THE PERSUASION RX
It was about a year ago… I was standing behind Jeffrey Gitomer’s table of books, CDs and DVDs. He had just finished an excellent seminar on selling. Lots of people came out to see Jeffrey in Minneapolis on that beautiful June day. I was on my way out the door. He was doing the autograph thing. There would be no chance to talk until dinner.
All of a sudden a woman asks me, “which one should I buy?”
(…not a great question, lady…you buy them all and program the information into your brain so you don’t have to worry about having the money to buy only ONE in the future!)
I didn’t say that, though. I figured Jeffrey might be annoyed if I ticked his customers off…seeing that his seminar was about customer service…
A whole bunch of people are now looking at me, too. I’m already running late.
I point to two of Jeffrey’s books (Customer Service is Worthless, Customer Loyalty is Priceless and The Patterson Principles)
“Buy these two books. The others are great. This is what you want. Get them both.”
I didn’t ask any questions. I don’t want to “sell” this woman anything. I’m TELLING her what to buy because I factually know that there is no redundancy between the 4 hour seminar she just attended and these two books.
“Yes. Buy those two.”
She picks them both up and so do a number of other people. I give Jeffrey a big hug then take off…
“Thank you Kevin!”
“No problem. Have him autograph them for you.”
I’m out the door.
Most people think that the most important element of hearing “yes” is by saying something tricky. Not so… The most important aspect of getting “yes” from your client is her comfort and security. Period.
Want to know WHAT the 6 keys of eliminating fear and reducing resistance are? Interested in HOW to apply them in your world?
To read the first page of this article, go to , Part 1
Once this woman’s indecision (and the others who were watching as well) was eliminated, she was as certain as I was. Her certainty was from the feeling of certainty and belief in me…and my experience.
Unfortunately very few people know how to make someone else comfortable and offer security.
You don’t make people comfortable by relying on their internal system, which is already proven to be indecisive and capable of inducing fear.
You make them comfortable by having them see and FEEL your mastery.
It was obvious that I knew Jeffrey’s work (I do.). She knew that or she wouldn’t have asked me. And I knew that if she just reads one book, she might not read another. Let her buy two. Creates a habit.
Then she has a chance to be successful. Otherwise she might as well be a receptionist.
I gave the woman ZERO chance to say, “No, I only want/can afford/am interested in one.”
I gave her my Rx. (Prescription) Follow it or walk the treacherous high beam at your own risk…
Write this down and put it everywhere you go:
“No!” is an instant reaction to your trying to change the status quo for someone. It’s an evolutionary response that comes straight from the flight/fight center of the brain (the amygdala). If you want someone to say, “yes,” you MUST bathe the flight/fight center with tranquility, calm, certain, and secure messages, both verbal and nonverbal…and from the context of the situation.
I gave the woman and the people behind her instant security. Instant comfort. Instant relief of having to make a decision when she has no information to do so.
There is rarely a “no” reaction when she is truly comfortable, certain and free of fear.
“Yes,” is all I want to hear, so I only sell the best. I only do the best. I only want the best. If the stuff isn’t the best, don’t sell it. Simple.
You cannot congruently ask someone for their money in exchange for something they don’t want or need. Thank God.
How easy is it to tell your kids to get out of the street when the car is coming? Does anyone ever wonder if the kids will feel buyer’s remorse? Any fear of how they will respond once they listen to you?
Of course not. Communication is simple. It’s in the child’s best interest to not get run over by the aforementioned car. So you communicate, loud, clear and couldn’t care less about the response you get as long as they do as they are told.
Same is true with your clients. Whatever your service or product is, you MUST be as certain that it is so fabulous that you can say, “get this.”
REAL LIFE PERSUASION APPLICATIONS
I presented at the Million Dollar Round Table in Anaheim last year. A nice gentleman came up to where I was sitting in the “Speaker’s Corner” talking with people the day after the presentation. It was his first year he qualified for the Round Table. He held up two of my programs, the Science of Influence CD set and the Body Language set.
“Which should I buy?”
Dumb question coming from a guy who makes six figures…(Smart question would have been: “I want to make $150,000 next year instead of $100,000. What do you want me to get?”)
My real life response: “How much more do you want to earn this year than last year?”
He said, “I don’t know, 20%?” (Very dumb answer)
“Then only get one and make it the Science of Influence because it will get you there faster.”
And indeed that is what he bought. Had he said he wanted to double his income, then I would have told him to get both and master both. But he only wanted 20% more income so I made it easy for him. Next year he will see that for less than the price of an ounce of gold he went home with the keys to open the door to a gold mine.
Let’s transfer this to working with your clients:
THE KEYS TO THE PERSUASION GOLD MINE
- Always be in the environment that you choose. Is the LOCATION you are at the most likely place a person will say, “yes?” Tip: People say “yes” far more often when they are eating…if that helps…run with it.
Every scientific study done in this area reveals that the CONTEXT is everything. Every context has a MUCH different influence on the behavior and decisions of your client.
- Be absolutely certain of your service or product. If you are a doctor and the procedure has risk, you convey that risk factually then tell the client that you are going to make sure it is done perfectly. Period. Never hide risk. Bring it out front at the beginning. This increases the confidence, liking and trust of the other person, in you.
- Have prescriptions ready for the client in your mind from your experience with similar clients. Never Rx for someone when you aren’t sure it is best for them. Get certain then transfer that certainty by letting them see your personal mastery of the subject.
- Offer as few choices as possible. One is a good number. So is two if you can clearly contrast them from each other. Three is NOT a good choice. Neither is anything higher.
- Remember that people buy YOU first and then your service or product. Put your best foot forward so they like you, then believe in you. Then everything you say will be accepted without question.
- Serve them like you want to be served in an elegant restaurant. This prepares the cycle, the relationship, for the next step forward.
HOW YOU CAN GET MORE KEYS
The ability to influence is the single most important element in communication in business, selling, a professional practice, intimate relationships and obviously in selling.
Every useful communication involves persuasion. You want people to believe what you say. You want them to understand what you say. You want your message to be accepted and acted upon. Period. Without effective persuasion and influence, none of this is possible.
The Science of Influence is the master’s home study course. What makes the Science of Influence different from every other program about persuasion is that this material is fresh, potent, tested, and has nearly all of what you will discover is new! There is no rehash of past salespeople or scholars.
The Science of Influence is the place to begin. What makes the Science of Influence different from every other program about persuasion? This material is fresh, potent, tested, and has nearly all of what you will discover is new! There is no rehash of past salespeople or scholars.
Science of Influence Master’s Home Study Course (12 CDs)
with Kevin Hogan, Psy.D.
This program is the culmination of years of selling synthesized with the last five years of academic research into compliance gaining, persuasion and influence. You won’t find a program like this, designed for you, anywhere else.