Selling or Influence?


There is a significant difference between selling and influence. Since it can, at times, be difficult to separate the differences, it is imperative that we start here. This difference is best illustrated at our live training events.PISEALRED

At these events, we start out by putting three objects on the table: an apple, an orange and a cell phone. We then give a random student an envelope and then ask him/her to choose one of the objects. The student will then pick the apple at which point he or she is asked to open the envelope. When he/she does, they pull out a 3 x 5 card that simply states "we are glad that you chose the apple."

At this, I will ask you the same question we ask the students who observe this demonstration. How did we know that the student would choose the apple? You, like our other students, probably have a few theories. Some of the answers we get are:


  • Apple starts with the letter A, so therefore most people will choose the Apple
  • The Apple is red. Most people are drawn to the color red.
  • We have always been told that an "apple a day will keep the doctor away" so people are subconsciously drawn to choose the apple.
  • One lady was a little freaked-out and thought we were psychic.


While all of these are great theories (I wish we were psychic) none of them, however, will prove true 100% of the time. When we do this demonstration we are never wrong. In other words, we can successfully predict the choice of our volunteer every single time without fail. How? We explain at these events how this silly little bar trick is done. Hint: It all has to do with how we lay out the objects and how we ask the questions.

In other words we use influence!

Contrast this to selling. If we were selling the apple we would say something like "Apples are delicious," or "Don't you want an apple? They are good for you." A high-pressure sales person might even go as far as "Come on, you know what you want the apple. Just say yes!" And that my friends, is the difference between influence and selling.

Unfortunately, selling has become synonymous with manipulation.

The word manipulation implies that a salesperson is controlling the client like a puppet on a string. Manipulation is something that you do TO someone. Influence is simply communicating at a deeper level. When someone has been influenced, it becomes their idea; their choice. There is no empty feeling that you might have been tricked.

When you use the influence and persuasion skills taught in our upcoming book (How to be persuasive), your clients will be happy to deal with you because it was their idea to do so. Rescission rates will drop as raving fans are born. Referrals will increase because your client feels as though he is in business with you, as opposed to having been "sold" by you.

Everyone of us should take the study of influence and persuasion serious. Why? Because the quality of our lives is 100% reliant on our ability to influence others .

How important is it for a parent to influence their children to stay off drugs? How important is it to your marriage that you influence your spouse to love you? How important is it that you influence your boss to understand how much value you bring to the company? Everything, yes everything comes down to your ability to influence those around you!


You may already know that employers are attracted to people that are different, new and unique.  Today we have overwhelming scientific proof that sales people that differentiate themselves from the crowd are more successful.  They are more likely to close that sale, get that promotion and have longer lasting relationships. 

Show your employer that you are deadly serious about reaching the companies goals.  Increase your income and line yourself up for the next big promotion.  All of this can and will be achieved when you enroll in the "Professional Influence Certification Course." 

Upon successful completion of this course you will become CERTIFIED!  Your certification goes on the "BIO" page and is registered with the INSTITUTE FOR THE STUDIES OF PROFESSIONAL INFLUENCE (ISPI).  As you read through this you may begin to realize that a link to this bio page can also be a powerful part of your resume. 

Are you ready to take your game to the next level?  If so email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .  For more information about this and other certification courses simply click here.

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