Tools of persuasion that work with teams, individuals, sales and personal situations that make a diffrence.

Jolene is a manager with 20 people on her team; they just received the top production and sales award from the company for the third year in a row!

Gerald, another team manger approaches: “Jolene, congratulations. I need to get some of what you have! How do you continually get this performance out of your team?”

“Thank you, Gerald, I know you always want to improve your team and I would gladly fill you in for the price of a good lunch.” Replies Jolene.

“Tomorrow, we’ll take a longer lunch at the restaurant down the block and it’s on me!” States Gerald with anticipation.

“ 11:30 to beat the crowd?” Is her response.

Its 11:30 and Jolene and Gerald get a booth in a quiet corner to discuss the strategies she uses to get more commitment from her team.

Gerald has a pad of paper out and asks, “What are some quick ideas you use that I could incorporate this week to get more commitment?”

“That sounds good; here are some concepts….. I received from Influence experts like Dr. Kevin Hogan and Dr. Eric Knowles and their Boot Camp.” Says Jolene.

Jolene continues,” You have to realize that to get commitment from your team or your customers the idea has to come from within them, not pushed from the outside. That’s why I always plan my approach to a team, team member or customer using outcome based thinking. Then I apply any number of tools that help the other party buy into the idea or action.”

1. Is priming, it’s proven that peoples first impression and perception has a dramatic effect on any information they receive next. When starting a meeting if the word “problem” is used then the situation is viewed in the context of a “problem”. If words like “solutions or opportunities” are used up front then the context changes and so does the outcome. It’s a way to direct peoples thinking without telling them. Always choose your initial words carefully as they will affect the persons or groups thinking.
2. Is memory time, people’s memories are affected by time and recall is anything but perfect. If you present an idea today to one person or group and the same presentation to another group a week later, the first group will recall the presentation differently. This is because other inputs have tainted the memory. To avoid different interpretations, I have several meetings in one day to present the same ideas to my team. That way there is less misinterpretations among the different groups. This is also good to remember with customers.
3. First and last, is what people tend to remember and base choices on. Information that is given first can prime the thinking while information give last is remembered the longest. Information in the middle tends to be minimized in the final choice. So I present my important information first and then reinforce it at the end. The middle information is more supportive and not as critical to the final choice. Our salespeople are very aware of this.
4. Plant the gorilla brings out potential resistance and allows you to deal with it on your terms. This is counter intuitive as we tend not to bring up potential problems (800 # gorillas) that could kill the sale or buy in. By planting the idea of a potential resistance/objection during a presentation brings it to the surface, but in your terms. You had mentioned this new process will create some extra work for the team, yet as we look to the future we see less stress, how do you see it? “Poof” it’s their idea and it’s gone! By the way, they did not mention it previously, but you implant it and it becomes theirs. They now feel smarter.
5. Sell the skeptic today, because the skeptic can kill the idea over time you need to pull the skeptic to the top now! They need proof that it will work so add in lots of facts and features (benefits generally do not matter) that show how it will work. Once a skeptic has swung they become your best supporter! I realize a critical thinking person will view it this way, here are the facts…. 
6. Create ownership; everyone loves to feel like they own something. By creating a picture or image of them owing or using the product or idea in the future they take on ownership today. Let’s view this 6 months from now and you’ve applied the new ideas. This is what is happening…….
7. Minimize choices because the more choices you give people the fewer decisions they make. Several research projects show that the number of decisions made goes down dramatically the more the number of options goes up. One choice is best and never more than three or your chances drop below 50%. Too many choices create confusion and no decision.
8. Status versus value is important to understand. What percentage of our population is status driven versus value driven in their choices? The stats show 15% is status driven while 85% are value driven. When status driven people push status on to the other 85% they create resistance and vice versa. You need to know what drives the other parties’ choices.
9. The fear of loss is far greater than the pleasure of gain. By presenting your idea in a positive way and then presenting potential loss, you create a perception of greater loss if action is not taken. People will move mountains to keep what they have even if it takes more time and effort to keep something than to build or create something better. The larger the perception of loss by inaction the greater the potential action. This idea will create this “picture” for you. On the other hand if you did nothing what would be the result?  
10. Maintain value, this means do not discount the value of your idea or product. Many times sales will want to discount to make a sale and leaders will allow ideas to degrade to a lesser value. This is motivated to get something now rather than looking long term. It is proven that lowering the price of something to a ridicules level will drive new sales but zero loyalty. A moderate decrease in price drives some additional sales but creates greater loyalty. The best way is to add a perceived value and not drop the price. This applies to ideas and concepts in your team management as well. Start devaluating a process or idea and soon it has no value in the minds of the team and ceases to function. Add value to it and it grows in the minds of the team and becomes a driving force.  

“Wow, this is really great stuff and things I can do right away with a bit of planning! So how often have you applied this with me or the boss?” ask Gerald.

“It takes time to build the thinking and skill to apply these, but yes, I rarely have a conversation that I am not applying these ideas. They simply just work!” Jolene replies.

Jolene continues, “You really need to get some books on Persuasion and Influence, it’s the new no-push selling that is working today. Get hold of Harlan at Business Architects, they are close affiliates with Dr. Hogan, Dr. Knowles, Dr. Schaefer and several others. They could help your entire team develop these skills.”

“Thanks Jolene, this has been great, perhaps the best return on a lunch I’ve had yet.”  

This is just the tip of the iceberg as to the methods that make up the New No-Push Selling that is Influence and Persuasion.  Contact Harlan at Harlan@BusArc.com or 701-799-1972 and see how your team can be more productive!

Harlan Goerger