In my book I mentioned a simple sales technique that you can use when selling something to someone. The technique is a pretty obvious one and well known.
It’s the words, “As you know……” as a lead in.
“As you know Bob, radio advertising is most effective in branding campaigns…..”
Bob will nod and say “Yes” almost everytime. Even if Bob doesn’t know. You see, it’s just an automatic response as part of conversation.
And what seems to happen is that the person seems to be likely to agree to your proposal/offer/whatever.
All that was ancedotal evidence
I had the technique shown to me a few years back. I’ve used it a few times with some success. I never thought there was any great study to back it up. Until now.
Yesterday on my way to and from Sydney, I read The Tipping Point by Malcolm Gladwell – a book concerned with trends and fashions.
In the book, Galdwell mentions a study that showed the very positive impact upon a person when an idea is presented to them whilst they are nodding. He goes on at length in the book describing how the little things can make a big difference – I found a section talking about how people take their emotional/feeling cues from others to be especially fascinating.
Anyway, it’s a great read for those in business, or for anyone interested in how ideas, trends and social behaviours come about.