A critical key to persuasion is to understand and use dissonance. You always want your prospect to feel they made the decision, and they persuaded themselves. That is why we say internal pressure is the secret. Let the rubber band stretch. When talking to a prospect you want them to make a decision as soon as possible. They dont need to know everything about your product or service. Get them involved and fill in the blanks later.

Before they buy your product of service, they are looking for reasons not to do it. After they have made a decision to purchase, they are looking for reasons to stick with the purchase. If you dont get them while they are hot and ready to purchase, your list of features and benefits will cool them off and they might not buy. This is called overselling. You have talked someone right out of the sale. You did not get a early decision to buy or your laundry list of features and benefits stole the energy and talked them right out of buying.

A study by Knox and Inkster found interesting results at a racetrack. They interviewed people waiting in line to place a bet, and then questioned them again after they'd placed a bet. They found people were much more confident with their decisions after they had placed their bet than before the bet was made. They exuded greater confidence in their decisions and their chosen horses after their decisions were final and their bets were firmly in place.

Younger, Walker, and Arrowood decided to conduct a similar experiment at the midway of the Canadian National Exposition. They interviewed people who had already placed bets on a variety of different games (bingo, wheel of fortune, etc.) as well as people who were still on their way to place bets. They asked each of the people if they felt confident they were going to win. Paralleling the findings of Knox and Inkster's study, the people who had already made their bets felt luckier and more confident than those who had not yet placed their wagers.

These studies show that to reduce dissonance, we often simply convince ourselves that we have made the right decision. Once we place a bet or purchase a product or service, we feel more confident with ourselves and the choice we've made. This concept also holds true in persuasion and sales. Once the payment is given for your product or service, your prospects will usually feel more confident with their decisions. Have them make the payment or finalize the choice as soon as possible! This will increase their confidence in their decision and they will look for reasons to justify that decision.

We find what we seek. If we can't find it, we make it up. In politics, members of different parties will refuse to peaceably or tolerantly listen to opposing party commercials. Smokers won't read articles about the dangers of smoking. Drug users don't spend much time at clinics. We don't want to find information that might oppose our current points of view.

Dissonance is a powerful tool in helping others make and keep commitments. In one study, researchers staged thefts to test the reactions of onlookers. On a beach in New York City, the researchers randomly selected an accomplice to place his beach towel and portable radio five feet away. After relaxing there for a while, the accomplice got up and left. After the accomplice had departed, one of the researchers, pretending to be a thief, stole the radio. As you might imagine, hardly anyone reacted to the stage theft. Very few people were willing to put themselves at risk by confronting the thief. In fact, over the course of twenty staged thefts, only four people (20 percent) made any attempt to hinder the thief.

The researchers staged the same theft twenty more times, only this time with one slight difference repeated in each scenario. The minor alteration brought drastically different results. This time, before leaving, the accomplice asked each person sitting next to him, "Could you please watch my things?" Each person consented. This time, with the Law of Dissonance at work, nineteen out of twenty (95 percent) individuals sought to stop the thief by chasing, grabbing back the radio, and in some cases, even physically restraining him.

Most people try to follow through when they promise they will do something--especially if it is in writing. This is why corporations sponsor writing contests about social issues or their products. They really don't care about your writing style. What they're really looking for is consumer endorsement. The writer puts down, in her own words, what she thinks the company wants to hear about its issue or product. Having made a written commitment to supporting and endorsing a product or issue, the consumer will now support the sponsoring company in their cause or will willingly buy their product.

In one particular study, 100 high school students were asked to write an essay on whether or not the voting age should be lowered. Half the students were told the speeches would be published in the school newspaper, while the other half were told the essays would be kept confidential. After completing the essays, researchers exposed the students to a persuasive speech arguing that the voting age should not be lowered. Of the students assuming their papers were going to be published, very few of them changed their original position. Of the students who believed their papers were confidential, most altered their stance on the issue to agree with the persuasive speech.

Many times, even when we have made a bad decision, we become so entrenched in our belief that it was right that we will fight to the bitter end to prove it. We can't handle the dissonance in our minds, so we find anything to prove our decision was right. We become so embroiled in justifying our actions that we are willing to go down with the burning ship.

When buying and selling shares of stock, investors commonly stick with stocks that have recently slumped in price, with no prospects of recovery. Rationally, the best decision is to cut their losses and invest elsewhere. Irrationally, however, investors often hang on, ensnared by their initial decision.

Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. Beware of the common mistakes presenters and persuaders commit that cause them to lose the deal. Get your free report 10 Mistakes That Continue Costing You Thousands and explode your income today.

Conclusion

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure youve seen some success, but think of the times you couldnt get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade.