Tags |
|
|
Links |
|
|
Digg it UP - Three Steps to Using the Law of Dissonance
Correctly Pricing A Business Is Important If You Really Want To Sell It!As a consultant I talk to many business owners, brokers, and agents on a daily basis about valuing businesses. It always amazes me on how some of these individuals come up with the values on small businesses being sold. No wonder only 30% of all businesses sell! In many instances no consideration is given to the total picture – like will the available cash flow of the business be able to pay the debt of a loan, will the deal as structured or priced even be attractive to financing sources, "ca
Remember the car dealer example? Car dealers often offer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are a
You dash into the office 20 minutes late, you’ve split coffee down your shirt, your clothes are crumpled and you haven’t shaved nor brushed your teeth. You mumble an awkward apology before thrusting yourself into a chair in front of your potential employer. It is likely that you have cost yourself your potential job just by the manner you arrived in the office.Making a good impression is essential, especially when attending a job interview. First impressions are influenced by cultural beliefs, values, personal experiences, and biases. Thus making a positive impr
Step One: Get a Commitment
You can create or reveal commitments in your prospects by ensuring that the commitments are public, affirmative, voluntary, and effortful (PAVE).
Public
Make your prospect's stand as public as possible. Get a written commitment and make that written commitment public. Involve family and friends in the proposed action. Engage your customer in a public handshake to seal the deal in front of other employees and customers.
Affirmative
You want to get as many "yes" answers as possible because yeses develop consistency within the person that will carry over into your major request. This technique reduces dissonance and makes it easier for prospects to say yes to your final proposal. Even if it is a watered-down, easy request, getting a yes to any request makes it easier to evoke the same response down the road. Close with a series of questions--ideally six--that all end with a yes. Desire increases with each yes, and decreases with each no. Every time we say yes to a benefit, our desire goes up.
Voluntary
When getting commitments, start small and build up to larger commitments later. You cannot force commitments. Long-term approval has to feel like it comes from your prospects' own will, something they want to do or say. They have to volunteer to test drive the car, write on the contract, or request more information. When they make a commitment, you can make the action more voluntary and solidify the commitment by saying things like, "Are you serious? Do you really mean that? You're not just pulling my leg, are you?"
Effortful
The more effortful and public the commitment is, the more commitment it will create down the line. The more effort your prospects exert in making the commitment, the more it seals the deal. You don't want to ask a prospect to do something extreme but you do want them to exert extra effort.
Remember the car dealer example? Car dealers often offer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are al
Lead management refers to the process by which a lead is created, qualified, analyzed, and distributed to sales and marketing divisions. Lead management is one if the most critical aspects in the success of sales; as such, best practices have been established for handling and converting leads into satisfied customers.The first step a business takes in managing a lead is to identify the prime leads and route them automatically to the appropriate entity; this might range from a direct sales representative to a channel partner. This is one of the most important aspe
Affirmative
You want to get as many "yes" answers as possible because yeses develop consistency within the person that will carry over into your major request. This technique reduces dissonance and makes it easier for prospects to say yes to your final proposal. Even if it is a watered-down, easy request, getting a yes to any request makes it easier to evoke the same response down the road. Close with a series of questions--ideally six--that all end with a yes. Desire increases with each yes, and decreases with each no. Every time we say yes to a benefit, our desire goes up.
Voluntary
When getting commitments, start small and build up to larger commitments later. You cannot force commitments. Long-term approval has to feel like it comes from your prospects' own will, something they want to do or say. They have to volunteer to test drive the car, write on the contract, or request more information. When they make a commitment, you can make the action more voluntary and solidify the commitment by saying things like, "Are you serious? Do you really mean that? You're not just pulling my leg, are you?"
Effortful
The more effortful and public the commitment is, the more commitment it will create down the line. The more effort your prospects exert in making the commitment, the more it seals the deal. You don't want to ask a prospect to do something extreme but you do want them to exert extra effort.
