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the teacher attributes the quiz scores to initiative and studying hard. The
students realize this might be so, and regardless of whether they studied
before or not, they do start studying to be consistent with the attribution.
They think, "I got a good grade coz I study hard. Therefore, I must study
hard for the next quiz."
A boss can also elicit greater productivity from his workers. He might say
to an employee, "Mark, you've been at this desk for hours and I can see
results. You must be a hardworking person with your sights on your goal!
Keep up the good work." The boss attributes the good business results to
hard work and prioritizing. Mark will subconsciously make the internal
attribution that he is indeed hardworking and act consistently with this
belief. A simple declaration yields a field of surprises.
The Charmer Method
This last technique, unlike the previous methods, does not rely on sleight
of tongue or verbal acrobatics. It works because you openly offer
concessions, manifest a willingness to listen, and validate your prospect's
beliefs. Your prospect has a free choice to decide. You do not cloud his
mind with verbal mists. Of all the techniques discussed, it is the most
ethical. Additionally, it takes the longest to carry out, but it can produce
lasting relationships. Like the previous systems, this method is also
devastatingly effective. Mastery of this method can lead to satisfying
friendships as well as giving you what you want.
The Charmer can be applied in four steps.
Step 1. Create the Initial Benefit Statement.
The Initial Benefit Statement, or IBS consists of two parts.
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First, you state an Opener which consists of a current need, problem or
desire that your prospect would like to satisfy.
Second, you close with a Benefit Statement that includes specific idea or
solution (your request) that answers that need. Stating the IBS is done
using the pace-lead rhythm previously discussed in order to maximize its
effectiveness.
The IBS acts to whet the appetite of your prospect to listen and pay heed.
When you formulate your IBS, you can use the following examples:
Openers:
"It is my understanding that you...."
"We've found that most people are looking for..."
"I hear you have a problem in the area of..."
"What most people want..."
"What if I could show you a way..."
"It's hard to be unproductive because...."
Benefit Statement:
"This is why many normally do this...."
"X works specially well in this scenario..."
"In such situations, x is the best possible solution..."
"In other words, what you're looking for is...."
When making the initial benefit statement, be certain to point out that your
idea does solve his problem. If you can accomplish this, you have enticed
your prospect.
This would be a sample IBS using the Pace-Lead Rhythm.
"Mr. Richards, times have been bad and money doesn't flow so well
anymore, specially for small firms such as yours. We know that your
operations are no longer very efficient and it cuts back on your profits. We
can provide you with the necessary computerized networking solution that
can cut wastes 90% and boost profits 70%. How does that sound to you?
The IBS certainly grabbed his attention, didn't it? He saw that he had
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something to gain.
Step 2. Ask questions to elicit information on his needs which you
seek to address.
No matter how well worded your IBS, your prospect holds many pressing
needs begging to be filled. By careful questioning, you can get people to
reveal their hidden needs and reconsider their position in light of what you
have to offer.
It is important that you choose your questions well. Raise questions that
will lead to revealing hidden needs which your idea, proposal or product
can directly address. Raise questions that will direct you to proclaiming
more of the benefits of your idea.
Step 3. Agree Agree Agree.
Whenever the other person responds in such a way that offers you an
opening to reinforce your proposal's benefits, agree with his remarks, and
develop his thought with the benefits that logically flows from his
statement. Ensure that your benefits include feeling benefits, such as
feelings of security, comfort, pride...etc. Benefits such as these persuade
very strongly.
To illustrate Step 2 and Step 3, assume that you are selling brand new
computers, so you ask a question that will lead to a specific benefit you
offer.
You: "So Mr. Richards, I can see that you distrust computerization. Why
is this the case?"
Richards: "I've tried it before and it was a nightmare. Something always
broke down! Whenever we called technical support, they placed us on
hold. We ended up with a white elephant."
You: "I agree with you. Computers do break down and most companies
fail to respond to their customers. It's a big problem in the industry. We
can guarantee you against this problem because we have over 350
technical staff on our roster working night and day. You'll never have a
problem again.
The agreement with your prospect's statements clarify in his mind that
you are considering his concerns very carefully. This heightens his
receptivity to your proposals. Each time you agree with his concerns, and
raise a benefit to absorb his anxiety, you edge a step closer to successful
persuasion.
Step 4 Ask for what you want.
Finally, when you sense a good deal of rapport and agreement to your
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proposal, make the request. Close the deal.
A positive mind set helps. Make the assumption that the deal has been
accepted prior to asking. Behave in a confident manner.
First, summarize the benefits you offered.
Second, state the confident request using the following formula:
"Based on what you've told me... I'm going to suggest that the best
course of action for us is...." Or
"I can see you've reached your decision... I guess what we should do now
is....."
Take heed of the italicized words. Emphasize that the decision flows
logically from his facts. Emphasize also the us/we involvement. The
prospect will feel more at ease knowing that both you and he embark on
that decision together.
From there, you can cap it all up with this standard close:
We guarantee that you'll love the results. It's so easy. It's really works, its
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