is utilised by hypnotists and it is very effective! It is a common misconception that people need to have their eyes closed to be influenced by hypnotic language. Nothing could be further from the truth! As someone asked me after one of my speeches recently, Simon, when are you going to start using hypnosis in your speeches? To which I replied, What do you mean when?! It is possible to embed a suggestion within a larger sentence. For example, As you are looking over the proposal, Im hoping that you want to place an order now, so that we can get the show on the road Now that you have had chance to understand the benefits, Im hoping that you want to say yes to the proposal. I have embedded the suggestion place an order now and say yes within the larger sentences above. And I have placed the suggestion buy my books within this sentence! Indeed if you read this book carefully you will notice a lot of suggestions to buy my books! You can enhance the impact of your embedded suggestions by marking them out with some slightly different form of behaviour. For example, you can: Shift your voice tone e.g. lower tonality, deeper tonality Pause slightly before and after saying the embedded suggestion Raise your eyebrows or make a physical gesture
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I will also stack embedded suggestions one after the other. For example I could say, At this stage most of my customers just want to buy, buy, buy! Why dont we go ahead right now? If you say yes right now you can start enjoying the benefits sooner rather than later. As you carry on reading this book, keep a look out for how I am embedding suggestions, such as buy my books throughout the text. ;-)

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Technique Number 4 Embedded Questions

Following on from embedding suggestions, is embedding questions. This is an effective way to ask someone a question without asking it directly. Why would you want to do this? Because whenever you ask someone a question, they have to process it to make sense of it. And when they process a question, they will always answer it. They may not answer it out loud but they will answer it and if you remain alert you will, at the very least, see their response. For example, you can use an embedded question to test if someone is ready to go ahead. You can say, At this stage I sometimes ask clients Are you ready to go ahead? but with other clients I wait to see if they have any further questions. If you watch them carefully when you ask Are you ready to go ahead? you may see an unconscious response like a small nod of the head. This is a clear signal that they are ready to proceed. If I get this positive response I immediately move to close the sale!

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Technique Number 5 Presuppositions

A presupposition is something that is assumed beforehand as the basis of, for example, an argument or in order to make sense of a statement. Presupposition is a form of language in which certain ideas or experiences are presumed without being directly stated. For example the statement, Have you stopped wasting time in unproductive meetings? presupposes that you have been wasting time in unproductive meetings! The great hypnotherapist Milton Erikson said that, The power of presupposition is that they cannot be ignored, and, if used subtly create expectations for change that are outside or beyond the conscious mind. They are unconsciously influential! One of the many benefits of using presuppositions is that they are easy to use. This sentence presupposes (amongst other things) that there are a number of benefits to using presuppositions. The fact that there are a number of benefits is presupposed! You can easily weave presuppositions into your persuasion process: Another benefit that reading Bare Knuckle Selling will bring you is Presupposition: Reading Bare Knuckle Selling has a number of benefits for you! One of main reasons that people benefit from reading Bare Knuckle Negotiating is
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Presupposition: There are a number of reasons that people benefit from reading Bare Knuckle Negotiating! Ill now stop encouraging you to buy my books and give you some more general examples: Amongst the many benefits of this product is Presupposition: This product has many benefits! When the product is installed you will notice that.. Presupposition: You will install this product! Based upon what you have told me one of the things you will be interested in about our service is.. Presupposition: You will be interested in more than one thing about our service! When you use presuppositions subtly your customers will not realise what you are doing. In addition, when you start using presuppositions you will discover that your sales presentations are even more influential than they are before!

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Technique Number 6 Quotations

I sometimes illustrate the power of quotes to my audiences by telling them a story about a time I was speaking recently. I tell them that I had finished my speech and, as usual, there was a long queue of people who wanted to buy my books. And I was busy signing books for people, I heard a lady talking to a man who was looking at the books on my table. She said Simons books are excellent buy them now! And the man did. Using quotes is a very subtle way of indirect influence. The quote language pattern is very easy to use just take the thing youd like to say to the customer and put it into quotes! Your customer will have little, if any, awareness that you are using different levels of communication. They may not notice at a conscious level but they will register at an unconscious level! Putting a suggestion in quotes gets it processed at an unconscious level When I first learned about quotes I was told, Quotes are very powerful tools of influence and, Use quotes to get people to say yes to your suggestions. I was also told that, You can be really blatant about using quotes and people wont notice. Perhaps you can see how I have been using quotes to influence you to use quotes! A powerful use of quotes is to quote a satisfied customer or client and use this to make your suggestion to your customer. For example,
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Fred Jones at ABC company told me that This is the best product available You didnt say that your product is the best available, Fred Jones did! I am sure that you can see how you can embed suggestions within quotes and weave them into your persuasion process, cant you?

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Technique Number 7 When would now be a good time to..

