Category Archives: How to Sell

How To Attract Customers To Any Shop

The other day I was walking down the street, minding my own business, like I usually do. Of course, I don’t always mind my own business, there’s times when you just can’t help but to involve yourself in the affairs of others. This almost always goes well, and people don’t generally object to me imposing on their situation, because it’s usually with a helpful comment of appreciation.

But in this particular case, I was just focusing on the thoughts that were in the forefront of my mind, which were rather jumbled, which made this a little more difficult than normal. Sometimes I have such clarity of thought and purpose that I go after and achieve my daily objection with incredible focus. This was not one of those days.

So there I was, staggering down the street, and suddenly I bumped into a rather festively dressed circus clown. He was doing an advertisement for some grand opening of a shop of some sort. When I happened across him, he was on his break, as he was sitting on a bench, smoking a cigarette. I sat down, suddenly changing my plans to not involve myself in the business of others.

This was an opportunity I didn’t want to miss. I had never spoken to a circus clown before, especially one that was on his break taking drag after drag on an unfiltered cigarette.

I asked if he was always a clown, and he replied that most of the time, he was. He didn’t do kids parties, because those were too dangerous. He did mostly advertising, marketing gimmicks, and the occasional rodeo when they needed somebody to fill in. The particular job that he’d been assigned on that particular day was to simply stand outside a shop (which turned out to be a furniture store) and wave to customers to draw them inside the store.

Now there’s a couple of conversations I’d like to at least listen in on. One is the person who goes out, maybe to pick up his laundry, or drop off their kids at day care, or whatever. The last thing they want to do is buy some furniture. But lo and behold, there is this funny clown standing there on the sidewalk, and they can’t help but to go inside and see what’s what. And before they know it, they’ve purchased an entire dining room set.

The conversation I’d like to hear is when their friends come over, and ask them how or why they decided to buy a new set of furniture. I’d like to hear them explain that a voiceless cigarette-smoking clown convinced them.

The other conversation I’d like to hear is the furniture shop owners deciding how they were planning on promoting their grand opening, or sale, or whatever. And how exactly they decided on hiring a clown. Did they have three or four choices, and they clown was there best one? Personally, I’d choose a couple of bikini models, but that’s just me.

There was a story in the news a while back about a sandwich shop that had a bikini model, not even a real one, the kind that model clothes in department store windows, out front during lunch time. It was a fantastic success, and drew a large lunch crowed. Until somebody complained to the city council. It seems that having a bikini mannequin is against some city ordinance or something, so they had to put a t-shirt on her.

So maybe they wanted to put a couple of bikini models out front, but they got out-voted by the pro-clown faction of their marketing division, perhaps due to fears of repercussions from the community. Who knows?

When I asked Mr. Clown (I never did get his name) how long he’d been doing his, he said he was in his third year as a clown. He found out about it from an ad on craigslist. He didn’t tell me how much he got paid, but he did say that the benefits were pretty good. He got paid extra if he could juggle several balls at once.

So after a few minutes of pleasant conversation, I went on my way, sure I’d see the clown again somewhere.

How To Reframe Objections Before They Come Up

Here in Japan, Tokyo suffered an embarrassing defeat recently in not getting the 2016 Olympics, which by now you undoubtedly know went to Rio. While I understand how having the Olympics can be a huge financial and political windfall to any city, I never really understood the fervor with which cities and politicians campaigned for the win.

As a kid growing up in LA, I remember the Olympics in the 80’s, but without any of the massive campaigning that went on recently. One thing that struck me was how Ishihara, the Mayor (or sometimes called the governor) of Tokyo responded. He used the classic political “reframe.” When used correctly, this can be a powerful tool of persuasion that can gain compliance and behaviors in you favor. When used with less that adroitness, it can come across as ineffectual.

Ishihara said the reason the Olympic Committee didn’t choose Tokyo was because the Japanese delegates (or representatives, or whatever they are called) are “not good at behind the scenes activities,” to paraphrase, meaning that in order to get the Olympics in your city, one has to be skilled in backroom, under the table dealings.

