Psychological power is the ability people have to disguise what they really want from you when trying to persuade or influence you. Psychological power is based on the ability to alter an individual’s perception of reality. This power (like most powers) can obviously be used dishonestly. However, it is important to understand the various psychological tactics so that you will have a better ability to spot people who are being dishonest or deceitful towards you. You will be able to notice the difference between the Psychological Power of the seller and the Legitimate Power of the Master Persuader.

time pressure

People are often slow to make decisions because they are afraid of making mistakes. However, the longer someone waits, the more likely they are not to follow through. The faster you can persuade and influence a person to make a decision, the more likely you are to achieve your goals. This is where we get promotions like “one day deal” and “This deal won’t last long” (The Law of Scarcity). On the other hand, make sure you never feel pressured into making an impulsive decision that you’ll regret. I remember once negotiating a contract for the marketing department of a large corporation. He knew the Laws of Persuasion and he knew what he wanted. I had a million other things to do and felt rushed to finalize the details of the contract that morning. The person he was negotiating with, on the other hand, was in no hurry and had nowhere to go. We joked back and forth for six hours and still hadn’t come to a resolution on a contract that we were both happy with. My urgency to leave affected the terms I was finally able to obtain.

When we are in a hurry, we often pay more to get what we need. When we need something right now and someone else has it, we pay or do anything to get it. Think of all the convenience services that cost more. The all-night convenience store charges twice as much for a gallon of milk as the grocery store down the street. The 24-hour copy mart charges more than the traditional printing service. Think about how much you paid for that book or magazine at the airport before rushing to catch your plane. Being in a hurry definitely costs money.

Audacity

Acting boldly will not only give the perception of confidence, it will also help you feel more confident. What’s more, you will look brave and bold, and people will support you. Their lack of esteem or confidence will naturally draw them to someone like you who is bold and assertive. Boldness can lead to the realization of unimaginable things. Assertive and bold behavior builds confidence and hides our shortcomings. When you assert yourself, people automatically assume that you know what you’re doing. Boldness and assertiveness create authority and often fear. This sends a clear message about how people should treat us. Assertiveness creates power and the ability to persuade. Timid, shy and weak people cannot persuade others or change their minds.

A great example of being bold and assertive happened in 1925 in Paris, France. The French scrap metal owners were summoned and taken to the best hotel in Paris. They ate and drank and told an amazing story about the Eiffel Tower. They discovered that the tower was considered an eyesore and that the maintenance cost was staggering. The tower was only supposed to be a temporary fixture and the city or Paris now wanted it removed. Over the next three days, the city council would receive bids for the scrap. A bold and assertive salesperson displayed a plaque at security and took metal owners on a tour. It was so bold and compelling that a company paid over a million US dollars for the tower. It was obviously a scam and the unfortunate winner of the offer resold the tower to someone else six months later.

unpredictability

Be unpredictable. Nothing confuses a target more than unpredictability. Tornadoes, hurricanes and earthquakes are probably the most terrifying events that can be experienced due to their sheer unpredictability. These phenomena do not fit comfortably into our routines and therefore puzzle us. Humans are creatures of habit; we love the familiar and predictable. We love routine and a predictable result. When you are predictable, people have a sense of control over you. Unpredictable and inconsistent behavior keeps people guessing and bewildered. We’ve all had a boss or parent who was unpredictable. You didn’t know if you were going to be yelled at, rewarded, or thanked for what you were doing. They spent calculated time trying to figure out your next move. This kind of power is very intimidating and uncontrollable.

Surprise/Distraction

People who are caught off guard or surprised by a request become insecure and will often comply. This insecurity and imbalance makes them more persuasive. A study by Milgram and Sabini showed that people riding the New York subway were twice as likely to give up their seats to people who surprised them with the question “May I have your seat?” as they were when they were informed in advance of the person’s intention to request their seat. 56% of surprised passengers gave up their seats compared to 28% of those who had been warned in advance.

Distraction is also a form of psychological power. Your prospects’ minds are elsewhere, so you give them something to think about. This is an unethical form of power that you should be aware of. Sometimes this tactic can end up putting him on the defensive, leading him astray, or making him angry. The distraction could be dropping something, yelling, calling you names to throw you off track or distract you from their true purpose.

Pity

Every year, Jerry Lewis hosts the Muscular Dystrophy Telethon. Critics hate how he uses pity to raise funds, calling it demeaning and stigmatizing. Others argue, however, that the results outweigh anything that could be bad: Reaching more than 100 million viewers across 200 different channels, the telethon grosses more than $100 million each year.

There is a crosswalk in my city where no one likes to stop for pedestrians. I am always intrigued by what makes people stop at a crosswalk. I have noticed that at this particular crosswalk, people often pass without noticing the pedestrians waiting to cross. One day, I suddenly noticed that all the cars stopped. I wondered what was going on until I saw a handsome college student on crutches waiting to cross the street. The power of piety tugged at the heartstrings of the generally stoic drivers and influenced them to act on their behalf.

Learning to persuade and influence will make the difference between expecting better income and having better income. Beware of common mistakes presenters and persuaders make that cause them to lose the deal. Get your free report 10 Mistakes That Continue to Cost You Thousands and explode your income today.

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