| Have you ever had someone try to persuade you | | | | five percent of the time and over half of |
| with those old, outdated, offensive tactics? | | | | those prospects had buyer's remorse and |
| You know the ones I am talking about. Before | | | | returned the product.It is said that the |
| you are even close to purchasing a product I | | | | first and most lasting impression is made in |
| am sure that you have been asked: "Do you | | | | about the first four minutes. Be sure you |
| want it in green or black?" I am sure you | | | | demonstrate confidence in those first four |
| have also heard: "If I could show you how to | | | | minutes, because the cement dries fast! |
| become financially independent, you'd be | | | | Nothing can replace a bad first impression, |
| interested wouldn't you?" This backs you | | | | even if you try to make it up later. Fixing |
| into a corner and you don't even want to | | | | a first impression is like fixing a wrecked |
| answer the question. You wonder, does this | | | | car. Even after exhaustive time, effort, and |
| person really think I'm that dumb? You don't | | | | expense, you still know it was wrecked, and |
| buy from these people. You don't even like | | | | you're more apt to detect anything that might |
| these people. You never go back to their | | | | be wrong with it.We have all had the |
| store. Do these tactics still work? Sure | | | | experience of meeting someone who, after just |
| they do. It is the law of averages. | | | | a few seconds of being in their presence, we |
| Eventually you can find someone who will bend | | | | have felt an instant connection or bond to. |
| to any persuasive technique. Great | | | | This is the Law of Connectivity. Conversely, |
| persuaders are not smarter; they just have | | | | we have probably all met someone who we |
| the right tools.You have heard the adage, "If | | | | instantly did not like and did not want to be |
| you are a hammer, everyone is a nail." You | | | | around. This process is caused by a lack of |
| can't treat everyone exactly the same. You | | | | connectivity and usually takes only a few |
| have to customize the presentation to every | | | | seconds to become apparent. The Law of |
| customer. I want to give you a new set of | | | | Connectivity states that the more we feel |
| tools because one tool will not fit all your | | | | connected to, part of, liked by, or attracted |
| prospects. You can't use the old school | | | | to someone, the more persuasive they become. |
| tactics and force every prospect into the | | | | When you create an instant bond or |
| same mold. The more tools you have, the more | | | | connection, people feel comfortable around |
| successful you will become. Research shows | | | | you; they will feel like they have known you |
| that most persuaders use three to four | | | | for a long time and that they can easily |
| persuasive techniques. High producers still | | | | relate to you. When we feel connected to |
| only use seven to eight persuasive | | | | someone, we feel comfortable and a sense of |
| techniques. Did you know there are over 100 | | | | trust evolves.When someone feels love or |
| techniques? If you look at persuasion like | | | | unconditional acceptance, they will be open |
| it's a piano, most are playing chopsticks | | | | to your influence. To be this open, they |
| when they could be playing Mozart. Why | | | | have to know that you empathize with their |
| haven't many persuaders caught up with the | | | | situation.Empathy has both Latin and Greek |
| times? Why are so many still using the old | | | | roots. The two parts of the word mean "to |
| tools that would best be put to rest? Are | | | | see through" and "the eye of the other." |
| you one of them?First, you must understand | | | | Seeing through the eye of another creates |
| persuasion and influence have changed in the | | | | long-term influence. When people know that |
| past twenty years. Your consumer, prospect, | | | | you can see what they see, feel what they |
| and customer have changed. They are | | | | feel, hurt the way they hurt, they will be |
| bombarded with over five thousand persuasive | | | | willing to be influenced by you. The whole |
| messages a day. Your prospect is more | | | | world is full of people trying to make us do |
| educated and more skeptical than ever before. | | | | things for their reasons. All we need to do |
| Think about it. When you are approached by | | | | is pause and understand with whom we are |
| a sales rep or called by a telemarketer you | | | | dealing, what they are thinking, and why they |
