Kevin Hogan

International Speaker

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You can literally shrink resistance to near zero with this one specific tool. It takes a bit of elegance, as you will read in the example below…but it’s easy, and with just a little rehearsal…you can accomplish it.

Indeed, this is one of the techniques that the finest salespeople (and therapists for that matter) utilize. What is it?

It is that 100% honesty and openness… that everything or something could go wrong. So important is this “technique”, that utilizing it alone can increase your business dramatically.

What’s that mean?

It means you or your product or your service has a weakness, and you are going to lay it out early in your communication. In fact, you are going to lay it out AND take it out into the future to show that potential defect coming back to haunt.

Crazy you say?

Research shows that this is one of the most powerful strategies in persuasion. By utilizing an Omega Strategy (a strategy designed to reduce resistance, see Science of Influence) you highlight the defect and deal with the possible future failure. This allows all defenses the other person has to be virtually eliminated in one fell swoop!

So, if you are selling stocks:

“Of course the market could go to hell and then your 100,000 dollars is worth 50,000 dollars. That is an absolute risk that is in God’s hands. Let’s see, you’re 45 and will retire in 20 years. Scenario one. The world goes to heck in a hand basket and your money gets cut in half. You have enough to live on for one year. Scenario 2. You invested in the money market you return less than inflation and have enough for a whole two years. Scenario 3. You invest in Small Cap stocks, return 12 percent per year as per historical average and your money is worth 400,000 at age 65 and you have 8 years of income plus tons of capital for reinvestment for the rest of your life. Is this a no-brainer?”

It is a no brainer. And because you dealt with the first scenario, which is their FEAR BASED thinking, you have disabled the fear to resist doing what is in their best interests.

If you FAIL to highlight their fear, their fear will completely cloud their mind while you present your proposal and the only thing they hear, feel and think is FEAR. As soon as you talk about your weakness…whatever it is, you literally turn the fear off in the other person. You win, they win.

Reducing resistance makes for easy going when it comes to asking for “yes!”

People see your weaknesses until you tell everyone about them and then they don’t see them as important anymore.

You know what, I can’t screw a light bulb in, but I can speak from the platform with the best of ’em.

I can’t change the oil (in the car or the lawn mower) but I can get a book in print that will sell from one end of the world to the other.

Make sense?

Put your weaknesses out there. Everyone has them and everyone knows that everyone else has weaknesses…and they will see them in you, your service, your products very quickly so put them on the table, deal with it head on and then move on to what makes you/your product/your service, the very best. (And if it isn’t the best you should be making it the best!)

The Science of Influence is the place to begin. What makes the Science of Influence different from every other program about persuasion? This material is fresh, potent, tested, and has nearly all of what you will discover is new! There is no rehash of past salespeople or scholars.

Science of Influence Master’s Home Study Course (12 CDs)
with Kevin Hogan, Psy.D.

This program is the culmination of years of selling synthesized with the last five years of academic research into compliance gaining, persuasion and influence. You won’t find a program like this, designed for you, anywhere else.

Find Out More or to Order


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Latest Posts on Kevin's blog

Kevin Hogan Live in Wrocław​

Media Presence

World Class Business Kevin Hogan

World Business Class

Success in Influence, World Business Class Magazine, January 2018. Cover Story and Interview with Kevin Hogan


Costco interviewed Kevin for Body Talk: Actions Do Speak Louder than Words


Kevin's body language evaluation!

Sales Guru

Article by Kevin in Sales Guru magazine (based in South Africa). "Burnout: Escaping Living Hell"

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Author of The Psychology of Persuasion, Irresistible Attraction, and The Science of Influence, Dr. Kevin Hogan is trusted by organizations, both large and small, to help them help their people reach their personal peak performance and maximize influence in selling and marketing. Kevin is an internationally admired keynote speaker and corporate thought leader. In Coffee with Kevin Hogan, he shares his research, observations, and how you can apply them in your life – both in business and at home.

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Overcoming Rejection: Defeating the Painful Feelings of Being Marginalized by Dr. Kevin Hogan

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