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In business and in life, your ability to persuade others can mean the difference between success and failure, or between mere success and
Never fight on price. Price in not the issue ? you are the issue. Only 6% of things are bought on price. Anybody can fight on price. Let’s learn 14 techniques to make price a non-issue.
“Price is what you pay. Value is what you get.” Warren Buffett
This is all about human perception. The human mind has to find a benchmark or comparison to make judgments, especially when we are talking about unfamiliar situations or new products. People need to make comparisons with their past experience and knowledge.
The brain will always attempt to contrast your product or service. Is it the best or worst, cheapest or most expensive? Is your product the safe or risky choice or is it familiar or strange?
By presenting your prospects with contrast, you are creating those comparisons for them. The mind can’t process everything at once and so it develops shortcuts to help make decisions. Instead of making a completely internal judgment, we look for boundaries, patterns, and polar opposites.
We want to know the difference between our options, so we naturally contrast the two items. We mentally create a value or price in our mind from highest to lowest.
Do you want your prospects to compare your product or service to a second-hand used car or to a Rolls Royce? You get to decide where you want them to start their benchmark.
The more skillful a person is in the use of language, the more persuasive they will be. People are persuaded by us based on the words we use. Words affect our perceptions, our attitudes, our beliefs, and our emotions. The words we use in the persuasion process make all the difference in the world. Language used incorrectly will trigger the wrong response and decrease your ability to persuade.
Word skills are also directly related to earning power. Successful people all share a common ability to use language in ways that evoke vivid thoughts, feelings, and actions in their audiences. Carl Jung revealed that all words are full of symbols and each symbol triggers an emotional reaction or feeling. All words have emotional meanings that are different than their definitions in the dictionary. Understanding words and their emotional triggers will enhance your ability to persuade and influence.
Word Choice —
Understand that proper language varies from setting to setting, and from event to event. One word choice does not work in every circumstance or culture. Word choice can also be critical to defusing situations or in getting people to accept your point of view. Even one word can make the difference between rejection and acceptance. In a study by social psychologist Harold Kelley, students were given a list of qualities describing a guest speaker they were about to hear. Each student read from either one of the following two lists:
Cold, industrious, critical, practical, and determined Warm, industrious, critical, practical, and determined Of course, the students who read #1 had less than positive feelings about the speaker. The interesting thing, though, is that the lists are exactly the same except for the first word! They found that the first word at the front of the list conditioned how the student felt in reading through the rest of the list. It didn’t matter that none of the following words were negative. Just reading the word “cold” tainted how the students read the rest of the list.
As I mentioned the airline industry has mastered the power of words. They know word choice is critical to getting their point across and to reduce stress. In one situation, a flight attendant had run out of steak as an option for dinner entrée. Instead of telling the customers their only option was chicken, the flight attendant said, “You can have a piece of marinated chicken breast, sautéed in mushrooms in a light cream sauce, or a piece of beef.” Consequently, people chose the chicken because it sounded better. Think about the words next time you read a restaurant menu.