DMQ4: The elevator pitch is vital for us. Introductions and chance meetings are regular events.
KH: Right. So as you meet this important person for 2 minutes, and you need to impress them to the point where they will meet you again, what sorts of techniques are of use there?
Decision makers make decisions in their field of expertise shockingly fast.
The scientific research is crystal clear. On a recent book Jimmy Speakman and I used the subtitle ..."in 8 minutes or less." The fact is that was an exaggeration. It doesn't take 8 minutes to make a sale. It takes less than 17 seconds.
Seventeen seconds. That's it.
"Hi, I'm Kevin Hogan, I speak at corporate events and teach cutting-edge influence and communication strategies that are geared toward increasing clientele and the probability of purchase by those clients. I'm the author of The Psychology of Persuasion. What do you do?"
I'm done.
17 seconds.
The guy has bought me or he hasn't.
In a sense we are ALL in the world's oldest profession. People buy and sell YOU, or not, long before they know what products and services you have available.
If you're on the elevator with that decision maker, that is how it works.
If you're at the blackjack table or in the bar, it's a little different and you're better off asking questions to discover valuable insights into the other person. You can then create a frame and a message. Otherwise you're playing a game of random communication.
I don't do random well. When the chips are down, successful people add elements of control to the situations they experience.
DMQ5: You are a world renowned expert on body language as well as influencing. Can the two work together, and what sort of benefits do you typically see from businesses like ours when we focus on developing our influencing skills?
KH: Nonverbal communication includes body language but it also includes much more. It includes where the person just came from...the bathroom, church, a play, a movie, the store, getting groceries. All of these things prime the person's very next behavior and you are intersecting with all of these non-word experiences.
The problem is people believe that their words make this huge difference. People want to know how to wield words because they are concrete. But the fact is that people who learn the words to the song can't sing it without the music and the setting and the band.
The context of where persuasion (communication with a purpose) is taking place is more important than the body language of the person and the body language is more important than the words.
People need to quit trying to figure out the words and learn the tune, the acoustics, the chords, the notes, the auditorium and where everyone just came from. The last experience and the next after they leave you, all impact that person's experience of you long before you see that person.
The problem is that most people are terrible abstract thinkers. People want a script. They don't want to be told to stop being stupid. They want to be told PRECISELY what to do, when and with how much force.
Unfortunately that kind of thinking gets you pushed to the bottom of the totem pole quickly. It causes burnout, stress and well...economic disaster.
People who think HOW can I apply THIS to THAT and then think of 10 ways to do so ultimately become the leaders, the effective leaders, the great salespeople and the great marketers.
DMQ6: Thanks Kevin, we really appreciate your time today! Kevin Hogan is the author of over a dozen books including The Psychology of Persuasion, and The Science of Influence. You can find his books in your local bookstore anywhere in the world.
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Vol. 13: The Delta Mind Control Paradigm of Influence (Part 1)
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The Beginning, the Middle, and the End
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