Last week I learnt the number one thing people want from a sales person, is not being likeable, trustworthy, knowledgeable or reliable. It is apparently enthusiasm. (Tip courtesy of Paul McCarthy, The Rockstar Marketer).
I guess we like being around enthusiastic people. So long as they know when to accept “no”. Did you ever experience those door to door sales folk pushing a certain American model of vacuum cleaner? More fool me for letting them in to lazily ‘demonstrate’ how it sucked the lice out of my mattress. I wasn’t dropping $2k on a vacuum no matter how long they hung around my bedroom.
Here’s one picture of enthusiastic. I made this as a feebie for Janneke last Wednesday.
Six Scientifically Validated Principles of Persuasion – Getting to ‘YES’
I want to share this Youtube clip which explains the science behind the six main principles of persuasion.
If you don’t have time to watch, here’s a summary:
In our overloaded lives, we need shortcuts or rules of thumb to make decisions quickly. Here’s the 6 Shortcuts:
Reciprocity – people feel obliged to return a service or gift. They feel they ‘owe’ a favour. So people are more likely to say ‘yes’ to those they owe.
Scarcity – We want something if we perceive it’s scarce. It’s not enough just to point out a product’s benefits. You need to show what is unique about your offer and what the buyer stands to lose if they say no.
Authority – We need to demonstrate why we’re credible before we try to influence people.
Consistency – People like to be consistent with things they’ve said or done before. Encouraging small initial commitments makes a larger decision to say ‘yes’ down the track more likely.
Liking – People prefer to say yes to those they like. And what we ‘like’ is people similar to us, who pay us complements and cooperate toward mutual goals. The science shows that building relationships in these ways significantly improves the chance of agreement.
Consensus – People look to the actions of others to determine their own, especially if they’re unsure. “They’re all doing it, so I’ll do it”. Rather than rely on our own ability to persuade, we should point to what, similar people, are doing.
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by Keith Rhodes, Clips That Sell