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September 8, 2004
How People Make Decisions
Interview
with Kurt Mortensen author of the book,Maximum
Influence
Mike
Carruthers:
It's interesting to discover what types of things influence
the decisions that people make.
Kurt
Mortensen:
Most people make decisions based on emotion or a
subconscious trigger versus logic.
Kurt Mortensen
author of the book Maximum
Influence says if you're trying to influence someone it's
good to know what some of those subconscious triggers are and
one of them is smell.
For example
studies show that people around the smell of the Cinnabon store
are more likely to give donations to a charity. That's one reason
real estate agents will have someone cook bread or cookies before
they go to show a home.
Another
powerful tool of influence is how you package your words.
For example
the airline industry they're very good at packaging their words.
They say in the event of a water landing, hello, you're crashing
into the water. And they don't have life preservers on board
they call them a flotation device. And my favorite is they've
never lost my luggage it's only been misplaced. It softens the
blow and people react in a different way.
And in sales
for example…
You would
never want to use the word contract because that has certain
triggers to that. You know great professionals will say word
agreement or paperwork. You know they never say cost they say
investment. Your products never cheaper it's more economical.
Your products not more expensive it's top of the line. And so
the way you say it the research shows that it has a different
impact on people.
Tomorrow
the importance of trust I'm Mike Carruthers and that's Something
You Should Know.
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