It’s because it’s an evolved survival mechanism in us humans.\u00a0Oh, cool… useless fact #452 you may be thinking. And how would you possibly benefit from it?<\/p>\n
Here’s how.<\/p>\n
You see, extensive\u00a0 <\/span>scientific\u00a0 <\/span>studies\u00a0 <\/span>confirmed – whatever people are focused on in the moment seems enormously important to them<\/b> – in\u00a0 <\/span>that\u00a0 <\/span>particular\u00a0 <\/span>moment.\u00a0The kicker is – it’s usually not\u00a0 <\/span>that<\/i>\u00a0 <\/span>important most of the time. But our primal brain can’t\u00a0 <\/span>help but\u00a0 <\/span>to think otherwise.<\/p>\n I’m sure by now you’ve heard plenty of objections over\u00a0 <\/span>price,\u00a0 <\/span>interest rates,\u00a0 <\/span>closing costs,\u00a0 <\/span>fees etc…<\/p>\n At the moment while your prospect is prodding you about all those things – it seems to be the most vital information to them<\/b>… They can’t help it, they’re only human.<\/p>\n If you want to close them like a\u00a0 <\/span>top\u00a0 <\/span>producer\u00a0 <\/span>would – you should never <\/i>counter-object<\/b> by trying to justify the price – or any other technical details such as interest rates.<\/p>\n You’ll only sink deeper in the\u00a0 <\/span>treacherous\u00a0 <\/span>quicksand.\u00a0This is when you strike them with jujitsu of direct attention<\/b>. The technique is right there in the name.<\/p>\n You re-direct <\/b>your prospect’s attention.<\/p>\n And by that, I don’t mean that you say: “Hey look over there.” Or talk about the weather or anything like that…<\/p>\n What you do is you focus on the reasons why <\/b>they want to buy the house in the first place. Ask them why they need the loan<\/b> then sit back – and hear their story.<\/p>\n Is it the better neighborhood they’re after? A\u00a0 <\/span>solid\u00a0 <\/span>hardwood\u00a0 <\/span>deck\u00a0 <\/span>with a\u00a0 <\/span>bigger backyard and\u00a0 <\/span>potentially\u00a0 <\/span>higher resale value down the road? Better school for their kids?\u00a0Whatever it is – if \u00a0 <\/span>you\u00a0 <\/span>keep \u00a0 <\/span>your\u00a0 <\/span>prospects mind occupied with\u00a0 <\/span>why they need the loan<\/b>\u00a0 <\/span>instead of trivial details like\u00a0 <\/span>interest\u00a0 <\/span>rate – you’ve pretty much won most of the battle.<\/p>\n If you just let your prospect tell you theirs – the rest is a buttery slide to closing that deal.\u00a0Take this proven tactic\u00a0 <\/span>for a spin next time you sit down with your next prospect\u00a0 <\/span>–\u00a0 <\/span>see its tremendous power for yourself.<\/p>\n In reality your prospect can care less about\u00a0 <\/span>the\u00a0 <\/span>details<\/b> of\u00a0 <\/span>their loan. They can really care less about the loan to begin with.<\/p>\n Most of the time the reason they even bring up the\u00a0 <\/span>technical\u00a0 <\/span>details – is\u00a0 <\/span>because they’ve been told by their friends or family to do that. Or they have read somewhere online that it’s good to negotiate –\u00a0 <\/span>so they can feel good about being proactive in their due diligence.<\/p>\n …which brings us to my next favorite weapon:<\/p>\n There was one strange study done by some Canadian psychologists at the horse racetrack.<\/p>\n Right before the race,\u00a0 <\/span>as\u00a0 <\/span>the\u00a0 <\/span>people were in line to place their bets – they\u00a0 <\/span>were\u00a0 <\/span>asked whether they thought\u00a0 <\/span>the\u00a0 <\/span>horse\u00a0 <\/span>they\u00a0 <\/span>were about to bet on was going to be the winner. Before they placed their bet – they weren’t 100% sure<\/em> their horse would win, but\u00a0 <\/span>they\u00a0 <\/span>were “hopeful”.<\/p>\n Remarkably once they actually placed their bet and had their ticket in hand – all of them were 100% convinced<\/strong>\u00a0 <\/span>the horse they bet on\u00a0 <\/span>would\u00a0 <\/span>be the clear champ.<\/p>\n Hmm… what’s happening here?<\/p>\n You might have recognized this famous study by psychology professor and author,\u00a0 <\/span>Dr. Robert B. Cialdini\u00a0 <\/span>in his bestselling book\u00a0 <\/span>“Influence”.\u00a0 <\/span>( … to give proper credit where its due, the directed attention<\/b> phenomenon is also the product of Cialdini’s work )<\/p>\n To preserve full impact of why Consistency is so powerful, I’m going to quote Cialdini here verbatim:<\/p>\n It is our nearly obsessive desire to be (and to appear) consistent with what we have already done.\u00a0Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.<\/strong><\/p><\/blockquote>\n This is where your prospect’s desire for consistency\u00a0 <\/span>–\u00a0 <\/span>is\u00a0 <\/span>your\u00a0 <\/span>best\u00a0 <\/span>friend\u00a0 <\/span>at the deal closing stage.<\/p>\n Once you got your prospect talking about the why<\/b>\u00a0 <\/span>–\u00a0 <\/span>something\u00a0 <\/span>extremely important<\/i>\u00a0 <\/span>has happened. Now that the prospect is sharing their story with you about how the new house will improve their life – in the prospect’s\u00a0 <\/span>mind\u00a0 <\/span>the\u00a0 <\/span>ball\u00a0 <\/span>is\u00a0 <\/span>already rolling. They are already visualizing\u00a0 <\/span>being\u00a0 <\/span>an\u00a0 <\/span>owner.<\/p>\n They’re already daydreaming of kicking back on that hardwood deck after long day’s work sipping on a martini. Showing off their ten thousand dollar outdoor kitchen to their friends who are green with envy. The more they talk about it – the more they visualize the process actually happening.<\/p>\n Your prospect’s commitment of time to tell you about their dreams and goals will make it almost impossible to turn back at this point. The only thing that’s left to do is to go through the usual mundane details (aka paperwork) and you’re off to the races. (pun intended)<\/p>\n I hope you see the power in these two incredible weapons I just presented\u00a0 <\/span>you with\u00a0 <\/span>–\u00a0 <\/span>and I sincerely hope you’ll put them to work as soon as you’ve finished\u00a0 <\/span>reading\u00a0 <\/span>this page.<\/p>\n Alex has been marketing online since around mid 2006 after quitting his Silicon Valley job. He joined The Lead Reel in 2016 with only one goal in mind - to bring you as many customers as you can conceivably handle.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n","protected":false},"excerpt":{"rendered":" Ask this one obvious question that makes you look like a hero and almost doubles your closing rate. Basic psychology in action […]<\/p>\n","protected":false},"author":4,"featured_media":1935,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8,5],"tags":[11],"class_list":["post-1668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mortgage","category-sales","tag-psychology-in-action"],"yoast_head":"\nI’ll give you a great example.<\/h4>\n
Everyone has a story.<\/h4>\n
Consistency<\/h3>\n
Going back to our prospect and\u00a0 <\/span>THE\u00a0 <\/span>WHY<\/strong>.<\/h4>\n
That’s consistency at\u00a0 <\/span>work in full gear my friend.<\/h4>\n
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