Duane Lakin – The Unfair Advantage

Duane Lakin – The Unfair Advantage

The Unfair Advantage: Sell with NLP! is a book for people who want new skills to influence others, who know that all selling is personal, and who see the need to sell themselves more effectively. It is for people who want to have an advantage in everything that they say, write and do. It is for YOU if you want to find an edge–an advantage–in your work life. Much of The Unfair Advantage: Sell with NLP! is based on NLP (neurolinguistic programming) skills. But NLP is much more and much less than what is seen in this book. The techniques and skills here have been fine-tuned by the author for the last 30 years for only one purpose: to help sales and marketing professionals be more effective and successful. This book will teach you how to sell YOU, understand your prospects, and lead the sales process. The Revised Edition contains two new chapters that were not included in the 2000 edition (Mindsets or Metaprogams and Handling Objections). That is the only major change in the Revised Edition other than format and pricing.

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Dr. Duane Lakin is a psychologist and business consultant. A graduate of the University of Minnesota, Duane has over thirty years of experience serving business leaders as an industrial psychologist specializing in helping people and businesses be more productive. Talking to sales and marketing people from many industries, he realized that the skills used to build relationships and influence people in practicing applied psychology are very similar to those of people. need to sell and be persuasive in business. Therefore, he focuses on teaching skills that sell you, your ideas and products, including the practical applications of NLP (Neural Programming). Since the mid-1980s, he’s been looking for ways to make NLP useful to sellers.

The sales representative made it clear to him that they were not interested in delicate theories or sophisticated analytical methods to sell. At the same time, he discovered that very few salespeople were trained to sell themselves and how to use the language to increase their effectiveness. Not surprisingly, he saw a significant increase in sales thanks to a brief training in the arts and skills to sell YOU. His workshop, “Unfair Advantage – Sell with NLP!”, Was seen by representatives of more than 750 companies in the United States, United Kingdom, Russia, Hungary, Italy and Canada. He has trained managers of companies such as Xerox, PacBell, Andersen Consulting, American General, Cable and Wireless, Hewlett Packard, GE and many others. He has written or contributed to articles in “Sales Strength”,

“Human Resources Magazine”, “Manufacturing and Inventory Management” and “Outstanding Sales and Marketing”. He is the recipient of the “TEC 200” and “100 Achievement Awards” for special presenters (now called Vistage). His book (based on the workshop) has been translated and published in English, Romanian, Polish and Spanish. An audio version of the original version of the book and DVD of a live seminar is available. New online lessons are available at www.SellWithNLP.com.

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