Key Principles of Covert Persuasion Techniques. Eight Steps to creating change in the mind of your customers.

May 2, 2010 by oscadmin
Filed under: Sales Management 



Covert Persuasion is about bypassing the critical factor of the human mind without the process being known to the receiver of the message. It’s about getting past both resistance and reactance. This is accomplished when one person sends a message and the message is received without significant critical thought or questioning on the part of the receiver.
Sometimes Covert Persuasion is about “state” manipulation and management.

In the environment of selling, for example, the person does not have to buy the product or service; actually, buying is not a sign that Covert Persuasion has taken place. A person without money could easily have been persuaded and placed in a buying state, but he simply didn’t have the money.




Covert Persuasion is, in part, about creating change in the mind of your clients or customers without them necessarily being aware of the changes that are occurring.
One of the most powerful tools to begin this change in your customer’s mind is using the right words. At the right time, the right words can change minds and lives.




Eight Steps to Get Your Outcome
There are a number of models (clusters of tactics that make up a strategy) for utilizing Covert Persuasion. Here’s the first.
1.    Identify a targeted problem/situation. This is the thing your target no longer wants to experience. It could be high costs, high employee turnover, inventory spoilage, ineffective advertising, almost anything that’s not going right (and that your product or service is well suited to solve).
2.    Help your customer see that continuing with this problem/situation without addressing it will ultimately cost him/her in many painful ways. There is powerful psychology behind this tactic. Trigger the pain button first, before even beginning to talk about possible solutions or how you, your product, or your service can help.
3.    Have your customers/clients identify a preferred outcome. It is critical to have them choose a better outcome. Sometimes this is prompted by a simple question from you like: “What would you rather have happen?” or “What would be better than that?” or “What would be a perfect outcome for you?”
4.    Have your customers identify the consequences of this new outcome. This is very important in helping them accept the new outcome. This step is also prompted by questions that you will ask. It’s often as simple as: “What would this new outcome mean for you and your company?” When they answer they are forming a new thought direction that will lead them to your product or service.
5.    Confirm that this new chosen outcome is what they really want. Sometimes clients/customers will tell you what they think you want to hear. This doesn’t help anyone. They must tell the truth. They have to be honest with themselves, and with you, for real solid behavior to follow (saying “yes” to cooperating with you and all the actions that involves).
6.    You need to be certain the new outcome is truly going to be good for your customer/client. It does no long-term good for your reputation or your company’s reputation to do a quick short-term, bad-fit sale. No, you want the customer to truly benefit from all the features of your product or service. So, make sure the fit is genuine and true.
7.    Do not judge. If you perceive a response by a customer or client to be inappropriate don’t be too quick to judge it. He might have a different point of view than you do as you both initially meet. Take some time to understand and relate to clients. Once you do this, their response may seem to make more sense and you might find they are resonating 100 percent with your message.
8.    Never tell your target person he is wrong. This is a restatement of that old saying, “The customer is always right! ”That may not always be true, but it’s a good caution sign in your own mind. When you think about it, how would you feel if someone told you that you were wrong? You would probably get defensive and try to show or prove that you were in fact right. You would end up clinging more tightly to that position. Your customers will react the exact same way. Never tell them they are wrong or that buying your competitors’ product last year was a mistake. Your customers will immediately wonder if buying from you would be a mistake.

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