Hidden Influence: What Salespeople and Marketers Don't See
that Causes Their Failure
Kevin Hogan
Page 2
The Spirit of Persuasion Past
Long before you even MET your prospect.... Long before your consumer
saw your ad...two things happened. (More, actually, but two for
the moment.)
Imagine you were my customer or future customer.
You had all kinds of feelings, thoughts, emotions and expectations
earlier today about everything from eggs and bacon to the news to
the clothes your daughter wore to school to who won the game
last night to what traffic would be like if you were late getting going.
and...
Secondly, you are a normal human. You have preconceptions
(stereotypes and prejudices) about every type of person you are going
to meet today, tonight, tomorrow.
Preconception Based Filters
All of these notions are based on what you've experienced, been told
by Mom and Dad and media, and watched experiences of those close
to you with others.
Example: Some women might hate men because of something bad
that happened to them decades ago. Then you, nice, kind charming
person that you are.... you are going to meet this person and attempt
to persuade them or sell them something. And the door will strike
your nose before you can say "hello."
You did get her attention, however....
Of course, this is a dramatic example to make the point that
EVERYONE has stereotypes and prejudices, like it or not. Period.
They are *normal.*
"Stereotype" and "prejudice" are not "bad words", by the way. They
simply mean that your brain categorizes people based on differing
characteristics and BY what you have learned, experienced and, of
course, felt through genetic biases.
It's simple science.
Such categorizing could easily save your life and those preconceptions
can also lead to problems. But preconceptions of all kinds are
as natural as eating lunch or thinking about sex...
Being AWARE of this singular fact will increase your persuasiveness
GEOMETRICALLY.
People have a bias for formulas and systems because in the past
they are often useful in solving problems. Experiential learning....
The things that are the most persuasive and change the most minds
are not formulaic. They are Preconception Based Filters.
Example: Research shows that if you want to influence someone else,
you are more likely to persuade them if you look like them, like a friend
of theirs, or a family member of theirs.
Example: You are more likely to make the sale, get the person to
marry you, have sex with the person, go to the same University....if
you have the same name or the same first letter of the name or similar
letters in your name as theirs....especially the more unusual letters
like Q, X or Z.
Preconception Based Filters often "make up their mind" before
they even see you, hear you, read your ad or letter.
The persuasion process will be 2/3 completed by the time you
reach attention.
Cool Article?
Get Coffee with Kevin.
Articles, events & more!
+ 2 Free e-books today!
E-zine delivered Mondays.
"Every week, Coffee with Kevin Hogan is a must read. I particularly liked your article on the Can-Doers and the No-Doers. Thanks!" Sharon McGann, Sydney
All of these notions are based on what you've experienced, been told
by Mom and Dad and media, and watched experiences of those close
to you with others.
