Hypnosis, Sales, and Leadership: Attracting Instead of Convincing, According to Prof. Dr. Paret
A meeting everyone knows: the person who speaks the least, and whom everyone listens to when they finally do speak. Sometimes a silence can convince more than saying many words. Why, in a room full of talk, does the one who remains silent with presence become the point of reference? The answer lies in what we are before we open our mouths, more than in what we say. Prof. Dr. Paret, director of the ISI-CNV school, has built an entire method on this principle. Sales and leadership are played out on the much more ancient ground of magnetic attraction.
In practice, this approach serves to turn every interaction into a concrete opportunity. In a sales negotiation, if you are truly present and focused on the intention to create value, the dynamic changes: the client perceives a new reality and resistance gives way to trust. Even within the family, when managing a conflict, your mere conscious presence can interrupt the habitual script and open up an unprecedented space. As Prof. Dr. Paret says, «when you are present, the situation itself changes»: there is no need to force things, simply being there with intention is enough. For those leading a team, this means moving from authority to natural leadership, influencing others without the need for superfluous words.
These abilities are not a gift reserved for a few: they are learned through a structured method, that of the courses at the Université Européenne, the institute that organizes them. On your own, you can achieve results right away, but a live course allows in a few days what would otherwise take years, because direct contact dissolves defenses and accelerates change. Afterwards, daily practice is simple: just 10-15 minutes a day are enough to maintain and consolidate what has been learned. With consistent application, anyone can achieve excellent results in a short time, transforming their way of being and leading.
For over thirty years, his research has explored the power of nonverbal communication applied to business and personal growth. His approach combines a documented tradition, preserved in the school’s library, with the most modern discoveries about human communication. The goal is to train professionals capable of creating deep, authentic relationships, far from aggressive sales techniques. This article gathers the fundamental principles of his method, offering a practical guide for those who want to transform their way of selling and leading.
Attracting Instead of Convincing
«The key in sales, using nonverbal techniques, is to attract: to bring the person to come toward you. It is possible in many ways: through attitude, through becoming a symbol — all elements that lead the buyer to approach you: the movement is reversed, because forcing one’s way in with words is inherently losing. Nonverbal communication influences; and the gaze, among other things, transmits and also helps to close more easily.»
The seller who chases with arguments, scripts, and counter-objections starts at a disadvantage. The buyer perceives the tension, the haste, the need to convince. The ISI-CNV school teaches the opposite attitude: becoming a stable point of reference, a presence the client chooses to approach. It is an inner state that is transmitted before any word, more than a strategy. The gaze, in particular, is the tool that opens the door of trust and that, in decisive moments, facilitates the close. To explore this direction further, one can look into the topic of the magnetic gaze.
Relationship Precedes Communication
«Our true self is not verbal: 93% of our communication is nonverbal. It is the nonverbal that creates the relationship, and within the relationship communication develops: relationship precedes communication.»
If relationship comes before words, then every sales technique that ignores the body, tone, and posture builds on fragile foundations. Prof. Dr. Paret adds an element that transforms daily practice: inner coherence. When what we feel inside is aligned with what we show outside, communication becomes effective naturally. «It is an element that develops when you have inner coherence: communication becomes more effective, more aligned. Presence aligns: it brings people and your mind into a coherence — a quantum coherence, as I like to say — that at a certain point brings the result.»
How is this presence built? It is built through work on one’s own internal regulation, more than with techniques to apply. Presence is a state that is trained: breath, posture, contact with one’s own center. From there, alignment becomes natural and the other perceives it immediately, even before a single word is spoken. The question transforms: from “what should I say?” to “how should I be?”.
The Security Belongs to the Client
«Many speak of the seller’s confidence, and it is true that the seller must be confident. But the client must also feel safe — and the client feels safe near a centered person. If you know how to work in the right way, you create a positive relationship in which the client will feel safe.»
The seller’s confidence is a prerequisite, but the goal is that the client, before you, feels they can lower their defenses. This happens when your presence is stable, when your nervous system is regulated and your body conveys calm. In the school’s seminars, work is also done with open space and polyvagal theory: the client reads your state and responds to it. If you are centered, their nervous system calms and trust can emerge. «True sales are born from contact with the client. Many say you don’t sell: you help the buyer. But how do you enter this space of being of help to the buyer? Nonverbal communication, centering, presence are the key: they are truly keys of absolute power. Our technique, which works with relationship, is ideal.»
Selling, in this perspective, is creating the conditions for the other to feel safe enough to choose. This is an art that requires a presence cultivated with dedication.
The Fourth Position
NLP has taught us to distinguish perceptual channels: visual, auditory, kinesthetic. The seller who knows these distinctions knows how to adapt their language. But Prof. Dr. Paret introduces an element that goes beyond: «The rapport that NLP develops is also achieved much more easily by working with magnetic techniques: it is the client who comes to adapt to you, if you assume an atmosphere and a way of being that is appropriately professional. At the beginning you can use a bit of NLP to draw closer; but for stronger results it is important to know how to develop charisma and centrality. NLP distinguishes visual, auditory, and kinesthetic: magnetism is like a fourth position — a central position, beyond the others, that allows any projection. The person in front of you struggles to define what you are; and at the same time it is as if you were all three positions together.»
