Tell Them Why
People want to have the reason for what you do and they like to have a reason for what they do, too.
Remember this from, Psychology of Persuasion?
Dr. Ellen Langer, in a Harvard University psychology experiment, back in the 70’s! She had a test participant approach unsuspecting people waiting in line to use copier and made a request.
One request was: “Excuse me. I only have five pages. May I use the Xerox machine?”
Another request was phrased: “Excuse me. I only have five pages. May I use the Xerox machine because I’m in a rush?”
In a third situation, the participant said, “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” There was no reason given for the need…just the word “because”.
Request #1 was granted 60% of the time.
Request #2, the request coupled with a reason, was successful 94% of the time.
But here’s the clincher: Believe it or not (and listen!): 93% of the people said yes simply due to the word ‘BECAUSE’!
It didn’t matter that there was no reason given for the request. Just using the magic word “because” triggered the desired response — allowing the test participant to cut in line.
“Because” will have the same effect on your desired response — As strange as it seems, it will indeed cause your customers to feel free to pay attention to you and to do business with you.
Where is the Common Ground
If you offer products that people truly want; and solve problems that truly bother them, there’s only one major factor you need to add to guarantee your success: connection.
When you connect, you say, “I understand you.” To establish this essential relationship, you need to talk to consumers in the same language they use when they talk to each other…that you’re on “common ground.”
Friends Don’t Let Friends Make Bad Decisions (or Drive Drunk)
If people don’t view you as someone they could be friends with, you lose, and they probably do, too…
People trust their friends to give them guidance and advice that’s in their best interest. They’re suspicious of people who are trying to sell them things and consider their advice “tainted” by the quest for money.
Business “friends” form a friendly relationship based on mutual trust and common interest. Business friends have “connected.” If you can position yourself as a buyer’s trusted and knowledgeable adviser rather than anyone else, you might just train your brain to BE that person.
And here’s the thing: In most cases, your “business” friends should be, or are, your friends. I have a hard time thinking in any other way than that.
The majority of my friends, my trusted and close friends, are people I’ve done business with. That makes life go a lot smoother in so many ways.
So just how do you connect? One approach is to do your best to mirror what you observe. That’s a very gentle way to start a friendship.
- Is the other person formal or friendly?
- Is his/her speaking voice loud or soft?
- Is the energy he/she gives off fast-paced or methodical?
Connection, requires sensitivity. Remember that one very short, funny story can do more for connection than 20 minutes worth of sales talk.
And what is the topic you want to bring up almost every single time?
Turn the page….