Product Description

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.

Product Details

• Amazon Sales Rank: #136087 in Books
• Published on: 2000-01-15
• Original language: English
• Binding: Paperback
• 167 pages

Chad Jorgensen, Managing Director, Nu-Ear Electronics
"The impact on our sales was immediate!"

From the Author
This book is unique in its emphasis on proven practical techniques. It is not a "motivation" book, because successful sales results is all the motivation you need. The Unfair Advantage began when a client told me they wanted to avoid "coming in second", as they described it. Over a fifteen year period, the program 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.

About the Author
Duane Lakin, Ph.D. is an industrial psychologist with over twenty years' experience helping businesses solve their people problems. He assesses individuals who are candidates for hiring or promotion. He trains sales people and managers, and he helps teams and individuals become more effective. His research with NLP in telemarketing is unique in the industry. He is a member of the Society for Industrial/Organizational Psychology.

Customer Reviews

Great Practical Application
I have read many book s that deal with the subject of NLP. Most I have read give you great theoretical information on the practice of NLP, but this is the first book I have read that actually provides excercises for practicing the techniques. This book is not an in depth review of NLP but it is a practical workbook that will improve your skill in specific areas. I would recomend this book to anyone who needs to be more pursuasive.

Back to basics
As an executive coach and sales trainer I found this book quite interesting. I am into NLP and my coaching practice was built on using those techniques, as does part of my sales seminars.

As I was reading through the book I found it lacking in NLP aspects, it utilizes only a smallaspect of what could be used. It almost seemed like the "workbook" or the introduction to the seminars that he offers (in the back of the book seemed like there was more to it. Overall this book is informative and for those that are not familiar with some of the aspects that NLP offers then this is a good read. Even though it deals primarily with interaction and presumes that you have the ability to talk to or meet with your client, there are some aspects that can be used while writing sales letters.

I do belive that with a combination of other books about NLP this is a very good purchase. I personally read the Pshycology of persuasion, by Kevin Hogan (not an NLP book), immidiatly after reading this book. The combination between the two books made for some interesting thoughts to be triggered.

If you are looking to learn about NLP in depth this isn't the right book for you. If you are looking to understand a small aspect of NLP and how you can utilize it to increase your business, then go for it and enjoy the read. There are very good pointers in this book that you will benefit from.

THIS WILL ONLY WORK FOR PEOPLE WHO WANT TO INCREASE SALES AND COMMUNICATE EFFECTIVELY!
The fact that you are reading my review shows me your interest in a balanced and honest viewpoint on how well THE UNFAIR ADVANTAGE will work for you. However, let me honestly tell you it will only be relevant to you, if you decide that increasing your sales and making more money is important to you. If so, I strongly feel that this book will help you if not for any other reason than myself, and other TOP-PERFORMERS use the "unfair advantage" to increase our sales. Now, if you choose to order the UNFAIR ADVANTAGE will have an easy to follow road-map for success, the only problem is all the paperwork you will have to process as a result of, your sales will increase. This is the easiest way to put NLP to work for you without the confusion and in depth psycology that others in the field of NLP provide. I've read everything by everyone about NLP and Duane Lakin's Unfair Advantage has proven to be most beneficial, easiest to understand, sure-fire method of acheiving success so quickly, it may even surprise you!