Bill Ayers

“Selling and Persuasion Made Easy and Fun. This I guarantee.” - Bill Ayers This book will help you to start looking at how we all make decisions and how to use that insight to be better at persuasion and “closing the deal”, whatever that might be for you. Webeneur.com www.Webeneur.com/IMPULSE.html IMPULSE! How to Increase Your Sales Using a Fun and Easy System By William Ayers © 2007 LND inc.1230 Market str. #230 San Francisco, CA 94102 Fax:-, Email:- http://www.webeneur.com/IMPULSE.html IMPULSE! By William Ayers 1 www.Webeneur.com/IMPULSE.html IMPULSE! By William Ayers Table of Contents Section I ...............................................................................................................3 Chapter One: How we make decisions ............................................................3 Foundationally Speaking ..............................................................................4 Introduction to the Impulse Factors..............................................................8 Chapter 2: Fear of Loss ..................................................................................10 Speaking of Fear of Loss ............................................................................11 In Practice ...................................................................................................12 Exercising the Factor ..................................................................................12 Chapter 3: Urgency ........................................................................................14 Speaking of Urgency ..................................................................................14 In Practice ...................................................................................................15 Exercising the Factor ..................................................................................15 Chapter 4: Greed ............................................................................................17 Speaking of Greed ......................................................................................17 In Practice ...................................................................................................18 Exercising the Factor ..................................................................................18 Chapter 5: Indifference...................................................................................19 Speaking of Indifference.............................................................................19 In Practice ...................................................................................................19 Exercising the Factor ..................................................................................20 Summary of the Impulse Factors ...................................................................22 Section II ............................................................................................................25 Chapter 6: Putting it together .........................................................................25 Learning the Curve: The Impulse Curve ....................................................25 Hold it Right There and Learn the Stop Signs............................................29 The 5-Steps: Overview ...............................................................................32 I. Introduction ...........................................................................................34 II. Short Story ...........................................................................................35 III. Presentation ........................................................................................38 IV. Close ...................................................................................................40 V. Up Sale.................................................................................................43 Examples of the 5-steps ....................................................................................44 Section III...........................................................................................................48 Close ...............................................................................................................50 Webeneur.com www.Webeneur.com/IMPULSE.html 2 Section I Chapter One: How we make decisions You are likely reading this book to improve your skills in persuasion or sales. Good news - reading and learning the techniques in this book will help you do just that. Some of the skills and strategies in this book you will recognize as things you or people you know already do. In fact, you will probably be amazed at the simplicity of some of the points. I will name and explain these tools so that you can put them in your toolbox and know when to use the right one at the right time. In this book, we will explore how to gain and hone skills of communication, persuasion, and sales. If these are areas you want to improve, then this book is for you. Yet, it is up to you to read, apply what you learn, have fun doing it and enjoy your life more because of it. Learn these skills and you will get more of what you want in a quicker more