Covert Persuasion
Psychological Tactics and Tricks to Win the Game
Number of pages: 240
Publisher: John Wiley & Sons, INC.
BBB Library: Sales and Marketing, Communication
ISBN: 9780470051412
Editorial Review
The word “covert” in covert persuasion might insinuate incorrect means to try to persuade someone. In actuality, it is totally correct and ethical, and only implies the use of skillful tactics that are not obvious to the person being persuaded. The ultimate goal is to move your target from the position he is in to the position that you want him to be in through persuasion. Covert persuasion is, partly, trying to create a change in the mind of a customer without him being aware of the changes taking place. The wording you choose to use is one of the most powerful tools to use in persuasion. “A suggestion from an authority figure can often override a person’s visual memory to create a new and different memory. That means people will think differently depending on who is doing the telling.” Your objective is to create the right images in the customer’s mind that target the behavior you want. But before reaching that stage, keep in mind that we all, naturally, resist what we don’t believe. We need new images and new information in our minds to be able to have a new outcome.
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Wisdom to Share
Grab attention by saying something people will passionately agree with you about or something controversial to create an attention-getting emotion.
“The key to success for you is to covertly deal with subconscious mind while you persuade the conscious mind.”
Never tell your target person that he is wrong. This goes back to the old cliché that "the customer is always right." Regardless of the accuracy of this statement, don’t make your customer feel he is wrong.
Do not judge. Take your time in knowing and understanding your client, even when they say things that don’t sound appropriate to you. When you understand them, their responses might make more sense to you.
Making a short-life, ill-fit deal will do harm to your reputation. Make sure that your offerings are genuine and real.
Identify a targeted problem/situation. This is to identify what it is exactly your customer does not want to experience, which could be anything from high costs to inefficient advertising; and it is your product or service that will solve this problem.
The ultimate goal is to move your target from the position he is in to the position that you want him to be in through persuasion.
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