Flip the Script: Getting People to Think Your Idea Is Their Idea

　　「客戶覺得你很棒」 和「你讓客戶覺得你很棒」有什麼不同？



　　這十多年來，Oren Klaff成功獲得大大小小的案子，在十多年的提案經驗中，Oren發現，當我們早已熟悉各種行銷模式的運作及手法，讓人們越來越討厭被強迫推銷，你越告訴他們你的產品有多好，他們反而會越排斥。



　　即使客戶是在你的引導下，選擇了你，還是要想辦法讓客戶相信，「你很棒」這個念頭是經過客戶自己審慎評估後，才迸出的念頭；而要讓客戶這麼相信，唯一的辦法就是讓他們覺得自己比你還要聰明。



　　因此，Oren通常採取以退為進的方式，引導客戶發想出Oren的提案，自然會相信該方式是可行的，且還會為執行此案興奮不已──如何不經意地暗示自己能解決客戶的顧慮、讓人放心地相信你的專業、不標新立異而自然地推銷自己的方案──這些說來簡單，但可是有數以千記得人在Oren的傳授之下，才學會在各式情況下引導客戶的方式，而這所謂各式情況，真的是五花八門、讓人眼花撩亂，在書中化為各種趣味、難以想像的案例故事。



　　藉由本書，Oren會和你分享他如何讓億萬富翁信服於他、讓投資商吐出他們的資金、讓審慎的瑞士銀行相信他專精於銀行作業；他還會告訴你，該如何讓顧客喜歡你甚於你的產品；讓你成為受人注目、信服的成交王！（文／博客來編譯）

THE BESTSELLING AUTHOR OF PITCH ANYTHING IS BACK TO FLIP YOUR ENTIRE APPROACH TO PERSUASION.

Is there anything worse than a high-pressure salesperson pushing you to say ＂yes＂ (then sign on the dotted line) before you’re ready?

If there’s one lesson Oren Klaff has learned over decades of pitching, presenting, and closing long-shot, high-stakes deals, it’s that people are sick of being marketed and sold to. Most of all, they hate being told what to think. The more you push them, the more they resist.

What people love, however, is coming up with a great idea on their own, even if it’s the idea you were guiding them to have all along. Often, the only way to get someone to sign is to make them feel like they’re smarter than you.

That’s why Oren is throwing out the old playbook on persuasion. Instead, he’ll show you a new approach that works on this simple insight: Everyone trusts their own ideas. If, rather than pushing your idea on your buyer, you can guide them to discover it on their own, they’ll believe it, trust it, and get excited about it. Then they’ll buy in and feel good about the chance to work with you.

That might sound easier said than done, but Oren has taught thousands of people how to do it with a series of simple steps that anyone can follow in any situation.

And as you’ll see in this book, Oren has been in a lot of different situations.

He’ll show you how he got a billionaire to take him seriously, how he got a venture capital firm to cough up capital, and how he made a skeptical Swiss banker see him as an expert in banking. He’ll even show you how to become so compelling that buyers are even more attracted to you than to your product.

These days, it’s not enough to make a great pitch.

To get attention, create trust, and close the deal, you need to flip the script.

作者簡介

　　Oren Klaff is one of the world's leading experts on sales, raising capital and negotiation. His first book, Pitch Anything, is required reading throughout Silicon Valley, Wall Street and the Fortune 500, with more than 1,000,000 copies in print worldwide. He has written for Harvard Business Review, Inc., Advertising Age, Entrepreneur and has been featured in hundreds of periodicals, podcasts and blogs. He is an investment partner in a ＄200 million private equity investment fund and in his spare time is a motorcycle enthusiast.