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| you with those old, outdated, offensive tactics?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