It happens every day.
People buy stuff they’ll never use. If you asked them if their best friend would use the thing, they’d laugh and tell you “not likely.” But when it comes to knowing whether we, ourselves, would use the thing, that’s something people are terrible at judging.
It’s odd but true that others are better at predicting your spouse’s behavior than your spouse is.
This perceptive block toward ourselves occurs because we are constantly being moved to the left or the right, forward or back, toward happiness or effort, all throughout the day, the week, the month, the year.
Moved by what?
Nonconscious impulses. In 2016 these impulses have come to be known as “goals” by scientists. Technically, they are correct.
They aren’t the kind of goals you and I think of, however. These nonconscious impulses get you to the restroom, look at your phone even when it hasn’t signaled a message. These impulses cause you to grab a cookie, then a banana, respond to an email, turn on the TV, all without conscious awareness. You’d never remember 99% of your “goals” that you have “met” in the course of each day. You just “do them.” Each of these behaviors is, of course, the result of a nonconscious “micro-goal.”
Each nonconscious micro-goal is something different than you were just experiencing.
What matters here today is that we recognize that people exist each day mostly without having been aware of much of anything.
Selling is a Conscious Process
Selling (and buying) requires conscious thought and processing. It requires effort on the part of at least two individuals. Quite often, however, people in the selling/buying process are so concerned with what is happening at the conscious level, they have no clue where the vast majority of any decision making process is taking place. They don’t know what to do to generate agreement, love, compliance …or a sale.
Today you take a peek at some Activators that are triggered by a conscious action, but processed in large part at a nonconscious level.
If you’ve ever been “pitched” you were probably grossed out by the experience. It “feels” wrong because on most levels, it is not a comfortable experience. “Pitching” or “scripting communication” is a mess because you cause someone to not like you. There are SOME people who respond to this in a constructive fashion. But most don’t.
Instead, I want you to listen to people and to use Simple Psychological Activators to cause useful responses and behaviors.
The 7th Activator is an ideal communication trigger that generates agreement because of the way it impacts nonconscious thought.
Being a Coffee reader, you won’t be surprised when I tell you that this activator is counterintuitive, until you train yourself to use it … at which point, it becomes very intuitive and helpful at gaining the agreement we all need badly!
Let’s take a look at the 7th Activator …:
Sales Activator #7: Evoke the Polar Choice Promptly
Did you know that humans are prewired to complete many goals in the course of the day? Those goals aren’t the kind you and I think of when we think of goals.
These are goals like seeing that the house is a mess and you act by cleaning part of the house. Something else gets your attention and you cease cleaning and go do some other behavior that is the opposite of that behavior as it relates to you. You’re probably done cleaning for the day when you feel as if you have done enough. What’s interesting is that most of this “decision making” happens below the level of consciousness.
Use the Law of Inconsistency
The 11th Law of Persuasion is the Law of Inconsistency. It states that, “an individual will be open to immediately switch to an inconsistent or counter goal as soon as consciously or unconsciously the individual is certain some progress has been made toward the first goal.”
For example, if someone has just purchased a brand new car they can’t afford, they become open to behaviors, that implemented, would help them conserve money in the future.
If one has made progress toward an outcome of losing weight, they become open to indulgent food choices.
The 11th Law of Persuasion is modified by certain factors that you will learn about below. Not EVERY person who eats healthfully needs to have brownies. But for the moment, the concept that people become open to opposing options (brownies) is critical for persuasive communication.
Be the Director of What They Want
You have an opportunity to direct your prospects toward the opposing goal that they have just made progress toward.
How do you do this?
Imagine you sell a diet program or have a product that will help someone lose weight.
Listen and observe carefully to be certain you know when the individual has just indulged in chocolate chip cookies or similar.
You then offer your diet program and because, in part, the individual has attained the goal of eating chocolate chip cookies, they are now far more likely to buy your diet program or product.
If you want to sell your ice cream, you want to catch the person right after they have been to the gym or have eaten a healthy meal.
