PSYCHOLOGY OF THE SALE THE SECRETS FROM THE SCIENCE OF PERSUASION And other assorted mind games.
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Transcript of PSYCHOLOGY OF THE SALE THE SECRETS FROM THE SCIENCE OF PERSUASION And other assorted mind games.
PSYCHOLOGY OF THE SALE
THE SECRETS FROM THE SCIENCE OF PERSUASION And other assorted mind games
Objectives of this class 1. To help you identify the psychological principals
surrounding the buying process
2. Help you develop an understanding of how to become a “Decision Guide/Counselor”
3. Learn how to implement modern psychological influence and
persuasion techniques
Why Do People Buy?
There are two main reasons people buy depending on their Psychological Mind Set
People buy on Impulse We want what we want when we want it.
People buy to Satisfy a Need There are lots of needs vs. wants in the world
Buying from a Need Mind Set
6 step process before buying
1. It starts with a problem
2. Become conscious of the problem
3. Look for a solution to the problem
Need Mind Set
4. Find a product or service that will solve the problem
5. Ensure product or service will solve the problem
6. Check to see if they have money
Buy
What are the implications for your business?
• Look for the real “needs” behind the obvious needs
• Comfort
• Safety
• Economic gain/loss
• Keeping up with the “Jones”
• Fear of loss
• Peace of mind
Impulsive BuyingLeads to momentary satisfaction…happiness….bliss
Leads to temporary state of euphoria
Leads to fat dumb and happy
Leads to second thoughts
Leads to doubt
Leads to regrets
BUYER’SREMORSE
No Sale
Unhappy and a “broker” Broker
Implications for your Business
Always validate impulsive buyersIf there is no real need,
Refer them to your competitor!
Happiness and Success Mindset
The Happy Secret to a Better Work Life
https://www.youtube.com/watch?v=-rK_1iEvxiY
Shawn Achor
One of the World’s leading experts on the connection between Happiness and Success
Positive Psychology
Old Happiness Formula for Success
Work harder…… be more successful…… be happier
New Formula for Success
Happiness fuels success, not the other way around
Positive Psychology says….
Positive PsychologyIf you can find a way to get your brain to become more positive your success rates
will increase dramatically
10 Proven ways to become more Positive
Start a Gratitude Journal
Smile more often
Say please and thank you more often
Consciously walk with your head up and shoulders back
Consider every problem an opportunity
Write notes with positive messages
Read/Watch less news and read watch more uplifting books
Exercise More
Spend time in meditation - reflection
Perform Random Acts of Kindness
Be thankful in all things
Becoming the “Decision Guide/Counselor”
“Game Changers”
by Steve Murray, President Real Trends Inc.Lorne Wallace CEO & Founder of Lone Wolf
Real Estate TechnologiesLon Welsh CCIM, CRS
Greater Denver Area: What % of agents
had ZERO sides a year?
44% No sales
• Technology enables the do-it-myself generation
• Ratings and reviews begin to matter
• The not-so-safe harbor
• The homeownership rate declines
Game Changers 10 Possible Coming Trends
• Competition drives commission rates to new lows
• Consolidation of MLS’s and Associations
• The listing portals lock up the consumer relationship
• Which brokerage services do clients value?
• Challenges for brokerage owners today---tomorrow
Game Changers
#1 Game Changer
Counselors vs. Facilitators
The segmentation of Sales Agents and the psychological attitude of peak
performers
Counselors vs. Facilitators
Common Attributes of Counselors
• An intense focus on activities that produce more business
• Quick to adapt technology that will enable better business practices
• Mastery Expertise and Knowledge in housing markets
• Mastery of the complexities of the buying and selling process
Counselors vs. FacilitatorsCommon Attributes of Facilitators
• They have access to technologies that enable easier deal navigation for their clients, but have not adopted them as extensively as high-volume agents.
