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Home | Self Improvement | Success In sales and marketing, the most basic strategy is an ability to fulfill a need. How can we use this strategy to persuade affluent clients? After all, they seemingly have no needs? Wrong. Everybody needs something. Determining what that something is and if you're able to fulfill it is the process of criteria elicitation. If you stop to think about what you are consciously thinking about right now it might be the words that you're reading. You're probably not thinking about peeling a banana, or you weren't until you just read 'peeling a banana'. If your doctor told you to eat a banana every day for potassium, you might think about bananas more than the average person, certainly less than a banana farmer, but more than average. There's no possible reason for us to be thinking about bananas all day and dreaming about them all night. But when necessity, such as your doctor's advice, intervenes, then bananas become more of a common thought for us. The part of the brain responsible for consciousness is the Reticular Activating System. It is thought to be the center of motivation and arousal and is involved in most of the central nervous system's activity (including sleep and wakefulness). The reticular activating system is what helps us pay attention to things that we need to pay attention to and put away those things we can afford to disregard. Studies have shown that the conscious mind can hold about seven bits of information at any given point in time. When you're driving down the freeway, singing along to the radio, you're probably thinking about what you're going to do when you get to your destination, you aren't thinking of using the bathroom, unless you need to. You aren't thinking of getting some water, unless you're thirsty. You aren't thinking of stopping at a gas station for gas, unless you're running out. You aren't thinking of stopping for food, unless you're hungry. It becomes a different story when you all of the sudden need one of them. Gas becomes so very important if you're on Empty. Water becomes important if you're dehydrated and your A/C isn't working. When food becomes a need, all of the sudden you start seeing fast food signs telling you what's available to eat, when before you may not have been paying more than a slight passing attention to them. What happened to those thoughts before? Well, they really weren't in our consciousness. Once these thoughts begin to hold relevancy we can seize control of them and leverage them to our advantage, then put them away when they're no longer applicable to us. Your prospect's values and criteria are their needs. By eliciting their criteria, we can illuminate their needs for them, especially in relation to our products or services. By speaking to this higher level (or deeper level) we are fine tuning their reticular activating system to our advantage. And as we work with full integrity, this turns out to be to their advantage as well. Criteria elicitation (finding the very deepest desires of your prospect) is crucial to pointing us in the right direction to satisfy those needs. Once you know the direction to take a person, persuading him/her will come naturally. Article Source: http://www.articlewheel.com
Kenrick Cleveland teaches strategies to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.
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