In saying that, Ishihara was saying that Rio, who got the Olympics, was in some way deceitful and manipulative, while the poor Japanese, who are incapable of such dealings, missed out. In other words, he was claiming that because the Japanese delegates were too honest and upfront. That is why they didn’t get chosen for the Olympics.

Now, here in Japan, the response from the foreigner community was one of “sour grapes.” I haven’t spoken to enough locals lately to get their read on his response.

But the point of this article today is to not to point out this particular reframe, but to illustrate how powerful it can be when used correctly. In my opinion, Ishihara’s attempted reframe was less than effective.

Ideally, reframes are most effective before a decision is made by your target, not as an excuse after. Politicians that use them effectively before an election, to somehow present their weaknesses as strengths, usually have a habit of getting elected.

My personal favorite reframe was by Ronald Reagan in the debate with Mondale. Going into the debate, Reagan was fairly old, and Mondale was much younger. The underlying, unspoken concern was that Reagan was too old to be an effective president. Reagan, being the great communicator, knew this and used it to his advantage.

What he did was illustrate two things. One is that by effectively reframing your weaknesses into strengths, you take the air out of your opponent’s objections. If you are a salesperson, and you have a list of your products likely drawbacks, and can figure out a way to make them into strengths, you can usually sell a lot of products.

The second thing that Reagan did was not only reframe, but also pre-frame. He voiced the objection he knew his opponent had, and not only reframe it, but he did it before his opponent even brought it up. When you can reach into our opponents mind, and reframe his objection before he even voices it, you can be pretty much unstoppable.

You can watch it here:

Another great example comes from the movies. There is a scene in 8 mile, with Eminem, when he has to do a “rap battle” with somebody that is better known, bigger, stronger, better respected, and even who stole his girlfriend. Eminem’s character, “Rabbit,” has to go first in the rap battle, and effectively takes all the “dirt” his opponent is likely to bring up during his “turn” in the rap battle, and effectively deflates them, one by one, leaving his opponent with nothing to say, speechless. Granted, this is a movie that is written, shot and re shot with many takes, but it illustrates the powers you can achieve when you not only know what objections your opponent has, but dismantle them before they object them.

Check it out here (right around :48 the reframing starts, language is NSFW)

Of course, all this was first illustrated by conversational hypnotist Milton Erickson. When you can take your targets objections, and reframe them into positive aspects, before you target even voices them, you will gain powerful authority in their world, and they will be much more likely to take your suggestions.

Are You Committed To Powerful Persuasion And Influence?

To those of you who have emailed me privately asking for more tips on how to easily persuade others, this article is for you. If this is your first time here, you will find a great and easy to apply tip to use in your persuasive endeavors, be they job interviews, first dates, sales calls or any other instance where you’d like to covertly influence somebody.

The human mind comes pre programmed with various “hot buttons” that were extremely beneficial to humans in the days before agriculture. Decisions had to be made quickly and effectively. Whoever happened to feel a need to sit around and analyze every situation before acting usually didn’t live long enough to pass on that characteristic, so we are left with a predisposition for quick thinking.

If you were a caveman, and took three hours to decide weather or not to throw your spear at a wooly mammoth, you would never eat. If it took you several minutes to contemplate which direction to run if a tiger started chasing you, you wouldn’t last very long.

If you are ever conflicted in a decision, it’s only because today’s society presents us with a multitude of element that push those few “hot buttons” that we have built into our thinking process.

These “hot buttons” have been demonstrated beautifully by Robert Cialdini in his book “Influence – Science and Practice.” It is likely the most referred to book on influence and persuasion.

The topic of today is something called commitment and consistency. Basically, you tend to do things the same way you’ve done them before, or you tend to choose things the same way you’ve chosen them before.

Brand loyalty, staying in relationships or jobs that seem contrary to our best interests, and taking the same route to and from work area all based on this principle. Humans like what is comfortable. And when we do something, and it works, we usually do it over and over again.

