Persuasion Psychology & Influence | Learn How to Close the Deal | Robin & Jesper ✓ | Skillshare

Persuasion Psychology & Influence | Learn How to Close the Deal

Robin & Jesper ✓, Teaches Digital Marketing

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13 Lessons (1h 20m)
    • 1. Persuasion Psychology and Influence Introduction Skillshare

      0:39
    • 2. Persuasion & Influence Explained

      4:26
    • 3. How to Close a Deal

      12:58
    • 4. How to Persuade

      6:09
    • 5. How to Influence

      7:17
    • 6. The 3 Boxes

      6:48
    • 7. Persuasion Mastery in 5 Steps

      4:04
    • 8. Exercise - Character

      8:01
    • 9. Exercise - Reason

      6:37
    • 10. Exercise - Emotion

      7:09
    • 11. Exercise - Metaphor

      6:52
    • 12. Exercise - Brevity

      7:33
    • 13. Thank You!

      1:45

About This Class

Would You Like to Learn How to Close More Deals?
Then, You've Come To The Right Place!

Persuasion Psychology & Influence | Close the Deal is an Online Video Course For Anyone Wanting To Learn to Close More Deals through Persuasion and Influencing. You'll Learn How to be Successful With Your Sales & Deals in Any Business, Marketing, or Sales Situation.

Inside This Course, You'll learn how to Close Deals.

After This Course, You'll Be Able To

  • Close More Deals.

  • Persuade Others to Take a Desired Action.

  • Influence Others to Change Their Minds.

What You Will Master Inside This Course

  1. How to Close a Deal

  2. How to Persuade

  3. How to Influence

  4. Sales Psychology

  5. How to Build a Credible Character

  6. How to Reason

  7. How to Play on Emotions

  8. How to Use Metaphors

  9. How to Use Brevity

This Course Includes Templates, Tools, Phrases & Exercises That Will Help you to Close More Deals, Persuade & Influence.

The Tools in This Course Are FREE.

See You Inside The Persuasion Psychology & Influence | close the Deal Course!

