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A better way to get to the BIG "YES!"

A better way to get to the BIG "YES!"

February 10, 2011

What I love most about playing chess is that you have to think 2 or 3 moves ahead. If you don't, you're dead. Same is true in business. I'll show you what I mean.

I don't play nearly enough, but I love to play chess.

It's one of the few games that will force you to think 2 and 3 moves ahead. Most games are a game of chance. Roll the dice and hope for the best and then make a move. But you're only asked to think about the next move. That's it!

Most business owners operate in the same way. They usually think about only one move ahead and then hope for the best.

In chess ' and in business ' you have to always be thinking about the next 2 or 3 moves. If not, you're dead!

Don't worry, I've got an easy way to help you think farther ahead that could make all the difference in the most important game you play every day'

Just this past week I was talking with a client who, like a lot of business owners, feels he has a great product to offer. It's probably the best in the industry and he's scratching his head trying to figure out why more people aren't buying. (Sound familiar?)

Sometimes the decision to buy is just too much for a customer.

So what do you do?

Try the "Miracle of Priming"

Use what I call the 'Miracle of Priming.' The Miracle of Priming is all about getting your prospects nodding in agreement so you can get a series of small 'yes-es.' Why?

Because a series of small 'yes-es' will most likely result in one big 'YES!' which is what we really want.

Priming is about controlling a person's thoughts and feelings without them even realizing it.

For instance, NYU psychologist and professor John Bargh proved just how effective this can be. In one test, he found he could make people feel old simply by having them use 'old-age' words in their conversations.

In another experiment, he found that if he primed a group with 'rude words' they were more likely to interrupt conversations.

Once you get your customers nodding in agreement and saying "yes", as shown study after study, you'll be more likely to get a big "YES!"

In a shocking study done by Gary Wells and Richard Petty in 1990, they discovered an amazing effect of priming.

They split up three different groups of students, and gave them assorted songs of Linda Ronstadt, the Eagles, and others, and asked them to rate the music, the equipment, the headphones, etc. At the end, they asked their 'by-the-way' question. (Asking a 'by-the-way' question is how researchers couch their most burning question. You'll catch your interview subject off guard and usually find out the truth, instead of asking a question straight out.)

In these three different groups, they told group number one to look straight ahead as they listened to the music. Do not move your head, just look straight forward. In group number two, they asked the subjects to turn their heads from left to right repeatedly as though shaking their heads in disagreement. In group number three, (you guessed it) the researchers asked the subjects to nod their heads up and down repeatedly as though saying yes. They then heard a radio editorial arguing that tuition at their university should be raised from its present level of $587 to $750. They were asked the by-the-way question of what do you think of the current tuition per class, which is currently at about $587.

Surprisingly, what they found is that group number one, who were told to look straight ahead, felt the tuition was really priced right. They felt that it should be on average $582. Group number two, since they were primed to be in a negative space (remember, they shook their head from left to right), felt that the tuition was actually too high by $120. They felt that the tuition should be $467.

But here's where the biggest surprise came. Group number three, which was primed to say 'yes' by nodding their heads up and down subconsciously (although all they were doing was listening to music), felt that the current tuition should be $646. This meant they thought the current tuition of $587 dollars was actually $59 too low, and they were willing to spend more money. Did they respond this way because they were primed to say yes? The researchers think so.

Whatever you can do to get your clients to say 'yes, yes, yes' you will dramatically increase the chances of making your sale.

People are a little bit like Pavlov's dogs in the famous experiment. In a sense, people are trained to respond. Whenever selling over the phone, get a person in habit of saying 'yes, yes, yes, yes'. When you close the sale and ask them for the credit card they will be 'in the flow' to say 'yes'. For example, 'Is your first name spelled M-i-c-h-a-e-l Johnson? Yes?' The client responds 'Yes.' 'Is your address 123 Main St?' 'Yes'. 'Do I have your phone number correct?' 'Yes.' After they have said 'yes' several times to very small insignificant things, then ask the closer, 'And what is your credit card number?' Because they've said 'yes' so many times, the final 'yes' is easier to say at that point.

The following 3 exercise will help you find the questions that will help you get a series of small 'yes-es' from your customers.

Exercise #1: What pains are your clients experiencing?

For example, ask your clients: Are you frustrated with your current situation? Do you have too much hassle in your life? Are you stressed out? Are you paying too much money? Would you like to save more money? Would you like to look good?

Exercise #2: What can you offer for free or at a low price to get someone to say yes?

Can you offer a free report, a free how-to video course, a get started manual or something else that will get people to take that first move with you? What's the next step you'll want them to take? And the next step?

Exercise #3: What question can you use to close the sale?

Example: Would you like to take advantage of a special offer and receive an extra thousand dollars worth of bonuses with no risk?

As you can see, when you start thinking about how to get your customers to say 'yes' you must be thinking 2, 3 or even 4 moves later. You can't just think about the next move. Start thinking about the next move you want your customers to make, and the next, and the next ' and you'll find yourself getting to the big 'YES!' much more often.

And who knows , your chess game may even start to improve!

Always taking you from where you are to where you want to go,


Jon Goldman, President