Selling and acting are similar. Perhaps that is why I have always loved acting and theater, as well as my sales and training career. In both professions, setting the stage is critical to the success of the performance. The stage provides the right environment for the players to act or tell the story. Higher production reps spend time setting the stage and strategizing before jumping in to make a recommendation or request.

You can use persuasive techniques to change or improve your prospect’s perception of the “stage” or environment. Perception is a lens through which we interpret reality. By changing the lens, you can change the way people see and interpret reality and ensure that the prospect is ready and open to receive your message. Here are his five tips for successfully setting the stage:

1. Likeness – The more you resemble the person you are trying to persuade, the more you will increase likeability and the more likely you will be to persuade them. We are psychologically compelled to gravitate toward similar stimuli because people who are more similar to us seem less threatening. This mentality stems from the caveman’s desire to survive.

Dress similarly to your prospect, but always be well groomed, as the more groomed and pleasant you appear, the more persuasive you will be. Of course, discussing shared backgrounds or similar interests makes for a less threatening conversation. But be careful not to fall into the trap of commenting on photos in the prospect’s office that may have been placed there to ensnare salespeople talking smoothly.

two. ideomotor response (chameleon effect) – Our tendency is to perform a physical behavior simply by thinking about the behavior. You can gain rapport by imitating your target’s behavior. When another person mimics our nonverbal behavior, it activates the medial orbital cortex, and that region of the brain is associated with reward processing, so it’s biologically pleasing. This is not “monkey go, monkey do” but rather relaxed arms and hands, posture, nodding and a sincere smile.

3. behavioral consistency – When the behavior is not consistent with their attitude, they are motivated to solve it. Robert Cialdini, prominent influential speaker, suggests the “one foot in the door” technique to motivate the prospect. First, ask the prospect to comply with a small request, such as permission to sit or ask a question. You can keep sprinkling little requests into your conversation. Then the odds will be in your favor for later larger requests, as the prospect looks for consistency with past behavior. However, don’t use the old tricks, like asking questions that obviously require a yes answer. Use real questions of interest that advance the sales process.

Four. storytelling – Stories, particularly self-disclosure stories (Who You Are Story) build trust, clarify, encourage, and make relationships more interesting and exciting. A good story follows the hero’s journey described by Joseph Campbell. It’s more than cold facts. Include a conflict or challenge that you overcame and the resulting change or transformation that occurred. This often leads to a discussion about shared values ​​or the prospect’s desired outcome.

5. BYAF (But you are free) – People don’t like to be pressured into making a decision. They fear the loss of freedom. Because your motivational state is perceived as a reduction in freedom of action, it is considered a counterforce and is known as “psychological reactance.”

Research shows that the best way to get someone to do something is to tell them they don’t have to. This technique doubles your chances of a yes. Suggest action but say “You are free to choose.” I saw an interesting implementation of this technique. A stop sign near my house reads: “Moving stops $125 fine, full stop free. Your choice.”

Tell the prospect up front that there is no obligation. One of the main purposes of the call is to determine if there is a fit to work together. If there is no adjustment, they are free to end the current relationship and perhaps recommit at another time when there is an adjustment.

Implement these techniques and you’ll increase your chances of a “yes” in your next customer interaction.