efficient manner. Become an expert in them, use them wisely and you will thrive with influence and leadership. As a successful entrepreneur, I have trained hundreds of sales people in the area of impulse, what gets us excited. Most of what I am going to teach you is not my own creation no more than a math instructor is the creator of the formulas they teach. What is mine is the experience and applied practice of the different aspects, tools, and skills that I have developed and taught over the years. This collection of experience and insight is what I will pass on to you. This book will help you to start looking at how we make decisions and how to use that insight to better persuade and close a deal. You will learn the Impulse Factors, four concepts tied to why we are driven to act. You will learn how each Impulse Factor best corresponds to various personality types. Webeneur.com www.Webeneur.com/IMPULSE.html 3 IMPULSE! I want to emphasize that generalizations many times may be necessary and that they are used only as starting points. Exercises will be suggested in order to strengthen and test your developing skills. In Section II of this book, you will be taught how to integrate my persuasive techniques into your everyday communication behaviors. After you understand some of the core concepts of how we make decisions, you will be able to close more deals and help the fence sitters make a decision. Some of the points made will be very intuitive and others may be somewhat surprising or even shocking. But they are all true. I also want to point out that these are all tools that can be learned as skills. If you want to be better at sales, persuasion, more assertive in your conversations then this is the place to start. Foundationally Speaking In my experience educationally, professionally, and personally I have observed some, what I feel are very important points about human nature. The main one I will address in this book is that we make decisions based on our emotions and justify those choices with logic. If we are not emotional about something first it takes a heap of logic to make us act. And in fact, almost without exception, both emotion and logic must be present. The sum of emotion + logic must surpass a certain threshold for us to commit to action. You can think of the decision process as a lever to get us moving, where emotion is the length of the lever and logic is the weight needed to get us on our feet. Webeneur.com www.Webeneur.com/IMPULSE.html 4 IMPULSE! Webeneur.com www.Webeneur.com/IMPULSE.html IMPULSE! If you prefer you can think of this as an equation. Emotion + logic must be greater than the threshold to act. In simple terms, this says: something has to be exciting enough or make enough sense to us for it to be worth getting up and doing something. We will only do something if: Emotion + Logic > the desire to do nothing The more emotion that is involved the less logic we need to act. And the less emotion that is involved the more logic we need to act. What is important to note here is that emotion reigns supreme in the kingdom of decisions. In my estimation, emotion holds 90% of the power to act. This is the foundation of this book: Emotion holds 90% of the power to act. Examples of the emotion/logic relationship are everywhere. Here are some of the more extreme scenarios that show the power of the emotional side. High emotion can override logic Have you ever seen a great pair of shoes, a shirt or some product in a store and said, “That is perfect! It’s just what I have been looking for! I’ll take it.” Then you go up to the register to buy it and say, “Oh, by the way, how much is it?” This is a case of high emotion and low logic. You don’t need the logic. The shoes are perfect. They are what you want. The emotion is that you want the shoes. The logic is the price. Webeneur.com www.Webeneur.com/IMPULSE.html 6 IMPULSE! The examples are endless. Just recently I was invited to go sailing with a buddy off the coast of Spain in the Mediterranean for two weeks. I jumped at the chance. The time, money for the plane ticket, and my portion of the sailing costs were but an afterthought. Emotion first – logic second. I still needed the logic, but not too much really. I just needed to rationalize my decision I had already made based on high emotion. The emotion was that I wanted very much to sail on the Mediterranean with my buddy and the logic was how to afford the time and expense. Extreme logic can dominate emotion We all have done things we did not want to do, but we knew we had to. Emotionally we were not excited, but extreme logic dictated our actions. For example, we let the dentist fill our cavities and suffer through the discomfort involved, because we know logically it will be worse later if we do not. We decide to get the mini-van instead of the cool new zippy convertible not because we want it more, but because we know that is what is needed to haul around the kids and the dog. Interestingly enough, these decisions are still closely connected to emotion. We chose the dentist we like because she makes us feel comfortable or we get the red mini-van with a sunroof and the five CD changer instead of the grey one without the