Accelerate Podcast with Andy Paul
January 19, 2017

How to Influence and “Pre-Suade” Buyers. With Robert Cialdini. #359

Joining me on this episode of Accelerate! is my guest Dr. Robert Cialdini, New York Times bestselling author, with three million copies of his books sold. Dr. Cialdini is known for his international best-selling book, Influence: The Psychology of Persuasion, as well as his latest book, Pre-Suasion: A Revolutionary Way to Influence and Persuade. Dr. Cialdini is the Regent’s Professor Emeritus of Psychology and Marketing at Arizona State University, as well as the President and CEO of Influence at Work. Among the topics Dr. Cialdini and I discuss are how his own experience of being “a pushover” led him to research how people are influenced to make decisions; the six (now seven) central precepts of influence and how to use “pre-suasion” to prime prospects to receive the value of your messaging.

KEY TAKEAWAYS

[2:36] Robert says he’s always been a pushover to buy things he didn’t want, and to make contributions to causes he didn’t know, while people walked away with his money. This is why he started studying the psychology of influence.

[3:56] He wrote Influence to inform people how to recognize and resist unwelcome influences upon themselves. All of his clients, though, want to harness influence, not to deflect it.

[6:34] If we tap into those fundamental motivations that are universal to humanity, then we have a set of influence tools that will be most successful over the widest set of situations and populations.

[7:07] The 6 key precepts of influence.

[15:11] A tactic used on American POWs during the Korean War, was to ask for a neutral agreement before asking for a big one. The agreement mentally turned them from prisoners to assistants. This also works, to turn prospects to customers.

[18:34] Dr. Cialdini once found he was influenced to make a contribution to a man at his door, who had presented no credentials, and no evidence of validity. Dr. Cialdini made a donation, and felt good about it,  until he realized how he had been influenced.

[21:28] Savvy communicators Pre-Suade, before they deliver their message. It is not changing a person’s mind, but changing their state of mind, so that they willingly receive your message.

[23:39] If you want to sell by quality, rather than price, show an environment of quality in your marketing materials. Dr. Cialdini tells of a study of clouds vs. pennies for landing page backgrounds, for a furniture store. Listen, for what happened!

[28:37] What has been most recently elevated to top-of-mind, when you’re about to make your pitch? That is what will determine how receptive people will be to it.

[29:20] Dr. Cialdini discovered a seventh principle of influence: Unity (being one of us). People say, “yes” in the boundaries of, “we.” Point to existing memberships you share before you ask. Ask advice (as of a partner), not opinion (as of a customer).

[36:37] These principles work effectively in person. But even in an email, if we start it with a personalizing, connecting message, then that re-establishes the human basis for exchange.

[38:37] Andy recommends to all his listeners to read both books: Influence: The Psychology of Persuasion, and, Pre-Suasion: A Revolutionary Way to Influence and Persuade.

December 27, 2016

How to Power Down Stress to Power Up Your Business. With Robert Mallon and Bill Watkins. #340

Joining me on this episode of Accelerate! are my guests Robert Mallon and Bill Watkins. They are the Founders of the Rusty Lion Academy. Among the many topics that Robert, Bill, and I discuss are, their experiences that brought them to coaching, how physical neglect leads to burnout, and how procrastination and hesitation block success (and how to power through these negative behaviors.)

December 14, 2016

How to Build a Predictable Pipeline. With Marylou Tyler. #330

Joining me on this episode of Accelerate! is my guest Marylou Tyler. Marylou is the Founder and CEO of Strategic Pipeline, and coauthor of the classic sales book, Predictable Revenue, which she co-wrote with Aaron Ross. She is also the co-author of a brand new book, Predictable Prospecting: How to Radically Increase Your B2B Pipeline. Among the many topics that Marylou and I discuss are Marylou’s journey from engineer to revenue expert, developing your Ideal Prospect Persona, the Disqualification Engine, and her new methodology you can use to predictably reach new prospects.

November 11, 2016

How to Use Ambiguity to Win More Sales. With Bridget Gleason. #303

Welcome to another Front Line Friday with my amazing guest, Bridget Gleason. On this week’s episode, Bridget and I delve into dealing with ambiguity — and how to use it to your advantage in sales.

Join Bridget and me for this episode of Accelerate! as we first answer a listener question about a curiously reluctant manager, and then work our way through a great discussion about how to convert prospect ambiguity from a disturbance into a competitive advantage.

