Secrets to Soaring Sales

If Something Seems Too Daunting, The Elephant Will Override the Rider

By for Secrets to Soaring Sales

If you haven’t already read Sunday’s blog entry on the powerful metaphor of the human brain as elephant and rider, read that first. It’s the springboard on which the following several days’ blog entries will bounce off of.

As much as we’d love to think that we’re perfectly logical, perfectly rational human beings, we just aren’t.

For me and far too many other Americans, our riders logically know that we should exercise. But we don’t. The idea of having to take an hour out of our day to pursue physical pain and exertion just isn’t an attractive option. So, even though we know we should do it, we don’t FEEL like doing it.

How about cleaning? I know my house should be tidy, but do I really want to go out of my want to clean it? Sometimes it’s very difficult to motivate myself to do so, even if I logically know that I should.

That’s the elephant refusing the rider’s command. The elephant is much bigger than the rider, and sometimes it just refuses even if the rider points us in the right direction.

So, what do we do in this situation?

We need to make the amount of change needed by the elephant a lot smaller. K-Mart recently has broadcasted a ton of commercials advertising it bringing back layaway. For a small down-payment, you can have everything you want, and 0% interest for the first six months (or whatever it is, I’m not exactly sure as I don’t represent K-Mart in any way, shape, or form). Putting up several hundred dollars for a TV seems really daunting to the elephant, but a small down payment? That’s nothing!

Amazon put up one-click shopping. You used to have to fill out a ton of information: name, address, credit card number, etc. While supplying all that information, you have plenty of time to change your mind. But one-click shopping? Not a problem! Just click one button, and that product is on its way to your house!

Sometimes making the task seem smaller to the elephant is a great way to motivate it into taking action. Think of how you can make your sales process easier for the elephant to want to go through with it.

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