“The Irresistible Force That

Becomes Your Secret Weapon In Selling”

Inertia is a force that keeps objects in motion going at the same speed, and in the same direction. In selling, that force applies. Let’s call it Compliance Momentum.

After the customer becomes comfortable with you (this may only take a minute or so) they are going to want to maintain this comfort.

After you ask questions to qualify for price, specific wants, and what they are using now….the questions become more re-enforcing in nature.

The more time the customer spends with you, the more they learn about what you offer, the more comfortable they become with you, the more invested they are in dealing with you.

A few years ago, I saw a skit on TV (it was a Candid Camera sort of show) where the host acted like he was from the City Garbage Disposal Company. The people he talked to were unaware that this was a gag.

This was to supposedly promote a new environmentally friendly trash dividing system.

The “victims” were asked to put out Two trash cans instead of one. “For cans”. They agreed. Then the guy told them that they also wanted a separate can for magazines. The people agreed. Another can for bottles...the people agreed. Another can for toys...plastic toys….metal toys….garbage...meat

scraps...vegetables….color paper...black & white newsprint….and it went on and on.

Eventually, I think he got the people to agree in 15 or 18 different cans for different kinds of trash.

Now, If he would have simply said “We want you to put out 18 different cans for the trash men, and sort your trash...the people would have refused. But it was only one more thing they were agreeing to each time...a small thing. And so they ended up with 15 or so trash cans. And every time a request was granted, it was easier to comply with the next request. Compliance Momentum.

This is the technique that telemarketers use when you order something from a TV infomercial. They may offer you 10 or 12 upsells over the phone. None of them, by themselves, amount to much money...but any three of them will double your order. This is where the money is made over the phone; Not on the offer itself. These upsells and future sales are where all the money is.

Anyway, as you are showing your product (Claude finally gets back to the main subject!)

You can ask for areas of agreement.

“Would you like to pick your cat hair up in one pass?”

“Do you see how this portable furnace will keep you warm & toasty as you watch TV?”

Always ask a question that you KNOW will get a yes answer. It’s very difficult to get them back in the buying mood, once the momentum is lost.

After they keep hearing each other (if a couple) say “Yes” about a dozen times, it’s hard to change direction. This even works with one person. They hear themselves agree with 15 things you say or 15 questions you ask, and they are almost sold, by the sheer momentum of their agreement.

This force is so strong that you must remember to give real value. They must really want what you have. It must really fit what they perceive as their needs. If you simply rely on the momentum...they will be back in an hour (or day) for a refund….with a perfectly logical reason for the refund.