Love 

Robin & Jesper

Transcripts

1. Persuasion Psychology and Influence Introduction Skillshare: Hi, welcome to the course on how you can close more business deals by using persuasion psychology and influenced. My name is Jasper and I will be one of the instructors of this course. And my name is Robin, and I'll be the other instructor of this course. Now, if you want to learn how to close more deals, persuade other people, and make them do as you want, and learn how to influence others in order to change their minds. You'd come to the right place. Now will take you through various exercises and technique and show you how to do just that step by step. We'll see you in the next video. 2. Persuasion & Influence Explained: Hi and welcome to the course. Now, me and jesper are super excited to have you with us, and we hope you are just as excited to get started. Now, in this course, you're going to learn some very important sales skills in order to learn how to close deals by using persuasion and influence. But in this lecture, we're going to start from the very beginning at first apolar. What does it mean to close a deal? What is persuasion? What is influence, and what is the difference between persuasion and influence? Let's dive in. So first, let us understand what it means to close a deal. Now, closing a deal means the achievement of a desired outcome. In other words, getting a sale or a signature. Now the key here is the achievement of a desired outcome. So if you are a salesperson and you managed to sell a product to a customer, Well, when you actually make the sale, you have closed the deal. And if you are a business owner and you're looking to enter a partnership with another business. Well, when they sign the contract and they entered the partnership with you, you have closed the deal, alright? So closing a deal basically means getting your way, getting your desired outcome. And it is a key skill when it comes to sales, marketing and business overall. So there are two ways to properly close a deal. It is through persuasion and it is through influenced. Let's look at those. First of all, we have persuasion. Persuasion is when you make someone take a desired action by convincing them with facts and numbers. Now the key words here are, you make them take a desired action by convincing them with facts and numbers. This is what salespeople used when you meet them for the first time and they're trying to make a sale. You don't have any relationship to the salesperson. So what they will do is that they will try to convince you with facts and numbers. The key here is that you want someone to take a desired action. You want someone to make a purchase. You want someone to write their signature to enter the contract. Basically, you're trying to convince them with logic. Alright? That is persuasion. The second way is by using influence, now influences difference. It is make someone change their mind by using your reputation, trust, and relationship. Keywords here is to make someone change their mind by using reputation, trust, and relationship. Now you might already know what an influencer is. An influencer is someone who has a lot of subscribers on YouTube or a lot of followers on Instagram. When they recommend a product, you automatically trust that product because you trust the influencer and because you now trust that product to, that means that that influencer has influenced you. That is why they are called influencers because the influence you, because you already have a relationship to them. And they have a lot of relationships because they have a lot of followers. So to summarize, persuasion is when you make someone take a desired action. So in other words, persuasion can be used on any one at any time in order to take an action. It is more shallow, but very effective. Influence is used to help someone change their mind. It goes deeper, but it also takes longer because you need a relationship and you need trust. So with persuasion, you can convince someone to buy an iPhone, but would influence you can convince someone to say, iPhones are the best phones in the world and have that person only buy iPhones from now on because they have changed their mind. They now believe iPhones are the best phones in the world and they will only buy iPhones from now on. Influence goes deeper, but it takes longer. Persuasion is more shallow, but it is easier and can be used on any one at any time. In this course, you're going to learn effective persuasion techniques. And you're also going to learn effective influence techniques in order to fully mastered the sales spectrum. And in the next lecture, we're going to look at some techniques in order for you to learn how to close deals effectively. And then we're going to go deeper and deeper into persuasion and influence. See you in the next lecture. 3. How to Close a Deal: Hi and welcome back. So in this lecture, we're really going to get down to business. In this lecture, you're going to learn how to close a deal. And we're going to learn different principles, strategies, and techniques to use to effectively close deals. And there will be templates for all of this. I hope you are prepared. This is an exciting one. Let's dive in so we know what closing a deal means. It means getting that sale, getting that signature, getting your wheeled through in front of a board of directors, it could be anything as long as you're getting your desired outcome, right? So we're going to look at how we actually close a deal, how to actually achieve that. And to start off by, we need to understand that there are three main steps that we always walk when we're closing a deal. Alright? And number one is preparations. That is setting the foundation by creating the most advantageous situation possible. In other words, we prepare for everything that might happen and we prepared that we are in the best possible situation to close the deal, we're going to dive into that. So once we've done our preparations, we move on to the second step. And that is the assumptive close. That is when we test the waters, assuming that the prospect that is the person who is buying or getting the signature has agreed to buy while asking open questions, right? So in here we test the waters. We assume that they have agreed, but we're not certain. So we ask open questions to test the waters to see where they are at, right? That is known as an assumptive close. We assume that they are willing to buy, we assume that they are willing to close the deal, testing the waters. And then we have the final step, which is known as the final close. Sometimes this is referred to as asking for the sale. That is when you really make your MOOC. Basically the final close is when you close the deal, you ask a closed questions that require direct answers. So while in assumptive close, you ask open questions. That is, questions that are not just yes and no. In the final clause, you do as closed questions where the answers can only be yes or no, because we're looking for direct answers and we're going to see if we can actually close the deal, make the sale, get the signature, convinced them. Alright, so these are the three steps. Whenever we closed that deal, sometimes you can jump straight into the final close, but always make sure you do your preparations when you are in the conversation. Make sure you make an assumptive close before you do a final close, always test the waters before you do a final close. Alright, let's dive deeper. Let's look at what preparations actually are. So preparations mean that we set up through the most advantageous situation possible. Step number one, identify the decision-maker. We want to make sure that we are talking the same language as the person who's actually going to make the decision. So if you are selling children's toys, then you know that the parent are going to be the one who will buy the product. So you need to not only convinced the child, but mainly convinced the parents. Because if the child is convinced but the parent is not, there is no purchase that is going to happen. Identify the decision-maker, speak the same language as the parent. Similarly, if you're talking to a representative, you need to understand who's actually making the decisions and talking the same language than numbers, The fact that, that decision maker is going to want to hear. So always identify who's making the decision and focus all your efforts in closing the deal with that person, even if you're talking to someone else. Step number one. Step number two, create urgency. Make sure that if you have a contract that is coming up, make sure this contract is not going to last forever. Maybe you've got a week, maybe it's now or never, but make sure that there is urgency. Because if they feel like there's all the time in the world, they are not going to be keen on making a decision. And if they don't make a decision, you're not going to close the deal. So in whatever way you can create urgency, make sure that the discount is now or never. There's only a few stock left. The time limit before the contract expires is in a week or tomorrow. Whatever it might be preparing makes sure that there is some sort of urgency in the background. Step number three, handle objections. You know that people aren't going to be sold on what you have to say no matter what it is, prepare for those objections. So if you say that this is our newest release and it's the best one we have got. They're going to ask why or why is this better than that? You need to be prepared with those answers. And the best way to get those answers is to go out there, see the objections, and write them down. Remember, find the answers, and then for the future, always know how to handle those objections. This is how you get better and better at closing deals. Step number four, know your competitors. You are not alone, whatever it is that you're selling. There are competitors out there. Sometimes they have better deals. Know those deals. Know why you are better. If you are not better, there's no reason for them to close a deal with, you know, your competitors and know why you are better. This is the preparation phase and there is a template for this. You can always remember it and go through it. Now, let's move on to assumptive close. This is where we test the waters. And here you're going to learn a couple of phrases and techniques that you can always use to test the water. Remember to make them personal to you. But this is how we test the waters and they're all going to have names for you to remember them. All right. The first one is called the advisor and that is simply asking, is there anything you're curious about? Right? So that means that you are asking an open question to see what are they curious about? Do they have objections? If they have objections, you can handle that and you're one step closer to closing the deal. Asking Is there anything you are curious about makes you the advisor. You're no longer the salesperson. You are the advisor. And that is a much better position to be in because they're gonna trust you more very effective technique. The next one is the investigator that is asking, what are your thoughts? By asking what are your thought, you're going to get their unfiltered thoughts on what you're trying to achieve. Maybe sign the contract. Maybe selling the product may be