extras. We almost always find a way to get that emotional aspect in every decision. Lack of emotion equals lack of action Without some emotion it is very difficult to get to action even if it makes logical sense. Have you ever had an experience where you just didn’t feel like doing something even if it would save you time or money? Perhaps, you realize you left the tin foil you just Webeneur.com www.Webeneur.com/IMPULSE.html 7 IMPULSE! bought at the grocery store four blocks away. You decide not to go back and get it because it is no big deal. You just don’t feel like making the trip. But now change the tin foil into ice cream, which you were planning to have for dessert and you suddenly are compelled to make the trip. Now you have an emotional basis for the action. The logic is the same in both cases, I bought something for a few dollars and I left it somewhere. Yet, the emotion has changed and thus the decision to act has changed. Without the emotion there is no action. Introduction to the Impulse Factors We are rarely aware of these aspects of decision-making. We can’t be. If we were always aware of each aspect we would be overwhelmed by the amount of factors involved. Moreover, we would probably be impaired by the amount of “illogical” decisions we actually make on a daily basis. My belief is that the emotional factor is the key driver in decision making outweighing by many times the weight that logic has in our decisions. In this book, you will learn about how to engage emotions by using Impulse Factors, the following four important characteristics: 1. Fear of Loss 2. Urgency 3. Greed 4. Indifference There are more factors, but I find that these are the key players, especially in quick impulse decisions. The lines between them can be fuzzy at times and they can be used together in multiple ways for many different effects. I will briefly discuss this later. The combinations and uses are probably unlimited. It is up to you to practice, learn, and experiment. Webeneur.com www.Webeneur.com/IMPULSE.html 8 IMPULSE! By understanding how we think and make decisions, we can do two things: 1) We can be more persuasive and in control of information exchange, whether we are engaging in sales transactions or simply deciding where to eat with a friend. The key is to close when the impulse is high. 2) We can be more aware of people abusing these skills and trying to manipulate, excite, or coerce us into a sale or decision we do not want or need. Before we go on, a quick disclaimer concerning the skills I am about to teach you. If you misuse these skills, you may make an extra sale or two at first, but before long you will not have many repeat customers nor friends. Because, if you misuse these skills it will make people feel uncomfortable. And eventually they will avoid you. Also, there are, of course, many other ways to look at how we can make decisions for good and bad. My goal is to teach you one perspective and one set of tools that will help you enjoy your life more. I will give you both verbal and non-verbal examples of each Impulse Factor. You must practice these skills and use them with humility to receive the most benefit from them. Use them to engage and inspire people. Webeneur.com www.Webeneur.com/IMPULSE.html 9 IMPULSE! Chapter 2: Fear of Loss People are afraid of losing something they already have more than they are afraid of not getting something they don’t have. Once we have something in our hands, our hearts or our minds, we don’t want to let it go. This is directly related to our primal survival hording instincts. Think of the three-year old whose favorite word is mine. This is the core of Fear of Loss. The ageold saying “a bird in hand is better than two in the bush” is expressing this core impulse to run with what you have. This Impulse Factor is used very often on a non-verbal level in the sale of tangible goods; goods we can touch and feel. When you go to a car dealership, the salesperson wants you to get in a car and take it for a spin as soon as possible. Some dealerships will even offer free gifts if you test-drive a car. They do this because they know the power of Fear of Loss. When you sit in the car, smell the new car smell, feel the seat around your body and marvel at the cool gadgets on the dashboard you become connected to the car and the primal instinct starts to subtly creep in. Your lower mind feels comfortable and even excited that it has what it wants. It starts to feel an ownership. The three-year old inside says, mine! Food distributors are also very aware of this tool. They take advantage of this Impulse Factor by giving away free samples. We can touch, smell, and taste their products. Connecting all of these levels is very powerful. The products start to become a part of us, in this case both figuratively and literally. Perfume and cosmetic retailers use this in major department stores. If you sample the make up or perfume it literally becomes a part of you. The ownership you feel can be profound. Clothing retailers allow you to try on clothes so you can see Webeneur.com www.Webeneur.com/IMPULSE.html 10 IMPULSE! yourself in them and imagine what your friends will say or how you will look at the party or how