In 2002 I read John Kotter and Dan Cohen’s influential book The Heart of Change. I was captivated by one story: ‘Gloves on the Boardroom Table.’
For the past 60 years, social scientists have been studying how successful persuaders switch our minds from no to yes.
Ultimately, customers buy from the seller who offers the best value. Yet salespeople who are seen by buyers as value-multipliers are as rare as pink diamonds. A recent Forrester executive insight survey asked senior executives to rate salespeople.1
Imagine you’re the Ad Director of a large advertising agency. You’ve been commissioned to create an engaging television commercial for an online search tool. Your instructions: Create a vivid commercial that will emotionally resonate with the audience.
Insights help sellers and their customers see into a problem. Hence the word in-sight. But what precisely is an insight? Here are a few of my favorite definitions:
Aha! sales stars don’t just use insights to sell. They also use stories to sustain traction and momentum created by their insights. Sellers who use Aha! insights plus stories are much more successful than sellers who use facts and figures to support their insights. An ancient Jewish fable tells us why.
Every day buyers make poor choices. Even the smartest buyers commonly make dumb decisions.
Why do some messages get shared around? What makes online content go viral?
It’s easy to think we live in a hate-filled world and as individuals we are powerless to influence what happens to us.