| automatically put up a huge wall. You are | | | | are thinking those things. Once we |
| already resisting before anything has been | | | | understand these principles, we have empathy |
| communicated. If you try those old style | | | | and the door of influence swings wide open. |
| tactics, you will lose prospects, which | | | | Empathy and caring are part of having |
| results in lost sales. What good is a sales | | | | humility. When you are humble, you |
| tool that works only part of the time? | | | | demonstrate to others that you are not driven |
| Imagine if the brakes on your car only worked | | | | by ego, or pride, and you're not just out to |
| part of the time.Let me ask you a question. | | | | get the best for yourself.3. Objections are |
| Have you ever had a prospect that you were | | | | goodThere is a big difference between a |
| working with and you knew they needed your | | | | genuine question of concern and an "I'm done |
| product or service, they wanted your product | | | | with you" objection. Is it a sign of |
| or service, they could afford it, but they | | | | interest or resistance? That is the key |
| still didn't buy from you? What happened? | | | | question. When they present every objection |
| It was a perfect fit for both parties. We | | | | in the book, this should be a red flag to |
| live in a fast-paced world. We don't even | | | | you. You are probably going down the wrong |
| have time to think. So your prospect comes | | | | road, not reading the person. What they are |
| in and everything is perfect but they don't | | | | really saying is, "Go away. I have heard |
| buy and they say, "I need to think about it." | | | | enough. I don't see where or how this can |
| We don't have time but the knee-jerk | | | | help me." Did you really uncover their wants |
| reaction is to think about it. Do you want | | | | and needs, or are you vomiting a list of |
| to know why your prospects aren't buying from | | | | features and benefits? Many persuaders vomit |
| you?The Persuasion PitfallUnderstanding your | | | | information. Here is the issue: your |
| audience is key. You must also know what | | | | prospect will buy for their reasons and for |
| laws of persuasion you are going to use on | | | | only their reasons, they don't care about why |
| them. There are times and situations where | | | | you like the product or how much you know |
| certain persuasive laws or techniques are not | | | | about the product. You need to find out the |
| appropriate. You can't treat every person or | | | | one or two reasons they want to buy and tell |
| every audience the same way. If you take | | | | them how your product or service will benefit |
| persuasion too far, you will run into what I | | | | them. When you list features and benefits, |
| call the "persuasion pitfall." People are | | | | two things happen. It can suck the energy |
| persuaded and influenced until they feel | | | | out of the persuasion process and it can |
| cheated, misled, or taken advantage of, and | | | | actually give them reasons not to buy that |
| then they never tell you about their | | | | they wouldn't have even imagined. Find the |
| feelings, and they never do business with you | | | | one or two they are really going to care |
| again. In sales and marketing, we have a | | | | about and get them to purchase - then you can |
| tendency push the envelope a little too hard | | | | fill in the blanks with the other features |
| when trying to persuade others. This could | | | | and benefits. Here is the key: before they |
| be in a personal one-on-one encounter with a | | | | buy or have made the decision to purchase, |
| friend or shopping at a furniture store. | | | | they are looking for reasons not to buy. |
| Persuaders who do not possess the ability to | | | | After the decision to buy, they are then |
| read others or who do not have the skills | | | | looking for reasons why they made a good |
| necessary to persuade typically fall victim | | | | purchase.Great persuaders will always have |
| to the persuasion pitfall. They take | | | | fewer objections to handle than old style |
| persuasion a little too far, using extreme | | | | persuaders. If you really understand your |
| pressure or try to sell you a product you | | | | prospect, you "pre-solve" before the |
| don't need or want. When you use persuasion, | | | | objection has even occurred. "Pre-solving" |
| influence, or power the wrong way, people | | | | objections can be effectively accomplished by |
| will lose all trust in you and never want to | | | | using a tactic titled inoculation. Do you |
| be persuaded by you again."Over-persuading," | | | | inoculate your prospects?The term |
