Simple Steps to Send Sales Soaring

There’s a real science to persuasion.  Luckily, based on solid research, we know we can influence our customer’s buying decisions and we know how.  

We use the six Principles of Persuasion.  They are

Reciprocity
Liking
Scarcity
Authority
Consistency
Consensus, aka Social Proof

In our last episode, we examined one of these six principles, the Law of Reciprocity.  We broke down the Reciprocity Principle and provided you with actionable steps to use it to persuade patients to choose to buy from you.  

Today, we’re going to take a close look at another one of the six Principles of Persuasion, the Principle of Liking.  
And we’ll show how to apply this principle to your business or practice in a way that increase your revenue two fold.

So what is the Principle of Liking?  It boils down the basic premise that people are more influenced by people they like.  Or as we like to say, People buy from people they like.

But what makes you likeable to a customer?  Persuasion science tells us that there are three important factors.  

We like people who are similar to us
We like people who pay us compliments
We like people who work with us towards mutual goals

Let’s break these down.

First, We like people who are similar to us.

Studies show we all relate better with people with whom we have shared common experiences.  So find some common ground with your customer. Maybe you both like a particular kind of music, you both went to the same University, your kids are the same age, you are both suffering from menopause.  The list goes on. You should be able to find something in common with just about anyone.

Second, We like people who pay us compliments.

Dole out genuine compliments.  Usually, it’s not hard to find something you like about your patient… hairdo, purse, shirt or the career they have.  Pay them a sincere compliment at an appropriate time.

While it’s not hard to understand why a compliment works, it is important to understand the “triggers” that are activated inside your patient when you do  pay them a compliment.

No matter how small, makes the patient feel good.
Because she’s feeling good, she’s more likely to be receptive to what you have to say
Because you said something good, there’s the need (Reciprocity) to pay you back

And Third, We like people who work with us toward mutual goals.

Mutual goals are imperative for establishing and maintaining the provider/patient relationship in any field.  In body contouring, the patient’s goal is to reduce and/or contour certain areas of her body. Convey to the patient that your goal is to assist her in reaching her goals to her satisfaction.    

To summarize, follow these steps to put the Liking Principle into action

Find some common ground to relate with the patient
Pay the patient a sincere compliment
Share with the patient your goal of making her happy with her body

Action Steps: 1. Prepare 5-10 ice-breaker questions that you can use to find common ground with any patient; 2. Make a list of things you could take notice of and pay genuine compliments about for any patient; then  

Practice both the questions and the compliments in the mirror.  Make sure to have a genuine smile on your face while doing so!!

That’s it for today but there’s more to come.

Stay tuned and subscribe so you don’t miss an episode!

Bye for now from Kay and Shannon at the Body Contouring Academy’s Proven Profits Podcast.