Kerry Johnson - Trust-Based Selling

Trust-Based Selling

Also by Kerry Johnson

New Mindset, New Results

Why Smart People Make Dumb Mistakes With Their Money

Willpower

Mastering Self-Confidence with NLP

Phone Sales

Sales Magic

How to Read Your Clients Mind

Peak Performance

Trust-Based Selling

ADVANCED TECHNIQUES ON GAINING RAPPORT AND TRUST

Kerry Johnson, MBA, Ph.D.

Published 2020 by Gildan Media LLC

aka G&D Media

www.GandDmedia.com

TRUST-BASED SELLING. Copyright 2020 by Kerry Johnson. All rights reserved.

No part of this book may be used, reproduced or transmitted in any manner whatsoever, by any means (electronic, photocopying, recording, or otherwise), without the prior written permission of the author, except in the case of brief quotations embodied in critical articles and reviews. No liability is assumed with respect to the use of the information contained within. Although every precaution has been taken, the author and publisher assume no liability for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information contained herein.

FIRST EDITION 2020

Front Cover design by David Rheinhardt of Pyrographx

Interior design by Meghan Day Healey of Story Horse, LLC

Library of Congress Cataloging-in-Publication Data is available upon request

ISBN: 978-1-7225-0184-6

eISBN: 978-1-7225-2281-0

10 9 8 7 6 5 4 3 2 1

Contents

Introduction

W hy is it that some people, with just a few gestures or words, can communicate mountains of knowledge and information and evoke emotion from their listeners to such an extent that the listeners become committed and dedicated to what the speaker says?

In this book, you will learn about subliminal seduction in advertising research and how you can apply it in selling or interpersonal communication. Youll learn how the unconscious mind works and how you can directly appeal and present information to the unconscious. You will learn how to effectively bypass consciousness in communicating ideas. Youll also learn some of the simplest and yet most fundamental ways of how to be an effective communicator with everyone.

In the first chapter, youll learn about a type of people called visuals. Youll learn how to identify them and understand what theyre like. Youll also learn what goes through heads of visuals, and some very effective techniques for getting them to do what you want them to do.

Chapter 2 will cover another group, called auditories. Youll learn how to identify them and their characteristics, how they think, and how to talk to them. Youll find out how to deal with them and present information as well as how to close them.

In chapter 3, we will deal with kinestheticslearning how they think, what theyre like, how they behave, and also how to persuade, sell, and communicate with them. In this way youll be able to get them to act and react in the way that youd like.

Furthermore, youll learn how to get more trust and more rapport faster than you ever thought possible with techniques called matching and mirroring. Ill share with you some specific persuasion techniques on the telephone. Youll learn how to change someones attitude just by using subliminal messages.

Other techniques will explore how to anchor peoples emotions, how to get people to say yes, and psychological sliding. Youll also learn about instant replay, or how to get your prospects own unique decision or buying strategy. Youll gain useful information on understanding exactly what your prospect wants within the first few minutes. So guess what? You can give it to them.

Youll learn how to use better techniques for overcoming objections. Youll gain information on how to use metaphors and stories in a way that the prospect wants to hear them. Perhaps, most importantly, Ill show you how to wrap all these techniques together so you can make more money by communicating with people the way they want to be communicated with instead of the way you want to communicate with them.

When you finish this book, I hope youll agree that it offers some of the most sophisticated, useful, and unusual selling and persuasion techniques you have ever seen. Be prepared to sell more in the next few days and weeks than you have previously sold in your whole life.

The best ways to keep from quickly forgetting these ideas are, number one, practice at least one technique each day in a real-life situation, and number two, teach these techniques to two other people. This will solidify these ideas in your mind and help you find more applications for the concepts.

One

Visuals: How to Get People to See Things

T his research came about as a result of a lot of studies in my last couple of years at the University of California, San Diego on subliminal seduction in advertising. Have you ever seen a subliminal message in advertising? Gilbeys Gin did a study in which they found out they could sell a whole lot more gin if they could entrance or entrap you. Gilbeys investigated some of the most interesting and unique studies for subliminally influencing your mind, getting you to pay more attention to the subliminal messages that are inside ad photos. In one ad, you see Gilbeys Gin over here, but there are interesting little letters in the ice cubes. Theres an S in the one at the top. Youll see an E in the middle. Guess what the letter in the bottom ice cube letter is.

Every time Gilbeys runs this ad, they pay $50,000 to $70,000 to magazines like Playboy, Playgirl, Time, Newsweek. You know what their return on investment is from using this thing? Five million to seven million dollars every time. Youve been sold things you havent even wanted for years and years, and they know in technology how to give it to you at the right time at the right place.

Have you been to Las Vegas? Youve probably seen the lights in Las Vegas go fairly slowly, at hypnotic levels, trying to entrance you into putting more money into their biggest revenue-producers, which are slot machines. You will never play a slot machine by itself in a casino. You only play them in groups of four, five, six together around you. Why? Because Las Vegas wants you to hear the money down the chutes on the other slot machines that youre not playing. This things going to hit any second now. How come all the rest of them are hitting and mine isnt? Aladdins and Caesars Palace casinos are now etching in nude figures into the glass of those slot machines. Keeps you there a whole lot longer, doesnt it?

Kmart is doing almost the same thing. Theyve made their lights go down to fairly hypnotic levels. They made blue lights flash around to captivate small minds. Kmart is also doing something interesting with Muzak. Weve known in industrial psychology that Muzak, if used the right way, will increase worker performance and decrease worker tension; otherwise the Muzak Corporation would not be so enormously profitable. Kmart is now putting unconscious soundtrack messages below that Muzak, which repeat over and over again during all store hours: Please, dont steal. We want you to buy, buy, buy. Their consumption has increased by 9 percent more than expectations in the same time frame. What are some of the first words children learn these days? Attention, K-Mart shoppers.