| is always going to set off silent alarms in | | | | "inoculation" comes from the medical field: |
| the mind of your prospect. These alarms will | | | | injecting a weak dose of a virus into a |
| send feelings of uneasiness, negativity | | | | patient inoculates or prevents the patient |
| towards you personally, your store, or your | | | | from actually getting the disease. The |
| product. The challenge with this pitfall is | | | | body's immune system fights off this weak |
| that 99 percent of the people in the world | | | | form of the disease and then is prepared when |
| will say nothing to you about feeling | | | | the full disease attacks. Likewise, when you |
| over-persuaded of offended, they simply will | | | | are presenting to an audience who has an |
| never go into your store again; they will | | | | opposing viewpoint standing in the wing, you |
| never want to associate with you or your | | | | have to "inoculate" them with a weakened form |
| product. Or, if you are a friend or family | | | | of the other side's argument. If you know |
| member, they will never trust or listen to | | | | someone is going to attack your viewpoint, |
| your point of view again. This pitfall is a | | | | you prepare your audience in advance for the |
| silent killer because most persuaders don't | | | | attack. The idea is to address the issues |
| even realize the mistake was ever committed. | | | | that your opponent will bring up and then |
| The duped person will never come back to the | | | | directly refute them. The point to |
| store and will probably tell others not to go | | | | understand is that the inoculation must be a |
| back, too. You have probably had this happen | | | | weak form of the "virus." If you inoculated |
| to you many times, at a car dealership, in | | | | a human body with the strong strain of a |
| retail stores, or over the phone. You have | | | | disease, they could become sick or even die. |
| to have a sixth sense in persuasion and know | | | | The dose must be weak enough to prepare the |
| how hard you can push. We hate to feel | | | | body for the stronger virus but not so strong |
| manipulated or pressured. We have all been | | | | that it overpowers the body. In persuasion, |
| burned or taken advantage of and when we see | | | | you don't want to give strong doses. You |
| signs of such behavior we run.Many uneducated | | | | don't want to give your prospects all the |
| persuaders can be offensive, condescending, | | | | ammunition from the other side of the |
| obnoxious, and insulting. Some people will | | | | persuasive message. On the other hand, if |
| need to have space, some will have to talk to | | | | you don't prepare your audience for what they |
| a spouse, and still others will have to come | | | | are about to hear, the sting of your |
| back later before making a decision. You | | | | opponent's words, logic, or testimony might |
| have to sense and know by knowledge, | | | | be too much for them to handle and they could |
| experience, and nonverbal cues how many tools | | | | switch sides.We are surrounded by countless |
| of persuasion you can use without running up | | | | examples of inoculation, many of which are |
| against this pitfall. You have to sense their | | | | used in the courtroom. The attorney stands |
| limits.1. My clients/customers trust | | | | up and says, "The prosecution will call my |
| meWrong. We have done studies at the | | | | client mean, evil, a terrible husband, and a |
| persuasion institute and found most people do | | | | poor member of society, but this is not true, |
| not trust you. The persuader thinks and | | | | as I will show you over the next couple of |
| feels that he or she has developed trust, but | | | | weeks...." So, when the prosecution stands |
| when we talk to the customer/prospect, there | | | | up and states anything close to what the |
| is no trust. Here's the deal: Forty years | | | | defense attorney has claimed they will, the |
| ago, people were more trusting. The attitude | | | | jury is prepared, thinking he or she is |
| was, "I trust you. Give me a reason not to." | | | | acting exactly the way the defense said they |
| Now it's, "I don't trust you. Give me a | | | | would. This gives the jurors a way to ignore |
| reason to trust you." So now you're starting | | | | or even discount the prosecutor's |
| well below zero. On average, depending on | | | | arguments.Society needs to understand the |
| your occupation, over 70 percent of the time | | | | importance of inoculation in regards to |
| you did not develop trust with your customer | | | | smoking, drugs, teenage pregnancy, and others |