Remember the car dealer example? Car dealers often offer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are a
You've decided to make the leap. You're going to start selling your products and services online. You're excited. Wow! Millions of people will be able to buy from you.Let's see --- what will you need to do first? Yep. You'll need to create your own Web site.A week or two later, your Web site is complete. You're thrilled. It's exactly what you wanted, your own storefront online. You get to work and do everything you're advised to do: you send out news releases and submit your site to all the search engines. You promote your URL on everything from
Voluntary
When getting commitments, start small and build up to larger commitments later. You cannot force commitments. Long-term approval has to feel like it comes from your prospects' own will, something they want to do or say. They have to volunteer to test drive the car, write on the contract, or request more information. When they make a commitment, you can make the action more voluntary and solidify the commitment by saying things like, "Are you serious? Do you really mean that? You're not just pulling my leg, are you?"
Effortful
The more effortful and public the commitment is, the more commitment it will create down the line. The more effort your prospects exert in making the commitment, the more it seals the deal. You don't want to ask a prospect to do something extreme but you do want them to exert extra effort.
Remember the car dealer example? Car dealers often offer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are a
One of the secrets of successful people is that they look at every encounter as an opportunity. This is a good attitude to follow because there will be a driving force behind getting up in the morning or going out of the house. Some, if not most nine to five employees, dread waking up each day and drudgingly go through another routine but adopting this technique of positive thinking will make all the difference.Think how many employees will be happily up and about very early in the morning if such an exercise of a manner of thinking will be ingrained. Any routine
Effortful
The more effortful and public the commitment is, the more commitment it will create down the line. The more effort your prospects exert in making the commitment, the more it seals the deal. You don't want to ask a prospect to do something extreme but you do want them to exert extra effort.
Remember the car dealer example? Car dealers often offer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are a
Preparing for job interviews, candidates try to collect information to formulate their best answers to questions that are most likely going to be asked. Despite this extensive preparation, the actual interview could turn to be boring. Worse still, you could begin to sense the interview’s failure. Unless you do something to turn the situation around, it is going to be a battle lost. So what better way to save the interview than by asking a few pertinent questions? (Hint: you should be doing this anyway!)Top 7 Questions You Should Ask An InterviewerThe ques
Remember the car dealer example? Car dealers often offer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are all small effortful commitments that later lead to full commitment. Many times, the car dealer will continue obtaining these small commitments only to come back and say he can only give $2,000 for the trade in instead of $2,500 like he promised. At this point, the buyer has exerted so much effort and has created so many small commitments that the extra $500 won't break the deal.
Step Two: Create Dissonance
Once you have the commitment, you can create the dissonance. You create that dissonance or imbalance by showing your prospects they have not kept or are not keeping their commitment. For example, "You said you needed this right away. Why do you have to think it over and come back tomorrow?" The person's self-image is squeezed from both sides by consistency pressures. The prospect feels great internal pressure to bring self-image in line with action. At the same time, there is pressure from the outside to adjust this image according to the way others perceive us.
Step Three: Offer a Solution
As a Master Persuader, whenever you create dissonance, you always need to offer a way out. You need to show, prove, or explain how your product or service can reduce the dissonance your prospect feels. For example, "If you donate right now, we can continue to feed the homeless children in Africa."
Keep in mind that the final solution or major request is what you ultimately want to accomplish. You prepare your whole persuasive presentation around the moment when you will ask for that major request. Once your prospects accept the solution, they have convinced themselves that they made the right and only choice. As a result, they feel great about their decision. This makes the cognitive dissonance disappear. The decision was their personal choice and they have solved the dilemma in their own minds. They know exactly what to do. The solution is your call to action.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggitup.net/article/39595/diggitup-Three-Steps-to-Using-the-Law-of-Dissonance.html">Three Steps to Using the Law of Dissonance</a>
BB link (for phorums):
[url=http://www.diggitup.net/article/39595/diggitup-Three-Steps-to-Using-the-Law-of-Dissonance.html]Three Steps to Using the Law of Dissonance[/url]
Related Articles:
Improving Your Odds for Financial Success-Why Franchising Makes Good Business Sense
Free Marketing Tip #1: Public Relations
Bookmark it:
|