First, realize that people are highly suggestible. Virtually any subtlety placed suggestion that comes up in conversation will shift either the other persons focus or color their following perceptions. Let’s look at some ways this works and some specific tools we can use to sell even more utilizing these tools.

The first area we can control in conversation is focus. One of the best ways is to use “targeted questions. People seem instinctively compelled to focus on, and answer, virtually any question posed to them. For instance, if I ask a customer what he likes so far about the product, I am subtly accomplishing several things. First, I have now focused them completely on the product, I have gotten them to talk about liking the product (they are virtually selling themselves now), I get them picturing themselves using and benefiting from the product (as if they have already bought), I learn what features they like best and I note what features they left out that could benefit them. The features they failed to discuss (missed) will likely be my next selling point. See how powerful this is?

The next area we can get them to focus on is what the negative consequences might there be if they don't buy our product. What might they miss out on? How might they be harmed, embarrassed or made to feel or look at? Say you were selling them a new computer for the business. Ask them how they would feel if their old computer crashed and they lost all of their valuable customer data? How much would that cost? What would that do to future sales or their reputation? People always answer the questions you ask, they can't help it. Open customers will verbally tell you what they think and feel, which is a great opportunity for you. But even the most resistant customer will silently answer the questions to themselves, in their heads. The psychology is such that they just can't not do it.

The next strategy involves coloring their perceptions with the questions you ask or the statement you make. For example you can ask the customer when selling a house "How often we be barbecuing with friends outback on the deck? Suddenly, they're thinking about and talking about having great times with friends in a new home, as if they already own it. Or you can do the same thing with a "telling statement." You do this by saying things like "I just know that you and your friends/family are going to have a great time barbecuing and enjoying the outdoors in your own beautiful backyard." You could also talk about yourself and they will still insert themselves in the picture. When you say "My wife and I love to sit out on our deck with a glass of wine at night as we recline back and stare up at the stars." Even the most resistant customers will see themselves doing this, and they won't argue it, because you aren't asking them anything.