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"People are generally better persuaded by the reasons which they have themselves discovered than by those which have come into the mind of others." --Blaise Pascal (1623 - 1662)
What do we need to accomplish or meet in order for our client or prospect to take action? We need their criteria.
Your clients or potential clients, as you discuss your service or product, is creating an image in their head of how life will be after they've purchased this product or service. Don't interfere or violate their image because you may end up removing yourself from it thereby ruining the sale.
What is the power of persuasion as it relates to criteria? How can we help them project that inner movie, so to speak, that they're creating in their thoughts, and help them realize that that inner movie was produced solely in their minds? By using the power of their own thoughts, they virtually sell themselves. We simply need to know when to step out of the way.
Criteria is the most powerful persuasion skill I know. It can increase your income incredibly, and send your sales through the roof. Unfortunately (for them) and fortunately (for us), not all sales people know the power of eliciting criteria and using it correctly.
Without first eliciting your prospect's criteria, you're pretty much hoping that you'll eventually hit on something, anything, that they might need. This is called 'features and benefits' and it's outdated and old-fashioned and the quickest way to expose yourself as an amateur. Why work with 'hit or miss' when you can zero in on exactly what your prospect wants and needs?
Focus on what your client wants and needs, and you will be rewarded with someone eager to do business with you.
All industries, and all interpersonal endeavors in fact, are enhanced by the process of criteria elicitation. If you're working with someone who won't accept this elicitation (and this is a rarity), then you really simply need to stop presenting to them. The simple question, 'Why are we here today?' opens a huge door to the internal workings of your client or prospect.
An incredible wealth of information, deep and integral information, is attained through criteria elicitation. If you find someone unwilling to give this to you, you'll find that you have a lack of real rapport with them and if this happens, stop, go back and gain rapport, then move back to the elicitation process.
You might have the ability to turn this around, but odds are, if you don't immediately have the respect of your client or prospect, you're not going to get it at this late point. Chalk it up to experience and move on to your next prospect this time gaining the proper rapport from the start.

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