your clients will now see you. In your mind you are already starting to own the outfit. All trial periods are based on this factor. They are based on the concept that the longer something is in your possession the more you feel a sense of ownership. Stereo retailers allow you sit in a comfortable chair and listen to the wonderful sound of the newest system. You begin to imagine being in your own home, your own living room. The system starts to become yours. This feeling of belonging by our Fear of Loss can be increased very simply by taking the object away and then giving it back just before the impulse is lost. The person will feel a slight if not unconscious relief to have it back. Caution here though, if you do not return it soon enough there will be a separation and a loss of impulse. Speaking of Fear Verbal examples of Fear of Loss can include what I call Ownership Statements. These are statements made by the sales person putting the potential buyer in ownership of the product so the potential buyer imagines the object already belongs to them. These types of statements will usually sound like: "Your neighbors are going to be jealous seeing this car in your driveway." “Imagine being able to cut your lawn in half the time so you can then relax and enjoy time with your family.” Many statements are used for evoking this impulse in buyers, such Webeneur.com www.Webeneur.com/IMPULSE.html 11 IMPULSE! as "while supplies last, don’t miss out,” and "I will be sold out by the end of the day.” While these statements closely resemble the Urgency Factor (described next), they are used here as Fear of Loss statements, as in, you now have an opportunity and it is going to be taken away. In Practice In my years of sales, I have yet to identify a certain type of person that is more sensitive than other types of people to the Impulse Factor Fear of Loss. My intuition tells me that there probably is a type of person that is more sensitive to this factor than other types of people, but I have not nailed that one down yet. Personally, I use it across the board with everyone because I find it so effective. Then I increase, decrease, or avoid using it further, based on the reaction I get. If I were forced to generalize, I would say I use stronger Fear of Loss more with soft spoken, shy, or needy people. With the Fear of Loss Impulse Factor, strong non-verbal techniques come across as subtle and non-threatening. I frequently use this factor because it balances out my often-perceived strong personality. This subtle approach helps me better relate to the softspoken, shy, or needy people. Exercising the Factor Here’s a simple exercise to strengthen your Fear of Loss skill. Hand an object to someone as you are discussing it with him or her. After a moment, take it back. Watch the person’s hand and expression as you take the item back. Practice putting it back in their hand before they drop their hand. It’s important to note that if they drop their hand, you have waited too long and they have disengaged with the object. Watch their expression and demeanor. If you are doing it correctly, you will actually see them relax and look subtly relieved when it is back in their hand. Also, practice using ownership phrases when talking to people and be aware of their reactions. Do they smile or seem to engage in the image as you speak? Can you see them connecting with it in their Webeneur.com www.Webeneur.com/IMPULSE.html 12 IMPULSE! imagination? In my opinion, this factor should be used in almost every situation if only on a subtle non-verbal level. It increases the connection between the potential customer and the product, which is usually a good thing. In summary, remember that after we have something we don't want to lose it. Get the other person connected and they will start to own it. Fear of Loss: People are afraid of losing something they already have more than they are afraid of not getting something they don’t have. Webeneur.com www.Webeneur.com/IMPULSE.html 13 IMPULSE! Chapter 3: Urgency We get excited when the tempo of a situation increases. And we re afraid of regretting what we haven’t done more than we are afraid of regretting what we have done. When we are in a rush we tend to get more excited. In the midst of making a decision this excitement is often, on a subconscious level, mistaken for a desire to act. Like all of the Impulse Factors this happens on a very base emotional level. The connection made between the excitement and the impulse to act is on a level below thought so we feel that we should act. More succinctly, we don’t want to regret having turned down an opportunity. Speaking of Urgency Urgency is all around us. We hear the following types of phrases everyday, “get yours now,” “limited time offer,” and “if you order today.” It is nearly impossible take a trip through a town, go to a store, or watch television without hearing or seeing such purposefully placed Urgency Impulse Factors. Tone and speed of speech also can be used to increase excitement and greatly affect the outcome of conversations. By stressing tone and increasing the rate of our speech, we can amplify the energy and excitement of a conversation, thus raising the sense of