How This Book Will Help You Put the Power of Sales Hypnosis to Work

In 1983, Tom Olds was struggling to make ends meet. He was months behind in making his car payments. His house was getting dangerously close to foreclosure. He was in debt to numerous credit card companies. Then, his girlfriend of three years walked out on him.

Today, Tom lives in a $700,000 house in the Tustin Hills of Southern California. He owns a BMW 733i and bought his new wife a 3-carat diamond ring. His bank accounts are bulging and he has numerous investments. His future is secured.

What happened in these few short years? How did Tom turn his life around?

Tom Olds learned the best kept secret of sales superstars: the ability to build immediate trust and command respect and confidence by using gentle forms of conversational hypnosis.

Before you object, let us tell you that Tom has not put anyone to sleep with hypnosis. He hasn’t tricked anyone. He never uses deceit or any under-handed methods.

In fact, Tom is a man of high moral standards. He regularly attends and donates to his church, the Crystal Cathedral, and was married by the Reverend Robert Schuller. Tom is a man of great integrity. If you had told him a few years ago that he would find financial freedom and self-confidence through the use of sales hypnosis, he would have scoffed at the notion.

If you had shown the Tom Olds of 1983 the communication techniques Tom now uses daily, he wouldn’t have even considered them hypnosis. The techniques are so subtle, so natural, and so friendly, that few people consciously recognize their hypnotic powers. No one has any reason to question them or to resist them.

THESE ARE THE TECHNIQUES OF THE “BORN SALESMAN.” These are the techniques that were previously considered “unteachable.” Either you knew how to sell like a champion or you didn’t. Most of us didn’t.

While the techniques seem like anything but hypnosis, that is exactly what they are: pure hypnosis. Scientists who study language patterns have documented that top salespeople use forms of conversational hypnosis and that less-successful salespeople don’t. In addition, scientists have found that top negotiators use conversational hypnosis, as do the best attorneys and the most charismatic ministers and preachers.

These powerful techniques can now be learned and used, for the first time, by the rest of us.

How it is done is what this book is about: sales hypnosis and its many powers. In reading this book, you will learn the specific techniques which have enabled Tom Olds and thousands of other people to greatly increase their incomes, their self-confidence, and their personal happiness.

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Tom Olds was a hard-working and energetic student. After earning his undergraduate degree, he worked his way through two more years of college to get a M.B.A. from the University of Chicago.

Trained and certified as an accountant, Tom got a job with one of the “Big Eight” accounting firms. His career path was mapped out and Tom thought he was set for life—until the boredom set in. Tom realized that while accounting is an honorable profession, he was not cut out to spend the rest of his years pouring over financial statements, computer print-outs, and other pieces of paper. Tom was also frustrated with what seemed to him to be the relatively low pay that the accounting field offered.

Tom searched for another profession. He wanted excitement, adventure, some travel, and good money. After several years, he quit the Big Eight firm and became an in-house accountant with a major airline. He got to travel and see the world. He had a few adventures. The money was a little better, but still not what Tom wanted and it was definitely not as much as he thought he deserved.

Most significantly, Tom was still pouring over numbers on little pieces of paper, day-in and day-out. He couldn’t see himself doing this at sixty. Or even at forty.

But what could he do? What other paths were open to him? Tom had no interest in going back to school to learn another profession, such as law or medicine. He’d had all the school he could stand. He couldn’t sleep at night, knowing he had to leave the profession he had trained so laboriously for, and not knowing where else to go or what else to do.

In his work for the airline, Tom met a number of salespeople. He envied their relative freedom and was amazed at how much money some of them, the best of them, made. He saw in these top salespeople many of the traits he thought he had: the willingness to work hard, a love of people, good verbal skills, and a quick mind. “I can do it,” Tom thought. “This is the profession for me!”

As Tom began investigating the different types of sales, he learned he could use his knowledge of accounting to sell certain financial products and services. It seemed like a natural, a slam-dunk. He also learned that financial sales was one of the most highly-paid of all sales specialties.

