How to Make People Say Yes

Jonah Berger's 3 tips to influence and persuade

Good Morning. A town in Croatia is selling homes for 13 cents to attract young residents. To be eligible to buy one of the homes you’ll need to be under 45, in a relationship, have no criminal record, and can’t already own property. Working from Croatia doesn’t sound so bad… 👀 

In today’s Follow Up:

  • Make people say ‘yes’ 😵‍💫

  • A response to ‘we don’t need it’ 🗣️ 

  • Sales around the internet 📱 

  • Sales jobs, LinkedIn & a sales meme 😂 

3 Ways to Get a ‘Yes’

Persuasion and sales go hand in hand. 🤝 

So, to learn more about how to use persuasion in sales, we found the expert.

Jonah Berger is a Wharton professor and best-selling author, who studies what makes people persuasive. He breaks down the psychology behind tactics used by the most powerful leaders in the world, to persuade millions of people.

While it might be impossible to convince everyone to buy your product, there are small changes you can make to level up your influence and persuasion.

Here’s Jonah’s top 3 tips to master persuasion. 👇

1. Label an Identity, Not an Action 🧠 

Asking someone to take on an identity is more effective than asking them to do something.

In a study with preschool children, two groups of kids were asked to help clean up the classroom, with slightly different language.

Group 1: Can you help clean up?
Group 2: Would you mind being a helper, and cleaning up the classroom?

The group that was asked to "be a helper" was 50% more likely to help clean up compared to those that were simply asked to "help".

Similarly, encouraging people to "be a voter" instead of to just "vote", led to a 15% increase in polling attendance.

Asking them to help or vote is asking them to do an action, while asking them to ‘be’ a helper or voter makes them to want to take on the permanent identity.

Can you manage this project? → Can you be the manager of this project?
Can you teach the team? → Can you be a teacher for the team?
Can you lead this deal? → Can you be the leader on this deal?

Simply adding an ‘er’ on the end can dramatically change your outcome.

So, when you’re asking a customer or prospect to do something, label the identity rather than the action.

2. Communicate With Certainty 🤌 

Confidence in your communication is powerful.

Leaders speak in absolute certainties to rally and influence people.

  • We will fix the economy.

  • I will change the healthcare system.

  • Our company will meet next years revenue projections.

This doesn't mean lying about what you can do or being over confident about what is possible (although many leaders do). 🙃 

The more you can speak in absolute certainty, the more likely a prospect is to believe you.

3. Get Rid of Um, Uh, and Like 🗣️ 

We all do it. And we all wish we didn’t.

The excessive use of filler words like "um", "uh", and "like" will undermine your message. These words are used to buy time in conversational gaps, but create an impression of uncertainty or lack of preparation.

So how can you fix it? Here’s two ways:

  1. Silent pause. When you catch yourself about to say ‘um’ or ‘uh’, pause in silence. Not only will it buy you time to think of what you’re going to say next, but it can also add weigh to your words.

  2. Review game tape. Record your calls and actually listen to them. We know… this is uncomfortable and annoying. But if you really want to get better, you need to understand where you’re at.

This is a hard habit to kick, even for some of the most famous leaders. 🤷 

Which is your favorite technique?

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Sales Tip of The Day 💡 

When a prospect says they have no need for your product, try responding with a customer example.

🔴 We don’t have a need for that.
🟢 If it’s ok with you, I’d like to send over some background on how we’re helping xyz company. Sound fair?

If you’re working with one of their competitors or a similar company in their industry, this is a great way to pique their interest.

Sales in the News 🗞️ 

Cool Jobs at Cool Companies  

Checking in on LinkedIn 👀 

Buckle up cupcakes… 😂 

Sales Meme of the Day

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