The key to this activator is being aware of what your counterpart has been doing, thinking, talking about, experiencing. This activator helps you see people in four dimensions.
And that …will make you unique … and maybe a little scary at times.
Sales Activator 8: Evoke The Law of Consistency
Think about it. All those people go through their lives every single day moving toward goal X only to do a complete about face and go toward goal Y as soon as progress is sensed or felt!
A lot of people notice how crazy they are and certainly those around them notice their inconsistent behaviors each and every day.
Knowing you are a little nuts as long as everyone around you is REALLY nuts is one thing, but we all know that predictability and consistency are the internal Crazy Measures we use.
People Want to Be Seen as Consistent
One thing is certain. People do NOT want to view themselves as wishy-washy flip-floppers who change their mind whenever the wind blows. People like to view themselves as consistent and committed.
You can use this psychological fact to boost your sales.
How? By using the Foot in the Door Technique.
You get your “foot in the door” by getting your prospect to perform some small action or do you some small favor. Then, later you ask them for a bigger favor. Since they want to appear consistent, they’re likely to do your bigger favor.
We’ve researched this psychological Activator, and have found it works. Remember when I told you this story?
Researchers started by asking people in an upscale neighborhood to put a big, ugly sign in their front yard. Naturally, the vast majority of people said no.
Then these researchers wanted to see what impact performing a small favor for the researchers with another group of folks would have. They asked this second group to put a small placard in their window that promoted safe driving or some other neutral activity. MOST people said yes, because it was an easy way to support the community.
A couple weeks later, researchers returned to those who displayed the placard and asked if they’d also display a yard sign. You got it – that yard sign was the big, ugly one. And you know what? MOST of these people said yes because they wanted to remain consistent.
Key Point: if you ask for a big favor right away, people will outright say no. But ask them for a small, easy favor first to get your foot in the door, and people are more likely to say yes when you ask for a bigger favor later.
- Ask people to join your mailing list first (easy favor/task), and then later offer your entry-level product or service. (Example: This is the lawn mowing service.)
- Ask people to buy your entry-level product, then ask them to buy your more valuable product later. (Example: This is the weed killing service.)
- Offer an upsell to those who’re in the process of buying your product or service. (Example: This is the aeration and over seeding service.)
- Ask people who’ve “liked” your social media content to share it with their friends.
- Propose a small, easy joint venture with a partner first, and then later propose a bigger joint venture project.
- Ask your prospects to enter your free contest, and then later ask them to register for a webinar.
You get the idea. Get your foot in the door with small requests and see if you too don’t get a bigger response rate when you make larger requests.
Sales Activator 9: Evoke the Law of Conformity
Can you show that where you want them to go or what you want them to do is safe and has been approved of or accepted by others?
Here enters the Law of Conformity.
Most people tend to agree to proposals, products, or services that will be perceived as acceptable by the majority other people or a majority of the individual’s peer groups.
Everyone wants to be accepted. “What will people think,” is something that we all think about at the unconscious level. We all want to be liked and we all want people to look at what we buy and do with respect and admiration. When your customer thinks about how his peers will view his purchase, the sale can be made or broken without going any further.
Therefore it is important to assure your customer, at the unconscious level, that his buying your product and service is an outstanding idea.
Conformists and Rebels Respond to this Activator
Conformity is related to consistency in some ways. Conformity is being consistent with (at least) one of your peer group’s acceptance. Consistency is being perceived as predictable and ethical within your peer group and even within yourself.
Non-Conformists and “rebels” even tend to conform to their groups that are known to be rebellious against society. Consider that Greenpeace activists are very much non-conformists in the eyes of the public, but among their own group they conform to the non-conformist standard.
Jehovah’s Witnesses and Latter Day Saints are both Christian sects who are considered by many to be set apart from Christianity by other denominations. They are non-conformists and are proud and honored to be. However, within their own groups, they have clear-cut and definite standards that must be conformed to.
