So I went skiing. As I was getting my rental skis, the guy asked me, “Do you want a helmet?”
I said “No.”
But he pressed on. And eventually he persuaded me to wear the helmet.
How? He used some proven persuasion principles and I share them all in my new video today.
How to Persuade People To Do Something They Don’t Want To Do… But Should Do
Boy, was I lucky, too! As you’ll see in the video, after a big ski jump, I smashed my head into the ground.
Watch the video to learn the three proven persuasion tactics you can use to convince people to do anything.
And then, here’s what else I’d like to share:
A lot of people feel sleazy when it comes to persuasion, selling, marketing, and the like.
I get it. And I’ll tell you why:
We’re bombarded by people who do it the wrong ways. Used carsalesman. Scammy online marketers. And etc. We all have bad experiences, and we can recall them in our mind. And that’s why we hate it.
However, we’re also bombarded by people and companies who do it the right ways. The thing is, we never realize it. And that’s because great persuasion is invisible. And great persuasion has our best interest in mind… like the case I shared with the ski helmet.
Is Persuasion Manipulative?
A reader wrote in and asked me:
“Is persuasion manipulative?”
And you know what? It sure is! And I like it that way because I know that persuading people can save their life.
Sure, it can also help with turning prospects into customers, fans into super fans, and the like, but persuasion, and, specifically, sales skills, when used for the right reasons, literally saves lives.
I’m Derek Halpern, the founder of Social Triggers. And in this video, I’m going to share some insights on what you can do to persuade people to do anything.
So, I went skiing. As I was getting my rental skis from the lodge, the guy asked me, “Do you want a helmet?”
I said, “No.”
And he went on, “I’ll put a fresh coat of wax on the bottom of your skis, no charge. You’ll be flying down the mountain your first few runs. Just take the helmet.”
I said, “No.”
Not really the BEST idea, but I like to wear my hat because I rather my head be warm than protected. Again, not the best logic, but that’s what I was thinking.
But he followed up: “We aren’t questioning your ability on skis. It’s the people behind you that don’t know what they’re doing. You won’t see them coming and they could smash into you.”
WOW. I commended him and said that had nothing to do with it.
He then asked, “Well, what’s the problem?”
“I see what you did there, but I’m not declining the helmet because I think I’m too good for it. I’m declining it because I want to be warm.”
And he countered: “Oh, well these helmets are warmer than any ski hat.”
So, I took the helmet.
This guy was a persuasion master and he saves lives on the ski mountain by getting people to wear helmets.
Now, let’s break down what he did…
First, as you can see, a good salesman never stops at a soft no. Instead, he keeps probing until he makes the sale, or gets a hard no.
What’s the difference between a soft no and a hard no?
It’s hard to put that into words, but if someone is threatening to punch you in the face, you can be sure that’s a hard no.
If not, then you should keep pressing to see if you can get the yes. And a master persuader will always turn a soft no into a yes.
How do you do it?
This ski rental guy did three things:
First, he tried to offer a “free bonus.”
He knew he was talking to a dude in his 20s and assumed this dude wanted to go fast. He was right. That’s why he offered me a fresh coat of ski wax on my skis to go fast. But I still chose to decline. That’s when he realized he had to figure out WHY I was declining.
Second, he tried to answer an “objection” as to why I wouldn’t wear the helmet.
He likely thought, “oh, maybe this guy is trying to be a tough guy in front of his friends.”
Me? I’m a teddy bear. And I LOVED this line that he used! Even though that wasn’t my reasoning, it shows he had a firm grasp (or good training) on persuading people to protect themselves.
You see, when you’re looking to persuade people, you can never let your customer “lose face” in front of their friends or loved ones. And that’s why it was smart that he said “I’m not questioning your ability…” He was letting me walk away the expert skier, thus making me feel better about the decision.
That’s a shareable:
“A great salesman never lets their customer lose face. A great salesman puts their customers on a pedestal.”
But as you know, that wasn’t enough, and he was stumped. And finally he decided to just ask. That’s when I gave him a reason, he parried it, and I took the helmet.
Hook. Line. Sinker. Ski rental dude 1. Derek 0. Derek’s head 1.
Now what’s the big lesson here?
When you’re looking to persuade people to do anything – whether it’s to buy an information product or service, or to just do something – you have to realize it’s never about you. It’s always about who you’re talking to. And it’s up to you to incorporate things like strategic bonuses (like free wax) that compliment your product as an added incentive.
As an example, when I sell my training courses, I always add bonuses into the mix that I know people will want. As a way to help sweeten the deal and flip a soft no into a hard yes.
Like with Blog that Converts, when I sell that, I offer a bonus on SEO because I know people want to learn SEO. I also know that Blog that Converts doesn’t focus on the nitty gritty SEO stuff, so offering a side bonus on SEO helps fill that hole for my customer.
And then, the last lesson is this:
When your customer is saying no, there’s a reason for it. You have to find that reason at all costs because when you do, it’s the difference between the no and the yes.
How do you find it?
You can make assumptions, and that’s great. But if you’re still in a hard spot, the best way to find out why someone didn’t say yes to you is to ask them. Even when I launch new information products, and I’m in the understanding phase of why people don’t buy, I’ll send out a survey asking my readers “Why didn’t you buy?”
It’s a little more detailed than that, but I’m trying to uncover the reason so I can see if it’s a real reason or if it’s something that can be overcome. And it works great. Just as a side note, make sure you don’t take everything they say at face value.
Thank you for watching this video. If you could pass this video on to at least one friend, that would be GREAT. As you know, I create these videos to help as many people as possible, and I can’t do it without your help. So, share this video now.
You won’t regret it because you’ll get more great videos just like this.
Now, here’s what I want you to do:
Think back and try and recall a situation where someone persuaded to do something you previously didn’t intend (or plan) on doing. What happened? What did they persuade you to do? Leave a comment.