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When it comes to persuading the affluent, or anyone for that matter, we've got to dig deeper... into uncharted waters... where most business people are afraid to go. We've got to appeal to the unconscious mind, using emotions in our selling. Researchers have determined that our conscious minds can only hold an average of seven bits of information at a time. Considering how many things we could be thinking about, that's quite an insignificant number. There are so many things to think about. . .what we see, what we hear, what we feel, what we need to remember, what we are trying to forget. . . All of these things take up space somewhere. . . but we're only able to consciously think about seven of them at a time. There are so many things going on around us at any given moment that there is absolutely no way for the conscious mind to pay attention to and process almost all of it. It just goes to show you just what a huge job our unconscious has. So what happens to the information around us that is available to us at any moment in time, but that we don't pay attention to. Where's it going? Well, it goes into our other-than-conscious. It's not that it isn't perceived--it is often being perceived--it's just that we're not consciously aware of it. I would argue that there's too much being made of what we are as a consciousness, so to speak. People think that we have logic therefore we are and that's not true. What's in our conscious mind is of the least importance. It does separate us from lesser conscious things like maybe dirt or trees or a building, but the mind is like an iceberg; It's the tiny sliver that sticks above the water compared to the giant amount that's actually underneath. How do we take the conscious mind of another individual, the tip of their iceberg, and set it aside so it doesn't object to us as we go directly and access the real boss, the unconscious mind? Knowing that this is the case, we need to realize it's true that people are actually persuaded based on emotional things that are going on with them, not logical things. Logic helps, but people make the decision emotionally and they back it up logically. All we have to do is add a dash of logic at the end to make our prospects feel good about their emotionally made decision. By learning to appeal to their unconscious, this is accomplished. When we elicit criteria we're side stepping logic and getting to the core of what's important for the prospect or client. For example, let's say their top value is 'Freedom'. When we trigger their need for freedom we're stirring up a whole cauldron of emotions. Freedom as a high value can be seen as frustration and humiliation in a person with an 'away from' orientation. They want freedom from their constraints. Freedom as a high value in a person with a 'towards' orientation is manifested as a feeling of dominion, as in, 'I want more of this feeling'. If you can maneuver your way through these two orientations with your product or service as the answer to their emotional need to move away from constraint or towards more freedom, you'll have navigated a landscape where business fears to tread. Article Source: http://www.articlewheel.com
Kenrick Cleveland teaches strategies to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.
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