Why They Keep Saying "No!"
Kevin Hogan
Are customers really teenagers in disguise?
You meet with your client and they say.... "no."
They might say, "I've got to think about it."
But invariably that means, "No, but I don't want to have to say 'no'."
And it doesn't make sense.
Their current product or service they are using is clearly inferior.
It makes no sense.
WHY would they say "no?"
KEY POINT: When people feel pressured to change...they won't.
The Anti-Authority Message Reaction
Your customer could have a $50 bill in her hand and you could offer a $100 in exchange and your customer can easily say "no!"
WHAT?
Read it again. It's the teen reaction that never went away...the anti-authority message reaction.
Remember from our previous work, that people have a gut level "no" (reactance) to anything that is not familiar...and they have a reasoned thought resistance that says "no" until they've had a chance to step back and evaluate anything that they don't regularly experience.
And THEN you have additional reactions to authority.
There can be a lot to overcome between "no" and "yes."
KEYPOINT: A growing body of research about "reactance" shows that when people are told to do the opposite of what they believe they have a tendency to over-react in the direction of their current behavior.
For example: If someone is a cigarette smoker or abuses alcohol, and that person sees authoritarian messages to not do those things....you got it....the person smokes/drinks MORE.
And that is not just speculation on my part. The research is abundant. The more intense the warning on the cigarette package, the more quickly people go through the cigarettes and the more they smoke.
I travel out of the country quite regularly. When I was in Australia...Sydney...I went grocery shopping (that was an experience that taught me why Americans are fat...I'll save that for another day).
I went to a part of the store where they were selling cigarettes. I was drawn to the area because there was a big sign that said, "Cigarettes cause death." There was a skull and cross bones on the sign... and a line of people waiting to buy cigarettes.
There is no logic involved here. Cigarettes simply erase years from your life. But the smoker is not smoking for logical reasons.
By telling the person to quit smoking you are pushing their anti-authority button. You are telling them they are stupid...or worse...that you are smarter than they are!
Continue: Page | 1 | 2 | 3 | 
Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
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