Big Softy

Hi Persuader,

I’m curious. . .

Just so I’m absolutely clear. . .

Excellent. That makes perfect sense. And so that I’m understanding you. . .

Once we get past the basics of rapport and criteria elicitation, we can then feel free to put a little polish on our persuasion package.

Softening statements and questions are just that. When we elicit criteria, the basic structure is, ‘What’s important about X? What’s important about Y? And ultimately, what’s important about Z?’ (If you’re new to MAXpersuasion or haven’t yet learned the basics of rapport building and criteria elicitation, stop now! And contact Kim for more information to get you started.)

Okay. So once we are comfortable with criteria elicitation, we can then add some softeners to sooth and encourage our prospect.

‘So, I’m just curious, tell me, what’s important to you about finding a new financial advisor?’

‘Well,’ says our prospect, ‘I’m just not feeling comfortable with my current advisor and I’m looking for a change.’

‘Excellent. Really good. That makes perfect sense. And so that I’m understanding you completely, what’s important about feeling comfortable with your financial advisor?’

‘Well, I just really want to feel secure in knowing that I’m taken care of and that my best interests are being looked after, and I’m just not finding that to be the case right now.’

‘Absolutely. I completely agree. And just so that I’m absolutely clear, ultimately, when you find this secure feeling that you’re being taken care of, what will that mean to you?’

‘It will mean that I don’t have to worry about my family or my family’s financial future.’

Softening statements/questions put the prospect at ease. They show that we’re really, truly understanding and in compliance with our client’s needs and desires.

Like playing a musical instrument, persuasion can either be taken directly off the page as written, but its power is best utilized when we get the basics down and then do a little improvisation. Obviously, without the basics, we get a lot of nonsense, but when we combine a solid foundation with these flourishes, it can be a beautiful symphony.

Until Next Time,

Kenrick E. Cleveland