Your understanding of your customer’s conforming standards can make or break your sales.
Put Conformity into Practice: Allow your client to see his future after purchasing your product and services as one where his peers and family not only approve, but are excited about his purchase.
“Imagine how your wife will respond when she sees that you have gone out and bought her, and really your whole family, a brand new car…”
“Imagine how your husband will feel when you show him that you took the initiative to invest in your retirement so his life will be easier … essentially not having to work to the age of 77.”
Here’s something to understand about your prospects …
Humans Doubt Themselves
They’re humans. That means they are unsure of themselves. That’s why they do the same thing over and over every single day of their life.
Never forget that.
They’re not sure what to do. They prefer to see what others are doing, and then follow along.
Research has often proven out this concept …
People Have a Psychological Need to Conform
Scientists and, of course, religious leaders from Biblical times have shown that people like to conform with others.
Remember the Asch Experiment?
Let me ask you if Line A is the same or longer than line B:
Line A: ———————-
Line B: —————————
There’s no question, right? Obviously Line B is longer. You can show these lines to anyone with normal vision, and they’ll all tell you that Line B is longer.
So let’s imagine you have a guy named Bill who’s judging line length. There are three other people in the room who are also judging line length, and all three of them say that “Line A” is longer. These three people are shills – they work for the researcher. After Bill hears all these other people say Line A is the same length as B and now he now has to give his answer.
It’s disturbing what happens next.
Often in the Asch experiments, the subject struggled with agreeing that the lines were the same length. Other times there was no apparent struggle at all!
Ultimately, Bill is simply conforming with the group because it makes him feel more psychologically comfortable to go along with what everyone else is doing and saying. (Hint: This is why “peer pressure” makes such a big impact on people.)
You can use this tendency to conform in your sales process. All you have to do is show your prospects that everyone else is buying your product, joining your mailing list, or “liking” your social media posts. This is called social proof.
Let me give you specific examples:
There you have it! I promised you 7 Sales Activators and you have those plus a couple of bonus Activators to use in your sales and marketing efforts. Put these into practice and watch what happens!
Decision Point–Discover a System of Decision Making That Will Clear the Way to Success
Next Course begins December 1, 2015
If you’ve ever taken one of my e-courses, yes, it’s like them! This E-course lasts 7 weeks and has more than 20 modules. You set your own schedule – you don’t have to be “in class” at any particular time each day. You get VIP access to a secret portion of the web site, and can log in at any time.
If you could point to one word, to one factor, to one element or cause of what happens to you in your life, it is decision.
Maybe you have been experiencing one or more of the following:
Moving is always tough but when there are more than one person’s job or one person going to a school that they love and the possibility of leaving friends behind makes for what many consider an impossible decision. What do YOU decide? How do you decide?
Your investments have done OK but your total income saved for your future is terrible. There are a lot of options you’ve been told about but you really don’t know what to do. What will you decide? How will you decide?
You are a manager at your company and only have enough budget to pursue one product line. You can choose between an almost sure thing with a very modest return or a riskier proposal that could make you a superstar. What do you decide? How do you make the decision?
You’re on your way home for the holidays. You get stuck in bad weather and are put up at a local hotel. In the bar that night a beautiful woman strikes up a conversation with you and she has offered you the key to her room. What will you decide?
A relative lives with you. They take advantage of you but you can’t let them go because you don’t know what will happen to them. What is the right thing to do and will that thing be what you decide? How will you decide?
An elderly relative lives with you. They can’t take care of themselves any more. You hate the idea of a nursing home or “worse.” You also want “a life.” What will you decide to do?
Your wife is two months pregnant. A test reveals the baby is going to be born with a disease that will require your 24/7 care for the rest of your life. She decides she wants to keep the baby. But you haven’t made your decision. What will you decide to do? How will you make the decision?
Your home has a horrible defect that you can cover easily in the selling process and the defect almost certainly won’t be discovered for years. Revealing it will reduce the price of your home $100,000. What will you decide to do? How will you decide?