getting invested in whatever it might be by getting their thoughts, you're in a position where you can handle the objection. We know how to use your influence, guilt or persuasion skills more effectively, and we're going to cover them in an upcoming lecture. So what are your thoughts? Is going to get all of their thoughts unfiltered so that you can prepare for what's about to come right. Next up we have the moon that is asking what happens next. This is a perfect one to see. Are there ready to move on? Is there something that is stopping them from moving on? And what can you do about it by asking what happens next? It is not completely direct. It is an open question, but it is a little bit more confronting to see, hey, where do you want to take this in the next step? Or rather, what is stopping you from taking the next step. And then finally, we have the uncommitted. Why don't you give it a try? Now this is a little bit more confronting. So you can't ask this on anyone at any time. But by asking why don't you give it a try, they're either going to say, hey, yeah, you're right, I'm gonna give this a go or they're going to say, Well, because I think and then there's gonna be an objection and you're going to need to handle that objection. So all of these four have the same purpose. They are assumptive closest to test the water and see if you can close the deal. You can use one. You can use all four, but make sure you make them personal to you and try them out and see which one you are getting the best results with. And there's going to be a template for this. So this is step number two, testing the waters to see, is there any problem? Is there any objections? Are they aware of competitors that have a better deal, et cetera? Finally, we move on to the final close. This is where we actually make the clothes. This is where we move on a little bit harder to try to really close the deal. So the number one is what I call the permitted. And that is saying, unless you've got any further questions, I think we're ready to get started. Now, it's very important that there is a question mark because if you say, I think we're ready to get started, that is to push. Uh, you never want to be the person who is pushing. But if you say it by erasing your tone at the end and saying, I think we're ready to get started. You're asking for their permission, right? You cannot close a deal without their permission ever. And by making sure that you show that they are in charge, but you are ready to make them move and actually go through with the deal that makes them comfortable. And it also shows your intention clearly. And if they're on the same page, this is the perfect moved to make. So this is one of my absolutely favorite closest of all time. Just remember, save this as a question. Unless you've got any further questions. I think we're ready to get started. It needs to be a question, otherwise, you are to push it too confrontational. I call it the permitted because you are asking for their permission. Alright, moving on to the next one is called the price. And this is where we say, let's talk about pricing. While this is a slightly more open question, they're still going to say yes or no to this question because if they are not interested in closing the deal that is signing the contract and making the sale or whatever the outcome might be, they're going to say, I don't think we're ready or I'm not interested. But if they are interested, they're gonna say, okay, so what's the price? Okay, so let's do that. So I'm thinking, et cetera, whatever it might be by mentioning, let's talk about pricing. You're opening up to closing the deal. And it is a direct way of doing it. Very powerful, very effective. Moving on, we have the timer, so it is if everything feels good so far, when would you like to get started? So while this is also slightly more open, we're still asking them to set a proper date on when would you like to get started? And we're also saying if everything feels good so far, so we're never push it, we never confrontational because that doesn't work. You want to be friends, you want to be open, you want to be trusted. So if everything feels good so far, when would you like to get started? And then they're going to say, I don't think I'm ready to get started. Well, then you handle those objections and you take it from there, right? And then finally, we have v. Okay. So the okay is basically when you make a summary of the sale and then you say, does this sound okay to you? So by summarizing everything you've gone through in everything that this deal is about. And then asking for their permission and say, does this sound okay to you? They're gonna give you a yes or no. Well, you've got a dealer, you can close it. You have succeeded. If they say no, well then you're going to look at why they're saying no and handle that. Okay? So once again, all of these four you can choose one, you can use all four, try them out, make them personal to you and see which one you are getting the best results for. And remember, different people require different approaches, different situations require different approaches. This is where we were looking at multiple options here and there's going to be a template for this as well, so you can practice them all and learn when to use Watts. And finally, I want to end this lecture by saying that not every deal is meant to be closed, right? Sometimes there's going to be deals that simply aren't going to be a good deal for the other person, then it doesn't matter how good your techniques or your phrases are, you're not gonna get that. This happens and it's going to continue to happen. What we're looking at is maximizing our chances every single time to close the deal by mastering the three basics. And that is getting our preparations right. Testing the waters when assumptive closes and then final actually closing the deal by using final closest asking for the sale. So what you need to do here is be prepared that sometimes you're not gonna get the close, but every time you practice, you are going to get better. Download all of these templates, memorize them, practice them one at a time and stay consistent because the key is in practicing more and more and more. And I promise you, you're gonna get better and better and better. In the next lecture, we're going to dive deeper into learning how to use persuasion in neurosurgery, improve how we close our deals. That is what this course is about. Now you know how to close deals. And next time we're going to learn how to do that even more effectively by using persuasion. I hope you're as excited as I am. See you in the next lecture. 4. How to Persuade: Welcome back. So in this lecture, you're going to learn how to persuade. This is probably the most important single skill you could possibly have, because it means that you could meet any person and then have them do the desired action that you want them to do, right? So let's dive deeper into learning how to achieve bad. So we're going to learn some powerful principles and techniques to persuade. And the first one is the most important principle of them all. And that is to be authentic. Personalize everything you do and say, now people can sense if you're fake, people can sense if there is a hidden agenda and you are playing a role in order to achieve something. And that is very uncomfortable, the easiest way and the most effective way to persuade anyone at anytime that is for you to be yourself. If you're slightly more eccentric, that is your all over the place you'd like to talk, then be that person. Don't use sales phrases. This kinda, you know, you go back here because maybe you think there's going to be better. No, you need to be yourself absolutely. Adapt to other people. Always adapt, but in its essence, stay yourself because they're going to tell if you're faking it and if you're faking it, you're not going to persuade anyone to anything. The second way is prepared. Know your numbers and facts. Remember one of the weaknesses of persuasion is that you don't have any relationship, you don't have any trust, a reputation to the person or the business or the people that you're trying to persuade. So that means because you have no relationship and no trust, you need to persuade them by using facts and numbers. Why should they trust you? Answer that question? And you can persuade most people into most things, because the true essence of persuasion is having other people get their will through. It's just that, that is going to be your wheel as well and you're gonna steer them that way. But you need to have the numbers and facts to back that up because they don't trust you. They don't have any reason to trust you. And that is what persuasion is all about meeting someone or some people you haven't met before and having them taken desired action, even though you just met. For that, you need your numbers and tax prepare. The third way is problem-solving, focused on solving problems and knock on selling. This is the essence of all business, and this is also the essence of truly effective persuasion. No one wants to really buy. They want to have a problem solver. They want to have a passion fulfilled. But at any rate, people have problems and they're only going to do as you say it, that actually benefits them, right? If you're trying to persuade people into something that is truly bad for them. Well, there's not going to be on that train. You're going to make sure that you solve people's problems. And that is the most effective way of persuading. So once again, effective persuasion is having the other person have their way. But that way is also going to be your way. That is effective persuasion. Alright, so once again, focus on solving problems, not selling, even if it means getting a signature on a contract or convincing an entire board of directors. All of them are seeing problems, solved those problems and you can persuade them. Alright, next up, number four, we have social proofs. Now, they may not trust you, but they will trust other customers. Remember your strangers, they're not going to trust you. But if you have social proofs, they're going to trust them because there are other buyers and they are high in numbers. So that is why we have the system on every single online products because that social proof is so powerful. If a salesperson you don't know, says is a really great product, you're gonna say, I don't know. I mean, there are salesperson, right? You know what they want. But if you would have 3 thousand people who said, I bought this product and it was amazing, I love it. You're probably going to be much more inclined to trust that uses social proofs when you're trying to persuade someone. And this goes hand in hand by knowing your numbers and facts. So for example, if you're trying to sell a shoe and you know that this is your best seller, will then make sure that they know how many people that have bought it or what the average rating of it is on their website or whatever, use social proof to persuade. And then finally, we have m power. This is powerful, provide context instead of telling them what to do. So you never want to say, you should do this. You should do that. People hate being told what to do. I know I do. And probably Youtube instead give them contexts. So for example, a lot of people who have this shoe prefer to upgrade to this shoe when they buy new shoes. That is providing contexts. You're not telling them what to do. You're using facts and numbers, you're using social proofs and you're giving them a contact or using all three at once, say to say, most people who are in your situation prefer to upgrade to this shoe when they buy a new one. And that is really powerful. Always provide context, never tell them what to do. That is how you persuade anyone into doing anything. And remember, people are not going to be persuaded unless it's going to benefit them themselves. Now, persuasion is such an incredibly powerful tool that at the end of this course, we're going to dive deep into persuasion mastery. We're going to look at the five steps for you to pretty much persuade anyone into anything. This is true persuasion master entity is the most important skill you could possibly have. And we're going to do exercises to make sure that you completely mail it and get it. Just remember to persuade, make it a win-win situation. And if it won't benefit them, you won't persuade them. So that means you are not going to want to persuade anyone into anything, but you want to have the ability to do so, make sure that it benefits other people, right? So this is how you persuade and there's going to be a template for this as well. In the next lecture, you're going to learn how to influence. See you in the next lecture. 