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Press Release: How to Change Minds by Rob Jolles

Berrett-Koehler Staff Posted by Berrett-Koehler Staff.

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Press Release: How to Change Minds by Rob Jolles

How to Change Minds: The Art of Influence Without Manipulation

By Rob Jolles

San Francisco, CA - We all know people who need to make a change, in business and in life. We know what they need, but we need them to realize what they need. We need to influence and persuade, but in a way that doesn’t manipulate.

“There is a murky line between the art of influence and the act of manipulation. I believe manipulation is unethical influence,” author Rob Jolles says in his new book, HOW TO CHANGE MINDS (Berrett-Koehler, June 2013). “If you wouldn’t join a gym, don’t influence someone else to. On the other hand, if you think the person you are speaking to has issues that would be properly addressed by joining a gym, influence him to take action.”

In HOW TO CHANGE MINDS, Jolles draws on his highly successful sales background to lay out a simple, repeatable, measurable process for changing someone’s mind. He begins with understanding how people make decisions-what Jolles calls the decision cycle. Once you understand how to identify where others are in their decision cycle, Jolles explains how to establish genuine trust and then move to the most difficult aspect of influence: establishing a sense of urgency for change.

This is not done by telling people what you think they should do, but by skillfully asking a series of specific types of questions that lead others to discover for themselves the long-term impact of not changing and to fully embrace the changes they need to make. People feel they have come to their own conclusion, not yours.

Ethics are central to Jolles’s method-you must truly believe you are influencing people’s lives for the better, not manipulating them into making changes for some arbitrary or selfish reason.

The book is filled with sometimes funny, sometimes moving stories illustrating how challenging changing minds can be and the frequent gray line between influence and manipulation. Following Rob Jolles’ wise advice will ensure that changing someone’s mind is never an act of coercion but rather always one of caring and compassion.

About the author

Rob Jolles is president of Jolles Associates, Inc. an international training consulting corporation, was a record-setting salesperson and sales trainer for New York Life and Xerox, and draws on more than thirty years of experience changing people’s minds. He is the author of four previous books, including Customer Centered Selling (Free Press).

How to Change Minds: The Art of Influence Without Manipulation
By Rob Jolles
June 2013, $17.95; PB Original
Berrett-Koehler Publishers