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  • How to Fascinate: Interview with Sally Hogshead

    Sally Hogshead, How to Fascinate: Interview with Sally Hogshead

    Club Business International interviewed Sally Hogshead last spring to gear up for Sally’s keynote address at the International Health Racquet and Sportsclub Association’s (IHRSA) Annual Convention and Trade Show.

    CBI: The title of your IHRSA 2014 presentation, “How to Fascinate: From First Impressions to Lasting Value,” is definitely intriguing. What’s up?

    SALLY HOGSHEAD: Well, as you might have guessed, the subject is fascination–in both the personal and business realms.  You already know how you see the world, but do you know how your partners, coworkers, employees, club members or competitors view you? Whether you know it or not, your distinct personality type embodies a unique advantage.  The basic question is, How does your individual style of communicating affect your ability to capture someone’s attention and influence decisions?

    Once you understand the advantage you have, people will be more likely to listen to you, remember you, and admire you.  And, in this hectic world with its infinite distractions, you have nine seconds–just nine seconds– to inspire this sort of intense focus.

    “It’s not enough to be the best if nobody notices or cares.  You need to fascinate a customer or employee to create an exciting connection.”CBI: Well, you’ve got our attention.

    SALLY HOGSHEAD: My team and I have done in-depth market research about how and why people interact with and captivate one another.  One of the interesting things we’ve learned is that people would rather be fascinating themselves than be fascinated by someone else; and yet, most people don’t know how to do so.

    At the convention, I’ll explain how the members of the audience can add distinct value to their relationships by identifying and honing their communication patterns–capitalizing on what I call their “archetype.”

    Most other personality-assessment techniques measure how you view the world and your perceived strengths.  The Fascination System is different.  It looks at the cues and signals that you’re sending to the world–either intentionally or unintentionally–and evaluates the pros and cons of each.  My IHRSA presentation will offer a gateway to this system.

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