5. How to Influence: Hi and welcome back. So in this lecture, you're going to learn how to effectively influence someone. Now, we need to understand that the very basis for being an effective influencer is simply being a nice person, right? An influencer has the advantage of either having someone's trust and relationship to the person, or they have a high reputation. So people know who the influencer is, right? And unaffected. Influencer often has a lot of connections. So for example, the influences we know on, on Instagram, they have a lot of followers, That is a lot of relationships. Or on YouTube they have a lot of subscribers. That is, a lot of relationships, so they can influence a lot of people. The essence of influencing is having an effective relationship and being a nice person so that you are likeable, right? So with that said, let's dive deeper into learning how to influence. So would influence. We already have a couple of advantages over persuasion, right? Because we either have a relationship, trust, or a reputation. So that means that we're going to need different techniques in order to influence someone. And the first thing we're going to talk about is focus, making someone feel important. This is super, super important, yes, while you also wanna make someone feel important when it comes to persuasion, that is a given, but that is not fully trusted here, because we're influencing, because we already have a foundation focusing on someone. It's going to make them feel extra special. It is so important that whenever you're trying to change someone's mind, make sure that that person is in focus, that we're listening to that person and we're really hearing them when we're influencing. This means a lot. When we're persuading someone. It's a given, but it's not as trusted. Here, it's everything. So that's the first one. Make them feel important. Now the second one is storytelling. Stores make the product or service more personal and interesting. So whenever you're trying to influence anyone, make sure that you have a story, make sure that you have a story that's about you. Because remember that's the essence of influencing and how it can relate to them. So they feel important and they feel they can relate to it. Storytelling is ever so important and we're going to dive deeper into storytelling later on in the course. But understand that storytelling is essential when it comes to influencing. Because people will listen to your story here because they already have a connection to your relationship to you. This is harder in persuasion, but this is a given in influencing. All right, next up, we have connect this system very essence of influencing, connect to other people's emotions. If you don't connect to their motion, you're not going to change their mind about anything. And if you don't connect to their emotion, you're not going to build a relationship with them. Now, influencing in its essence is about you having a high emotional intelligence. That is you being intelligent about your emotions and how you relate to others. You being a really nice and likable person. And you learning how to effectively build relationships in networking, connecting to other people. So without further ado, connecting to other people's emotions is the foundation for all of that. And you have an easier time connecting to other people's emotions. If what you tell them a relate to them is through storytelling. And if you make sure that you focus on the other person, alright? So the essence of influencing is through connecting to other people's emotions forth up. We have FOMO, phono stands for fear of missing out. And basically what it means is that we're all afraid of being left out in the group is very biological. We always want to be included. That is why something is called a trend. Because when someone is trending, we all want to jump on it like in fashion, for example, if a lot of people are doing it, we wanna do it. A way to influence people is to make sure that they have a chance to feel included. We never threatened in any way with excluding, but rather we give people the chance to feel included. And because they trust you, they're going to want to be included with whatever it is that you are proposing or offering. And that is the power of influencing, right? So you can take something as basic as say that you have a group of friends and everyone or using Apple products. Well, by using foremost simply by talking about apple, they're going to want to be included. You talk about it, you talk about the benefits of it. You have them relate to, To do so storytelling and focus on them. And then they have a chance to feel included by also having an Apple product. This could be on anything but people want to feel included. Brands understand with, and you need to understand this as well when it comes to influencing other people. And then finally, we have indifference, neediness, cost as distrust. It is important that you stay indifferent to the outcome. Indifferent means that it doesn't matter to you what the outcome is, right? So when you're trying to change someone's mind, when you're trying to influence someone, makes sure that the focus is on the other person and about connecting to the other person. And because you're connecting to them, you need to stay indifferent to whatever the outcome is because it's all about them. And if they feel that it's all about them and you're connecting and you're building trust, you're building that relationship. They are going to want to do what it is that you want them to do, that is influencing and that is how we, as humans work. So as you can tell, influencing is a bit different than persuading. Persuading means that you need to use numbers and facts and you need to use specific techniques in order to convince that one, because we're dealing with strangers in influencing would basically already have everything made for us. So that means that we use the relationship we use to trust. We use a reputation in order for other people to feel included, to feel focussed on, to feel really good, and then have them do what we want them to do. And that is just you talking about the benefit of that specific thing. And that is why once you are an influencer, once you have a lot of followers or subscribers, like it's pretty easy because if they trust you, they're going to trust what you say. If they trust what you say and you ask them to do something, they're going to be very likely to do it. Make sure you stick to the basics here. You have high emotional intelligence, understand yours and others emotions. Focus on the relationship and just be a nice, likable person, a human being. And through that, you can influence people to change their mind. You can influence people to do as you want. Just make sure that once again, it's a win-win situation. Influencing is easy once you understand it. Persuasion, that is where the art is, and that is why later on in this course, we're going to focus on persuasion mastery. So this is how you influence someone. And you're gonna get the templates that you can remember. All of these different things, go out there, apply them. Remember the essences, being a nice person, focus on that relationship, make them feel important. That is the essence of influencing. Alright, now in the next lectures, we're going to learn more about sales psychology. More specifically, I hope you're ready. We have learned a lot already. And then after that section, we are going to be learning about persuasion, mastery. Stay excited. See you in the next lecture. 6. The 3 Boxes: Welcome back to the Corps guys. In this video, we're going to have a look at them sales tactic, which called the Tree boxes, which I'll out of his successful companies are using around the world to increase their sales. So let's dive into it. There are three boxes, ease and sales technique that Apple is using to sell more cell phones. Buf, I'm going to teach you that inside of this video. So let's have a look at the core of the tree boxes. So the entire goal with this technique is to have a person go from yes or no. I don't know if I want to buy this to which one should I choose? So let's have a look at a real example of yes and no. Both me and Robbins educated personal trainers and this is how it looked inside of our Jim when we were trying to sell personal training, we had personal training packages. So the first one would be this for example, we have the starter package where selling ten of our hours for $699, that would be so what you will then do as a customer, you would go in and you will talk to one of us personal trainers. And we said we have this starter package for you. This might be a customer that is new, that haven't tried personal training yet. So they don't really know what they are buying. They don't want to buy too much, but they also would like to have some results, right? They would like to change their body and somehow either to strengthening it up or to get that beach body right. But they don't understand what they're buying really because they have never worked with and personal trainers. So what they are doing then is have a look at the price. They're seeing $700 for ten hours of training. I don't know what I'm buying and $700 is a lot of money. So instead of having one offer, one product or one service, what we would like to do then is we would like to change are offered. So going from one starting package, go to unreal result package where we're selling 20 hours of personal training. And this is exactly what it looks inside of our gym, our boss into Jim knew exactly on how to lay out this tree box method. So now you can see that we're selling both ten hours of personal training for around $700. And you can see then that we're selling also 20 hours of personal training just for the double amount of price, which is $1400. So what the customers brain is doing now, they're seeing that they're having two different option. Now