Visualization
Another participation technique is to use visualization. No one can follow through on an act or message without first thinking or seeing in his or her mind that it is possible to accomplish it. You can mentally achieve participation by helping your audience visualize and see in their mind how your product or service will help them. Real estate agents attempt to help their clients visualize living with their family in a certain home. When showing the home, the agents want the people to envision it as their own.
A group of researchers went door-to-door selling cable TV subscriptions. When they included the phrase ‘‘imagine how cable TV will provide you with broader entertainment,’’ they immediately achieved more success. Forty-seven percent of those who were told to imagine cable TV bought a subscription while only 20 percent of the control group did. The mind is activated when you help your prospect visualize your product or service.[5]
In many persuasive situations, your audience may not be interested in your message, service, or product at all. How do you pull in passers-by? Many times when we see a persuasive situation, we like to remain anonymous. We don’t want to feel any pressure so we watch from a distance. If someone at the clothing store asks if we want help we say ‘‘no.’’ We avoid the involvement because deep down we know that becoming involved will decrease our resistance.
I remember spending some time on Key West in the Florida Keys. Every night before dusk, everyone would gather at Sunset Pier to watch the sunset and enjoy the view. It is a great time of the day to unwind and enjoy nature’s beauty. It is also the perfect opportunity for vendors and street performers to hawk their wares. We saw jugglers, sword swallowers, magic tricks, the works. One night, as I watched people walk by, many of them wanted to watch but felt timid unless a crowd had already gathered around the performers. The performers knew if they did not get a crowd, they would not make any money. When someone remains anonymous, they feel little pressure to donate. I saw someone who was doing a magic act call over to someone who was trying to remain anonymous. Soon, the performer got the man involved in his act. This attracted more people to watch and also got a donation from the gentleman, who no longer was anonymous.
If you see someone around you or in your audience who is avoiding or rejecting your message, try to get him or her involved. You can get a volunteer from your audience and by getting him to willingly participate, you will completely change his perspective. Pet storeowners are famous for this. They see children come in just to look around. The parents don’t want to have a dog in the house, but their son or daughter still wants to look. The owner waits patiently to see the child’s eyes light up and instantly fall in love with a new puppy. The child holds and hugs the puppy and the dad knows he is in for a struggle. The owner is wise and does not want to fight the father. He just says, ‘‘It looks like she has fallen in love with this puppy. I understand your apprehension about having a new puppy—who will be in charge of it? Tell you what—just take the puppy home for the weekend and if it doesn’t work out, bring him back.’’ Of course, you know that the rest is history. Who can’t fall in love with a puppy after a weekend? The owner has successfully pulled a reluctant customer to get involved.
One of the most influential salesmen for the U.S. Army was Major General Walter S. Sweeney. In one city where he and his troops were staying, there was a strong feeling of hostility toward the troops. The general wisely invited one of the civic clubs to lunch. There, club members were served by army members—while they listened to the army band play—and heard different speeches. The meeting was successful, and others followed. It was not long before the hostility was forgotten. General Sweeney knew that the only way he would gain support was if he could involve and get to know the civilians.[6]
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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