How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 204

Step Two: Create Dissonance
Once you have the commitment, you can create the dissonance. You
create that dissonance or imbalance by showing your prospects they have
not kept or are not keeping their commitment. For example, "You said
you needed this right away. Why do you have to think it over and come
back tomorrow?" The person's self-image is squeezed from both sides by
consistency pressures. The prospect feels great internal pressure to bring
self-image in line with action. At the same time, there is pressure from the
outside to adjust this image according to the way others perceive us.
Step Three: Offer a Solution
As a refined persuader, whenever you create dissonance, you always need
to offer a way out. You need to show, prove, or explain how your product
or service can reduce the dissonance your prospect feels.