the first option doesn't look too expensive, does it? So you are starting to understand that well, okay, we have the starter package, but I maybe don't want to cheap out here because I would like to have real results. So now the customer is starting to go between which one should I pick? But then what we're doing is we're throwing in one more choice, which would be 50 hours of personal training. Now, I don't know how many packages I sold. Two inclined that was cold traffic, meaning they walked in through the door, maybe they sold them a membership of the gym. And then I said, hey, I know you're new here, but would you like to buy 50 hours of personal training for about $3,500. That's not as good sales tactic. You have to create some rapport, which means some kind of connection with the customer before you're trying to sell this. So what we're having on the screen right now is three different boxes of choices. We're having ten hours for $700, we're having 20 hours for about $1400, and we having 50 hours for about $3,500. So what we have done here with the customer is we're having them going from checking their prices to checking on the different packages and also going in between in their heads on which one should I pick? And here we have something called the 20-60 20 principle. So if you're looking at, on this packages with these choices, ten hours doesn't look too expensive, right? This is the starter pack. But what if I would like to have real results, then I would definitely go for the second package, right? I don't want a cheap out here on my body and all my health. But what if I could change my life? Go for a 50 hour package, but still, I'm pretty new in the gym and I don't know if I would like to invest that amount of time and also a mom for money on a product that I don't really know anything about that I haven't tried yet. So actually here we're having something called the 20-60 20 principle. And that is basically that 20% is going with a starter package when they are introduced to this kind of model. And then 60% is going forward and middle package. And then we're having those kind of people that we have persuaded or that just want to change their life now and they really, really trust you. That is going for a massive package over 50 hours of personal training. So this is a method that you can use inside of your business. Now, while knowing that you're having a service or product that you really want to sell and also delivered to your customer because you are confident in whatever you're selling. What if you could create two different other options for the customer? Now if you still want to sell this as a core product, the middle one for us in this video, it would be the 20 hour training. Then you could also sell your product like the 20 hour training. And then you can create another product that is having a little less value like the ten hour and then one with massive value will all inclusive. That kind of thinking. So if you do this, then you would see that people will go from either yes or no to which one should I choose from looking at the prices to go? Hm, I wonder which package fits me the best. Is this gonna change my life? Or am I just ready to get real results? You know what I mean? And actually a company that is using this model in their marketing is Apple, their self. If you have a look on the screen right now, you can see that they're selling one iPhone Pro. They're selling one iPhone max, and then they're selling that regular iPhone four different prices. And this is of course, because not everyone can afford the most expensive one and maybe not even the medium price, the regular priced ones. So there's buying the cheapest one. But if you had the money and you didn't know which one you should go for the effect, you would probably go for the middle one if you didn't search out for the biggest one. So the three boxes is the same principle that huge companies like Apple is using inner strategy. So now it's time for you to use this strategy when you're selling your products and services because it's really working. So guys, I'll see you in the next video. 7. Persuasion Mastery in 5 Steps: Welcome back. So you've learned a lot already. You have learned how to close more deals, how to persuade, how to influence, and you've just been learning about sales psychology. Well now we're gonna move on to the next level and go in-depth in persuasion. You're going to learn how to be that change that you want to see in others in order to apply persuasion to any area of your life. I hope you're excited. Let's dive in. 2 thousand years ago, a Greek philosopher and master, my name, Aristotle, came up with the blueprint on how to persuade pretty much anyone to anything. Now this persuasion techniques are used even to this day, because even though a lot of things have changed in 2 thousand years, our brains hasn't. And that is why these techniques are as effective today as they were then. And if you look through any famous TED talks and any famous speeches, you will see that almost all the time every single one of these principles are applied. This is how you truly become persuasive and take it to the mastery level. So in this section we're gonna go through five different steps and do exercises on each and every one of them. And the first step we're going to move through each character. We're going to look at ru, the change that you want to see in others. In other words, are you credible if you're trying to persuade me to something, how do I know that? I can trust you? So in this section, you're going to learn how to build your character to be credible, to persuade. Now the second step is recent. Remember when we persuading someone, we are not coming from a point where we already have a relationship or where we already have trust. If we do, those are only bonuses. But here we need numbers and facts. We need to reason with them in order to show them that, hey, you are right. This is a good idea. And reasoning like this persuasively reasoning, an arc. And we're going to dive deep into that art in this step. That's step number two. Now step number three is emotion. There is a common saying that goes, people buy with their hearts and reason with their heads. And that is why we need to understand both how to be persuasive with reasoning, but also with emotions were all emotional creatures and emotions are what drives us. We're gonna learn how to use those emotions to our advantage in order to persuade other people. That's the third step. Now the fourth step is metaphors. Metaphors are figures of speeches. It is a way to make your words more memorable and create a deeper meaning. People who master speaking with metaphors have a way to have a much bigger impact. And that is what we are going to learn in this step in order to create a deeper understanding and be more persuasive. And then finally, the fifth and final step is brew it. You may not have heard the word brewery before, but Aristotle said that this might be the most important point of them all. And I believe he's right. Brewing means to be concise, to be as short and to the point as possible. So what we're going to learn here is how we can add in as much value as possible, in as few words as possible. Because remember, everyone's attention span are really short. He realized this 2 thousand years ago and today there is shorter than ever. We need to make sure that everything we do and say includes brewery to be as concise and to the point as fast as possible. This I agree with him, might be the most important point of them. O. So these are the five steps that we're going to go through one by one to master persuasion. And we're going to start off in the next lecture by looking at character. So let's get started and build your persuasive character. See you in the next lecture. 8. Exercise - Character: Welcome back. So we're about to take our very first step into persuasion mastery, and that is through building your character. I hope you're excited. Let's dive in. All right, so what does it mean to build your character and why is it important? Now let me illustrate with a story. You might recognize this man. This is Mahatma Gandhi. He's famous for his many quotes, but of course, it's mainly famous for being an Indian activists who freed India from Great Britain. Now what he would do is he would talk about a nonviolent world. So in order to achieve that, so he, with his activism led nonviolent resistance, right? Because he wanted to be that change he wanted to see in others. Similarly, when he went to Great Britain to hold his resistance and talk to the people there. He would dress up in a suit and tie because that is how you're credible in Great Britain, especially then, but also today. But then when he would go back to India, he would strip all of this, assumes he did not wear a tie and he would dress very casually just like they did in India, because that is how he built his credible character. He would dress accordingly to the custom that was credible. And he is famous for his quote that said, be the change that you want to see in the world. Now we've changed it a little bit. We changed it to be the change you want to see in others. Because if you are the change that you want to see an others, that is how you truly persuade them. Let me show you what I mean. Now, take this guy for example. Chances are he might be a very nice person. But if he were to be your personal trainer, would he be credible to you? Probably not. Because if you look at his character, if you look at his credibility, it doesn't look like he actually trains himself, right? Nothing wrong with being overweight. But if you're overweight and you were suggesting others to train, you don't have a lot of credibility behind there. So he's character and what he's trying to persuade you to, they don't match. And because they don't match, you don't trust him for his words and you need that trust to persuade people into things. Now if you take this guy for example, chances are that if he wanted to give you training advice or diet advice, you will probably be more keen to listen to him because he has the character for it. It looks like he's in great shape. It looks like he's eating well. And because of this, because you can see the change in him, the change that you want, you trust him. So always we want to be the change that we're trying to create an others. Here's another example. Let's say that you're a shoe salesman or a shoe sales woman, and you're selling shoes and you're walking around in these chances are you're not going to be very credible because hey, if you don't look like you care about your shoes, how can I trust that you have a good tasting issues? How can I trust that you're going to pick good shoes for me, cuz you're not taking care of your own right? Now. Unlike If someone were wearing these shoes, you were probably think hey, there up to fashion the it looks like they're taking care of their issues. They look new or at least washed. I can trust this person and that has to do with character. They are the change that we're looking to see in ourselves. So in order to persuade, Be the change that you're trying to create in others. That is the first step and it is the basis. So once we've established this a weekend BY that change, were able to build up trust and credibility. Because when, when built up