How to Coach Yourself and Others How to Influence, Persuade and Motivate | Seite 440

bridge the perceived psychological gap between their Victim’s Needs and
the Needs of others who are just like them.

Law 3: Dissonance
Effective Persuaders clearly recognize that people will seek to maintain
consistency with their past decisions, values, attitudes, behaviors and
beliefs under most circumstances. They utilize this to their advantage by
initially making small requests of their Victims in order to encourage
affirmative responses. These small “Yes” responses and steps create
dissonance. The Persuader eventually begins making ever larger requests
of their Victim until their outcome has been achieved. Under most
circumstances people will continue to “agree” to the Persuader’s
offerings, as they seek to maintain consistency with their past responses
and avoid the feelings of dissonance.

Law 4: Contrast
Effective Persuaders present their Victim with a contrast of choices. Their
goal is to convince their Victim to purchase Product “E”. This is a higher
ticket item that may be slightly outside their Victim’s price range.
However, instead of showing them Product E to begin with, they instead
show them Products A through D. They inform their Victim that Product
A, B, C and D have several undesirable options that don’t quite match
their Victim’s needs. They eventually work their way up to Product E that
meets their Victim’s Needs perfectly.
The Law can also be utilized effectively by initially making a large
request that you know with certainty will be negated by your Victim.
Follow this up immediately with your desired smaller request and
measure the result. Under most circumstances people are more likely to
say “Yes” to the 2nd request if it is preceded by the larger request.

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