Why people do the things they do with Dave Lakhani.
Monday, April, 25th, 2016 at 6:00 am by Mike J. Agugliaro
In this episode of The CEO Warrior Podcast, Mike Agugliaro interviews Dave Lakhani. Dave is known as a business accelerator, Multipreneur and marketing genius by his peers. He develops dynamic strategies, drives record breaking growth and prides himself in increasing sales in more than 500 businesses in the past 10 years. Lakhani loves researching on why people do the things they do. He has written several books one of them being Persuasion: The Art of Getting What You Want. In this episode, Mike and Dave will discuss everything you’d like to know about storytelling in business.
MAIN QUESTIONS ASKED:
- What is storytelling and storytelling concept?
- Is there a problem in business owners or people that are selling products?
- What problem is this solving?
- What makes people make interruptions?
- When to tell or not tell a story to get results.
- Is there a specific storytelling structure?
- How do people understand and improve on the art of storytelling?
- Would there ever be a story that is open-ended?
- Breakdown of persuasion.
- Is persuasion used with a positive intent or does it go both ways?
- Does reciprocation fall underneath persuasion?
- What are the different items underneath persuasion?
- Do you cover all these persuasion tips in your books?
- What’s the difference between persuasion and subliminal persuasion?
- Where is persuasion used today?
- Does storytelling layer into persuasion?
- How does someone get started?
- What is that one thing you would tell business owners to do over the next three years?
KEY LESSONS LEARNED:
What is storytelling and story selling?
- People are going through a process when buying something. Either they’re perfectly comfortable to buy or they become aware that they want to do something different.
- Taking people predictable through a process they can follow and layer emotional content.
- Doing a number of things that cause people to take action and be convinced that it is the decision for them.
Is there a problem in business owners or people that are selling products?
- Most sales people don’t have a selling process at all.
- Entrepreneurs don’t understand how people buy.
- Entrepreneurs let people make up their own decisions.
- We have access to more information than we did 5-10 years ago.
- Business owners lose the opportunity by not presenting people with information that breaks through the clutter.
- Teachers in synagogues, churches and olden days used stories as a form of communication.
What problem is this solving?
- Most people when you begin to tell a story get into a story-telling, non-interruptive mode.
- If you start throwing facts and figures people can stop you at any time.
- People will interact with you if you’re telling them a story and letting them move along with you.
What makes people do interruptions?
- When you stop telling a story and start doing something different.
- If you just start telling a story, people will listen.
- When you diverge from the path and start giving facts and figures.
- Customers interrupt when you lose their flow because you lost your flow.
- Don’t stop the flow. Pull them into the story by asking them involving questions.
When to tell or not to tell a story.
- There is no good time not to tell a story.
- Intersect your story with the other person’s.
- Each thing you say is a sort of a story.
- Refrain the way you talk.
Is there a specific storytelling structure?
- It starts on the ordinary world when they notice something is wrong.
- It then translates to emotional feelings and you should get them to tell you their story.
- They talk to you because they’ve discovered there is a solution.
- They feel connection when they start to tell their story and they feel the freedom to be able to tell you more.
- Shift the way you ask questions to customers to help them break walls.
How do people understand and improve on the art of storytelling?
- Read a couple of books especially Hero of a thousand faces.
- Think about breaking component by component of the books.
- The first idea of the salesman is to grab people by the ears with a story.
- Avoid refraining one-word-answer questions.
- Question their reality by asking something that is unexpected.
- People buy an emotion and justify it later.
- To get people to buy emotionally you have to move them to an emotional space.
- Stories move people emotionally bullet points don’t.
Would there ever be a story that is open-ended?
- All stories are open-ended even though they have some conclusions.
Breakdown of persuasion.
Can persuasion be used in a good or bad way?
- The difference between manipulation and persuasion comes to the intention.
- Any attempt to change your mind is manipulation.
- Manipulation is the intention of getting whatever you want regardless of the outcome to the other person. For selfish reasons.
- Persuasion is helping people come to their own logical conclusion. When you make people feel they’ve made a decision, they feel well-served.
Is persuasion used with a positive intent or does it go both ways?
- It depends. Persuasion tactics work all the time.
- People use it in a negative way e.g. politics.
- Law of reciprocation is one of the amazing things you can give people.
- Persuasion is logical.
- As long as your intent is to serve the person as well as you can, persuasion is not bad.
What are the different items underneath persuasion?
- People make decisions about us as people.
- People make decisions 30 seconds after they meet you.
- Make people understand that you are they person they should be talking to.
- You should dress one step better than the person you are selling to so they understand your position.
- You set yourself aside by how you look and how you present yourself.
- Connect what you’re doing. It is easier for people to accept something they are familiar with.
- Connect something with them with what they already know.
- Testimonials or social proofs make it easier because it shows they are not the first person to take that risk.
- Combining familiarity and social proof can give you amazing results.
- Giving people an okay to buy something makes it much more likely to buy it.
- Limiting availability or time around a purchase creates more emotion towards buying a product.
Do you cover all these persuasion tips in your books?
- All these tips are broken down in the books.
What is the difference between persuasion and subliminal persuasion?
- Subliminal persuasion is a deeper look at advertising and how advertising affects you.
- It talks about how you are persuaded.
- Gives a more deeper and subtle look at persuasion.
Where is persuasion used today?
- All stores/companies spend millions of dollars to learn how to convince you into buying their products.
Does storytelling layer into persuasion?
- Instead of just showing a testimonial you can continue to tell them the story behind it.
How does someone get started?
- Just get it right in the head.
- Take one idea e.g. reciprocity, and use that.
What is that one thing you would tell business owners to do over the next three years?
- Think very carefully what story that they’re telling their customers.
- Ask if they’re telling it consistently not only to their customers but also employees, through every media they use.
- Do they get the same experience or understanding of the company no matter what channel of communication I use?
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