(This article is not publicly posted.)
When sales “experts” talk of your doubling or tripling sales if you take their sales course, I can assure you that rarely does the hype meet the reality. (It actually can’t for most products and services because of various macroeconomic realities.)
Nevertheless if you would like to acquire the business of the vast majority of people who have an interest in you, your product or service, read on.
Enter Their World
You enter their world so you can grab them and bring them into yours.
Few do it. Those that do, succeed. Those that don’t, fail.
The Rule of 90/10
Here the 90/10 rule applies. 90% don’t and 10% do.
The reason people have always sold that magical 10% of people they talk with is because of simple math. The world that they are in and how they have been taught to present information to someone matches almost 10% of their “potential market.”
I remember selling advertising and insurance a long time ago in a galaxy far away. At first I was in the magical 10% result category until it dawned on me that it wasn’t necessary to sell the way every other person sold things.
The Statistics of “Sales”
“If you just see the people, you’ll sell one in ten.” And I did. Actually I sold a lot more than one in ten, but I never liked to walk in someone’s door and three hours later hear, “No thanks.”
I HATED the idea that theoretically 9 in 10 should say no to me each day. I had a hard enough time stomaching that a good baseball player got a hit only 30% of the time.
Understanding math and statistics from a childhood fascination and study of probability, I knew that 1/10 meant that over a period of a week that easily could mean NO INCOME AT ALL.
Because 1/10 of appointments converted into sales (and I would indeed have about 10 appointments per day) statistically means that over 20% of all weeks would have ZERO, one or two sales…and if I wasn’t the maniac hard worker I was, seeing five appointments a day as most people did in advertising and insurance, would lead to almost half the weeks with one or NO sales and that meant NO INCOME.
Understanding income was never complicated. You grow up in poverty and you see precisely what causes zero income. You see what causes people to get fired and what causes people to keep their job.
You kept your job if your income, plus the raw cost of the product, plus the cost of the company to take care of you all day (space in the building, air conditioning if they had it, a bathroom that brought in no income) was less than the dollars you brought in. (Unless you worked for a government, then it didn’t matter.)
Essentially, selling 1/10 put a person on the precipice of losing their job, because the program was designed to sell that 1/10 and that meant statistically that by simple BAD LUCK you could EASILY be out of a job in months or weeks. And living in poverty was never indicative of good luck.
So understanding math and poverty caused certainty that doing things “the way I was told” might work, but it just as easily might land you on the street.
I knew I could do better than that. But how?
Aspiring to Eat
I can do better than that. Way better.
I’ll follow statistical probabilities and do them my way.
I wasn’t aspiring to greatness. I was aspiring to eat.
Then things got complicated…
When I was sixteen years old, 1/6 of all adult Americans were unemployed and the chances of “getting a job” were going to be a function of statistics and not how smart you were. Teenage unemployment was about half in those days and no matter what happened, that wasn’t an option. Those conditions lasted another 4-5 years and then the economy smoothed out for the nation, but a lot of people I knew, who didn’t understand statistics the way the poor kid from Chicago did, never had a chance.
What “Works” in Selling?
So from early years through age 25, there were clear-cut choices if I wanted to insure…just having…a job.
From age fourteen forward, I read books about selling. I tested every single technique I ever read. Some of them worked and some of them didn’t. I had no religious affiliation to any sales technique or set of rules for selling at any point in early life (or later for that matter). It was all about pragmatism. “What will actually WORK?”
It became obvious that selling was all about relationships (for those who sold more than 1 in 10). It was about persuasiveness and persistence. And it was about “morning decision, development, direction, determination and deliberation.”
The Fuel of Accomplishment
We’ll come back to the rest of the story later. For now, simply know that desperation was the fuel of accomplishment…
What is it that Steven Spielberg does so well that, if you do it, you will sell more, influence almost everyone, and achieve greatness as well?
The Landscape Effect
The Landscape Effect is…entering someone else’s reality and understanding it, feeling it, living it, being able to communicate it, empathize with it, and work within it…then make the path to your reality seamless as far as entrance, experience, feeling and sensation.
When I saw “War of the Worlds” with Tom Cruise a few weeks ago, I saw Spielberg’s mastery but didn’t THINK ABOUT IT until after the movie was over.
Spielberg begins the movie with a very short spoken piece by Morgan Freeman, which will be important and discussed in detail in the advanced renderings of this technique.
Early in the movie, we find Cruise and his son playing a game of catch in the backyard of their very modest New York home. And it was the kind of game of catch where two people aren’t in a very good mood and they throw a little harder and faster. You witness father and son aggression. Very common in real life.
Soon we have Cruise’s ex-wife and her new husband bringing the daughter to the house with all of the discomforts and awkwardness and negative emotions that are typical of that scene…altogether common.
If one of these two elements hasn’t struck a chord, the messy house and the teenager driving off in Dad’s car will.
And to this point, nothing all that “interesting” has happened. We see a very real family situation in a very real big city with very real people on the streets.
And Spielberg continues to enter our world by having Cruise look to the clouds and note the odd formation the clouds take.
Spielberg in a very short amount of time has visited our reality, showed it to us and then, when we are convinced that this is indeed our reality…he then makes his presentation.
