How to frame your request in a way that people simply can't refuse, explains swhitbo
, nowadays, we probably are exposed to persuasive communication at a rate higher than ever before.”
The U.K. study took to this task by analyzing a body of 150 so-called “cold calls” by nine telecom salespeople recorded over a one-month period. The calls were business-to-business sales in which salespeople tried to convert their prospects into clients over a series of stepwise encounters. Detailed analysis of their strategic use of language served as the basis for the qualitative methods used in this study.
The first step in turning that initial call into a subsequent meeting, Humă and her fellow researchers found, was to reframe this meeting as a"joint project" in which the seller and buyer become partners.
This persuasive sequence never gives the buyer a chance to say"no." In the words of the authors, “the salespeople in our collection minimise the risk of a negative outcome by restricting prospects’ opportunities to take a stance towards the meeting” . They don’t try to change behavior, they instead manage the recipient so that “a disaligning response becomes difficult to deliver" .
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