Disrupting Their Dislike...
Channeling Mixed Emotions
Getting to Yes...Now
Kevin Hogan
Opinions form rapidly... about you, your product, and your service.
Your desired outcome is that "accepting" opinions form quickly about you and what you sell. (They will want to buy you, your product or service.)
Sometimes that desired outcome is easily met to the degree where purchase is desirable and even demanded. (XBox 360, iPod nano, The Da Vinci Code, electricity, gas, water, waste disposal, etc.)
However, you don't see salespeople knocking on doors or filling e-mail boxes to sell those products.
There are also products that we simply don't want and wouldn't want. You can think of lots of things that you've seen people spend money on that you wouldn't take as a gift if it was offered to you.
Today you find out how to "sell" something that people are INITIALLY more ambivalent about. In other words, they don't hold much of an opinion about it, or if they do it is mildly conflicted...they have "mixed emotions."
Perhaps the product might be dish soap or a cordless telephone... A mutual fund company. A life insurance company. A bank. A hosting company for a website. A type of tire for your car. A clinic. A computer brand. A throwaway camera.
Research just released shows that negative impressions of mostly "neutral" products as mentioned above, need to first be considered as something they might like. Only when they have decided they have determined that they don't like it, do they form the opinion of "dislike."
About "neutral" Products:
"Like" comes almost instantly.
"Dislike" takes some thought.
What should you do when you suspect they have a dislike for you, your product or service?