Sometimes this can have a negative effect. If you try something, and get a little bit of a benefit, but not quite the benefit you were after, it can be hard to try something new, as we want to hang on, sometimes subconsciously, to that small benefit that we got, whatever it was. It may even be something that we are completely unaware of.

There are a couple of interesting experiments presented in Cialdini’s book. One is that they went through a neighborhood, and asked people to put up a huge sign in their front yard. Most, of course, said not.

Then they went through another similar neighborhood, and asked neighbors to put up a very small sign in their yard. A few said yes. They came back later, and the people that had allowed a small sign in their yard (no big deal) overwhelmingly said yes to a large sign. Because they had already committed to putting a sign up, agreeing to put up a much larger sign was simply behaving in a way that they had behaved in the past.

So how can you use this to influence others? There are two. One is similar to the sign experiment. You simply get the person to do something that seems no big deal, on a small scale. Then later, you ask them to do something much bigger, but seems to be similar to the smaller thing they did.

Salespeople do this all the time. They get small commitments to follow them from prospective customers. (Follow me, sit here, etc) and then slowly build up the level of compliance, until signing a contract is simply the next step in the process.

Seducers use a similar strategy. They meet a girl, buy her a drink, convince her to go to a different area of the bar or club, where they can “talk.” Then they go to another bar in the same neighborhood. Then they go to a small café somewhere closer to the guy’s apartment. Before you know it, they are in bed together. A string of small commitments, slowly growing in size and importance until going home with some guy she just met only three hours ago seems like no big deal.

Another, trickier way to do this is to find things in the persons past that they have already done, and convince them that their previous behavior is very similar to the behavior you want them to perform. This has to be done very carefully, and not blatantly. It takes practice, but once you get this down, you can be powerfully persuasive.

One way to do this (As described beautifully by Cialdini, Goldstein, and Martin in “Yes,” the follow up to “Influence”) is to assigning a positive label to your “target” because of their previous behavior. Then simply imply that if they choose not to comply with your request, they will lose that label.

Again, this can be tricky, and takes some practice to do conversationally, but it can be extremely powerful. Once you convince somebody that they will lose something they like (the positive label you gave them) they will do almost anything to keep it.

One extremely important caveat. Although these techniques are very powerful, if you use them without the other person’s interests in mind, they will backfire horribly. You will be despised more than the most unethical car salesman there is. But when you do this with the utmost sincerity in helping the other person achieve their underlying needs, you can’t go wrong.

Two Powerful But Little Known Secets Of Persuasion That You Can Use Today

There are two powerful and almost irresistible elements of persuasion that when used correctly, can have a profound effect on the target of your influence. Without these two items, you will have to put a gun to somebody’s head, or implicitly promise some kind of sexual or monetary reward in order to move their thinking towards what you want them to do.

The fact that many advertisements you see today blatantly (and some very covertly) use sex in any way possible to promote products and services shows that even huge marketing and advertising companies are unaware of the power of these two elements.

Because you’ve come across this blog today, you are about to learn them. When you finish reading this, you’ll have a firm understanding of how and why they work, and some sneaky tricks that will allow you to use them starting today to get other people to do what you want.

So what are they?

Social Proof, and Authority.

Humans are hard wired to make decisions quickly. Back in the old days, before agriculture, people lived in small groups of around 200 people. If you made a wrong decision, you usually didn’t last long. Because the environment and living conditions were extremely dangerous, you couldn’t afford to make any mistakes.

Imagine going out chasing a woolly mammoth, and you always had the fear that if you twisted your ankle, or tripped over a rock, or got an infection from a small cut on branch, you were done. Game over. You’d likely be left behind, and probably wouldn’t last long. That’s hard to imagine today when almost any kind of medical ailment is easily treatable.

So humans developed a few shortcuts in decision making. One was social proof. Social proof is a powerful influential factor that causes people to get rid of logic and rational thinking and simply follow the crowd.

This worked beautifully on a woolly mammoth hunt. It kept everybody together and safe from predators. It worked terribly in Nazi Germany when everybody agreed it was ok to murder Jews. It is still working everywhere you look today, from fashion trends, to car styles, to popular restaurants. People don’t like to admit it, but at our core, humans are pack animals.

