COVERT PERSUASION KEVIN HOGAN PDF

Track 1 Time is …? In fact, I want to share with you all the latest research available well, almost all…! Influence Without Resistance. Thus, you are a step ahead of anyone else in implementing the most powerful phenomena in consumer research today.

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Kevin Hogan is a public speaker and corporate trainer. He is the author of The Science of Influence. This is something your sales prospect no longer wants to experience, such as high costs, inventory spoilage, or ineffective advertising.

Help your customers see that not addressing the problem or situation will impose painful costs. There is powerful psychology behind this tactic. Trigger the pain button first, before you even begin to talk about how your product can help. Ask your customers to identify a preferred outcome. It is critical to have them choose a better outcome. Ask your customers to identify the consequences of the new outcome.

This is very important in helping them to accept the new outcome. Confirm that this new outcome is what they really want. Sometimes customers will tell you what they think you want to hear. To truly persuade them, they have to be honest about what would satisfy them. Be certain that the new outcome is truly going to be good for your customers. Instead, you want the customer to benefit from all the features of your product or service.

Avoid the temptation to be judgmental about negative customer responses. The customer might have a different point of view than you do. Take time to understand and relate to customers. Once you do this, their responses may seem to make more sense. They may end up clinging more tightly to the same position. They will immediately wonder if buying from you would be a mistake. To move prospects from no to yes, you need to understand how people make decisions, how they remember the past, and how they see the future.

Most people remember peak experiences — especially dramatic events that turn out badly, such as product failures or car crashes. They also tend not to remember how things unfolded, but rather how they ended. In other words, when people have a good experience that ends badly, they remember it as a bad experience. When they have a bad experience that ends in a good way, they remember it more positively than if it was bad from start to finish.

Elicit both the peak experience and the last experience. So ask them to remember the last time they bought something that was a brilliant purchase. For people who lost money in the stock market, you can understand why they would resist an attempt to persuade them to invest in the market again. The research in persuasion is clear: You must point out both possible futures to be successful. Then finish with a very clear picture of a very likely future. If you make it sound too good, you will both lose.

The customer will feel manipulated, and will resist your offer. If you keep it realistic, there is an excellent chance that you will persuade him. Never let a bad result in the past turn your client into a non-client. To persuade people to go from no to yes, you have to convert their fear of saying yes to a fear of not saying yes.

Your face is shriveled and they will never think of you in the same way. You scared the hell out of the smoker and then gave him a specific set of instructions to follow. For example, consider a woman who is choosing between two men, who have different personalities, hobbies, jobs, and incomes.

Each of them would be a very good option. She ponders the dilemma every day for months. But actually, the opposite is the case.

When they think too long about their options, they feel that choosing is losing. The problem is that when people can choose between two things, they feel disappointed when they realize that they have let the other one go. When the person chooses one option, the other option becomes more attractive. It makes no difference whether any of this is logical or not. And remember, the man she chose is a very good choice. Now she has lost him because of her decision. Besides the length of time that the person takes to consider the options, the other factor in the feeling of loss is the degree to which she felt attached to the other option during the deliberation stage of the decision.

Otherwise, the customer will feel a sense of loss. Make sure the deliberation is fast. Second, if you must explore more than one option with your customer, move the customer quickly from the less attractive option to the more attractive one.

Discuss an option, and then make it obvious why it needs to be dismissed. You can also use option attachment to your advantage. When a customer is resisting all of your efforts at persuasion, you can build a sense of attachment that will make your product or service hard to refuse.

Similarly, you can overcome resistance to your product by telling the person to take it home and give it a test run.

This is why car salesmen offer test drives, and software firms let you use their products for free during a trial period. Also, you can use imaging behavioral scripts. Those are images that you provide to move a prospect toward saying yes. You stay calm.

I take the heat. And we keep your tax bill in check. Overall, there are two fundamental ways people use to persuade others. Consider people who play the Power Ball lottery. Statistically, their chances of winning a boatload of money are much less than their chances of dying in a plane crash, but they keep playing.

Persuasion that does work begins with the recognition that beliefs can change inside a person when something outside starts to trigger a transformation. For example, tell prospects that one of their competitors bought your product — the cause — and it sharply increased productivity — the effect.

Granted, many causal arguments are full of holes. But the fact remains: Statistical arguments, including ones with a strong basis in fact, tend to perplex most people. The reality is that most people would rather fight for their beliefs than switch them. We see that illustrated by the Law of Consistency. When people choose something, write something down, or say something, they tend to stick with the decision.

A recent research study asked people to make decisions among various choices. The subjects were divided into three groups: Group A was asked to remember their decisions. Group B was asked to write their decisions on a magic slate and then pull the sheet up, erasing their decision.

Group C was asked to write down their decisions on paper with ink and then hand them in to the researchers. Which group stuck with their decisions? Group C. The lesson is to get your customer to write things down as he participates in the sales process. He could write down anything from goals for the coming year, to what he would really like in a car, a house, a stock portfolio, or a vacation time-share package. The next part of our discussion will reveal even more tactics you can use to persuade customers and colleagues to do what you want them to do.

Not all tactics work in every situation. One tactic is to build strong rapport with your audience. Essentially, that means to make sure they like you so much as a person that they will respond to your message in a genuinely positive manner. One tactic of building rapport is sharing a part of yourself with the prospect.

A little personal vulnerability and candor can go a long way toward building trust. You can use content to build rapport if you take the time to find out what the other person is interested in, and using it to strengthen the bond between the two of you. Another tactic is to synchronize with the other individual or group.

In other words, look and act as much like your clients as you can. People tend to like other people who resemble them.

You can also synchronize your voice, your breathing, and your posture to align with the other person. If your target has an edge in his voice, let your voice have an edge, even if just for a moment.

This vocal pacing will put you in sync with your client. Eventually, you can lead your client out of his negative state and into a more receptive state of mind. Another covert tactic is to synchronize your breathing with the customer. This will literally put you in the same rhythm as your client. Your client will sense that rhythm and feel more comfortable with you. But be careful. If you assume the exact same body position and posture as your target, he may feel uncomfortable.

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