trust and credibility and they can actually trust what you're saying is going to be much easier to convince them with facts and numbers. And this is how you become truly persuasive. Now there's a reason that if you go to a bank, for example, people are going to wear a suit and a tie and they're probably gonna wear a watch because it looks professional and it looks trustworthy. You went to a bank and everyone would be sitting in worn-out shorts and disastrous shoes and, you know, a t-shirt that had holes in it. Chances are you wouldn't feel very comfortable putting your money into that bank because they don't reflect trust, they don't reflect professionalism. So what you want to do is that you want to build that trust and credibility by being the change yourself. So once you build up this character is important that you continue working with this character and focus on experience over degrees. Now what I recommend you do is that you go to any TED talk that's available in YouTube and see how people present themselves. You're gonna notice that most people do not present themselves through their grades because people are not that impressed by grade, but people are impressed by their experiences. So say for example, if you were to go skydiving, would you want to go with someone who has studied skydiving very extensively or someone who has been doing at least 10 thousand jumps of skydiving. Chances are that if you know that a person has experienced in it, you're much more likely to trust them. Experience is everything. Similarly, if you look at conversations from the World Health Organization, they're often not going to talk just about their studies. They're also going to talk about what they've seen, what they've experienced because that brings out the trust, because those people side, they experienced it. And therefore we trust facts and numbers are needed to convince. But to truly be the change yourself, you need to reflect it. And that comes from experience. Start off by showing and talking about that experience. It trumps any degrees and it trumps any facts. So once you've established that, that's when you move in with the numbers and facts. So what we need to do next is to build your character, right? So in order to do this, we've actually put a exercise that you can go and download in the resources section, I strongly recommend that you do this exercise because actually doing it is first going to be creating the change. Just listening does same impact. So the exercise is going to work like this. We're going to look at what are you trying to sell or what is the deal that you're trying to make, or what is it that you're trying to achieve? And then look at how is your character consistent to that. In other words, are you reflecting that change that you're trying to make and others are? How is your character consistent and credible towards what you're selling? First of all, write that down and then write down how we sit. Not because that is going to show you your areas for improvement and this is all in the template. So I strongly recommend that you do this exercise. Now once again, if you are a salesperson who are selling and you're trying to sell the latest iPhone or the latest Samsung. But they see that you have this really old Nokia or Motorola phone. You're probably not going to be very credible, right? Similarly, if you're selling expensive suit, but you are wearing a really cheap an old t-shirt. You're probably not going to be very credible. And that goes for everything. Whether you want to persuade a board of directors or you're trying to persuade other businesses into contract, doesn't matter what it is. Be credible, always be credible and that starts with your character. So go to the resources, download the exercise, and do it before you move onto the next step. Alright, so let's quickly summarize. First of all, you want to be the change that you want to see in others. You want to be that because you're building trust and credibility so that you can actually persuade others and then understand that experience always goes over degrees. Yes, degrees are impressive and they really help, but nothing beats experience. So whenever you're trying to persuade, always worked from experience instead of degrees. Alright, and finally, build your character really do the exercise because doing the exercises is what creates the changes and what's gonna make you a persuasion Master. So do they exercise before you move on to the next lecture? And I'll see you in step number two in the next lecture. 9. Exercise - Reason: Welcome back. So it's time for us to take the second step in our Persuasion mastery journey, and that is through diving into research. Now reason is giving them the why, why should they do the action that you're asking them to do? Remember, we need to create win-win situations in order to persuade anyone. Left, dive deeper into that. Most of the time when we're persuading people, we do not have the benefit of having a relationship or having people trusting us or having a reputation. If we did, we would be influencing, right? So when we are persuading people, we need to give them a strong reason to trust us. We've already started building up that reasoning and that trust and credibility through our character. But now we also need to reason with them to make sure that what we're suggesting is that a good idea. And if it's a good idea, of course, they're much more likely to do what we're asking them to do. So the very first thing in the entire objective of this step is understanding why if you're suggesting or, or having them do something specifics such as buying a specific product, was signing a specific contract or taking a specific action, whatever it might be, why should they do that? Understanding there? Why is their entire motivation? Their entire justification? If they don't have their why, chances are they're not going to do anything that you want them to do. So say, for example, that you're trying to go into a partnership with another business and they are going to ask you, why should we enter this partnership? And you're going to say, because we can increase your revenue by 10%, that's pretty massive, right? There's a pretty good why reason. You always need to give them the why whenever they understand their why, persuading them into anything is going to be so much easier. But once again, you might say, we're going to increase your revenue by 10%, okay, yeah, there have there y. But then comes the next question. How are you going to do that? So I understand why I should enter the partnership, but make me believe you, how are you going to increase our revenue by 10%? And this is where you explain the mechanics behind it. We have a marketing program that helps raised us and then we have our revenue shared. There's going to be this profitable for you, et cetera, give them the mechanics behind how it works. Another example might be, so let's say that you're selling shoes. Then the customer might ask, why should I buy these shoes? And then you might say, because these shoes might improve your mile time by 5%. And then they're going to ask how, and this is where you add in the mechanics, right? This is where you sell well, because they have the signature technology which makes the landing smoother and allows you to take the next step with less effort, which comes serves your energy and allows you to exert more energy in the whole browser. That's where we see a 5% increase in running times for people with this shoe. Wow, that's incredible. If I'm a runner, I'm all for it. Similarly, if I'm someone with bad knees and this shoe has shown to improve that nice. I'm all for it. I understand that you need to give them a reason to do what you want them to do, solve their problems and give them the reason why. And once they have the reason why I explain to them how. So in order to do this, once again, we come back to using facts and numbers, right? So if you're going to increase the revenue of this business by 10%, you're going to need facts and numbers to back that up. If you're going to increase running speeds by 5%, you're going to need numbers and facts to back this up. This is not an area where you want to be abstract or, you know, just make something up. You need to have your numbers and your facts spot on and correct. And this is where we do our preparation, which was spoken about dinner earlier lecture, right? Prepare before you do any persuasions whatsoever. So when you have your preparations, you understand your competitors, you understand the possible objections that might come up, and you have your facts and numbers, and then make sure you answer the questions of why the most important of them all, and then how to use the facts and numbers to do that. Finally, what we want to do here is that we want to appeal to reason. We want to allow them to justify. We want them to agree with us. So we're trying to make them do something. We need to create a reason for them to do that very thing. Win-win situation, okay, so that is why we have an exercise in the templates for you to do in order to master this step. So basically what you want to do is gather all of the important facts and numbers about the persuasion goal that you have. That might be getting a contract sign, might be selling a specific product, it might be getting invested in. It could be anything, just whatever your persuasion goal is. And then you need to answer. Why should they take that certain action and do what you want them to do? Once you've answered this. How should they take a certain action? Makes sure that you answer these questions and back them up with numbers and facts. This is how you persuade anyone or anything. This is how you master persuasion. You come prepared and you understand how people work. Alright, so go to the resources, download this exercise and do it. And remember, you're going to want to do this exercise for every little thing that you're trying to sell, right? Because there's going to be different reasons for different persuasion goals. If you have multiple goals, then you do separate exercises for all those goals. You cannot do this too much. This is an excellent way to develop your persuasion skills. So let's quickly summarize. First of all, reasoning. Give them their why, make the understand why they should take this action, why it's such a good idea for them. And then once you've convinced them, how, how, how does it work? What are the mechanics be transparent about the process? If the y is a certain number is gonna do this or that or whatever it might be, then the how is going to be, how is it going to achieve this? Alright, so why and how? And you're going to back that up with the using facts and numbers to convince them and make sure you do your research. Make sure your facts and numbers are spot on. And if you do this, you will have successfully appealed to others recently that were very far along to becoming very proficient at persuasion. Alright, so appeal to reason, go to the resources, do the exercise for all of the persuasion goals you have, and do it before moving onto the next lecture. And once you've done that, and I'll see you at the next lecture. 