The second “shortcut” in thinking is authority. Whoever is recognized as the authority in the group will usually be obeyed without question. This goes hand in hand with social proof. The more people follow a leader, the more authority he will have, which of course gives him or her more social proof as a leader.

If you were walking down the street and some homeless guy that reeked of alcohol asked you for your drivers license, you’d laugh. But if a well built police officer with two smaller officers following obediently behind him asked for your drivers license, you probably couldn’t get it out quick enough.

If the man that collects your garbage told you that eating three raw onions a day is the secret to a hundred and fifty years of good health, you’d think he was a nut case. But if you heard a famous doctor, who has written several best selling, and well regarded books on health, say the same thing, you’d likely head straight over to the onion shop. And if you saw many others buying onions by the cartload, that would cement your decision even further to eat three raw onions a day.

The same message from two different sources can have a widely different effect, based only on the source. Shortcuts in thinking.

So how do you apply this to your own persuasion? Simply suggest that some kind of authority agrees with whatever you are saying. And suggest or imply that many people have already done what you are suggesting your target (or mark) do.

For example, if you are selling cars, which do you think is more persuasive:

This is a great car. It gets great gas mileage and will fit nicely in your garage. It’s got many safety features that will keep you and your family safe. It’s red, and red is a good color. I think you should buy this car. Whatta ya say?

Or

Car and Driver is just one of many leading consumer magazines that has given this car a five star rating, based on many factors. When this model first came out it won three awards at the International Car Show in Italy. And of all the thousands of people that have bought this car already, two of the reasons they like it is the great gas mileage, and the incredible safety features. Of course it’s red, which is a very popular color. Many people have found that when they drive a red car, for some crazy reason they feel a boost in self-confidence. Leading Psychological experts have shown that driving a red car boosts your sex appeal as well. Of course, because this model is so popular, you’ll have to make a decision pretty quickly. I have three more appointments today that want to take a look at this car.

Which do you think is more persuasive?

Many experts in the science of persuasion have shown time and time again that the leading sales people who use these two powerful techniques of social proof and authority have quickly become the leaders in their field. Not only that but they get a lot more money and sex. And when you begin to use these powerful techniques in your daily conversation, you’ll be amazed how effective you will be.

Have fun.

How To Model The Vietnamese Nail Salon For Massive Profit

I had a friend once who was taking this class in becoming a certified (I’m not sure what the right word is) nail salon specialist. She explained all the different certifications you need to work in that kind of shop. It’s a little similar to the kind of license you need to cut peoples hair, but not as intense. Meaning that you don’t have to attend as many classroom hours, or take a very difficult class to pass.

Having never been to a nail salon to get my nails done, I wasn’t aware of the different requirements for opening and running a shop. Because it is a health related industry (sort of) and there is the possibility of transferring germs, you need to follow certain health guidelines. That is basically the gist of the course, not the proper way to cut or polish nails, but to ensure that the equipment that is used over and over again remains clean and germ free.

And just like restaurants, those nail salon places are inspected (or are supposed to be inspected) on a regular basis. Because my friend is from California, and California is currently undergoing a huge budget crisis, I’m not sure if the have the money to send health inspectors out running around checking on nail salons.

One interesting phenomenon that happened recently (or maybe not so recently depending on your time frame) is the massive increase in Vietnamese nail salons in southern California. Before, most nail salons were run and catered to upper class patrons.

But when the Vietnamese came in, they changed all that. They changed the target market, the operating procedures, and the profits. Soon almost every single strip mall contained a nail salon run by Vietnamese. And they were very profitable.

The thing to be learned from this is that no matter how saturated a market appears to be, there is always another way, always another angle to swoop in a dominate, even in a market that has been well established for many years.

Covert Charisma For Influence, Sales, And Seduction

Here’s a neat trick that you can use to covertly create really good feelings in other people. When you can do this covertly, people will feel good without knowing that you are consciously trying to do this. All they will realize is that whenever you are around, they feel really good about themselves. They will start to see you as a really charismatic person. Whenever they hear your voice, or see your face, they will immediately begin to think happy thoughts.

