Today begins the four part series that a lot of you guys
have been talking about.
Today I want to show you one of the most surprising
and perhaps one of the uncomfortable....powerful
phenomena in Covert Influence.
And because of the gravity of this, I'd like to briefly preface
the findings here with a few thoughts. THEN I'll show
you what is one of the most amazing things you'll ever
see....
Influence Without Resistance
You hate trying to convince people by fighting. You don't like to
argue or even ponder using "strong arm tactics" when attempting
to influence others.
You simply want people to say, "yes."
There's a lot of people out there who make a living by bashing
their customers over their heads by "overcoming objections"
or pushing for a "close."
I guess that's fine but there are a lot of people who teach other
people to do that.
And I guess that's fine as well, but what that means is that
nothing is going to change in how people perceive the sales
and marketing professions.
I can't. I won't.
I was at an event earlier this year and watched a guy "pitch"
his product.
Nothing wrong with "pitching." But the entire presentation was
a pitch. I guess the people in the audience did learn one thing...
how it felt when they were being pitched for 105 minutes.
I didn't like it.
I wanted to shout. (I did shout but I waited until I was back in
my hotel room that evening.)
Core Principles of Selling
I have two personal core principles in selling, in marketing.
1) Give the Customer a Great Experience. Create or represent products that are top of the line, a great
value, life changing. Give the customer a great experience, in short, that
gives the customer what they bargained for and then some.
Then present that item in such a way that is compelling. One
minute, one hour, one day. Whatever it takes is whatever it requires.
i.e. This is a Lexus, you came to the dealership to buy a new
car, you have the money, you say you want the best for the
money and that is this one over here. If I'm selling for Lexus,
my job is to specifically detail just why this is
their best choice and in their best interest and let them buy
and get on with it.
I don't like dinking around.
The longer people hem and haw the more REGRET they experience
later.
Let people say, "yes," NOW.
2) Make This a Long-Term Relationship with Your Customer's Best Interests in Mind. Once number one has been accomplished, then number two
is simple. I don't want to waste my time or the client's time in
some kind of mental tug of war. I don't fight clients, I work with
them.
I might (metaphorically) smack them silly if they are about to do
something that is not in their best interests.
I might tell them they are idiot if I have come to like them.
I might point and say, "Get that Lexus. Best for your situation."
But I won't argue. I won't debate.
I would win a debate.
That is my training.
KEYPOINT: I'm not going to be involved in a relationship with
someone where THEY LOSE.
If I'm going to have to "win," to "make a sale" then I'm not interested.
Most sales trainers, most people who teach persuasion use
devastating "models" of communication that do NOT engender
long-term relationships, trust and good will.
The underlying thinking process is that these are one time sales
that don't repeat in the future so close, close, close, close.
That's why there is a big difference between most American
automobiles and those developed/made in Japan (Lexus/Toyota/
Honda/etc.)
I refuse to play in the ball park where someone will lose.
Because when someone loses...the loss spreads far beyond that
transaction. All that for another article, I know you are dying for me
to get to COVERT INFLUENCE!
"Kevin I'm deciding on coming to Influence: Boot Camp but
I don't know what to do. I've read all your stuff..."
I know what I want, and I don't want that person there.
I don't want to have a friend who is a half ass friend.
I either want a friend, or not.
Unlike most business models, I think very long-term. I'm going
to be in business in 10, 20, 30 years. People need to know
the Kevin Hogan brand like they know the Apple, Starbucks,
and McDonald's brand. The name triggers all kinds of thoughts
and feelings and while they don't all have to be perfect, they do
have to create a certain amount of desire.
I encourage you to write that down....about yourself as well.
My life is not a dress rehearsal.
I'm here to make a meaningful difference in people's lives.
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You hate trying to convince people by fighting. You don't like to
argue or even ponder using "strong arm tactics" when attempting
to influence others.
