Let me tell you a fictional story.
Once upon a time, there was an ego clash between Sun and Wind. Both of them felt superior and more powerful than each other.
One day they decided to demonstrate their power and capabilities in a fair competition.
The challenge was to remove the jacket from an old man who was walking on the road.
The wind got the first chance. He started blowing fast… very fast.
But faster the wind blew, the more tightly old man grasped jacket by both hands.
This made Wind furious.
He started putting all his force to remove the jacket.
But it didn’t work.
In fact, it created the OPPOSITE effect on the old man. He grasped his jacket more and more tightly as the wind blew faster and faster.
Finally, Wind gave up.
And then it was the turn of Sun to show his powers.
Sun started increasing his temperature.
And the old man started feeling hot… so hot that the first thing he did was to remove his dear jacket which he was holding tightly to save from wind.
And Sun won easily.
Now you might be thinking about how this simple story is related to persuading customers.
The point is… this story is all about Persuasion.
This is exactly how Persuasion works.
Persuasion is not meant for applying only external pressure, which Wind used to remove the jacket from the old man.
Persuasion is about applying internal pressure to get the work done just like in the case of Sun.
The sad part is mediocre salespeople do the same mistake of putting external pressure on customers to buy their products and services.
But the more pressure salespeople apply on customers, the more sceptical, more suspicious, more resistant customers become.
If you want to win the sales, you need to use internal pressure.
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Vibhor
