Wednesday, August 15, 2007

The Power of Experiential Involvement

Some time ago, Science of Influence author, corporate trainer, and former radio sales executive Kevin Hogan shared this piece of advice with me for working with clients and their copy. I’ve passed his useful sales secret along to many of my friends in sales and consulting clients, but now I want to share it with you. It’s a simple persuasion tactic that will lead you to more sales.

Kevin’s advice (and I also recommend): Deliberately make a mistake (or two) on the proposed copy of your client’s commercial, so they get their pens out and correct the copy.

You might be asking yourself, who would want to bring attention to their own mistakes? Not me. Yes, YOU! And here’s the reason why: It helps you leverage the power of “experiential involvement” with your clients.

Although it may appear counterintuitive at first, this persuasion tactic gets clients more involved in the sales process. The act of physically making the copy corrections with pen in hand enhances the feeling of ownership of the project for your clients. And once that occurs, it will lead to conversation that will trigger more sales.

Again, it sounds simple, but it works!!

When you get your targets involved in the experience, they will readily accept your suggestions and easily comply with your requests more often. The power of “experiential involvement” will lead to more sales for your station or group.

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