The science and secrets of ethical sales seduction

How to get to yes faster by eliminating resistance

The Aha! Advantage sales adviser training platform shows sellers how to sell more by:
1. Eliminating skepticism and mistrust.
2. Using Aha!s or value-multiplying insights to deliver value multiplying solutions for clients.

The two ways to influence a customer

Believe it or not there are just two ways to influence a customer:
1. You can convince clients why they need to buy using a form of direct persuasion, or
2. You can help clients convince themselves using a form of self-persuasion

Sellers who use self-persuasion to help their clients find their own reasons for buying consistently outsell their traditionally-trained counterparts.Why? Buyers don't argue with their own reasons. When sellers eliminate resistance they remove the biggest barrier that stands between them and the ultimate sale.


Our two new paradigm busting books

Zero Resistance
"One of the great secrets of sales is that the best way to persuade others is to let them persuade themselves. In this fun, practical book, Harry Mills shows us how." 

Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE.

 "A must read for CEO's, sales leaders and all front lines sales staff."

Alistair Davis, CEO and Managing Director, Toyota New Zealand"

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secret sauce"Think you know what makes your messages persuasive? Think again. Harry Mills easy-to-use SAUCE test shows us how to estimate the persuasive impact of a marketing or sales message. He then backs that up with the practical tips you need to transform unconvincing copy into messages that grab attention and engage both head and heart"

Jonah Berger, Wharton Professor and bestselling author of CONTAGIOUS and INVISIBLE INFLUENCE.  

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Aha! Blog

  • Gloves on the boardroom table: Unlocking the secrets of selling

    In 2002 I read John Kotter and Dan Cohen’s influential book The Heart of Change. I was captivated by one story: ‘Gloves on the Boardroom Table.’ Read more...

  • Selling isn't luck or magic - it's science

    For the past 60 years, social scientists have been studying how successful persuaders switch our minds from no to yes. Read more...

  • Why does Consultative or Solution Selling no longer work?

    Ultimately, customers buy from the seller who offers the best value. Yet salespeople who are seen by buyers as value-multipliers are as rare as pink diamonds. Read more...

  • Parisian love: how words can even outsell pictures, action and animation

    Imagine you’re the Ad Director of a large advertising agency. You’ve been commissioned to create an engaging television commercial for an online search tool. Read more...