| prospect. Ouch. Even if they like you, if | | | | issues. Street gangs also use this |
| they don't trust you there will be no deal. | | | | inoculation tool. When they are trying to |
| The ability to gain and keep trust is a vital | | | | recruit members to join their gang, they |
| factor in influencing others. Research has | | | | inoculate future gang members by telling them |
| shown, time and time again, that trust is | | | | their parents, teachers, and cops will |
| always a contributing factor in the ability | | | | encourage them not to join. They will tell |
| to influence others. When a person trusts | | | | them all the reasons their opponents will |
| you, trust alone can cause them to accept | | | | give, fueling them with ammunition for the |
| your message. On the flip side, if people | | | | impending attack. This preparation enables |
| don't trust you, all the evidence, reasoning, | | | | him or her to handle the oncoming assault |
| facts, or figures in the world won't get them | | | | from parents, teachers, and others. We know |
| to budge.Trust can be an ambiguous concept, | | | | our children will come in contact with forces |
| but certain things are quite clear: You | | | | that do not advocate the views and beliefs we |
| can't get others to trust you unless you | | | | would wish to instill in our kids. Who should |
| trust yourself first. Your message will not | | | | be the first contact with your children - |
| be convincing to others unless it's | | | | you, or the drug dealer? When you inoculate |
| convincing to you. Whenever someone tries to | | | | people, they can mentally prepare arguments |
| influence us, we ask ourselves, "Can I trust | | | | supporting their stance. This reinforcement |
| this person? Do I believe him? Are they | | | | prevents them from switching teams. The more |
| really concerned about me?" We are less | | | | prepared they are, the more they'll hold fast |
| likely to be influenced if we sense that the | | | | to their attitudes and beliefs. The more |
| person is driven solely by self-interest. | | | | deeply this reinforcement is ingrained, the |
| Never assume that people trust you. Always | | | | more difficult it will become for them to be |
| show the world you are someone to be trusted, | | | | swayed.Go to and take the free Persuasion IQ |
| no matter what the circumstances are.2. I | | | | analysis to determine where you rank and what |
| need more closing skillsSure it is nice to | | | | area of the sales cycle you need to improve |
| have a few closing skills in your persuasion | | | | in order to close every sale! Take your test |
| tool box, but shouldn't you spend more time | | | | now at Mortensen teaches over a hundred |
| opening up your prospect before you even | | | | techniques to give you the ability to |
| think about closing? In fact, great | | | | effectively work with every customer that |
| persuaders don't even have to use closing | | | | walks in your door. Professional success, |
| techniques. The consumer is ready to | | | | personal happiness, leadership potential, and |
| purchase before the end of the conversation. | | | | income depend on the ability to persuade, |
| The only time you really need a closing skill | | | | influence, and motivate others. Kurt |
| is when you have blown it and you have not | | | | Mortensen's trademark is Magnetic Persuasion; |
| followed the proper persuasion process. You | | | | rather than convincing others, he teaches |
| need to be able to connect, be sincere and | | | | that you should attract them, just like a |
| empathic, and show you have their best | | | | magnet attracts metal filings. He teaches |
| interest in mind. You should spend more time | | | | that sales have changed and the consumer has |
| on connecting, building rapport, finding | | | | become exponentially more skeptical and |
| needs and wants, positioning your product, | | | | cynical within the last five years. Most |
| and answering questions.Persuading a customer | | | | persuaders are using only 2 or 3 persuasion |
| prospect occurs throughout the whole process, | | | | techniques when there are actually 120 |
| not just at the end of the presentation. | | | | available! Learning how to persuade and |
| Studies show it is much more important how | | | | influence will make the difference between |
| you open a sale rather than close it. | | | | hoping for a better income and having a |
| Research shows that hard closes not only | | | | better income. Go to and take the free |
| offend but have also lost their | | | | Persuasion IQ analysis. |
| effectiveness. Hard closes work less than | | | | |