When you aren’t around, and they start to think about you, they will begin to automatically think and feel happy thoughts and feelings. Is this something you think you might have some uses for?

The trick is to make some really positive assumptions about them, and then allow them to prove you correct. There is something strange about this; the mechanism is something deep and subconscious. When you assigning a positive trait to another person, and really assign it in a deep and meaningful way, they have an almost unconscious drive to live up to that label, so long as it is a good and positive one.

Of course, if you do this with manipulative attempt, people will see your fakeness from a mile away. Do this genuinely and people will be their best around you.

For example, if your boss comes in and starts telling you what a great and hard worker you are, on a Friday afternoon, you know something is up. You will naturally feel some resistance, but he’s your boss, so you can’t really tell him how you really feel.

If on the other hand, if you are sitting in a meeting, and they are discussing who to send to meet with a potential client that could mean big money for your company, and after a few moments thought, he looks at you and says”

“You’re the best we’ve got. If anybody can land this contract, you can. If you can’t do it, then it just wasn’t meant to be.”

Then you know she’s being totally honest, and you will feel inspired beyond belief to land that contract, whatever it is.

When you speak to people on a social level, you can still inspire those same good feelings in others. The trick is to assume positive things about them, and then talk to them as if those positive things you assume about them are already obvious to everyone.

Linguistic presuppositions can come in really handy here. Linguistic presuppositions are sentence structures that assume one or more things to be true in order for the sentence to make sense.

If I say that my cat is really smart because she can run to the door two minutes before the mailman comes, that presupposes many things:

I have a cat.
My cat can run.
It’s possible to measure the intelligence of a cat.
My cat is really smart.
My cat can predict when the mailman will come.

Another example based on making people feel good about themselves. Say you are talking to somebody you’ve just met. You’ve talked to them for a few minutes, and learn that they are a kindergarten teacher. If you say:

Wow, kids must really like you. How long have you been able to use your communication skills to inspire people to learn?

What does this presuppose?

They have good communication skills.
They inspire people.
They help people learn.
They have been doing it for a while.

Now, the specific structure of the above example is a question that starts off with “How long…” The important thing to remember is that any answer they give, even if they shrug their shoulders, indicates that they’ve accepted your presuppositions as true. They would have to be extremely suspicious, or have extremely low self-esteem, if they took each element of the sentence and overtly disagreed with it.

When you can take some good assumptions about another person, hide them inside a sentence that only requires a yes, no, or one word answer, you are doing pretty good.

Another sneaky way to do this is to give them a quick, sly compliment, and then follow it up with an easy to answer, and seemingly obvious question.

Example:

Wow, you must be really good with kids. I think that people that are good with kids are the most important people in society. We would be completely lost without them. When did you know that you wanted to be a kindergarten teacher?

The important part is to not allow him or her any time to respond to your compliment, and then ask a question that most people would ask by itself.

The problem many people have with giving compliments is that they have an ulterior motive, and they give the compliment, and then wait for the thank you. This is an indication that on some level, they are really fishing for a “Thank you,” rather than giving an honest compliment.

When you give somebody a compliment like this, without giving them a chance to respond, then quickly focus their attention on some normal, often asked and easy to answer question, the compliment really sinks down deep, and makes them feel really good.

These are just two techniques you can use in your daily conversation that will really boost your charisma, and your ability to make people around you feel really good about themselves. And when you have high charisma, and are surrounded by people that feel good about themselves, you’re doing pretty good.

Social Proof and Authority – Powerfully Persuasive, Or Horribly Evil?

Two of the most powerful and effective means of persuasion are social proof and authority. Social proof and authority are responsible or some of the greatest marketing stories of all time and some of the most horrible acts of cruelty perpetrated by societies led by evil and charismatic leaders.

