Do you know the art of persuasion?
Posted on: 19/06/2012
Using the power of Influence is not WHAT you say but HOW you say it. Influencing someone to take the action you desire is a skill, which all great communicators use. So hone your skills with the top 10 Master Tools of Influence.
1. Reciprocation The act of giving something of perceived value to the recipient, who feels obliged to give something of equal or greater perceived value in return. This may not be an immediate return but at some point in the future it will be returned.
2. Anchoring Once a person is in an intense emotional state and something unique happens consistently around them that state will be anchored to that situation. For a prospect to buy, you must find their most resourceful state then anchor your product or service to it. People buy states / experiences. 3. Rapport A relationship between two or more people based on a mutual liking, trust, commonalities and sincerity. You’ll know in an instant if you have rapport with someone based on their communication, body language and if you’re ‘in sync’. If you’re not sure ask yourself if the person is responding in a genuinely positive way.
4. Social Proof When someone is unsure of what to do or how to act they will look to others in that situation or scenario to see what they do or how they act. Parallels can be drawn from wanting to conform and is often described as ‘the HERD mentality’. Like a herd of sheep, when one move they generally all move and act in the same way.
5. Liking People are more likely to say yes to others they know and like – the ‘likeability factor’. This can be because of their physical attractiveness, similarities, compliments, other such traits that appear apparent such as talent, kindness, intelligence, etc. When someone likes another person they are compliant with requests, such as to buy.
6. Personal Excellence In order to sell anything you must be in the best state possible to influence (match) the person you’re trying to persuade. This can be through clothing, attitude and ‘tactful awareness’ to the person and situation.
7. Scarcity People are more easily influenced to take action when the product or service is limited. A similar principle to reverse psychology. If you tell someone they can’t have something they want it more and are influenced to try and get it. Similarly scarcity can be related to basic supply and demand. Demand for a product or service will increase when limited by stock or time, etc. People will also pay more to get what they feel is running out. An increase in demand creates competition between people to get it and will be prepared to pay much more than they ordinarily would to obtain it – powerful persuasion! 8. Congruency When everything about a person’s communication, behaviour and values are in harmony. In other words, what a person does, says and is must be giving one clear message. The best time to know if a person is congruent is to observe them when they think no-one’s looking! A congruent person is the same person regardless whether they are in a group or on their own. They’re believable, likeable and influential.
9. Emotions People will buy for emotional reasons first – Wants not Needs - then back up their decision by logic. Therefore emotions are far more powerful to influence than facts. But both play an important role. Caution is required when using emotions to persuade, reduce a negative emotional response by creating positive emotions in them first. Then associate that to whatever action you want them to take. Influencing with emotions is easily overlooked, yet so effective when used correctly. Stack the emotional reasons why people should buy until they get to the point of decision.
10. Questions Ask people the right questions to create the right states, emotions and feelings you want them to have in order to make a decision. Questions are the genesis of persuasion. A person will only refuse to answer or ‘side-step’ the question if they feel it’s an inappropriate question.
Annette Du Bois -- The Franchise Growth Expert Copywriting, Marketing & PR Support For Ambitious Franchisors, http://www.franchisegrowthexpert.com © 2011 and beyond Annette Du Bois. All rights reserved.
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