I got this technique from my very good friend and renowned NLP guru Jamie Smart. Instead of asking for things you want like this: When would be a good time to put a date in the diary? You could alter it to: When would now be a good time to put a date in the diary? You see, NOW is a very powerful word in persuasion, because it brings someones attention to the present. Although it does sound a little strange, people either dont notice or think they have misheard. Im just wondering when now would be a good time for you to buy my books? How about now? To get your hands on a copy of Jamies legendary Irresistible Influence Cards that contain 52 amazingly influential language patterns please visit Jamies website, now! www.saladltd.co.uk

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Technique Number 8 At this stage I dont want you to

An interesting thing will happen if I ask you not to think about something. What I want you to do is to not to think about buying my books. What you will find yourself thinking about buying my books! Lets try to imagine not buying my books again: Dont buy my books Dont buy my books Dont buy my books Im sorry I couldnt resist that! Negative language is not processed by the nervous system in the same way they are stated linguistically. To process dont think about a zebra you have to think about a zebra. You can use this clever technique in a variety of ways: Dont think about going ahead just yet Im not going to say that we are the perfect supplier for your business because thats such a clich! Im not going to say buy my books for everyone in your company because I dont know if now is a good time for you to buy my books!!!!

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Technique Number 9 Imagine

This has nothing to do with the song by John Lennon or does it? This concept builds upon much of what has been discussed already about the way human beings process what has been said to them. To make sense of what has been said to you, you need to process it. So if you say to a customer: Mr Customer, just imagine for a moment that you have decided to buy our machine, where would you place it? The customer will then process having made the decision to buy the machine and consider where he would place it. By painting the picture in his mind, you are taking him into the future to a time when he has placed the order with you. He will process this possibility in order to make sense of it. This can make it far easier to persuade people as they have already gone through the process you desire in their mind. They have already processed going ahead with the order! Paint pictures in your customers mind of the things you would like them to do: Just imagine that you have chosen us as your sales training provider how many people would you want us to train? And, of course this technique wouldnt be complete without:
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Imagine you have made a decision to buy my books. How many copies of each title do you want?

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Technique Number 10 Phonological ambiguities

A powerful addition to embedded suggestions is to utilise what are called phonological ambiguities. A phonological ambiguity is a word that sounds the same but has different meanings. When a phonological ambiguity is used the theory is that your brain processes all the various meanings to make sense of what is being said. In this way phonological ambiguities can be used as a tool of influence. A favourite example is to use the word by as it has the same sound as the word buy. For example: By now Mr Customer, Im sure you can see the benefits of our proposal. A by product of this arrangement is the free service support. By the way, we can arrange delivery next week, if you go ahead right now. Have you spotted the phonological ambiguities? BUY NOW Mr Customer, Im sure you can see the benefits of this proposal, cant you? A BUY PRODUCT of this arrangement is the free service support. BUY the way, we can arrange delivery next week, if you go ahead right now. And if we take a look at all of the various techniques and suggestions embedded and included in the paragraph we have a truly influential collection, dont we? As I say to my audiences, After I have finished speaking please come to my table and help your self to a free copy of my Secret Persuasion Tactics newsletter. Youll find the newsletters by my books. Thats right, by my books.

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This contains the embedded command buy my books twice! Thats right I dont just say buy my books once, I say buy my books twice. But buy now you know that Im going to say buy my books at some stage, dont you? I hope you have enjoyed reading this book as much as I have enjoyed writing it. As well as being tremendously effective, these techniques are great fun as well. When I speak to groups people about these techniques we always have lots of fun and laughter. And afterwards they also want to buy my books! Now thats interesting, isnt it? Good Luck and Good Selling! Bye Bye ;-)

Simon Hazeldine

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Simon Hazeldine
BA (Hons) MSc, FInstSMM

a hard hitting speaker who will give you a wake up call that youll remember forever!
Simons acclaimed key note speeches include: How To Give Your Business Profits A Dose Of Steroids! How To Raise Your Game! Performance Leadership: How To Turbo Charge Your Organisations Results Are You Tough Enough? - The 7 Secrets of Mental Toughness And here is what people say about them:
Simon Hazeldine is a master of his craft and held the audience spellbound as he demonstrated the skills that have earned him the reputation as one of the top sales speakers in Europe and propelled his books into the Amazon bestseller list Inspired! Magazine Thank you for speaking at the Business Awards on Saturday. You were brilliant! Jo Morgan Morgan Event Management As we very much expected this month at the Antidote Network has been a complete sell out! Managing to entice a speaker of Simons calibre to our event has been a real coup for us and wed like to thank those of you who booked early and secured your seats. Hold on tight for the ride! Roy Gough Antidote Network
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The audience really enjoyed the eventas did we! What a star you are! Julie French Ecademy Your energy, vitality and passion for your topic inspired our members and guests. Joanna Jesson Chairman The Academy for Chief Executives What an exceptional speech, packed with practical advice and totally captivating from start to finish. By making some simple changes based on Simon Hazeldines ideas we have already started to reap the benefits Iain McKendrick CambiNet Simon was very good! Not a wasted second in it every thirty seconds there was a new point & something to take away and use. Im going to revise our whole sales approach! Ian Sasse Managing Partner Agents of Change Simon is down to earth and straight talking. Theres no crap, just real hard tips and techniques that you can use. Giles Button Director Studio 2 Online I wanted to say what an excellent job Simon did with his motivational piece. The whole team were WOWED with the delivery! It was magic to see peoples responses. More so it has set us all up with the belief and team spirit required for the future. Denise Rishton Programme Management Manager Interbrew UK

Visit www.simonhazeldine.com for further information!

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Simon Hazeldine demonstrating his mental focus by walking barefoot over a twenty foot bed of razor sharp broken glass! The glass bed was made by smashing over 1000 wine and beer bottles.

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