You can stay at your present job which you really don’t like that much and live on a predictable but very modest income or you can pursue a venture that has about a 70% chance of success and if it succeeds, you would double your income. What do you decide to do? How do you decide?
“Just wanted to thank you. I took your Decision Point E-Course earlier this year, and have put the ideas into practice. I knew I wanted to leave my job, but didn’t seem able to decide when, how, etc. Well, using what I learned from you, I was able to make a very definitive decision about NOW being the time. I feel great about the timing in my life now and at peace with the decisions I made. This means so much to me! Mahalo nui loa (thank you so very much).”
You’ve been thinking of getting a divorce but you’re just not sure. There are other fish in the sea but you wonder if you can still compete? Can you do better? What about the kids? What do you DECIDE? How do you decide?
You are involved in a custody battle for your children. One of the kids is misbehaving terribly and you don’t know whether you should spank them or discipline them firmly. The result could easily effect the results of the custody hearing. What do you do? How do you decide?
Two women have taken a liking to you. You date them both for some time. They both begin to talk about moving in and a permanent relationship. One is the kind of person you feel comfortable with and would be easy to love. The other is 10 years younger and is celebrity beautiful. Unfortunately she knows it and enjoys being the center of attention. What do you decide? How do you decide?
And those are just a few of the decisions that face real people every day. Decisions that people are forced into and have no idea what to do or how to do it.
THIS COURSE shows you how to make ALL of the decisions above.
And it’s important to note, that the right decision easily can be different from person to person. Knowing how to evaluate THAT is crucial to everything you will do…but no one ever does it….
“As a psychotherapist, I work in the minefield of decision-making and I can tell you that making good decisions is critical to happiness, success and relationships. Kevin Hogan’s course covers the terrain of decision-making with his usual thoroughness, candor and relevance. Kevin is always ahead of the game because of his extensive research, vast and varied connections and sharp mind. His thinking about ‘high noon’ and light a fuse, if applied, would save many relationships and learning the concept alone is more than worth the price of admission.”
If you haven’t taken an e-course with me: an E-course with me is not like an E-course as thought of by the rest of the world. With me an E-course means you will have instruction in several media forms. Video, audio and text. There is NO specific time you must meet with me every day.
About 50% of the people who take my courses collect all the materials and work at their own pace later. The other half work with me and sometimes with other participants when necessary, on projects that are necessary to learning how to make RIGHT DECISIONS.
My courses are universally known to be challenging, results-oriented, pragmatic and show you EXACTLY how to get where you want to go.
Decision making is a function of thinking that almost 90% of people do very poorly. Most people think that if something turns out well, they made a good decision. If something turns out poorly they made a bad decision.
And that conditioning is one of the biggest reasons why people are poor decision makers.
Decision making is first and foremost about MAKING DECISIONS IN THE FIRST PLACE.
Every day, people vacillate on making changes in their lives that they KNOW are absolutely necessary, but they decide to do nothing and hope for the best, only to live a life where nothing ever changes.
This is where we begin.
Elimination of PROCRASTINATION and VACILLATION.
You will learn how to recognize situations where you are about to commit acts of self-sabotage. I’ll show you how to identify it long before it becomes an issue. I’ll show you how to crush self-sabotage so you can make a CHOICE instead of only having the ability to stay with the Status Quo.
This first week’s module alone will be worth the investment in the course.
How would you like to NEVER procrastinate again?
What would happen if you could actually MOVE in the DIRECTION that you want to, even if it is ONLY AWAY FROM WHERE YOU ARE TODAY?!
By the end of week one, you will have daily projects to do for several weeks that will almost literally beat the habits of self-sabotage and procrastination from your life.
Most people don’t know that procrastination is a habit you picked up, but it is NOT your fault.
The same is true of self-sabotage.
