- bild alberta vickers... · 2012-09-28 · in order to be an effective persuader, your persona...

@michael_vickers

www.michaelvickers.com

Friday, September 28, 12

http://www.michaelvickers.com


Persuasion & Influence


Manipulation is inwardly focused on the person who is manipulating. The manipulator is focused on achieving personal outcomes and goals with no

concern for the person being manipulated.

Persuasion


Good persuasion requires an understanding of the true needs and desires of the person you are

persuading, understanding their criteria for action and presenting information in a way that is congruent

with their desires.

Persuasion


Persuasion is not just a selling skill!Persuasion is more of a science than an art!

Persuasion


Logic versus Intuition

The bat was a dollar more than the ball.This means they both started at the same cost so 1.10 -1.00 = 0.1010/2 = 510 is divided by two because there are two items. The bat and the ball.


Persuasion

“We are not thinking machines. We are feeling machines that think.”

Secret Life of the Brain


• Sell and keep more new and renewal business• Generate more revenues and bonuses• Gain greater job satisfaction• Work smarter – not harder• Increase client retention• Produce desired sales results through comprehensive planning and effective execution• Set realistic, achievable goals• Leverage/manage time better• Have dynamic, results-oriented sales conversations• Handle objections more effectively• Generate a huge increase in your closing ratio

Here’s what you can achieve:


• Get a read on people instantly• Create a relationship of trust quickly• Get your customer to take action quickly• Close more deals• Win over adversaries• Improve your earnings• Gain acceptance on your perspective• Accelerate your business• Enhance relationships• Improve negotiated outcomes

Persuasion will help you to....


Persuasion Triggers?

A trigger is a decision shortcut you employ to avoid the timeand pain of laborious logic, reason, and cognitive evaluation.

Triggers are part of the brain’s internal navigation system.When properly activated, triggers will create automatic compliance to a persuasion request.

Put simply: A trigger is a decision shortcut that bypasses the pain, stress, and hard work of analytical thinking.


• Triggers are our built-in navigational aids. They are essential parts of our very being.

• Those who learn to activate the right triggers have tremendous power to help others make the right decisions.

• Why do you think we call these response mechanisms “triggers”?

• They’re called triggers because when a specific stimulus (“This product will really give you the results you seek”) is applied, they kick in. Triggers automatically launch a non-analytical yet reasonable response.


Our strategy is...• To understand the value and impact of each trigger.

• To select, integrate, and organize specific triggers for each sales and service application.

• To consciously plan, structure, and deliver a powerful, sales-producing trigger conversation.

You are already using some triggers. We want to make you consciously competent in planning and delivering highly successful trigger-based sales conversations.


The Invisible Persuader


Your Persona

In order to be an effective persuader, your persona must support your message. You must look, sound and act the part.


“We use limited information to come to a conclusion.”~Malcolm Gladwell

“Thin Slicing”


“Thin Slicing”

There are three elements of your persona that you must focus on and develop in order to persuade at the highest levels.

1. Appearance

2. Communication skills

3. Positioning


Appearance

Ask and answer the following questions:

Have you evaluated or updated your hairstyle?Have you evaluated your wardrobe for wear?Have you lost or gained more than 10 pounds?Have you had your shoes polished?Have you evaluated your wardrobe for style or appropriateness?Have you examined your face?


Voice and Communication

Remember that your voice sounds different to you than it does to anyone else.

1. Record and Listen

2. Humming

3. Cadence


Positioning is really about bringing your persona together. It is the final touches that round out the perception someone will have about you.

Personal Positioning

It’s about your Brand Experience!


w w w . m i c h a e l v i c k e r s . c o m

It’s about the brand experience




“Experiences are as distinct from services as services are from goods.”

Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage





The “Experience Ladder”

ServicesGoods

Raw Materials


Experiences





What’s your brand experience?




To be an effective persuader you must learn to be a good storyteller. It is a skill that we can all perfect.

