Emotional certainty is a gut feeling that something must be good, like when you’re standing in line at Chipotle about to order your steak tacos with guac on the hard shells. Seriously if you have not tried their hard shell tacos, you are missing out, that’s our little secret (if you tell anyone I might have to kill you). Too serious? Fuck it back to business, once it hits us, it's like crack, we feel a craving inside that simply must be fulfilled, even if there is a heavy price to pay for fulfilling it.
Now most (like you and me) would like to think that we make decisions from a logical standpoint however more often than not, that's simply how we rationalize the stupid shit that we do on a daily basis. Emotional certainty is the story, the story of the better life and better future they’ll get using your product or service. How it will save them time, make them money, or add inches to their head (maybe it can do all three, shit I’d buy one). Now you want to use this sparingly.
Regarding Trading Experts for example, if you are telling the person that once they join, they will become overnight successes and trading legends, that’s simply just a shit sandwich. However what if you said something along the lines of:
“Once you spend the time to get the basics down, things that 90% of the market participants never take the time to learn (coincidently 90% lose money each year) you will always be steps ahead of the rest of the investing crowd. How would it feel to be the person your friends and family always turn to for investing advice?”
Now that second part does not mention making them a guru or any of that bullshit, however it does paint a picture where the person can envision themselves from a perspective of confidence and authority. Now what we just mentioned is what we call future pacing, which is an essential tool to help nudge someone in an emotional position (or negative way). When you are future pacing, you are essentially playing out the end of their own life movie in a positive light (with you) or a bad light (without you).
Now both of these are important, if your prospect is doing dumb shit like gambling with penny stocks then the negative future pacing is up to bat, however both are important because people tend to buy on emotion, not logic.
Now you cannot simply close by focusing just on the emotional side because people’s bull shit detectors start to flash red if you do this too much. Since I spend the majority of my time on the sales end, when I am on the other end (being sold to), word association for me is huge when someone is trying to sell me something that I probably don’t need. I am either the easiest possible mark to sell to or virtually impossible to sell a gumball to. With the people who I trust and have rapport with there is never even a question of price, new Rolex, this is what I want, let me know when it's in, what’s easier cash or check? Done. Now when it's some guy trying to sell me shit, I will poke and push through all their canned pitches and rebuttals to my objections and will still walk away (even if I need what they’re selling). Knowing if he's desperate for my money, I will squeeze him for all he's got. Sales take time and while the novice wants to close after his first hello, a veteran will put the time in and expect hurdles to arise.
Now there are times when you have to have your own bullshit detector, some people just want to kick the tires and drive you mad, asking questions that make no fucking sense. I was talking with a prospect who was in a similar fraternity as myself (I founded one and still think being in one is for losers) however for rapport building purposes we did the frat song and dance bullshit, and the kid was cool. However my bullshit detector came up when he asked me the dumbest fucking question:
Why is your website .org instead of .com? (Prospect)
In my head, I’m saying dude who the fuck cares, the .com version of my site cost $30,000 to buy off the guy who owned the domain, .org was $12, and no one is typing in websites in 2018, they’re clicking on links. However that is none of his motherfucking business. Knowing that he was interested in stupid shit like that, NEXT! I replied with (ended it with).
When you become a member I will let you in on that little secret.
End of conversation, not fuck off loser, or taking the time to explain why. If I told him to fuck off, which is what most kindergarten grade salesman thing to do when they hear NO, that would have lost the sale. If I explain the reason why, he will just drag me down the rabbit hole of one dumb fucking question to the next, never getting me to my goal of closing him. Ended it where I did, left some mystery, and the door was still open where I could still turn the convo around in time (if I had to), and now I could move onto more pressing business. By the time you are reading this, I will have closed that douche above at a 0% discount (his name is JD Thompson) remind me, and we’ll see if he's a member by the time you’re reading this.
Do you have balls?
Share a conversation with a prospect where you used future pacing from a positive or negative emotional or logical standpoint and how it turned out, or even post a conversation with a prospect asking a dumb ass fucking question where you were able to spin it (while not telling him to go fuck off).
If you’re a real G, work the statement below into the convo!
Once you spend the time to get the basics down, things that 90% of the market participants never take the time to learn (coincidently 90% lose money each year) you will always be steps ahead of the rest of the investing crowd. How would it feel to be the person your friends and family always turn to for investing advice?