Due to hundreds of thousand of years of evolution, the human brain has developed several “short cuts” in thinking. If you were a caveman living a hundred thousand years ago, it wouldn’t have served you very well to sit back and contemplate all your options when your whole tribe was on the move. Those that had a compulsion to follow the crowd generally lived long enough to reproduce, and pass on this compulsion to their offspring. Rebels didn’t.

Despite our tendency to fancy ourselves as independent thinkers and individuals, we are very strongly influenced by group thinking. Fashion, movies, bestsellers, product endorsements all make it much easier for us to make decisions. Our modern thinking brains are the same brains that kept us alive and thriving on the plains of Africa for hundreds of thousands of years, and they still operate on the same principles, despite what modern science may try and lead us to believe.

The other factor, authority, is as equally as powerful, for the same reason. Most ancient tribes had a single leader, or small group of leaders. When they made a decision, you followed it, or you were banished or shunned by the tribe. Those that had the compulsion to follow orders from those that had demonstrable authority usually did better than the rebels.

The most famous experiment that demonstrated this was one you’ve likely heard of if you’ve studied psychology. Researchers set up an experiment where they would ask a test subject questions, and then have another test subject give him an electric shock if he got the answer wrong. (This test was performed several years ago. Today if any scientist even proposed such an experiment he would be shunned from the scientific community.) The inside scoop of the experiment was that the leader, dressed in a doctors white coat, and the person receiving the “shocks” were both in on the experiment. No actual shocks were given, and the receiver only pretended to be in pain.

The person giving the shocks, however, didn’t know this. The test was to determine just how far they’d go in listening to an “authority” figure. Much to the horror of the testers, the test subjects (the people giving what they thought were real electric shocks) went much further than anybody expected.

A huge percentage of the test subjects continued to give “shocks” despite the receiver begging them to stop. Only a small percentage refused to do so. At one point, the receiver even pretended to be having heart difficulties. Even so, shocks were still obediently delivered.

If the shocks had actually been real, and not pretend, the voltages would have been enough to kill the test subjects.

Let’s recap, just so you understand the significance. Normal, everyday people, just like you and me, were persuaded to give a potentially lethal electrical shock to a complete stranger, despite his pleadings against it, simply on the word of an authority figure.

The test designers were so horrified by the results, they made sure an experiment of this nature was never performed again.

When you combine social proof, described above, and authority, you get a persuasive message that is virtually impossible to resist. Cult leaders, dictators, and unscrupulous marketers have known this, and have used this.

Jim Jones persuaded people, mothers with their children, to kill themselves. Adolf Hitler persuaded a whole country to willingly murder six million Jews.

These two can be used together to persuade people powerfully. If you are a salesperson, or somebody that persuades others for a living, these two tools can be extremely useful, if used ethically.

When you persuade using these to influence factors in a win-win situation, you will be unstoppable. You can make more money, and attract more lovers than you ever thought possible.

However, be careful. Just the slightest bit of unethical behavior can quickly turn against you. If you use these two techniques to persuade or manipulate people against their best interests, you will soon find yourself as hated as Adolf Hitler.

Be careful.

Intuition and Congruence – Two Powerful Gifts From Evolution

I was reading this really interesting book the other day, The Red Queen, by Matt Ridley. A fascinating study of human sexuality through the lens of evolution. One of the various topics was the reasons behind the growth of the human brain. When compared to all other mammals, humans have the largest brain. The question is why? What was the driving force behind the massive growth of the human thinking machine?

Many arguments that are usually given can also be used for other primates, and their brains are nowhere near the size of ours. Most scientists believe it is a combination of many factors to say the least. One of the most prominent is sexual selection within a species.

Imagine a group of cave people, fifty girls, and fifty guys. For the guys, they want to have sex with as many girls as possible. (Obviously). For the girls, they need to be extremely selective with who they choose to have sex with, because the consequences could be disastrous if they choose the wrong guy. Their offspring will not only carry his DNA, but his cooperation will have a direct impact on that offspring to survive.

So how do they manage this? The men try their hardest to convince the women that they are upstanding men capable of providing for the family. One way to do this is to simply pretend to be. They only need to pretend long enough and good enough to get into her cave-panties for the couple minutes it will take to get his cave-men rocks off. Then off to the next cave girl.

