Take a moment and read this very powerful quote from Robert Cialdini. In fact, read it twice – or three times. Chew on it. Consider the ramifications. I’ll follow with some comments, but I want to challenge you to find the important messages for you.

“Once we realize the power of consistency is formidable in directing human action, an important practical question immediately arises: How is that force engaged? Social psychologists think they know the answer: commitment. If I can get you to make a commitment early on, I will set the stage for your automatic consistency with that earlier commitment. Once a stand is taken, there is a natural tendency to behave in a way that is stubbornly consistent with that stand.” Daniel Cialdini, Influence: The Psychology of Persuasion

My thoughts: the final closing question is nothing but problematic unless it is based upon a series of agreements (commitments) from the prospect throughout the conversation. Think of the pressure you are putting on the customer to come up with a definitive yes/no decision without having made any other commitments along the way.

The fact is that buying is a process for the customer, not a moment. Therefore their decisions should be spread out over the entirety of the conversation. Do that right and the final close becomes far simpler for both parties.

What applications did you get from that powerful quote? I’d love to hear your thoughts – chime in below!

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.