Urgency. The proof of this is most obvious when people are upset. Their voice becomes more shrill and their speech more rapid. In turn, we respond to these stimuli and become more excited ourselves. This Impulse Factor has created the reputation of the fast talking sales person. Urgency is commonly associated with slick salespeople and high-pressure sales. The other Impulse Factors can be misused for high-pressure sales also, but urgency is the most obvious. Webeneur.com www.Webeneur.com/IMPULSE.html 14 IMPULSE! In Practice In my experience, I have found the non-verbal forms of urgency much more powerful than the blatant verbal forms. My favorite, which works well with my naturally fidgety disposition, is what I call the clicky-pen. This is when the sales person will continue to click their retractable ballpoint pen while talking. Increasing the speed of the clicking can increase the intensity and excitement of the situation. This is obvious if you relate it to the beat of a drum; the faster the beat, the more exciting the music. I am sure that my pen clicking drives some people insane, but I do it without even noticing at times. This is a natural impulse tool for me, since I can be somewhat of an urgency-based person. Some people tap their fingers or foot. Another non-verbal means of transmitting urgency is fidgety feet. This is done by transferring your weight back and forth from one foot to another. All of these movements create a higher rhythm that the other person can get caught up in on a subconscious level. Movement, exaggerated gestures, and a more tense and forward leaning body posture also give a sense of urgency. I’ve found that outspoken, high-energy people tend to be more susceptible to the use of urgency. I believe this is so because an excited state is familiar for them and you only need to augment what they are already feeling in order to get them impulsed. Yet, urgency can be used to raise the impulse level in slower paced people, but keeping it in moderation so as not to overwhelm the person is a more advanced skill. Urgency does not have to be high paced, just higher than the person you are engaging. Exercising the Factor A great way to practice this tool is to try it in any non-serious conversation with a friend. Try to affect the pace of the conversation first by raising the tempo and then bringing it back Webeneur.com www.Webeneur.com/IMPULSE.html 15 down. When first practicing, do this in very subtle steps. Raise the tone and speed of your speech very slightly and see if the other person responds by mimicking your pace and tempo. Also, be highly aware of any changes in the body language of yourself or your friend. This can be a great indicator of what is going on below the surface. As you get more confident, you can make bigger increases sooner with a conversation based on the signs you are receiving from the other person. Try practicing with people you meet in public like a waiter, grocery store cashier, or a customer service person on the phone. As you practice with different types of people in different scenarios, you will feel increasingly confident with this skill. Remember to increase the urgency level just enough so it does not overwhelm the person. Urgency raises excitement/emotions and our likelihood of taking action. It increases our heart rates and adrenaline levels. I will place a word of caution here. As I have already stated, too much urgency can be a bad thing. It can overwhelm, over stimulate and thus irritate people. I suggest if you try urgency, only use it sparingly and only in doses half a step above the person with whom you are speaking until you have a good feel of how different people respond to it. You want to raise the excitement level not overload the tolerance of the other person. For example, if you are speaking with a 23-year old male buying paintball equipment you can probably crank it up a bit. By contrast, if you are speaking with a soft-spoken senior woman buying lawn furniture, it may be necessary to tone it down. The lesson here is that different approaches must be used with different audiences. Urgency: We get excited when the tempo of a situation increases. And we are afraid of regretting what we haven’t done more than we are afraid of regretting what we have done. Webeneur.com www.Webeneur.com/IMPULSE.html 16 IMPULSE! Chapter 4: Greed We always want more than we have. Greed has helped keep humans alive during the eons. Whoever has control of more resources has a greater chance of survival. Speaking of Greed The most obvious examples of greed used to raise impulse are the classic, if not a bit trite: Buy one Get one Free, 50% off, free 30day trial, and other types of give-aways. These messages tell us that we are going to get more than we pay for. Some other familiar examples would include offers such as: $100 value for only $49.95, no cover charge, lunch specials, bulk rate discounts, fast food value meals, rebates, and free Internet access. In all of these examples, we are getting something for free. In fact, free is the core of the Greed Impulse Factor. We love the word free. It excites us on a core level. As long as it is believable, few other things excite us like free. The