November 7, 2016

How to Persuade, Negotiate and Influence. With Kurt Mortensen. #299

Joining me on this episode of Accelerate! is Kurt Mortensen, one of America’s leading authorities on persuasion, negotiation, and influence. He is the author of multiple books, including Persuasion IQ, The Laws of Charisma, and his best-selling book Maximum Influence. In this episode, Kurt and I explore the relationships between influence, persuasion and negotiation, how sales has changed, whether you would rather talk to a salesperson or a consultant, and how learning the laws of persuasion can make you more effective in sales and any other human interaction.

June 26, 2016

The Best of Accelerate! Effective Sales Strategies To Open Any Door. With Stu Heinecke.

The is one of my favorite episodes. My guest, Stu Heinecke, the author of How to Get a Meeting with Anyone: The Untapped Selling Power of Contact Marketing, turns convention on its head and tells you how to get meetings with those buyers that can transform your business.  In this episode, Stu shares the innovative contact marketing strategies from his book that enable any sales rep to open any door to any prospect and get a meeting with every decision maker that they target. Among the topics we discuss are:

  • What is contact marketing?
  • How contact marketing fits into your sales development process.
  • How you can use contact marketing to open the door to any prospect.
  • Effective strategies to persuade an executive assistant or gatekeeper to help you.
  • 4 free successful contact marketing campaign ideas
April 19, 2016

On Accelerate! Now: Episode 137 with Dave Sanderson. The Life Lessons, and Sales Lessons, I Learned from Surviving US Airways Flight 1549.

Dave Sanderson was a salesperson on a normal business trip to visit customers when he boarded US Airways Flight 1549. He was also the last passenger off the plane as it floated, partially submerged and taking on freezing water, in middle of the Hudson River.

Dave is an inspirational speaker, author, and survivor. He is the author of Brace for Impact and Moments Matter: How One Defining Moment Can Create a Lifetime of Purpose.

Listen to this important episode as Dave discusses how his life was changed forever on January 15, 2009, how he instinctively risked his life to put everyone else’s safety above his own and how this has transformed the way he leads his life. Dave shares important life lessons and sales lessons he learned from this event. Don’t miss this!

April 5, 2016

On Accelerate! Now: Episode 127 with Stu Heinecke. 4 Effective Contact Marketing Strategies To Open Any Door

Stu Heinecke is a Wall Street Journal cartoonist and the author of How to Get a Meeting with Anyone: The Untapped Selling Power of Contact Marketing. Stu is also a Hall of Fame nominated marketer and author. In this episode, Stu and I discuss how anyone can use the power of contact marketing to open any door and get a meeting with any decision maker you target. Among the topics we discuss are:

  • What is contact marketing?
  • How contact marketing fits into your sales development process.
  • How you can use contact marketing to open any door.
  • Effective strategies to persuade an executive assistant or gatekeeper to help you.
  • 4 free successful contact marketing campaign ideas
December 2, 2015

On Accelerate! Now: Episode 43 with Etai Beck. Build Value By Delivering Knowledge Through Content.

Etai Beck is CEO and Co-Founder of Folloze. In this episode, Etai discusses how you can deliver value to your prospects by responsively providing the right content at the right moment at each stage in their buyer’s journey. He talks about tools you can use to create compelling narrative for the prospect that helps them understand at a greater level of depth exactly what value the solution that you’re selling is going to provide. Etai also shows why it’s essential for you to understand how buyers engage with your content and to mine insights that enable you to quickly and effectively respond to the help the customer move closer to making their choice. If you’re a sales leader or have responsibility for sale enablement, you’ll want to download and listen to this episode.

 

November 17, 2015

On Accelerate! Now: Episode 35 with Jeff Shore. Is An Addiction To Comfort Holding Back Your Sales?

Jeff Shore is the author of the best-selling book, Be Bold and Win The Sale, a speaker and nationally recognized sales trainer. With 30 years of experience, he’s a self-described “sales wonk” who loves picking up a sale and dissecting it. In this episode, Jeff unveils the concept of “comfort addictions” and describes how a sales rep’s ability to recognize and embrace “discomfort” can be the trigger to achieving sales success. Selling is a process that is inherently full of discomfort. And Jeff shows how sales reps can turn that to their advantage to win more deals. CEOs, sales leaders and sales reps need to listen to this episode.