Hypnotic Selling: What Customers Must Be Experiencing

3. What must they be experiencing?

Once you find out the problem and talk about the solutions, you’ll want to do what is commonly referred to as “fractionation” if you’d like to get technical.  Basically, what you’re doing in this step is to simply remind the customer of the reason they’d like to buy the product, AND the results they’ll experience once they have it. If you were to think of it as a door, it’ll come into better understanding for you. Let’s go back to the example of the guy who wants to be treated with respect, and to experience social approval.

Now, suppose you’ve already started playing with those two ideas by talking about how this car will give them approval from others and how they’ll be treated with respect. At this point, the door is open as where before it was shut.

However, if you want to build the desire to buy the car now, it’s important you close the door, and re-open it.

Here’s an example:

“Of course, you could always go home and go back to the friends beating you up about it, or you can become a new you by just starting up the paperwork? The choice is yours.”

Think of it as comparing and contrasting. You could choose x and get this, or you could choose y and get this instead.

The reason why this is so powerful is because fractionation creates stronger desire by creating stronger emotions.

If you get someone into a pleasurable state of mind, and then speak of neutral things, then put them back into the same state of pleasurable mind, then the experience will be more real, and the feelings will be stronger.

And the more you do this, the stronger and more real the feelings become. In persuasion, that’s a good thing! You want them into a powerful state of emotion because people act on emotion. They act on what feels best.

So why leave anything to chance? Sure, a couple of comments about how your product or service will give them what they want might feel good, but if you remind them of what those feelings are replacing, and put them back into that experience, your persuasion power multiplies. 

Try it and see.