I will explain why, where it all started, why it happens to everyone and why it must be eradicated intentionally and with no little effort. By the END of the course, IF YOU FOLLOW the Decision Point Plan, you will have eliminated procrastination and almost all forms of self-sabotage.
I’ll explain in detail why self-sabotage is a little trickier and lurks in EVERYONE’S back yard waiting to strike. I’ll show you how to get rid of it and then prevent it so you never have to deal with it in the future.
And that is only week one! How we doin’ so far?!
Decision IS Destiny
You make decisions all the time. Generally speaking, the more decisions a person makes, the more successful they are.
The better a person is at making decisions, the more successful they are.
When you move from your old home to the home you are in now; maybe you moved because you wanted a bigger house, or to put the kids in a better school district. Maybe it was just closer to where your job is…more convenient.
And of course in the case of uprooting and moving your family, you’re talking about a lot of variables, a lot of things to consider. You’re going to find out how to make the right decision in which house to buy and where to move.
What about leaving your job for some other opportunity?
FEAR enters the picture quite clearly and because the future is seemingly unpredictable, you feel frozen or stuck as to what to do, so you immediately default to stay in your same job. But there is a way to make this decision much easier. And you’ll be pleasantly surprised when you do….
But there are also the smaller decisions of life.
There is a simple method that takes little thinking at all to make these day to day decisions.
And then there are decisions that you make that influence other people’s lives like taking a new job, going into business for yourself, moving to a new area, having a surgery that has risks involved….
How do you know what to do? Don’t worry, most people haven’t got a clue as to how to make the right decision every time, and there is a right decision to make.
Then there are Destiny Decisions…those decisions that you make that will literally determine where you are going to be in three years or five years.
These are REALLY IMPORTANT decisions. Every day I see people screwing them up as if they are no big deal.
You’ll find out a methodical system that might take a very short amount of time or significantly longer depending on circumstances. Nevertheless, you will find out exactly what to do every time.
Obviously there are plenty of Black Swan’s (unexpected random events like hurricanes and terrorism) out there to get in the way of what you want in life, but nothing you can control impacts your life more than decision.
Write that down.
Nothing you can control impacts your life more than decision.
How would life be different if you knew you were going to make the right decision, every time?
Did you know that in life, there is almost always a best decision?
What would happen if you had the method for decision making?
What would it be worth to have a simple systematic approach to decision making where the guidelines are from your head and heart?
Most people are paralyzed with uncertainty about whether they should:
Why Do People Make Bad Decisions?
And…they make bad decisions because…we all have about 8-10 areas of failure in our brain….similar experiences where you make the wrong decisions over and over again.
(Like marrying the same guy five times, dating jerks, working for idiots, saying the wrong thing at the worst time, etc. Sound familiar?)
We’ll repair all of that. (If we don’t, life will be the same tomorrow as it has been in the past….)
Did you know there is a proven way to make the right decision in each of the above choices?
For the sake of discussion, let’s assume that is correct. There IS a method you can use to make the RIGHT decision just about every time.
It doesn’t take a genius to think, “I decide to make more money,” “lose weight,” “get a better job,” “get married to perfect person x”.
KEY: Learning the process of making the right decision involves making that decision STICK, be UNYIELDING and barring a Black Swan, guaranteeing you will follow through.
Over the last 15 years we’ve been fortunate to have studied the raw information about how to make laser beam accurate decisions. Complex software programs have shown scientists how to simplify the decision making process using some mostly simple (sorry, it’s not ALL instantly easy!) rules.
And now, you don’t need the software or the computer any more…
And, by the way, in the last 15 years there has been an incredible amount of research done about decision making that teach and use VERY FAULTY processes, that can’t and don’t work.
KEY: You’ll experience FIRST HAND, how what seems to be an obvious decision, is almost always the wrong one….the costly one…(often the disaster one….)
If you follow that teacher’s advice, you’ll flat out screw up.
You’ll end up with next to nothing and headaches and heartaches to boot.
People, including a lot of authors, are lazy.
They don’t do the research.