non-verbal types of greed impulsing us to act are much more subtle and, in my opinion and experience, much more powerful and effective if properly used. These methods include large pictures of big servings of food, money signs or actual pictures of money. In some cases the sales person can hand, or present multiple products to the potential buyer. For example, a clothing sales person might present a multitude of shirts, ties, and pants to a customer. Another common example is showing the fancier, more expensive model than originally requested. (These can also be an effective up sell. I will discuss this later). Marking down an item is also a very common way of engaging the Greed factor in people. Look at any used car lot or grocery store and you will see this everywhere. The prices on items are not simply just lowered during closed hours to help sell them. Often the old price is Webeneur.com www.Webeneur.com/IMPULSE.html 17 IMPULSE! marked out (but still readable) and the new lower price is highlighted to indicate that you are getting a deal. In Practice I have found most people are motivated by greed. The level of greed is, in my opinion, what varies between individuals. What may seem reasonable to one person could appear gluttonous to another. I have not experienced a trend within the economical classes. That is to say, I have found greedy rich people, greedy poor people, and equal amounts of non-greedy in both classes, with the middle class being just as varied. Once again, this is my experience and supported only by observations. Be aware of how someone reacts to price, discounts, freebies etc. and you will be able to get a feel of how greed-based they are. Exercising the Factor Next time you and a friend are deciding where to eat, offer to buy dessert or appetizers at the place you want to go. Watch the reaction of the other person and see if they don’t seriously consider your choice. Of course, if they say yes you had better be prepared to follow through! Greed is very connected to who we are. Everyone, in order to survive, must have some level of greed: a need to receive food, clothing, shelter etc. in the most efficient way possible. Also, be aware that while some find excess good, others label it as greedy. I am putting no judgment on it – everyone has their levels. It is up to you to find your potential customers’ limits and to work within them. When working on this skill remember that the concept of free is very powerful, but don’t overdo it. The phrase “If it sounds too good to be true, it probably is,” is just as powerful and usually true. Make sure what you are saying is believable and within reason to the listener. Balance this factor with the others and don’t rely on it by itself. Greed: We always want more than we have. Webeneur.com www.Webeneur.com/IMPULSE.html 18 IMPULSE! Chapter 5: Indifference We all want to feel included and when we are not, we are compelled to change the situation. As humans we generally want to be a part of things, part of a group. We want and have a need to be connected to others. I believe this is the core of why indifference motivates and excites us. Exposure to indifference makes us feel disconnected and unwanted on a very subtle level and we move to correct this feeling. Speaking of Indifference - A lot of people really like this, but you need to decide for yourself. - It’s up to you. - It’s no big deal to me. - I don’t know if this is for you or not. These are all verbal examples of indifference. Explain a situation, feature, idea, etc. that others like. Then state that it is of no matter to you what they decide or simply that it is up to them to decide. Shrugging, raising the eyebrows. Relaxed posture. Looking distracted or bored. These are non-verbal examples. These nonverbal examples can be very powerful in negotiations where the person who cares less usually comes out better. Most often these tools are used to augment and complement verbal tools. In Practice For me indifference works best when someone has a contradictory personality or they argue with everything. Your indifference gives them nothing to push back against. This takes the control away from them and allows you to lead the conversation. It also works well with skeptical people who are putting up guards in fear that Webeneur.com www.Webeneur.com/IMPULSE.html 19 IMPULSE! you are going to push something on them that they do not want. It can also work well with sensitive people who might be overwhelmed with more aggressive or higher energy Impulse Factors. If a person is being indifferent, I throw a strong indifference statement out and if they react with something indifferent I then move on to an assumptive close (We will cover the types of closes later). This can be tricky, because some indifferent people just want to be told what to do. Sometimes you just have to tell them to buy it. Exercising the Factor Practicing indifference is simple and can be done in almost any conversation. For starters, much like the exercise for greed, try it while talking with a friend about which restaurant to go to or movie to see. State your case about how great the restaurant is and the great reviews you’ve heard it. Then with a shrug add