Few know this: this fourth position is developed through direct work on one’s own energy and presence, more than from a manual. It includes and surpasses NLP, bringing the seller to a level where adaptation happens naturally and fluidly. The client struggles to define you, but trusts you. It is charisma born from centrality, which makes every interaction more fluid and deeper. For those who want to explore this direction, the path on personal magnetism is the first step.
A Tradition of Influence
This knowledge is rooted in a documented tradition, preserved in the school’s library. Magnetism, as the art of personal influence, has a precise history and texts that pass down its principles. Here are three fundamental passages:
«Le Magnétisme est l’action que la volonté exerce, par l’entremise des organes, sur tous les êtres de la nature.»
Magnetism is the action that the will exerts, through the organs, upon all beings of nature.
The will as the driving force: conscious direction passing through the body, more than muscular effort. It is the principle the school translates into daily practice.
«Il est soumis à la volonté de son magnétiseur pour tout ce qui ne peut lui nuire, et pour tout ce qui ne contrarie pas en lui les idées de justice et de vérité.»
He is subject to the will of his magnetizer only for what cannot harm him, and for what does not contradict in him the ideas of justice and truth.
The ethical limit is written in the texts themselves, as an integral part of the practice. Influence operates only within the boundaries of justice and truth. Those who possess these techniques also possess the responsibility to use them to inspire and liberate: coercion is foreign to them.
«L’intervention active et personnelle développe mieux son influence.»
Active and personal intervention develops one’s influence better.
Influence is developed through active and personal exercise, like a skill that is trained. This ability is accessible to anyone willing to commit: a trainable capacity, before being a talent.
Leadership: A Different Leader with Each Person
«With the Enneagram technique we are able to see many personality types and adapt to them. Our technique allows the leader to be a leader in a slightly different way with each person.»
Leadership is not a one-size-fits-all script. Each person has a different psychological structure, and the leader who can read it can adapt their style without losing their own authenticity. In the seminars, work is done on a subtle principle: each leadership style corresponds to a concentration of awareness. Hand movements, in particular, create different mental states: they are tools that shape attention and inner state, more than decorative gestures.
The leader who masters these dynamics modulates their presence, rather than imposing it. With one person they will be more direct, with another more reflective, with yet another more empathetic. Always remaining centered, always remaining themselves. It is adaptive leadership taken to its highest level.
Ethics: Helping to Listen
«Our technique is for conveying a message, creating a relationship: within this relationship the person can listen to us. In reality, we help them listen, because the work we do is essentially about relationship.»
The ethical objection is always the same: can these techniques manipulate? Prof. Dr. Paret’s answer flips the perspective. The goal is to create a relationship in which the other can finally listen, rather than bending the other to one’s own will. It is about removing the barriers that prevent listening, rather than convincing against their will. The ethical limit, as we have seen, is inscribed in the tradition itself: influence operates only within justice and truth. Those who work with these techniques know that their power is at the service of the relationship, not of their own ego.
The Results
«Those who use magnetism achieve results faster, and also larger transactions: in practice, it is like learning to obtain.»
The results are concrete and measurable, as well as qualitative. One observes more speed in closing, transactions of greater value, and an ability to obtain that becomes second nature. Added to this direction is the teaching of Erminio Di Pisa, a historical figure in Italian sales: «Erminio Di Pisa had developed a very effective sales technique, based heavily on intent: first you work on intent, and when you meet the client you are very present.»
Intent before the meeting is the invisible preparation that decides the visible outcome. It is about cultivating an inner state that the client perceives as confidence and authority, more than memorizing phrases.
Frequently Asked Questions
Can these techniques be used to manipulate people?
No, their purpose is to create an authentic relationship in which the other can listen. The ethical limit is an integral part of the tradition: influence operates only within justice and truth.
Does one need a special talent to learn?
No, personal magnetism is a skill that is developed through exercise. No formula to memorize: the process is natural and passes beneath words.
How does it differ from traditional sales courses?
Sales courses teach scripts; NLP teaches rapport; the school brings the fourth position, the central position beyond visual, auditory, and kinesthetic, and the magnetic charisma of a documented tradition. On this ground, the school stands alone.
How long does it take to see results?
The first signs of change are observed within a few days: more calm, more presence, more self-confidence. Deeper results require an ongoing journey.
Is this practice compatible with the therapist profession?
Yes, and it is a powerful complement for those who work with the helping relationship. The school trains professionals who integrate these techniques into their work with ethics and responsibility, in full respect of healthcare protection.
There is a threshold that separates those who know these techniques from those who have experienced them firsthand. The ISI-CNV school opens its doors to those who are ready to cross it, with a path that unites tradition and practice. For those who feel this calling, the road is laid out.
For further reading: what hypnosis is · presence · the encyclopedia entry Hypnosis and Coaching