So an arm’s race of sorts developed over time. In men, the ability to deceive. In women, the ability to detect deception. Of course, men would pass on their skills of deception to their offspring, be they girls or boys. And women would also pass on their skills of deception detection onto their offspring, be they boys or girls.

So as man evolved, there was a contest, in both men and women, between skills of deception, and skills to detect deception. As mankind grew, this required a bigger and bigger brain.

The reason for this is congruity. In order to detect deception, you must be able to detect incongruity. This requires massive attention to subtle clues of body language, facial expression, and voice tone. Too much for the conscious mind to handle. Many believe the unconscious mind was developed to detect deception without having to spend too much conscious bandwidth, so to speak.

So we developed an “intuition” to tell when somebody is lying or not. Our subconscious minds developed the ability to quickly scan somebody’s body language, facial expressions, and voice tone, and then deliver a gut reaction, or a “feeling” to our conscious minds. And those that have learned to pay attention to this “feeling” or “gut reaction” can spot a liar a mile away.

Conversely, those that can present a very congruent image can be some of the best salespeople and manipulators around. Of course, the best way to be a great salesperson is to really believe in what you are selling. There’s a reason that many companies require their salespeople to actually own and use the product they are selling.

Of course, when you are presenting yourself, either to a potential lover or to a potential boss, it is essential that you believe in yourself. If you have any self-doubts, you will be dead before you even open your mouth.

The moral of this essay is twofold. One, take some time to get in tune with your intuition. It can serve you well against making bad decisions. It is the product of hundreds of thousands of years of evolution, and is there for a reason. Use it, respect it, and listen to it.

Secondly, in order to present a believable image to the world, you must believe in yourself. Self-confidence and self-esteem stem from a belief that you are a good and worthy person with something of real value to offer the world. Don’t sell yourself short.

Believe in yourself, and trust your intuition, and you will go a long way.

Quotes Pattern – A Jedi Mind Trick of Persuasion

The quotes pattern is a powerful and very useful and sneaky tool from NLP that you can use in many situations to help you covertly gauge the interest level of a client, customer, or potential lover.

If you are a salesperson, and you have a potential customer sitting in front of you, wouldn’t it be fantastic to be able to find out exactly what their interest is in the product you are trying to sell? Of course, if you blatantly ask them, like “So, Mr. Customer, are you ready to buy this product yet?” You’ll likely scare them off, never to return.

Similarly, if you are in a bar talking to a potential date, and you ask them “So are you interested in me enough to go out on date?” you’ll likely come across as creepy, or needy. Even if you don’t, and they answer negatively, it can be a serious blow to your ego, not to mention putting all the power in their hands, as they now are absolutely clear of your intentions.

There is a better, sneakier way. It’s called the quotes pattern. What you do is take the question you’d like to ask them, and quote somebody else saying the same thing. Then just sit back and watch their response. If they give you some good buying signals, your good. If they don’t, that just means you need to do a little bit more work in promoting yourself or your product.

Example.

Lets say you are a car salesperson. You have a client sitting in front of you. You’ve been on a test drive, and you’ve managed to get them inside. It’d be great if you could just say, “Ok, now you should buy the car.” And have them passively agree. But you can’t. Here’s what you do. Start talking about a friend or colleague of yours that works at another dealership. His sales method is much more direct, and you give the client an example.

“I have this friend, and he works at a dealership on the other side of town, and he is probably the most aggressive salesperson I know. He’ll look a customer right in the eyes, and tell them that they really should buy this car today. That if they don’t buy this car today, they are going to lose this opportunity, and they might not get it back. And the funny thing is, this guy sells a lot of cars this way. I could never be that direct to a customer.” And then share a laugh about how direct your friend is.

In this story, when you say “buy this car today,” say it directly to the client. Because you are quoting some other person, they won’t react to you as if you’ve said it. But if they are interested in buying the car, you’ll know. You’ll also know if they think the car is a piece of junk, or it’s too expensive by their reaction. If that happens, just continue to demonstrate the value of the car.

