How to Coach Yourself and Others How to Influence, Persuade and Motivate | Página 325

in tuition as favorable. Those shaking their heads side to side (no motion)
overall wanted the tuition to be lowered. Those who had not moved their
heads didn't really seem to be persuaded one way or the other.[7] In a
similar study at the University of Missouri, the researchers found that TV
advertisements were more persuasive when the visual display had
repetitive vertical movements, for example, a bouncing ball.[8]
Contact
Engaging customers with human contact also works well for retail stores.
Human beings are naturally drawn to other human activity.[9] The sight
of other humans in motion attracts people — and increases sales. Studies
show that the more contact employees make with customers, the greater
the average sale.[10] In fact, any contact initiated by a store employee
increases the likelihood that a shopper will buy something.[11] A shopper
who talks to a salesperson and tries something on is twice as likely to buy
as a shopper who does neither. Talking with an employee has a way of
drawing a customer in closer and actively involving them.
The Power of "Yes"
Use questions that will create "yeses." As you create your marketing and
persuasive presentations, you must engineer the number of times you get
your audience to raise their hands, say yes, or nod their heads. How many
verbal yeses are you getting? One easy and effective way to get more
affirmative responses is to engineer questions that will receive a positive
answer. For example, when a word ends in "n't" it will bring a "yes"
response. Consider the following phrases:
Wouldn't it? - Isn't it? - Couldn't it? - Doesn't it? - Shouldn't it? Won't you? - Can't you? - Wasn't it?
[1]David Sears, J. Freedman, and L. Peplau, Social Psychology (Englewood
Cliffs, N.J.: Prentice Hall, 1985), p.154.
[2]A. C. Elms, "Influence of Fantasy Ability on Attitude Change Through Role
Playing," Journal of Personality and Social Psychology 4 (1966): 36–43.
[3]A. Pratkanis and E. Aronson, Age of Propaganda (New York: W. H. Freeman,
1992), pp. 123–124.
[4]Les Giblin, How to Have Confidence and Power in Dealing with People
(Englewood Cliffs, N.J.: Prentice Hall, 1956), p.120.
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