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Episode 36 begins with Steve asking listeners to leave feedback about the podcast on itunes. Your feedback is always appreciated and is a way we get more listeners! And as always, please send feedback to maximizeyourinfluence@gmail.com. Also: if you have anyone you’d like to nominate for the weekly persuasion “ninja” or “blunder”, send your nominations in! The winner will be given a free download to Kurt’s book, Maximum Influence. Steve and Kurt also discuss what they’ve had to eat recently because they just can’t help themselves.
Steve brings up an article recently published on HBR.org (Harvard Business Review) called “Don’t Be An “Er” Brand.” When branding your product, try to enhance what makes your product great. Don’t dwell on “we’re bettER or biggER or fastER” than brand X. This “relegates you to subordinate status.” You can read the article here.
Next, Kurt and Steve discuss the “Law of Esteem.” Kurt first discovered this law of persuasion when researching for his first book, Maximum Influence. Time and time again, research showed that people take action largely based on their self esteem. Successful employers and sales people know that productive interactions with employees and prospects hinge on how you make them feel about themselves. Using “ingratiation”, or flatter, is a very successful technique to getting others to feel better about themselves (and thus your product). Research shows, in fact, that ingratiation works even when you’re prospect knows that it’s fake!
Conversely, using “ego” is a way to leverage quick action…especially with “type A”, “red”, or “dominant” personalities. “Challenging” the ego is an effective way to do this. Telling your prospect something like “well, I’m not sure this is right for you” or “are you sure you’re the person that can make decisions around here” are ways to get people to want to prove themselves to you. Be careful that you don’t “bruise” the ego, however. That means you’ve gone too far and your prospects will prove to you they are in control…by throwing you out.
We can also “stroke” the ego. Phrases like “one of the reasons I came to see you is because I know your company is a leader in the industry.” Steve relates an instance where a vendor told him that he worked for the “Rolls Royce” of the industry. Its’ a great example of stroking the ego and leveraging the law of esteem.
This week’s show also features a very skilled “persuasion ninja.” A door to door salesman who is selling “no soliciting” signs. Now that’s a persuasion ninja!