You can also use this technique during job interviews, and during seduction attempts. For example, if you are in a bar talking to somebody you might be romantically interested in, tell a story about a friend that is absolutely fearless with the opposite sex. Describe how they will ask a person right after meeting them if they want to go someplace quieter. For example:

After you’ve broken the ice, and started talking about how people meet in bars, try something like this:

“I know this guy (or girl) who has absolutely no fear. He’ll start talking to somebody in a bar, and after only a few minutes, look them in the eye (as you are looking them in the eye) and say I think you are really beautiful/handsome. Lets go someplace where we can be alone. (Pause.) Do you believe that? I could never say something like that.”

Of course, when you say the “you are really beautiful/handsome…” part, say it directly to them without breaking eye contact. Pay close attention how they react. If they smile, or if their pupils dilate, or if they take a deep breath, you’re in. Proceed accordingly.

Have fun with this.

How to Use Language to Persuade Others

I remember when I was a kid, I was in boy scouts. Our troop went to a beach for a weekend campout. The campgrounds were up on a bluff overlooking the beach, with fire rings and places to set up tents.

One thing I remember the most was that there was this new kid. And the poor kid seemed to be desperate to make friends. He would ask one of the other kids to do something, and would always promise things like “I’ll be your best friend,” or “I’ll buy you a soda,” and other stuff. At the time, most of the kids didn’t want anything to do with him, because it seemed creepy to have a kid promising us all kinds of stuff just to hang around him. Looking back, I feel kind of sorry for the kid. It can be tough being a new kid in a group when friendships and relationships have already been formed.

If you can imagine how difficult it can be to make friends as an adult, you can perhaps also sympathize with him. Being an adult, you have more confidence in yourself (hopefully!) so you can relax and be yourself, and be sure that friendships will develop gradually over time, like they should.

But what if you are in a situation, and you need to quicken the process? What if you need to make a good first impression on a boss, or a potential business partner? What then? Does it still work to promise to “be someone’s best friend?” Probably not.

If you are a salesperson, and you’ve ever tried to sell something to somebody, you now difficult it can be to get past resistance. If you give them a compliment, they can easily see it for what it is if it is not one hundred percent genuine.

So what do you do? One powerful way is to use linguistic presuppositions. Linguistic presuppositions are carefully constructed sentences that presuppose something to be true in order for the sentence to be understood.

An example is the following sentence:

One of the reasons that so many people have bought his product is that it’s lifetime warranty makes it much more valuable than the competition.

Take a look at what is being presupposed in the sentence:

– Many people have bought this product
– This product has a lifetime warranty
– It is much more valuable than the competition
– There are other reasons people have bought it

Even if you blatantly disagree with any of the above statements, you are tacitly accepting the others as truth.

So how do you use this technique to get someone’s good favor? Simple. Use sentences that presuppose good things about the other person. Even if you have never met them before, and don’t know anything about their history, you can still do this. Just think of something that is generally true of everybody.

For example, everybody has made decisions in their lives. Some good, some bad. Everybody has done good things in their life. Everybody has achieved accomplishments in their life.

So you can say,

“Well Mr. Customer, obviously, because you’ve made several good decisions before that have invariably led to substantial accomplishments, you can appreciate the fact that choices always present an opportunity for further achievement.”

That is a simple sentence, which doesn’t really say anything specific, but it presupposes something about the person that they can feel good about.

Another example:

“I’m sure that you’ve avoided temptation in the past due to your willpower and dedication to personal achievement, which is exactly why you are somebody that can really benefit from this product.”

Again, a fairly vague sentence, but it presupposes something good about the person, and uses that presupposition to convince them to consider your product or service.

These are but a few of the many ways that you can use linguistic presuppositions to promote yourself or your product. There are several resources to learn these. They were originally described in the book “The Structure of Magic,” by Bandler and Grinder. You can get it from Amazon.

Although these patterns can take some time to learn, they can be very powerful in promoting yourself, and making others feel really fantastic. You do like to make people feel fantastic, right?