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Commitment and Consistency

By Troy Wilson
3 minute read

Getting to “Yes” is the fundamental goal of every sales process.  But, how does that work? At the core it may be more psychological than logical. Robert Cialdini, author of “Influence: The Psychology of Persuasion” is convinced of the fact.

You should certainly read the book, but I will give you a little insight into where I think the simplicity of getting the customer to verbalize “yes” is half the battle.

Yes, Yes, Yes

I have forgotten who said it, and in a brief search I couldn’t find it either, but one of the sales greats (i.e., Zig Ziglar, John Maxwell, et al) used to teach the art of the 3 Yes’s. Getting the customer to affirm with you in the positive three times can be a powerful advantage in your sales negotiation.

The reason is as simple as Cialdini’s principle of “Commitment and Consistency”:

“Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressure to behave consistently with that commitment.”

So, if you can get the customer to agree with you on:

  • A problem they need a solution to
  • Their basic need for a product like yours
  • The fundamental value of your solution
  • Significant consequences of not buying

Then getting to the ultimate, “Yes, I’ll buy,” is easier.


Confirm Decisions

If you do get the ball rolling in the right direction and the customer starts saying, “yes” don’t forget to affirm. Your sales process should continue to confirm and support their decisions.

Each of these small decisions (listening to another option, accepting a quote, agreeing to an appointment) needs positive confirmation from you.

  • “Excellent, Mrs. Johnson. I would be happy to get that quote you requested over today. Would this afternoon be soon enough?”
  • “Mr. Smith, I agree with you that mortgage rates are probably as low as they are going to get. More reason to get this rate locked as soon as possible.”

Consistency Brings the Deal

Once you have achieved this commitment, their need to remain consistent more times than not will bring the closing. So, lock in more “Yes’s” from your customers to close more deals this month.

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About Troy Wilson

Troy is the CEO and founder of Aged Lead Store. He has been in the lead generation industry for over two decades. His blog posts focus on how to refine your sales process and get the most out of your insurance leads, mortgage leads, and solar leads.

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