1. Know your story

2. Lay out your story

3. Tell your story

Storytelling

who - what - when - where - why - how


• Get my attention

• Lay the foundation

• Trigger my emotions

• Introduce Proof

• Anticipate my questions

• Don’t overload the detail

• Get feedback

Story Layout


The Triggers


This trigger is one of the most powerful in the brain’s self-guidance system. Friendship generates trust and once activated it is easy for them to like and trust you. The bonding trigger is a foundational trigger, as it is a pre-requisite for other triggers to be effective.

The Bonding Trigger


• Earn trust through bonding• Being liked is critical• Dependability• Commonality• Similarity is key to being liked• Similar dress• Mirroring is essential

The Bonding Trigger


It’s about “High Touch”


The credibility trigger is so powerful, that when activated the brain doesn’t require cognitive evaluation. The key is to know your stuff and know it well. Make sure your client knows you are an authority on the subject matter.

The Credibility Trigger


• Reduce their risk

• Credibility does the work

• Source credibility

• Become expert



“In the future, we will see quantum leaps in artificial intelligence. Computers will be able to make decisions better than we do.” - Dana Carvey

“In the future, we will see quantum leaps in artificial intelligence. Computers will be able to

make decisions better than we do.” - Bill Gates



Activation Strategies• Look the part

• Achievements

• Talk about your research

• Get published• Professional endorsements

• Success stories

• Presentations

• Education

• Experience


The Comparison TriggerThis trigger is powerful when you organize the order of your presentation and closing requests and by contrasting different alternatives. The key is to activate the comparison trigger by demonstrating that your solutions and cost proposal is better

than any of the contrasting options.

Set the adaptation level high!


The Comparison Trigger

• Show me the difference

• Frame the comparison

• Elevate their frame of reference

(adaptation level)


Activation Strategies

• Cost comparisons (3 options)

• Time comparisons

• Engagement comparisons

• Resource comparisons

Show the least favorable option first!


For a quick, automatic, non-thinking response, just give your client or customer a reason why they should do

what you ask. If the reason seems reasonable to the amygdala, you have a very good chance at compliance.

The Reason Trigger


• Scarcity

• Limited Availability

• Time Constraints

• Exclusivity or Rarity• Short Runs

• Impending Event

• Limited Pricing



This trigger is one of the most powerful because it operates on the motivator of “hope”.

Hope ultimately drives our decisions and actions.

Clients hope to keep what they have. They hope for peace of mind. They hope for improvement. They hope to avoid loss. They

hope for satisfaction, growth and profit.

The Loss/Avoidance Trigger


Activation Strategies• Peace of Mind

• Happiness

• More time

• Health• Goals & ambitions

• Fear

• Success

• Profit

• Stability• Peer acceptance


Features & Benefits


Reciprocity is the universal psychological requirement to have the recipient of a gift give back

something in return. Every time you provide a gift or service you create a debt that must be re-paid. Every

human society requires this quid pro quo.

The Reciprocity Trigger



• High Touch strategy

• Physical gifts

• Entertainment

• Knowledge• Compliments

• Business favours


The secret to creating a psychological debt is to plan it’s application.

Tip: Before any meeting with your client or prospect make a list of possible goods, services, or information you might provide. Then determine

which is most appropriate for the occasion.



Customers have a need to feel secure. The more secure you can make them feel about their decision, the more persuasive you will be.

The Security Trigger



• Warranties

• Professional endorsements

• Case studies

• White papers• Client testimonials


• Rollover

• The law of friends

• Bring them inside

The Vulnerability Trigger


The Reliability Trigger

• How do voters vote

• Thrifty people save

• Adventure seekers

• Risk avoiders are cautious

(consistency)


When we learn what others have done in the past, what they will be consistent with, we gain insight to persuade.

The Reliability Trigger


How to make your influence stick!FYI, thanks again!

Michael

FYI, thanks again!Michael

Persuasion Tactics


Persuasion Tactics

1,3,7-trimethylxanthin


FYI, thanks again!Michael

Visit your local “tri-meth lab”


- bild alberta vickers... · 2012-09-28 · in order to be an effective persuader, your persona...

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