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Assume The Sale
he power of suggestion can would be surprised how often this
also be extremely effective technique actually works. You see
when you engage the the salesperson handing the
emotions in your tactics. For prospect his pen in expectation
example, when your car salesman of signing the contract. Have you
says, "You're really going to ever felt bad leaving a store or
love how this car handles in the situation where you have not
mountains," he is shifting the bought something? The store has
focus away from the sale and created the expectation that you
creating an exciting image in would make a purchase.
your head. He is also speaking as
though you had already agreed to Using expectations, we can create
the sale because you wouldn't be immediate reactions to stimuli so
driving it in the mountains the subject doesn't even have to
unless you were going to buy it. think--they just perform the
He's acting like it's a done action. Discounts, closeouts,
deal--and the truth is, the more going out of business sales, and
he does this, the more it is! coupons are used to draw traffic
to stores. Consumers assume they
I love seeing door-to-door will receive a reduced purchase
salespeople use this law to their price by presenting the coupon or
advantage. They approach a door, by going to a "going out of
ring the bell, and with a big business sale." One tire company
smile tell the prospect they have made an error in printing their
a great presentation that person coupon and the misprinted coupon
needs to see. Of course, they offered no savings to recipients.
employ this strategy while they However, this coupon produced
are wiping their feet on the just as much customer response as
person's doormat in expectation did the error-free coupon.
of being let in the house. You
Presupposition is often utilized Another way to use presupposition
by using words and language that is to put it in writing. People
indicate your assumption that always think that if something's
your offer has already been in writing, then it must be true.
accepted. It is a tactic We often go along with something
technique that is used both we see without questioning it,
consciously and subconsciously. just because it's what the
Consider the following examples directions say to do. For
(the assumption is expressed in example, a particular "candid
parentheses): camera" stunt involved a stop
sign placed on a sidewalk, even
“When do you want your couch though there was no reason to
sent?" (You want the couch.) stop there. The sign was in an
odd place and there was no danger
"Should I call you Tuesday or of oncoming traffic, but everyone
Wednesday?" (You want to talk obediently stopped and waited at
again.) the sign, just because it said to
do so! In another spoof, a sign
"Your first class will start next reading "Delaware Closed"
Monday." (You're signing up for actually made people start asking
the class.) for how long Delaware was going
to be closed for!
You'd be amazed how often people One form that expectations can
will just go along with your take is in the shape of a
proposal! They don't even stop placebo. A placebo is a
and think about their response nonmedicinal substance that is
because now they're already given to patients so they believe
finishing the deal in their mind! they are receiving medicine.
Placebos were used during the
Korean War when MASH units ran
out of morphine. When medical
workers gave wounded soldiers The Nazi concentration camps fed
placebos, and 25 (written out?) off of the psychological
percent of the soldiers reported expectation of death. Prison
a reduction in pain. The placebo guards instilled hopelessness in
works because the expectation prisoners. They created a
that the "medicine" will help is psychological environment whereby
so strong that our brains the prisoners came to expect no
actually translate it into chance at survival. Prisoners
reality. In some studies, exhibited powerlessness, an
placebos worked 25 percent to 40 inability to cope, and a
percent of the time! diminished will to live--in a
sense, a self-imposed death
Not only can our expectations sentence.
make us well, but they can also
make us sick. You may think, "I One amazing example of the
feel the flu coming on," and you placebo effect occurred in Israel
will probably get it. Or if one in 1991. Israeli citizens were
of your coworkers says, "You look seen wearing gas masks during
terrible. Are you coming down scud bombings. Shortly
with something?" you probably thereafter, hospitals reported
will. Expectations have also been dozens of people complaining of
related to the occurrence and symptoms of weapons that were
timing of death. Most elderly never used. The gas masks were
people view retirement homes as just a form of protection in case
the end of the line, the last of chemical or biological
step in life. Mortality rates, warfare, but just seeing others
for both men and women, double wearing one caused people to
after admission to the retirement become ill!
home.
The most effective psychological technique was to tell the
tool for getting someone to criminal, "I know you have a
follow through is to let him know reputation for being the tough
that you believe he is the type guy who's been in a lot of
of person who will follow trouble, but everyone tells me
through. Using phrases such as the one thing that stands out
"You're the kind of person who…" about you is that you never lie.
or "You've always impressed me They tell me that whatever you
with your ability to …" or "I've say, it's always the truth, no
always liked the fact that you…" matter what."
invoke the powerful psychological
law of internal consistency. Honestly assess how you think you
Winston Churchill, one of the make others feel when they're
greatest masters in dealing with around you. Do you make them feel
people, said, "I have found that small and unimportant, or do you
the best way to get another to inspire them to achieve more?
acquire a virtue, is to impute it Your actions towards others will
to him." tell them how you feel or think
about them. The German writer and
When people are aware of the good poet Johann Wolfgang von Goethe
or bad opinions other people have once stated, "Treat a man as he
about them, they want to live up appears to be and you make him
to those opinions. This is why we worse. But treat a man as if he
act out the roles assigned to us. already were what he potentially
If we receive praise, we want to could be, and you make him what
be worthy of that praise. There he should be."
was a police officer who always
seemed to be able to get even the In our modern world, we are bound
toughest criminals to open up and by time. This being the case, we
tell him everything. His have certain expectations about
how time works and how long it because the time allotted for
will take us to accomplish completion sets our expectations.
something. Often, time becomes It is actually our expectations
distorted through our perceptions that influence how we will work
and expectations. Why do some on a project and therefore when
afternoons speed by faster than it will be completed. Ever notice
others? And why do we finish how there's a sudden burst of
projects one minute before our activity right before the
deadline? deadline appears? We all have the
tendency to procrastinate,
Parkinson's Law states that work waiting until the final wire to
expands to fill the time do most of the work. This is why
available. So, if a project is it is often effective to set
given a three-month deadline, it multiple deadlines for large
will take the full three months projects. Projects w/o deadlines
to complete. If that very same never seem to be accomplished, no
project is given a six-month matter how good the intentions
timeframe, it will still take the are.
full six months. It may sound
strange, but the law has bearing
About the Author:
Everyone persuades for a living. Whether you’re a sales professional, an entrepreneur, or a stay at home parent, you must convince others to your way of thinking. Find out more at www.PreWealth.com and get my free report "10 Costly Mistakes."
Read more articles by: Kurt Mortensen
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