What if you could install a button in your prospect that whenever you pressed it, it would trigger any behavior or emotion you want?
Then you’ll want to master the art of anchoring!
Let’s say you have a meeting with a prospect. During this meeting you build states of excitement and motivation in the prospect. Then the conversation leads into some very dry and logical explanation of compensation plans or product schematics. You know that you must once again build some emotion to complete the sale so what do you do? You press the button that you had the foresight to install earlier and the prospect lights up and hands you the money.
Sound too good to be true? Well try the following exercise on your next prospect and when it works you can thank me by donating money to your favorite charity.
Anchoring is simply setting a unique stimulus to elicit a specific response. Setting anchors involves creating the state you wish to evoke and then installing the trigger.
So the next time you’re face to face with a prospect, ask them to think of a time when they were extremely motivated to do something or a time when they were very excited (you can choose any state that’s appropriate for your situation). Watch them closely. Have them tell you about that time and help them to get into the state by asking questions. Ask them what they saw, what they heard, and how they felt. Get them to the point where they are actually reliving it and notice as their state begins to change. When you feel their imagined experience is peaking, touch them on the knee or another body part. and say, “hold that thought.”
Then, continue with your presentation or conversation and when you want to go for the close, fire off the anchor by touching them in the same place in the same way and get ready to hear a motivated, “YES!”
Obviously you’ll want to make this seem as natural as possible so make it conversational. Begin by talking about how motivated your new associates are about your product or service. Say to them, “I can’t remember a time when I felt this excited. Have you ever felt extremely motivated to do something? What’s it feel like for you because I tend to notice my heart begin to race. Is it the same for you?”
If you prospect over the phone, you’ll need to intuitively sense when the prospect is having a peak experience and your anchor will need to be auditory. You could say “yes” or “fantastic”. The trick is to make your anchor unique.
Here are some other examples of anchoring:
- An unexpected handshake (in the middle of a conversation)
- “Marking out” words with a tonal shift
- Raising your eyebrows
- Unique gestures
- Spatial anchoring (stand to their left with good news, to their right with bad news, etc.)
- Unique sounds (claps, snaps, vocal sounds, etc.)
- Pre-existing anchors (music, flags, etc.)
Anchors can be set covertly or overtly. Try setting anchors for yourself by getting into a state you want more of and when you’re having a peak experience, set an anchor. Need more confidence? Create an anchor!
BUT… You must have permission to do this to another person. If you’ve gotten to the truth about their wants and needs and you feel that your product or service is a good fit, then use your verbal and non-verbal communication to complete your intended outcomes. Just be absolutely positive that you are constantly concerned about their best interests. Again, if you want a course in sales ethics, try Ari Galper’s Unlock The Game.