that you don’t know if they would like it or not. Wait to see if there is a reaction. Be aware of any signs from them both verbal and nonverbal. As you get better at this, you will begin to be aware of when it needs to be used to reassure a prospect that you are not being pushy and when you can throw it in for that last little nudge to get a yes. Understanding why indifference works as an impulse factor eluded me for many years. At first I simply saw it as the opposite of desperation, which for a sales person/persuader can be an impulse killer. Originally I used indifference as a way to back off from someone when I felt I was coming on too strong, a little too needy or when I realized they were feeling pressured. This use of indifference should not be overlooked. Using it in this way is powerful and almost always allows me to regroup and come from a different angle that is more engaging and comfortable for the potential customer. Webeneur.com www.Webeneur.com/IMPULSE.html 20 IMPULSE! But after some time using indifference as a way of re-engaging, I started looking at what happened when I used indifference before the person felt pressured. When I was tired or not my usual excited self I would use indifference from the beginning because its lower energy level matched my lower energy. In some of these cases, the reaction was astonishing. The person would almost get upset and try to convince me that they were interested or qualified to purchase. Talk about the perfect time to close! What I have come to realize is a deeper utility of this impulse factor. When we feel unwanted, not included, or unneeded we have an innate desire to change that feeling. This need is very strong in some people and with these people using indifference almost seems unfair. Therefore, be careful to not put yourself in a situation where you get a customer coming back to you with buyer’s remorse. Also, be cautious because some people will become disengaged if indifference is used too strongly. Once again, use this tool sparingly until you get a feel of how different people react to your use of indifference. Indifference: We all want to feel included and when we are not, we are compelled to change the situation. Webeneur.com www.Webeneur.com/IMPULSE.html 21 IMPULSE! Summary of the Impulse Factors Practice these skills and use them everywhere. Once you have incorporated them into your behavior and vocabulary you will see the difference. When you become aware of the tools, know their names, and how they are used, you will see them all around you. You will even see how you have used some of them in the past without even realizing it. Pay attention to which ones feel the most comfortable to you. Strengthen the ones that do not feel as comfortable. Learn your own style and find your own ways of increasing Impulse! Fear of Loss People are afraid of losing something they already have more than they are afraid of not getting something they don’t have. Verbal: • I only have the floor model left. Otherwise, we are sold out. • Image how jealous everyone will be when you walk into a room wearing this. Non-Verbal: • Test drives • Trying jewelry on • Taking the item out of their hand and then replacing it Webeneur.com www.Webeneur.com/IMPULSE.html 22 IMPULSE! Urgency We get excited when the tempo of a situation increases. And we are afraid of regretting what we haven’t done more than we are afraid of regretting what we have done. Verbal: • If you order now. • I know you are busy so I am not going to waste your time. I am in a hurry myself. • Pace, volume and tone of speech Non-Verbal: • Fast music in the show room • Tapping fingers, feet, pencil, etc. • Walking fast Greed We always want more than we have. Verbal: • Buy one get one free • It’s risk free. • $100 value for only $49.95 Non-Verbal: • Marking out a price so it can still be read and putting a lower one next to it • Showing the customer the high-end model first • Rebates Webeneur.com www.Webeneur.com/IMPULSE.html 23 IMPULSE! Indifference We all want to feel included and when we are not, we are compelled to change the situation. Verbal: • It’s up to you. • I don’t know if you would like it. • It’s not for everyone. Non-Verbal: • Shrugging • Looking bored • Slow pace and quiet tone Webeneur.com www.Webeneur.com/IMPULSE.html 24 IMPULSE! Section II Chapter 6: Putting it together Now we have a basic understanding of how to raise impulse and, with practice, it will become natural and a part of how you communicate. But how do we put it to our benefit? If people are excited or impulsed but there is no request for action at the right time, nothing is accomplished. This section of the book will describe: 1) The basics of how impulse rises and then drops in a person 2) How to know when to close (request action) 3) The structure in which to do all of this Learning the Curve: The Impulse Curve Impulse can rise quickly or slowly over time, but in almost all cases when it starts to waiver it drops like a helicopter (imagine a helicopter gliding in for a landing). This can be shown in a simple curve diagram. Webeneur.com www.Webeneur.com/IMPULSE.html 25 IMPULSE! Impulse Time Diagram 2 Webeneur.com www.Webeneur.com/IMPULSE.html IMPULSE!