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The Unfair Advantage: Sell with NLP! Paperback – January 15, 2000

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Product Details

  • Paperback: 167 pages
  • Publisher: Lakin Associates (January 15, 2000)
  • Language: English
  • ISBN-10: 0967916208
  • ISBN-13: 978-0967916200
  • Product Dimensions: 0.8 x 8.5 x 10.8 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (35 customer reviews)
  • Amazon Best Sellers Rank: #1,021,442 in Books (See Top 100 in Books)

Editorial Reviews


"The impact on our sales was immediate!" -- Chad Jorgensen, Managing Director, Nu-Ear Electronics --This text refers to the Audio CD edition.

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.

Customer Reviews

A very basic easy to read book.
Amazon Customer
I buy sales books and spend a couple of hours going through them trying to find the one or two gems hidden inside that I can use in my circumstances.
I have several NLP selling books and this one is by far the best one I've seen.
Daniel Gleed

Most Helpful Customer Reviews

76 of 84 people found the following review helpful By Amazon Customer on August 18, 2001
Format: Paperback
I immediately liked the book when I read the Preface, which is about being able to sell exactly as the customer needs it. I couldn't agree more, even if I have been running intro trouble with 50% of the salespeople I met when trying to convince them of that kind of thinking.
Let me first tell you what this is NOT. - if you want a book that applies my favorite aspect of NLP, cognitive styles (metaprograms), to Sales, I'd recommend "Selling the way your customer buys" by Marvin Sadovsky & Jon Caswell.
- Or if you want a book discussing (theoretical) how to apply ALL NLP models to sales, I'd rather recommend other books, such as Genie Laborde's classic "Influencing with Integrity", etc. However all these books tend to suffer from the same problem: it's hard to translate their message into practice, because they lack exercises.
But if the two previous things aren't what you're looking for, this might be the book for you.
How does it compare to other NLP books? If the book doesn't cover ALL of NLP, it has the advantage that it is much more practical. You really can use it as a workbook (as the author promises). I guess that a trainer could do a 2 or 3-day workshop to teach salespeople to *really* master this material. Let me tell you what it includes: It will help you understand how to recognize and use different representation systems (Visual-Auditory-Kinesthetic), buying strategies and non verbal mirroring. As for the NLP language skills, it concentrates action language and action commands.
If the author wants to improve his book, I would recommend adding other NLP models (such as meta-program's and the meta-model). But to remain as practical, that would boil down to writing a second volume or make this one double the size.
As for the price: yes it's expensive. So is following a workshop. If you don't use any NLP yet, I agree that the book will pay back for itself if you apply these principles."...
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39 of 43 people found the following review helpful By David Garfinkel on July 31, 2001
Format: Paperback Verified Purchase
It's tough to find selling stuff that works but doesn't sound like some cornball, canned routine out of a used car showroom. That's because talking in a natural-sounding way is rarely effective in high-powered selling.
Yet when you start to deal with the big players and big deals, sounding genuine and authentic is the *only* thing that works. All top sales professionals and wheeler-dealers know this.
Duane Lakin has come up with the first training and language system I have seen that will improve your effectiveness selling to anyone. I know because I've used his techniques with large-dollar sales and seen my results improve. I've also reviewed all the other sales trainers who use NLP as part of their method. Some are very good, but no one comes close to Duane in terms of a transparent, deceptively simple set of methods you can quickly learn and use.
One thing that's great about his book is he also shows you how to apply NLP to telemarketing and writing sales copy. I don't know of anyone else who's done that.
A lot of people interested in sales and NLP think something has to be flashy, complex and technically overwhelming to be any good. As someone who makes his living because of the results he gets, I can tell you that just the opposite is true. Fortunately, this book contains what you need to get better results and still come across like a human being. That's rare and extraordinarily valuable.
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38 of 43 people found the following review helpful By GVF on March 7, 2000
Format: Paperback
I have read the Unfair Advantage from cover to cover several times. More importantly, I have experienced results, based on the lessons you will learn in this book, that have been amazing. If you want great literature, don't buy the Unfair Advantage, consider War and Peace. If you want great results in your interpersonal skills and feel that a higher closing ratio sounds like something you want to read about, get the Unfair Advantage.
This is my first review to I have read several books that flirt with making NLP a concrete and usable sales tool. This is the first book that I have found worthy enough for me to share an opinion on.
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32 of 39 people found the following review helpful By James Sheffield on May 2, 2002
Format: Paperback Verified Purchase
An information scientist, Richard Bandler, and a linguistic professor, John Grinder, developed Neurolinguistic programming techniques called NLP in the early 70's. From a study of successful people, they created a way to evaluate and transfer humanity's highest achievements and excellence into a powerful psychology that has practical applications.
Let's assume your mind is made up of different parts like the roles each of us enact during the day: a woman can at the same time be a wife, mother, daughter, sister, coworker, secretary, cook and so on. Can you see where I am going? For each of these roles, we allow certain facets of our personality to come forward and suppress the others. For example, a cook does not necessarily have to know where the Xerox machine is. Therefore, in the mind, folks talk to themselves in different voices or attitudes depending on which role or part is conscious. This is normal and healthy.
In addition, you have parts with which you are pleased and other parts you would like to enhance. The goal of NLP is to teach you how to improve your internal talk to get all your parts synchronized and working together.
NLP has branched into many fields from success mastery in overcoming negative patterns to the practical applications for sales and marketing. Today's customer has massive control with access to more information than can possibly be processed. The message you send to make a distinction for your product or to make you stand out as a special person must be personal, adaptable, appealing and intended for the one rather than the many. As Paul Lakin declares: "The 'Unfair Advantage' is the ability to sell YOU."
Being familiar with NLP, I bought a copy to help me with my work in a non-profit fundraising organization.
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