They get paid the same no matter what and when YOU screw up, they just say, “you did it wrong.”
Play along for just a moment.
Can I ask you a question?
Have you ever read that it’s been proven that 93% of all communication is body language?
Of course, lots of times. Everyone has read that.
And of course, it’s not true.
(It’s not even close to accurate.)
How could that be, it’s common knowledge…isn’t it?
There was one study done by a brilliant communication researcher 35 years ago that evaluated people saying one word to another, with the other person only being able to see the person from the neck UP. (that leaves about 90% of the body out of the study.) In this one specific instance, Dr. Mehrabian found that about 93% of the communication sent was at a nonverbal level. Obviously when people communicate with more than one word and people can see below the neck, all kinds of factors change the percentages.
Problem is people read something in a book written by Goofball X and they believe what she writes because she says it’s “scientific.”
People look at their lives and think, “I did everything I was told…”
Yep and look at that life. It didn’t work.
The guru didn’t do the research. They went with the party line and taught that.
I don’t care about the party line because I don’t like the people at the party.
Remember when Benjamin Franklin did his famous experiment about testing each of the virtues (temperance and so forth) for a month so he could eventually become adept at all of them? I’ve heard most motivational speakers talk or write about this. I’d name them, but it would take an entire page…
Anyway…You remember… but he gave up the idea after the first week …he never did the experiment. He wrote early in his biography that he was going to do the project and then soon after decided not to. Basically he said it was impossible to do such a thing.
I’ve never heard ANYONE get that right, either.
But THEY TEACH YOU TO DO IT…
And because you trust them YOU TRY IT and FAIL.
Franklin’s personal challenge didn’t work for all kinds of reasons I’ll show you later.
Question: Why did you believe he actually did the project?
Only one reason: …because someone you trusted or believed, an author, a teacher….told you that it was true.
Want a quick way to filter a crummy guru out?
If they tell you that story, they didn’t get very far in Franklin’s biography. If they tell you that, they’d tell you anything.
By the way…what did Franklin do instead?!
I’ll show you that at Decision Point, too.
The point is that MOST of the stuff people tell you to do…. that is “scientific,” that is based on laws of the universe or proven techniques is nothing more than their imagination having run wild.
…and following their advice will get you the same ultimate destination, every time…
Back to Start. (If you don’t go into foreclosure first.)
So why don’t the vast majority of people make good decisions?
Why are people AFRAID to make decisions at all?
They’ve been given crummy information and worse methods for how to choose and what to do.
It’s that simple.
(OK, there are eight other core reasons people make crummy decisions every day, but to pick on your neighbor here is so not cool…)
And what does the Power of Decision Point give you in life?
You’re going to learn it ALL in this 7 Week E-Course.
If you’ve been in an E-Course with me, you know that although they are always convenient, they are also densely packed with practical, real life application as the end result. That is the same here. Everything you learn will be immediately applied to a crucial part of your life because there is a LOT going on in your life right now and a LOT of it has to change but you don’t know WHAT.
Each week you’ll receive a number of emails or documents from me. You’ll have homework assignments that are all real-life based…your life. You’ll be given audios to listen to or video to watch. You will once again, find out what “over delivery” means!
You’re going to discover:
“You’ll never see a sunset if you keep going east! And you’ll never live the changes you want in life if you exercise your decisions in the wrong way. No matter how positive or determined you are. So, if you want to begin making decisions that will help you take control of your life at a whole new level, then you need to enroll and immerse yourself in Kevin’s new e-decision-making course. It’s packed with fresh, new, exciting information that will help you train your brain, period. Since I completed the course, I have learned to think better and smarter about challenges, enjoy being able to make powerful, timely and well-considered decisions with new secret technology that until recently, only the elite had access to. In the course, besides being presented in a convenient format, you will be able to start and work on your learning curve at your own pace. And, personalized learning means you can contact Kevin at any stage of the course. I strongly recommend this course, it has solutions that really work!”