Having done his homework, Tom quit his job at the airline and signed up with a broker-dealer of financial products. Tom expected the work to be difficult at first, but he had no idea just how arduous it would be. Despite the long hours he put in, his income was meager, and it didn’t improve much over the coming year.

Tom lived in Redondo Beach, California, not far from our office in Palos Verdes. When we met him in 1982, he was in the deepest financial trouble he had ever experienced in his life. His savings were completely gone and it looked like few sales would be coming in to replenish them. In addition to his financial problems, the departure of his girlfriend put his personal life in upheaval.

Then Tom read a news article in the Los Angeles Times about our work in the new field of sales hypnosis. He read about our research into the trust-building techniques used by top salespeople. He read about the sales superstars we had studied and tape recorded. He read about our findings on how to almost effortlessly dissolve customer resistance. When he called us, Tom was excited about learning the techniques of the “born salesman” and he was highly motivated to practice and apply what he was going to learn.

We introduced Tom to Zond, Inc., one of our client companies. Zond is in the business of selling large wind-turbines in California and is, in fact, the premier company in the nation in that industry. While we arranged the interview with Zond for Tom, he had to sell himself to the company. He did a good job, and was brought on board as a rookie salesman late in 1983.

As he learned the product and how to sell it, he was learning sales hypnosis. In the few remaining months of 1983, he made more money than he had made in all of 1982. By the end of the year, he was the Number 3 salesman in the company.

We had regular meetings with Tom and he studied all of our latest findings on sales hypnosis. He began building a sales script book of his own most powerful hypnotic sales lines so that he would never forget them. In a later chapter of this book, you will learn how to build your own mastermind sales script book to write your own ticket to sales success.

In early 1984, so that he could learn and practice advanced techniques of influence and persuasion, Tom attended one of the many seminars we do on those subjects. With his new knowledge, and with hard work and discipline, his sales began to soar. On one very special day in 1984, a day none of us will forget, Tom sold four giant wind turbines for $720,000 and made $48,000 in personal income from commissions!

His income jumped from approximately $30,000 in 1982 to over $240,000 in 1983. In 1984, Tom took home almost $400,000 and in 1985, he hit the same bulls-eye again!

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Can all of Tom’s success be attributed to sales hypnosis? Definitely not. Tom sells an excellent product and he works very long hours. However, even the best products don’t sell themselves. And there are many, many salespeople who work very long hours for excellent companies and yet they still don’t make very much money.

“Sales hypnosis is my extra edge,” Tom says. “I would be somewhat successful without it, but having mastered it has made me much more powerful and influential as a salesperson.”

Tom’s wife, Mary, has an equally exciting story to tell. Tom met Mary when she was working as a receptionist. Mary had worked as a model and modeling was her first love. She wanted to return to modeling but didn’t know how she would break back in. When she met Tom, his finances were almost depleted and he could offer her no help.

In 1988, Mary started Mary’s Models and began providing in-store models to top department stores and cosmetics stores. Tom and Mary trained their models in non-manipulative techniques of hypnotic selling, and soon their models were setting sales records in the cosmetic, perfume, and personal care product areas.

Mary then began providing models for companies exhibiting at trade shows. As word of the sales power of Mary’s models got around, more and more department stores and corporations began calling Mary Olds to hire her specially trained models. Mary’s models are not only beautiful—they are powerful communicators!

Today, approximately one year after starting her company, Mary employs over 300 models! She has had to buy a powerful computer system just to take care of the huge weekly payroll and the tax accounting. Several years ago, when she attended our seminars on hypnotic selling techniques, she had no idea she would ever be teaching these techniques to others. Now, as a business owner and business executive, Mary Olds has found that these techniques give her employees, her models, an extra competitive advantage over models provided by any other agency.

This book is about how you can have the same competitive edge—Sales Hypnosis—that has made Tom Olds, Mary Olds, and many other salespeople and business executives more successful than they ever dreamed possible.

Donald J. Moine

Rolling Hills Estates, California

Kenneth L. Lloyd

Encino, California