10. Exercise - Emotion: Welcome back. So it's time for us to take the third step in our personal mastery journey, and that is to start learning and mastering emotions. Now remember, the great benefit when it comes to influencing is that when you're influencing, you already have a relationship, you already have trust. So that means that you can already play on people's emotions. The thing is with persuasion. We're usually meeting with strangers, people we do not know, so we do not have the benefit of a relationship or their trust. So that means that before we can reach them, before we can properly make them feel, we need to go through the resistance of one getting credibility for them to believe us, and then to reason with them so that they are on our side. Once those guards are down, that is why we can start making them feel and start playing on their emotions. And this is such a powerful mood because when they feel they can do almost anything. Let's dive deeper into this. Once again, no one is going to ever do anything against their will. The idea is to make them want to do that specific thing. That is the essence of influencing and persuasion. What we know about emotion is that feelings, emotions, drive actions. Every single thing we do, every single thing we buy is emotionally driven. So whatever tool you are buying, whatever snack you're buying, you're always thinking of the benefit of that and how that benefit makes you feel safe. For example, money, everyone wants money, but it's not the actual money people want. It is the experience that comes with the money. Maybe you can pay your rent, maybe you can take on the vacation you always wanted. Maybe you can get that nice fancy cars and all of these if you dig deep down, they are emotionally based. If you feel how it feels for you to have a brand new car, or how it feels to go on vacation for a long time to your favorite country. That is all emotion and that is one of the most powerful driving mechanism that we have. So we need to understand how to properly activate those in people. And when we're persuading, we can activate those ones. They trust us through our credibility. And once we have recent with them, that is when we can start making them feel. So how do we do this? How do we play on their emotion and make them feel? Well? We're going to use storytelling. Storytelling is fantastic. Now remember, it's much easier to use storytelling with influence because they are much more likely to listen to you. They already have a relationship to you. You have a recent listen to you. Here. It's a little bit harder. So we need to make sure that our storytelling is to the point that has the point and relates to the persuasion goal that you're trying to make, right? So what we're going to do is we're going to create a story about the persuasion goal that we have. Whatever we're trying to sell, whatever contract we're trying to get Cindi investor we're trying to invest in us or even the donations were trying to get to a non-profit, doesn't matter what it is. We can use storytelling in order to make people feel. And since everyone makes decision based on their feelings, that is where the magic and truly happened. So how do we do this? Well, we need to tell a story that is about Rs. Ten dig, personal failures. We need to tell a story. Let's take the shoes for example. So we used to buy every type of shoe, but the problem was mine nice would hurt. So no matter what shoes I try, my niece would just keep hurting. So it went so far that I stopped exercising. I stopped even going for walks and before I knew it, I had issues getting to work. I couldn't walk up the stairs, et cetera. And now you have someone else listening to these who has issues with their nice, they're going to be, oh wow, that's me. I can relate to what you're saying. So now you really got their attention and their emotions are starting to fire up because of, hey, that's me, that's me, right? So now they're really listening. That's when you say, But when I tried these shoes, It's like this blanket juice put over my knees and they just started working again. The pain was gone. Yes, it took two weeks and it was a progressive thing. It didn't just instantly go away, but in two weeks time it just got better and better. And now I'm out running again. Now I can go to work easily untaken walks every day and everything completely pain-free. And now that person is thinking, wow, I want that to be me. Did these shoes do this? Now they're really interested in buying these shoes, right? Because you're solving their problem. And also you are telling a story that's activating their feelings. And you're going through the scenario, here was the problem. Then you've got the shoe and you've got the solution. Now there is still at the problem. And now they realized that if they buy the shoe, they can be at the solution, no more aching needs. So this is how you do effective storytelling. And in the resources I'm gonna give you a couple of guidelines and how to make your story as effective as possible, alright, so we need to base it on authentic personal failures. It's about us, we tell our own personal story, but we need to make sure that it's base for them to be able to relate to us. Alright? So what you're going to do here is you're going to get to create your own story and that's all in the resources. So what we're going to do these create deeper engagement by telling a personal relatable story about how taking that desired action had you go from troubles and misfortune into success? Remember troubles and misfortune on my knees hurt into success, completely pain-free. Now, I can go out running again, I can go for walks again, right? That is the success there. And this was solved. It were the shoes here in the middle. So that was the story in this case. And you're going to make your own story based on the persuasion goal that you have. The key is to make them feel, have something they can relate to and make them feel. Once again, you'll find this in the resources where you can do the exercise to create your story. And I've added a bunch of guidelines as well and how you make a real effective story that others can relate to. It's going to be short to the point, and that is going to accomplish your goal. Alright, very exciting, very important. So to summarize, we know that feelings drive actions, but in persuasion we sometimes need to first be credible and then also reason with them before we move on to the feelings, alright, feelings drive actions. And in order to properly make the field we're going to use storytelling. We're going to base that storytelling are on our own authentic personal failures, right? Where we went from trouble. And then the goal that you're trying to persuade them to, We did that thing and that took us to success. That is the story that we're going to tell them and we're going to make the story as effective as possible. And that is in the resources. I strongly recommend that you create your story. Do the exercise because that's the key in mastering persuasion. Do the exercise. And once you've done that and created your own story, I'll see you in the next lecture. See you in the next lecture. 11. Exercise - Metaphor: Welcome back. So it's time for us to take our fourth step in our Persuasion mastery journey. And that is learning about metaphors. So what is a metaphor? A metaphor is a figure of speech. It's a way to make your words more beautiful so that people can understand them on a deeper level and have an easier time remembering them. Aristotle called it making beauty with words. And it's basically turning what we say into art. And we all love art that could didn't love art. We wouldn't be decorating our homes. We wouldn't be creating statues, et cetera, were drawn to it. It makes us feel and those feelings drives our actions. So in this lecture, we're going to dive into how to create and properly used metaphors. Let's dive in. So let's start from the very beginning. What exactly is some metaphor? Well, I'm metaphor is a figure of speech. If you don't know what that is, we can basically say that a metaphor is an explanation too. It's a way for us to explain things in a way that people can relate too much easier. So let's say, for example, let's say that I was trying to persuade other people into start meditating. I might say that meditation is your mental hygiene. What do I mean with that? Well, I might say that once that day or at least several times a week, take the time to shower because we take care of our hygiene, right? Why aren't we doing the same with our mental hygiene? We don't want to be dirty in our minds. We want to be clear and effective. Meditation is taking care of our mental hygiene. So as you can imagine, there's no such thing as mental hygiene. But it is a metaphor to say that meditating improves your mental health. But by referring it to hygiene, we can relate to that. We might not care about mental health, but we do care about hygiene, right? We understand hygiene. So when we talk about mental hygiene makes me understand better. Let's say that you're trying to persuade people into buying an antivirus program, right? So an antivirus program protects your computer. And if you're talking to someone who you know is a great sports fan, a big football fan. You could create this metaphor to have that person relate these here. You could say that the anti-virus program is your goalkeeper. So what does that mean? Well, that means that your antivirus product is going to protect you from the enemies to score on you, right? That is the pictures this popping up in their mind. So the metaphor is you want to stay protected, goal keepers protect the goal and the virus protects the computer. If they are a great football player and they are going to understand it, yes, every single team uses a goalkeeper. And if an antivirus program, it's like a goalkeeper for my computer. Well, that makes sense that I should probably really have an anti-virus program. You see how effective it is to use metaphors because it creates a deeper understanding and it allows people to relate to what you're saying, right? So it is a fantastic explanation to what we're also doing is that we're turning our words into images. So whenever I tell you, whenever I see the word antivirus, you might not think much of it. But when I say your antivirus is your goalkeeper, now suddenly you're getting images. Goalkeeper of football, you can relate to this, right? This makes more sense if I say mental health, you might not have any reference point to that. But if I say mental hygiene will suddenly I'm getting images of, you know, showering, of taking care of myself, of shaving, cetera. Now I have something to relate to. So I'm getting a deeper understanding and turning these empty words into images in my mind. And this image is makes me feel. And when I feel, you know, where this is going, I'm much more likely to do as you want me to do. Alright, so metaphors, very important, very powerful. They improve the understanding and they also help remembering. Because if I tell you, meditation is great for your mental health, you know, most people are gonna forget there's nothing that stands out. But if I say meditation is for a mental hygiene, that is stuff that sticks with people. Anti-virus is your goalkeeper for the computer. That is also stuff that speaks for people. So metaphors is way to create a deeper understanding and help people remember better and make people feel more. Is creating art with our words, Aristotle