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Biochemistry + Persuasion = Sales Explosion

Biochemistry + Persuasion = Sales Explosion

This ethical sales hack crushes it...

April 17, 2024

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Welcome to another issue of Passionate Income.

Today we’ll be discussing one of the most powerful but commonly misunderstood elements of persuasion. In particular, how you can use this strategy to persuade people to buy your stuff in a 100% ethical manner.

Let’s dive in.

This issue is sponsored by us - Passionate Income!

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In 2019 I paid $5,000 for a weekend seminar on how to sell high ticket services without having to get on the phone.

It was an eye opening training, and some of the lessons I learned have stuck with me more than most any other course or coaching program I've ever done.

In particular, one of the biggest lessons I learned is that what happens prior to the point at which you ask for the sale is much more impactful than the way you ask for the sale.

Which is what makes it possible to sell high ticket services without getting on the phone despite people's natural fears and resistance:

Foreplay.

Not in the sexual sense, but in the persuasive sense.*

*The parallels between sales, and dating and seduction, are insane.

Anyways, in sales, foreplay refers to all the interactions you have with a prospect before asking them to buy from you.

This includes everything from the content they consume, to email interactions, to pre-sales calls and more.

Now, during this foreplay phase, most salespeople think they can move the ball forward by "providing value" to the prospect.

And while this isn't wrong, it's shortsighted.

See, value is subjective (given people get value out of different things).

Meaning, unless you know precisely what that person defines as being valuable, it can be hard to meet their needs.

With that said, there's a saying in the industry that:

"A confused prospect doesn't buy."

Meaning, to make the sale, your prospect needs clarity. In particular, clarity on the outcome being promised, and clarity on what their role is (and what they'll have to do) to achieve the desired outcome.

My favorite metaphor for this concept is the idea of a prospect having to pass through a long hallway full of locked doors. And if you can get them to the final door, they pull out their wallet and buy your thing.

In this metaphor, each door represents a doubt, fear or hesitation (which sales people refer to as an "objection") that's holding them back from buying your thing / spending money with you.

Overcome all their objections and poof: They buy.

So the question becomes how.

How do you help your prospect unlock all those doors so they arrive at the holy land and deposit some money into your Stripe account?

What I learned in this training is that helping your prospect achieve insights - Ah Ha Moments - is the key that unlocks those doors.

See, the reason your prospect is even considering buying your thing is because they're not happy with where they are now.*

*We're mostly talking about services here, but much of this applies to non-commodity physical products also. It also applies to info products.

If they were happy, they wouldn't have a need for you thing.

Meaning, there's some kind of block - whether that be mental, physical, or emotional - that's holding them back from getting the outcome they want.

An outcome that - if they hire you - they can achieve and be happy.

The reason this matters is because helping your prospect overcome the blocks preventing them from achieving success is massively powerful.

Think of it like trying to put together a puzzle.

If you're struggling to complete a section, and then out of nowhere crack the code on the missing piece, your brain will light up with excitement.

This is no accident.

Instead, it's your brain rewarding you for solving a challenging problem. Which, as you can imagine from an evolutionary perspective, ensures both our survival and proliferation.

I bring this up because helping your prospect achieve an insight has the same effect on the brain.

At the precise moment your content helps a prospect achieve an Ah Ha moment, their brain lights up with excitement (and dopamine). Why?

Because similar to problem solving a puzzle section, your content helped them problem solve an important part of their lives.

Except unlike a puzzle, where the emotion of solving the section is fleeting, helping someone problem solve their life can have a profound impact.

And the more important it is for them to handle the problem, the deeper the appreciation they'll feel toward you for the being the one who helped them achieve the insight.

On the flip side, overwhelming someone with educational materials (e.g. How to videos, educational eBooks, etc.) does almost nothing to spark feelings of gratitude or appreciation in your prospect.

Which is why - despite their good intentions - most marketers who try to overwhelm people "with value" struggle to make sales.

So the next time you need to persuade someone, whether that be 1-on-1 during a sales call or 1-to-many as part of a group sales effort, try to focus on delivering insights instead of educating or trying to impress them.

Further, now that you understand this pattern, be aware of when people use it on you (and just how powerful it can be when someone does this right).

*If you want to see what this looks in action, join our live training tomorrow.

During the training, we'll share multiple insights related to why Faceless Instagram Pages are (in our opinion) the best side hustle for 2024.

💡 Takeaway: Helping someone achieve a lightbulb moment sparks a massive dopamine release in the brain. And if someone connects those feel good emotions with you, it increases the likelihood they buy your product/service.

🎁 Resources: