Please forgive the brevity of this but I have only just now returned from a one week business trip in The Netherlands. I will write in more detail including various research citations, but you want this now…so enjoy!
One: Utilizing Sequential Outcomes
If you can accomplish having someone do a small favor for you, the next larger favor or request is far more likely to be a “yes,” response as well. We call that “Foot in the Door” or FITD for short.
But let’s talk about just what is possible after that first yes.
You are having dinner with someone. Their dinner was wonderful. Yours was terrible.
Who is likely to take a chance on a potentially exciting desert and who will go for the more consistently chosen option?
The person who had the great dinner having experienced one “win” will be far more likely to take a risk on their next decision. The person having failed with the bad experience at dinner will stick with the tried and true to salvage something from the experience.
Big deal, you say?
Think about this:
The person who has a great experience with you at the restaurant is also far more likely to take a chance on a movie they “aren’t so sure about” in contrast to a failed experience at the restaurant.
People are willing to take much bigger risks after one success no matter how small than if they had failed or lost or didn’t enjoy their first experience.
KEY APPLICATION: If your client has a mediocre or bad experience with you or your product, don’t ask them to do something they might perceive to be “risky” (sign a long term deal, make a much bigger purchase).
Instead: Offer the product or service of higher perceived risk after the client has a had a positive experience. KEY APPLICATION: If your client has had a bad experience with you or your product, make sure that you get a “yes” response to a decision or risk that is very low in “loss potential,” before asking anything else of your client.
Two: The 11th Law of Persuasion: The Law of Inconsistency
It runs counterintuitive to be sure, but we now know that people will take actions opposing stated goals once they have PERCEIVED some progress being made toward the first goal.
- Consumers are far more likely to buy a car if they are worried about the money and if they have just opened a savings account!
- Consumers are far more likely to make expensive purchases immediately after beginning retirement accounts. Even if the account is funded with only $50, the idea that it might someday provide them with hundreds of thousands of dollars overwhelms the immediate expenses of a $1000 bracelet!
- People who have weighed in and lost three pounds in the last week are much more likely to reward themselves with a calorie ridden dinner!
- Just THINKING about going to a workout or THINKING about doing situps makes it far more likely a person will engage in overeating now!
KEYPOINT: Perceived progress is experienced as a reasonable tradeoff to something that provides instant gratification.
This fascinating phenomenon is so powerful that I have made it the 11th Law of Persuasion. It is so reliable and consistent…in its inconsistency, that you can’t afford to not be aware of it. In the future, I’ll talk about why, when and so on. For now, just know that you are the first to have it!
Want more information like you’ve just read?
Never before in the field of persuasion….not by anyone…anywhere…
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Which is more effective with women…?
Which is more effective with men?
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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.
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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.
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- 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
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