Caveat Emptor
buyer beware
Caveat Venditor
seller beware
-balance has shifted from a high amount of information for the seller to an almost equal amount of information for both buyer & seller
asymmetry in available information
buyers are suspicious of sellers, whether the product is a "lemon" or a "peach
old ABC's of selling
ALWAYS BE CLOSING
- waning influence with the wealth of information
new ABC's of selling
ATTUNEMENT, BUOYANCY, CLARITY
- idea is to bring one's actions and outlook into harmony with other people and with the context you're in
attunement
to bring one's actions and outlook into harmony with other people and with the context you're in
3 principles of attunement
1. increase your power by reducing it
2. use your head as much as your heart
3. mimic strategically
social cartography
interpreting the group dynamic and adjusting your style accordingly
buoyancy
continually getting rejected but still staying afloat
3 components of buoyancy
1. Before: Interrogative Self-Talk
2. During: Positivity Ratio
3. After: Explanatory Style
Interrogative Self-Talk (Before)
to question one's ability to do the task at hand
- better to ask yourself if you can than to tell yourself that you can
- makes our motivations intrinsic rather than extrinsic
Positivity Ratio (During)
- positive emotions broaden people's ideas about possible actions
- makes us more receptive & creative
- want 3:1 ratio of positive:negative emotions (the golden ratio)
Explanatory Style (After)
- person's habit of explaining negative events to themselves
- a positive explanatory style sells more than a negative style
clarity
- help others see their situations in fresh and more revealing ways & identify problems that they hadn't seen
- problem finding rather than problem solving
- curating information rather than accessing information
- asking questions rather than answering q
5 frames that provide clarity:
1. the less frame
2. the experience frame
3. the label frame
4. the blemished frame
5. the potential frame
the less frame
choices are good, but TOO MUCH of a good thing can turn into a bad thing
the experience frame
people get more satisfaction from purchasing experiences than purchasing goods
- frame a sale in experiential terms to get satisfied customers and repeat business
the label frame
how people label a product affects how that product is seen
the blemished frame
adding minor negative detail in otherwise positive description of target can create a more positive impact
ONLY under these 2 Conditions:
1. consumer in a low effort state
2. negative info must follow positive info
the potential frame
the potential to be good at something can be preferred over actually being good
- uncertainty makes us thing more about that product/person
pitch
ability to distill one's point to its persuasive essence
one-word pitch
-Maurice Saatchi
- "one word equity
question pitch
-questions outperform statements, makes us think & be more invested
- if arguments are weak, the question pitch actually hurts the presenter
rhyming pitch
boosts "processing fluency" which helps us remember things better
subject-line pitch
should either pique curiosity or have sense of utility
- also should be specific
- don't mix curiosity & utility
twitter pitch
160 characters, quick and to the point
- may provide info and links
pixar pitch
Emma Coats
- storytelling with 6 sequential sentences
improvisation
- sales and non-sales starting to favor improv bc of unpredictable and growing marketplace
3 rules of improvisational theater:
1. hear offers
2. say "yes, and."
3. make your (business) partner look good
2 underlying lessons for serving:
1. make it personal
2. make it purposeful