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there was an error in calculation. He reveals that the car had a price tag a
few hundred dollars more. Despite the sudden price increase, and
because of the various little commitments made, the buyer has no choice
but to push forward with the deal.
Pacing and Leading Method of Persuasion
The Rhythm To Success
The method of Pacing and Leading derives its power from the Principle of
Consistency. Similar to the Foot-In-The-Door Technique, it follows a
rhythmical pattern of pace and lead statements designed to create almost
irrational beliefs in a proposed idea.
Like the previous technique, the theory involves eliciting enough 'yes'
during the course of the conversation so your prospect will automatically
agree when you make the primary request/s.
Verbal pacing and leading sets up an unconscious yes-set which
contribute to its effectiveness. By making a series of statements or
questions that elicit a yes, you condition your prospect's mind to continue
saying yes even up to the point of your real request or idea. It works even
if the request is hard, or the idea is abhorrent.
The Pace-Lead Method associates things that are obviously and
irrefutably true with what you'd like people to believe as true. When you
use this technique you first create Pace Statements. These statements
are statements or questions that can immediately be proven as true or
are commonly accepted as true. You also create Lead Statements. Leads
are statements or requests that you want your prospect to comply with.
Lead statements talk about things you want your prospect to believe in
and that hasn't been commonly accepted as true.
Once you arrive at the appropriate pace and lead statements, you link the
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pace statements to the lead statements in the following manner to
generate belief and compliance:
Pace, Pace, Pace, Lead
Pace, Pace, Lead, Lead
Pace, Lead, Lead, Lead
Lead, Lead, Lead, Lead
By mixing the Pace statements with the Lead statements in this manner,
you blur the distinction between what is obviously true and what is not
really so true. This framework makes everything appear patently true.
These are examples of Pace Statements:
Being healthy lets you enjoy life.
Safeguard your health with proper care of your body and you can live
happy.
Food usually contains health robbing toxins.
Poisons harm us and lower resistance.
Lower resistance reduces health.
Note that these pace statements all need no verification. Common sense
dictates these to be true.
Lead statements are different. They are not obviously true, and require
hard evidence to prove its veracity. These are examples of leads. Leads
are your requests.
Our product will ensure your health
By introducing a dietary supplement containing our patented formulation,
you safeguard your resistance against disease.
It really works!
These lead statements can be made more convincing if placed in the
previously illustrated framework of pacing and leading. Using the formula,
here is how it would come out:
(P)Your health allows you to enjoy your life.(P) Safeguard your health
with proper care of your body and you can live happily! (P)Unfortunately,
we know that our food usually contains toxins that rob us of health. (L)By
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introducing a dietary supplement containing our patented formulation, you
safeguard your resistance against toxins. (P)Poisons harm us, and make
us sick, right? (P)This lower resistance reduces our health. (L)Our
product can ensure your health. (L)It really works!
Notice that in the pace-lead framework, belief in lead statement becomes
easier because of its placement. Each time we hear a pace statements,
we silently say, "yes" to ourselves. By the time we come to the leads, it's
easier to say yes without noticing that the leads are no longer undeniably
true.
Remember that you should not sound stilted or artificial. When speaking
in this manner, make the conversation as spontaneous as can be. Ask for
short responses from your prospect for your pace statements. Select
pace statements that he or she is almost guaranteed to believe in.
Here's a final example. This time the pace statements utilize facts that are
observable sensually (visual, auditory, kinesthetic). Hence they create a
powerful influencing effect.
(P)As you sit and (P)listen to me, you start to (P)wonder. (P)You think....
You (L)realize that what I say is very important and could be applied in
real life. (P)And as you think about it some more, as (P)you lean forward
and listen, (L)you realize that the knowledge of this lecture will definitely
enrich your personal relationships and (L)make you a more competent
person.
The Principle of Attribution
Giving Explanations to Invoke Sustained Behavior
People frequently do something because they believe in a certain truth
about themselves. An internal attribution about who they are causes
certain types of behavior.
If someone makes an internal attribution ("I will sign this petition because
I am this kind of person") then he will most likely perform a future, related
action because, "I am still that kind of person." A person who believes
himself to be neat will pick up trash today, tomorrow and next month.
Additionally, he will do all kinds of orderly things. He does this to be
consistent with the internal attribution he creates for himself.
The Principle of Attribution allows us to modify people's behavior by
merely giving an attribution. If you want someone to do something, not
just now, but always, proclaim to him a certain "perceived" attribution. He
will come to see himself as that type of person and behave
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accordingly.
To create an attribution, apply it in a situation where people are thinking
about why things are happening. Second, give an explanation that is an
internal attribution for the desired behavior. State that things are
happening because "that person is like that." The Explanation you give is
the attribution that will enforce the desired behavior from that moment on.
For instance, a teacher hopes to increase the grades of her students.
After a successful quiz, she makes an attribution, saying, "My! These
quizzes have been well answered! I wonder... I think you've all been
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