And his presentation, the story begins with a post 9/11 trauma where the result of the trauma is believable in America, largely because of 9/11. Horrifying things happening in the streets of New York with people reacting precisely how they would…and how do we know? Because we have thousands of feet of video from 9/11. We have seen people racing with terror away from a 100-foot building that is crumbling before our eyes. Never before has terror been so clearly documented and captured on footage.
So in the bridge from our world to Spielberg’s he continues to understand us by vividly portraying what it is like to be part of a crowd…terrified by that which is not understood by the crowd.
The Landscape has been painted and the metaphorical bridge is drawn. Now you enter Spielberg’s world.
For years, I’ve taught people that others will only listen to your novel presentation of your product or service IF they understand that they can see YOU in their shoes from the beginning.
And having put us in our Landscape so clearly, we now are ready for what is different. What is new. We are ready to witness that which is novel: What the product or service will do for us.
The brain has matched the Landscapes of your reality and their reality and NOW the novel experiences will be those that are attended to by the brain.
Had you put them at the beginning of the story, you simply cause your listener to change the channel or simply not believe you. Neither results in the sale being made, gaining a client or a relationship created.
The Landscape is the door to what you have that is different, novel and new.
What does it take to utilize the Landscape Effect?
What it Takes to Utilize the Landscape Effect
Start in your Landscape and you will sell the statistical 1/10 that is so common…even to this day…because using the Landscape Effect takes THINKING and PREPARATION and EMPATHY.
These are tough things to teach in marketing and at sales training…even if they knew what they were doing…people aren’t used to communicating effectively, with intention, with the ability to build a relationship, create a client, gain a loyal customer, make someone feel comfortable.
With proper use of the Landscape Effect, you accomplish all of these things.
Now, let me ask you a question.
When we first started reading this article together, did you resonate with my reality of simply needing to have a job that I couldn’t afford to lose? Have you ever had that situation in life?
If I truly want you to enter into a relationship with me at any level, I first must enter your landscape and your reality, before showing you what is new and novel. That which is unusual. Because, even if “it” is “free,” that doesn’t mean you will accept it. Only when I have come into your reality does it become accepted.
Who wants to learn how to APPLY all of the techniques, strategies, and tactics of influence that you have been learning for the past two years in the Science of Influence Library?
That’s what I thought.
Well, you are in for a treat, because have I got an influence treat for you! Science of Influence Part III focuses on the newest information available about reactance and resistance in persuasion. You’ll find cutting-edge research that you haven’t seen yet which shows that there are four specific manifestations of resistance (unconscious instantaneous resistance).
You are going to learn how to utilize the other person’s resistance so that it works to the favor of the persuasion process. No one has ever talked about this before.
Obviously, that information alone would be enough to justify any “price.” But you know me…
Did you know that putting reactance into a story reduces or eliminates the resistance? I’ll show you what the research says and how to do it. Raising unconscious resistance (reactance) can help eliminate (in part or whole). I’m going to show you how.
Discussing bogus information from sources that lack in credibility can raise your ability to influence or send resistance through the roof. I’ll show you how to avoid the train wreck and make it all work.
Your wishes have come true. A number of devoted students and masters of influence asked me to give you my proven applications of the selling and persuasion techniques that you have learned about in the Science of Influence Library. These full length CD’s accomplish an outcome no one has ever been able to achieve. You will learn the absolute most cutting edge material in sales techniques, belief change and influence then learn how to apply them. Bonus? You’ll learn applications of the most powerful material from the prior 30 CD’s in the Library.
What can you learn that no one has shared with you before?
- An integrated template that allows you to model a successful sales presentation utilizing techniques learned in the Science of Influence.
- The absolute single most important factor in influence. Learn how to make it part of your personality…because it probably isn’t…yet!
- Your counterpart needs to be in a very specific frame of mind the moment you ask the big question. I’m going to reveal specifically how I do it, then give you the research showing other proven modalities.
- Six specific ways to keep resistance at bay. Once you’ve overcome it, you need to stop the tide from rolling in again…and it will if you don’t handle it with these six techniques.
- The single most important determining factor in reading their mind.
- I take you through numerous step by step processes for applying everything I have uncovered in the field of persuasion and influence and make it manageable for you.
- The 5 most common mistakes experts make in influence and persuasion. I promise you do all of these things. I did. When you eliminate them…well you tell me…
- The reason that the prescription you prescribe that will at first seem perfect for your client will cause them to bolt. Stop it now.
- Learn how to overcome desperation on your part or the client’s part. Desperation is the single biggest killer in one on one influence.
- Secret: Persuasion is most effective when it is interactive. Here is how to accomplish that!
- Dealing with buyer’s remorse in advance…and when it happens. How to turn buyers remorse into long term permanent loyalty.
- Why telling your counterpart the most sensible, easiest, fastest way to accomplish their goal will kill your sale. How to beat the problem before it brings out the ax…
Of course there is more.
You don’t need to have listened to the prior CDs to gain full benefit from this program. If you have mastered the prior library of CDs, I absolutely guarantee you that this program will make you wonder how you could have possibly had more to learn, to utilize, to create change, to solidify your expertise and become the ultimate master of persuasion.