So much happens (or not) in persuasion that you can’t and don’t see. It’s more covert than…covert. The influence is utterly invisible yet is in many cases the single most powerful aspect of being persuasive or not!
Last week I presented six scenarios that haunt people who must persuade. The demons (if you will) of these scenarios are faced by all of us, just about every day. And we’ve never known what to do…until now!
Scenario 1 and 3 were answered last week. This week we handle the other four. In case you missed it, here are the six demons:
- Imagine that today, you are going up against a competitor to get the deal. Should you present your proposal First or Last?
- Imagine you have several different options or products or services that someone can buy from you. Which product should you show first? Which should you discuss last? Which do you present in toward the middle?
- Imagine you have a choice to repeat a message advertising/marketing/sales, several times in the course of the day. Imagine the ad(s) was FREE. How many times would you run the ad? There is an exact number of messages that is the most efficacious for someone to be exposed to in a day. Want to know what it is?
- Imagine that not everything happens on the same day and it’s for a HUGE deal. Do you want to present first, in the middle or last if you are competing for a bid or sale on DIFFERENT DAYS?(Even the world’s best salespeople have no idea! )
- If you are competing for a proposal to be accepted do you want to present your material FIRST or LAST when there are required multiple bids. (And why does it matter?)
- And did you know there is a BIG DEMON in the PRESENTATION ORDER within the sequencing of ideas to your counterpart? Do you put your most powerful material first? Last? In the middle?
OK, we answered 1 and 3 last week, so let’s get started with number 2.
2. Imagine you have several different options or products or services that someone can buy from you. Which product should you show first? Which should you discuss last? Which do you present in toward the middle?
Once you figure out which product/service fits your client best, then you determine your presentation order. Options you want to bury you should put in the middle, mostly glossing over them and moving past them unless the option of course is your competitor. There are occasions when it pays to discuss these options but that is a different question altogether.
There are a number of factors that go into your prescription.
- What will help the client most?
- What can they afford?
- What can they not afford?
- What is the absolute best overall choice?
- Which has the highest probability of purchase?
All of these things matter.
Experience answers these questions but not the initial question…which order.
Here is the answer: You want to put the product or service you want the client to go home with *last.* Research bears this out. People tend to latch onto and remember and OVERWEIGHT recent information in buying decisions.
It helps in most cases if it is not the most expensive product, and, in fact, it helps in most cases if it is not the least expensive product. The rule is this: As you internally analyze the answers to the above five questions, then place the product you know they should go home with last.
Place the second best choice FIRST. Ultimately your client will do what they want but you will have presented the best choices in the positions where the client is most likely to buy. That means you have impacted the probability of the client making the best decision for themselves!
Let’s take a look at Demons #4 & #5.
4. Imagine that not everything happens on the same day and it’s for a HUGE deal. Do you want to present first, in the middle or last if you are competing for a bid or sale on DIFFERENT DAYS?(Even the world’s best salespeople have no idea! )
5. If you are competing for a proposal to be accepted do you want to present your material FIRST or LAST when there are required multiple bids. (And why does it matter?)
They appear to be the same, but they are not. Number four addresses the issue of presenting when there are presentations on multiple days. Number five addresses the issue of presenting when there are presentations on multiple days and all presentations are REQUIRED before a choice is made.
In these situations, the research shows you want to go first when there is no requirement for the firm to look at all proposals and they are to be spread over a number of days. If they are interviewing for a position and they are NOT required to see 20 people, go FIRST. If they ARE REQUIRED to see 20 people, GO LAST.
KEYPOINT: By going first, you have the enormous advantage of being hired on the spot or making the sale instantly. In the case of the requirement (as in government bids for example) always go last. You want that recency effect at work for you.
And now let’s exorcise the last demon, #6.
6. There is a BIG DEMON in the PRESENTATION ORDER within the sequencing of ideas to your counterpart? Do you put your most powerful material first? Last? In the middle?
Number six is about the presentation of material or information to a client or audience. Where do you put powerful information…the most persuasive information…the features and nuts and bolts of your presentation….how do you sequence it?
For years it was thought best to put information in a consistent, evenly paced, linear format. Chronological or “step-by-step for the client” if you will. That turned out to be incorrect.
Assuming you are talking to someone who is NOT an expert, in general you want to start off with a singular powerful and differentiating benefit. That means one. It needs to be a BIG “what’s in it for the client?” And THEN you finish strong with a different benefit then reiterate the original benefit. Now…that is TWO benefits.
Here is the impact chart for experts and non-experts!
10 3 4 3 5 3 4 3 8 10 That works. (It’s a bit lengthy but you get the idea.)