understood these 2 thousand years ago and it's just as effective today. Absolutely amazing. So what I want you to do is prepare your own metaphors. And in the resources section, there's going to be an exercise for you to do. And I've also added some guidelines and some examples to show you a couple of common metaphor. So for example, Time is money is a very common metaphor. So look at what you're selling or the deal that you're trying to make, basically your persuasion, go look at your persuasion goal and then what would be the benefit of that sale or deal for the other person? First write down and understand the benefit for that other person. And then how can you explain those benefits in a metaphor that the other person can connect on a deeper level. So what I want you to do is do exactly this. Look at what you're trying to sell her as she would your persuasion right down the benefits for the other person, and then see what kinda metaphors you can turn them into. So this way we can prepare metaphors ahead. But when you've been doing this for a while and when you become really good at this, you're going to learn how to create metaphors on the spot. And that is kind of the sweet point where you are truly becoming a persuasion master. Because if you're talking to a football fan, you wanna create football metaphors. If you're talking to a programmer, you want to create program metaphors, right? If you're talking to someone who's really into fashion, you want to create fashion metaphors. So you always want to create metaphors that other people can relate to. In the beginning, it can be difficult. So I recommend that you prepare metaphors and start training on it, just like the exercise that I've added in there. But then as you go, you're going to learn more and more how to create these metaphors on the spot. Okay, so to summarize, a metaphor is basically an explanation tool. It's a way to turn the DL into R, to turn words into images in our mind. And we use it to improve their understanding of what we're seeing and remembering of what we're saying is a very powerful too. So what I want you to do is prepare your own metaphor. And the more you practice, the more you're going to start doing this automatically, right? This is a skill. So don't move on to the next lecture before you've done the exercise and practice it. Alright? Once you've done that, I'll see you in the next lecture, the final step. See you there. 12. Exercise - Brevity: Welcome back. So great job making it this far. It's time to move on to the fifth and final step in our Persuasion mastering journey. And that is to learn and master brewing. What is brewing? Basically, it is being as concise as possible. That is being asked to the point as possible, right? Packing as much value as possible in as short a time as possible. This is one of the harder things to do, but one of the things that has the most value when we manage to do it correctly, let's dive into it. So brew it is just a fancy word for being concise or shortness, if you will, being asked to the point as possible, basically brewed it is saying that less is more one of the worst things you can do. Whatever you're trying to persuade someone, is just talked too much ranting on and on without getting to the point that all, then you're going to have people that look like this. They are not going to understand the point you're trying to make and you never want to be in that situation because by the second, losing credibility and you want that credibility, you wanted trust, you want to build that relationship so you can start playing on those emotions even in that short of a time frame that you have when you are persuading. So less is more and get to the point as fast as possible. That is the essence of brewing. So even Aristotle, 2 thousand years ago, realized that one of the biggest problems we have is information overload. It's just talking too much, saying too many things that are not going to be important to that person, right? So what we want to do is summarize, look at what are the points of importance that we want to deliver and delivering them. Similarly, if we're selling a product, we want to tell them above the main benefits. So you have to wear these shoes, for example. Then we would say that these shoes are gonna make your nice field grade again, or these shoes are going to help you start running again. But if you start talking about, oh, you know, we have the main blue, red agreed. We have the sizes 41 to 46. And you know, they come, they have this meshing, so they are quite greed ball. They have great impact resistance. They are really nice too, where, you know, I like to wear them when I'm going for a walk. Just get to the point. If the point is that these shoes are gonna enable you to start running again, given that the person really wants to start running again, that's the only point you need to make. That is how you cut through all of the bladder, all of the rubber and get straight to it that is brewing it. Understand what is important that an essential and cutting to the chase. Don't say too much, rather say too little, then too much, right? But of course, the entire idea is to hit that sweet points. So the next thing is, once again, even 2 thousand years ago, Aristotle noticed the problem with short attention spans. Fast forward 2 thousand years later, things have not gotten better. I dare to say that with smartphones, with social media, and with the marketing techniques being used, our attention spans are shorter than ever. That means that our brutality needs to be better than ever. We need to be concise and get to the point as soon as possible. And doing that it's an art because it takes two things. One, understanding what the most important point is for the decision-maker. And then to managing to actually narrow it down to that point as quickly as possible. Yes, this is some art, but the great news is that this art is also a skill and the more you practice it, the better you're going to be, right? So what I want you to do is revise your persuasion strategy and adding brewing. Alright, so every single thing that you've done so far, I want you to look back at them, all of the exercises and then see how can you add in brewing, right? So look at the numbers and facts that you have gathered, the stories and metaphors that you have created. And then ask yourself the question, how can you make them shorter, more concise, and more to the point? If you have numbers and facts that is just this paper arc with information, narrow it down to a few sentences. Those essential sentences that people want to know about this going to keep people's attention. Remember, when you're approaching someone, you're going to have their attention, but their attention is going to go like this. And there's no way you can control that. So you only have this small spawn off a time before it dips to low and they're not interested anymore. So at the very beginning, even the first 10-20 seconds, that is when you need to start making your point as effectively as possible that is brewing. So this goes the same for the stories you're creative with your storytelling and the same with the metaphors that you created. Make them short and to the point, remember, a metaphors such as an antivirus program is your computer's goalkeeper. That is very short, that is very vivid and to the point is a very effective metaphor to use. It makes them feel they understand what you mean, and that is how you use metaphors and add in brewing. Alright, now you could go on and on, you know, a computer and anti-virus basically protects your computer and a goalkeeper. A goalkeeper, their entire job is to protect the goal. You lost them already. Short to the point, less is more. That is the essence of rewetting. So in the resources section, I've added in a brewery exercise where you get to revise everything you've done and see how you can make it shorter right down the new results in there, in how you complied with broody, how you made the more concise and more effective, write them all down and remember, do the exercise because I promise you if you want for salt in need to do the exercises, that is where the magic happens. So let's summarize. Brevity basically means conciseness or shortness being as to the point as possible, brewery is basically less, is more, truly, less, really is more one of the biggest problems we have not only as humans, but especially when persuading is information overload get down to the basics. And another problem is short attention spans. Get to the point as quickly as possible and understand what the point is that you need to make as soon as possible. And of course, you already have all of the tools of the character, of the credibility, how to use reasoning, how to use storytelling with the emotions, how to use effective metaphors, et cetera. You already have a massive toolbox to use step by step. And then finally, understand brewery, be as concise as possible to revise everything you've done so far with brewing. And this is the final step in our Persuasion mastery. I just want to say fantastic job in making it this far. Now the essence in all of this for you to truly become a monster persuasion isn't the fact that you've done the lectures. It is that you need to do the exercises, go out there and practice, practice, practice. Because if you practise of all these points, everything that you've learned, you will become a persuasion mastery. And every single time that you fail, because you will fail, you take that as feedback and you learn from it. Remember to have fun with this. This is how you truly progress and this is how you become a persuasion master. Fantastic job. See you in the next lecture. 13. Thank You!: So first of all, a warm and a huge thank you from me. And just for to you, we've had so much fun creating this course. And we hope you have had just as much fun going through it. Now you've learned some sales skills that's going to last you for a lifetime. And you'll learn everything from understanding that there is a big difference between persuasion and influence. You have learned how to close a deal and how to close more deals. How to persuade, how to influence. You've learned what sales psychology is and how to use it. And you gone in depth already and mastered persuasion, you understand it, you need to build up your character to get credibility and trust. You understand that you need to use numbers and facts in order to use reasoning to persuade someone. You understand storytelling in order to make people feel, to play on their emotions. You understand metaphors to create a deeper understanding. And finally, you understood brutality in order to make everything concise and have an impact. This is how you truly master persuasion and how to persuade and influence everyone. We had so much fun creating this course. We hope you've had just as much fun and that has been educational for you. Thank you so much for taking this journey with us. If you have any questions whatsoever, were always in the Q and a, and we'll have premium support included, which means that we will respond to you within 24 hours. So enjoy. Remember the key is in the practice, practice, practice, practice. And so many of these things will come naturally to you, and I promise you, it's so much fun. These are skills for a lifetime, enjoy and bye-bye.