People are sheep.
I’m not saying this in a “condescending” manner either. It’s a fact!
Listen, people are more likely to make a choice if it needs less “mental fuel” to make. Example?
Well, I was out shopping last night when I saw this guy standing by the biscuits stand wondering which ones he should pick. He stood there for about five minutes before I calmly walked up to him, pointed at my favourite brand and confidently suggested he take them. And guess what…
He actually bought them without a second thought!
Plus, here’s where it gets interesting. Apparently those biscuits weren’t for him at all. Nope. They where for his mum.
See where I’m getting here?
He trusted the choice of what his own mother was going to have with her tea to the opinion of a total random stranger ( a dashing and good looking stranger, mind you ). What if I was a troll who tricked him to pick the worst brand? That obviously didn’t pass through his mind. Heck, even if it did he probably ignored the thought.
It’s pretty clear I essentially “bypassed” his anti-sales bullshit detector with my recommendation.
Bear in mind I’ve done this for stuff as mundane as toilet paper, deodorant, light bulbs and my personal favourite, chocolate chip cookies… and the person took my advice each time.
Because the weight of a third party carries lots of weight during the buying decision.
There’s a big reason why testimonials are the shit in sales letters and why TV infomercials have all these random people on the streets giving the product a shot and freaking out after seeing how good it is.
Bottom line: people just won’t accept your claims as easily as they could have if you’d got someone else ( a third party, duh ) to make them for you. In their minds a third party is less biased and less likely to make a recommendation out of self interest.
Don’t ask me why the human mind works that way.
I’m a handsome salesman on a keyboard. Not a mind reader.
But enough of my shopping adventures.
There are many ways to use a third party opinion to state your claims. And if you want me to pick the right ones so you can “bypass” your prospect’s buying decision “bullshit detector”, then hit me up over at:
Or fire me an email over at:
[email protected] dot com
And I’ll get back to you soon as I can.
…Till the next wave of madness…Vae victis