• They lack transaction experience. These agents are not skilled in the details of either the market or the transaction
• Generally, they have far less experience overall. Facilitators are not in a position to offer much as much in the way of true guidance to their clients and customers.
“Since they bring a lot of value to the transaction, Counselors are
better able to justify----and receive—high
commissions”
Counselors
Another Name for Counselors isDecision Guides
Your mind-set must be:
Help people make decisions they couldn’t have made without you
Help people overcome the fear/anxiety of making decisions
Provide context and understanding to complex issues
Provide expertise and knowledge beyond the ordinary
Jill Konrath Author of “Snap Selling” and “Agile Selling”
“……it’s important for you to stop selling and focus on helping facilitate the decision process. When you are
a decision guide people trust you and will want to work with you.”
YESNO
Sales CallGet out of the way and let them buy
“The Psychology of Modern Persuasion” by Robert Cialdini
Employing these rules in an ethical manner significantly
increases the chances someone will be persuaded by your
requests
We all need guiding rules or shortcuts to help with the
overload of daily living
In the social contract we have with each other, people are more likely
to say yes to people they owe.
It matters not only what you give but how
you give!
The Power of LossThe research in Psychology is clear; People are more motivated by
the idea of losing something more than they are by gaining something of equal value
OPPORTUNITIES SEEM MORE VALUABLE TO US WHEN THEIR AVAILABILITY IS
LIMITED
Science is clear: You must tell people not only about the benefits they’ll receive and the uniqueness
of your service but what they stand to lose if they fail to consider your
proposal
What the science is telling us is to signal to others what makes you a credible authority before making
your influence attempt
Authority is two things. It is knowledge on the
one hand, and it’s trustworthiness on the
other hand.
Science tells us that it doesn’t matter if the person
introducing you is connected to you and is likely to benefit
from the introduction. “
One group of Realtors had their receptionist introduce the caller to the broker by telling about their colleagues
credentials and expertise.
Consistency is our nearly obsessive desire to be (and to appear) consistent
with what we have already done.
“Once we realize that the power of consistency is formidable in directing
human action, an important practical
question arises. How is that force engaged”
Social psychologists think they have found the answer:
If I can get you to make a public commitment…that is take a stand, to go on record…I will have set the stage for your
automatic and ill-conceived consistency with that earlier commitment.
What produces the click that activates the whirr of the powerful
consistency tape?
Commitment
Once a stand is taken, there is a natural tendency to behave in ways that are stubbornly
consistent with the stand.
So the question is, what are the factors that cause people to like us?
It has been proven that once
they like us, then they will feel more
comfortable accepting our influence.
• Similarities: People like those who are like them. They don’t just use those people as a reference for what they should do….they also like those people and say “yes” to
their requests for that reason.
Hard to reject yourself!
• Compliments and Praise: We like people who like us, and we SAY SO. I know nothing that produces more return on the effort that it
requires….the cost it requires…than honest praise. Nothing is more effective in terms of the costs benefits ratio.
Cooperation: Making people recognize that you have similar
goals that you are working together for a common purpose. Raise the feeling that you are cooperating…
you are really working together. We like those people who are united with us toward our goals. Raise ”
the feelings of cooperation” to the surface before you try and influence.
Group of students were told to negotiate sales online
First group told time is money 55% success
2nd group told establish some connection/similarity with
other person first. 90% Success
Produce greater results
Social Proof is another way of
passing consensus
One of the ways people decide what is appropriate for them in a given situation is to look at what other people like them have done in the same situation
Since 95% of people are imitators and only 5% initiators, people are persuaded more by actions of others than by any
proof we can offer.” Cavet Robert
Watch what I do…..
Small incremental changes in your approach and attitude;
Practical ideas put into practice;
No cost changes focused on developing skills; these make
all the difference.
“Disciple is the bridge between
goals and accomplishment.
” Jim Rohn
“Ideas can be life-changing. Sometimes all you need to open the door is just one
more good idea.” Jim Rohn