2 7 6 5 3 6 4 4 4 5 An evenly presented set of benefits and bullets
10 = high impact benefit
8 = strong benefit 5 = factual information 1,2 = reveal your weaknesses
The top row is for non-experts.
The bottom row is for experts.
KEYPOINT: People who are NOT experts MUST have impact at the beginning of the message AND at the end of the message to act.
What’s different about presenting to experts?
The Thing About Experts
Experts are different.
For experts, you sequence your presentation almost like an argument in court. It’s very different. It’s methodical.
When speaking to experts, you want to keep your presentation very SHORT, very concise, and hit the strongest elements while highlighting and acknowledging your weak points EARLY and consistently, if not IMMEDIATELY. Experts react negatively to attempts at big emotional impact that attempt to sway them.
Experts don’t want benefits. They are EXPERTS. They want features and will decide precisely how those features will be benefits for them!
Said another way, for the expert, point out the benefits of the current system or product. They already know the drawbacks, so you can literally say, “I don’t have to tell you about the drawbacks,” then immediately hit your greatest weakness, then your greatest strength, followed by the second greatest strength and then a few modest points of fact and you are done.
Experts will ask the right questions and they will be tough questions, which hopefully for you, is a good thing.
KEYPOINT: Experts are swayed EARLY in a presentation or NOT AT ALL.
IF they aren’t paying attention to you after three minutes, you’ve lost. You can sell the non-expert after an hour. You can’t sell the expert that way.
Never before in the field of persuasion….not by anyone…anywhere…
The Science of Influence: Vol. 37-48
The Science of Influence in Action!
It took 19 months to put this together because the research was so in-depth and it was crucial to make sure it was right.
I’ve never been able to answer this question…but now I can with certainty:
Which of the 10 laws of persuasion is the most effective?
Which is more effective with women…?
Which is more effective with men?
Then, based on detailed research you’ll find out which are the second and third AND fourth most powerful laws for influencing both men and women…in order of effectiveness.
Can I give you more?
The research says there are 8 “personas” of persuasion.
I’ve never talked about this with you before.
(Of course, I didn’t have all of this until early last month…)
Personas are the valences people “use” when influencing. They include characteristics, attitudes and valence of salespeople.
Some salespeople are passive. Others are client-centered. Still others? Solution focused and so on. There are 8 clear cut defined types of salespeople and influence personas.
Here’s what you are going to learn:
- What are the 8 personas?
- How to identify them.
- Which one sells the most, and, which ones sell the LEAST.
- Which single persona sells 53% more than ANY of the other 7 styles.
In other words, you are going to learn what SPECIFIC characteristics can CAUSE you to sell 53% more of your product than ANY OTHER set of characteristics.
Only 4% of all salespeople have chosen to adopt the characteristics of the winners…and 81% of all salespeople have the characteristics of the two LOWEST producing people.
You’ll find out all!
Scientifically proven. No opinions, guesses, theories, or maybes.
This is THE answer.
I’m not going to hype or oversell these 12 volumes in the Science of Influence Library.
The content herein is second to nothing I’ve ever done before and I have no idea how it can ever be beaten as for the “wow” value factor. I don’t want to put a percentage of sales increase out there for you. (Let’s just say that I feel REALLY good about it.)
As I listened to this set, I realized that I’ve sounded more “excited” on other programs. I’ve been more elegant. I’ve been funnier. I might quote too much data. I said a few things I wish I wouldn’t have.
I’ve never had as many final solutions as are in SI 37-48. And now they are YOURS.
Here’s the rundown of everything that is in this content masterpiece.
- Selling Value with Persuasion
- Intentional Subtle Influence
- The Power of Your Story
- 5 Factors for Attention in a Crowded Marketplace
- Astonishing Perceptions of Morality
- Self-Confidence, Personal Mastery & Persuasion
- Transformational Persuasion Techniques
- 8 Techniques to Build Persuasive Messages
- Advertising That Works
- The Landscape Effect
- Power of Perception
- Hedonic Choice Influence
- Influencing Decisions
- The Three Powerful Emotions in Influence
- 7 Persuasion Strategies That Sell
- Proven Most Effective Techniques in Selling
- 4 Techniques of Influence
- Covert Selling: Jump on the Hottest Trend in Advertising
- The Person of Influence
- They Don’t Know What They Know
- Marketing Your Face
- You Can Be the Next I-pod
- Persuasion with False Memory
- 7 Action Points for Sales Success
- 5 Little Known Factors of Influence
The program content is superb. I’m 100% ready for you to hear it!