Human Hacking
Here Is a Video Outlining the Importance Of
Authority and Identity in Sales
The Power of Authority and Identity in Obtaining Listings
The Diffusion of Responsibility: Taking Responsibility and Authority
In a crowd, people often relax due to a phenomenon known as diffusion of responsibility, closely linked to the bystander effect. This occurs because individuals in a group believe and therefore trust that someone else will take charge in a problematic situation. An example of this is "herd checking"—when something unexpected happens, people look around to see how others are reacting, seeking safety in numbers. This was evident in situations like the attempted assassination of President Trump, where many looked to others to decide how to respond, then looked to Trump as the authority figure.
However, this tendency can be problematic. If you ask people what they would do in a crisis beforehand, they might confidently claim they know exactly how to act. This is due to cognitive bias, where individuals overestimate their ability to handle unforeseen events. The fear of standing out in a crowd is powerful, but those who do step up are often both feared and respected. By taking responsibility and demonstrating authority, you can lead effectively even when others are hesitant or when there is already someone designated to lead. This is because taking decisive action in uncertain situations establishes you as a figure of authority, and people are naturally inclined to follow those who appear confident and in control.
Taking Authority in Obtaining Listings
When selling, the most crucial step is to establish authority. To gain authority, you need to capture and maintain the focus of your prospects, guiding them to follow your lead. By asking the right questions, you control the conversation and naturally assume a position of authority, helping the client relax and trust you to steer the process.
Engage clients by responding to their questions with questions of your own. If they repeat the same question, provide a direct answer to avoid frustration. Socratic questioning is especially effective in helping clients become more aware of their assumptions and beliefs. This method encourages them to challenge and potentially change their thoughts by examining the evidence that supports or contradicts their beliefs.
By using this technique, you can help clients uncover and articulate the underlying problems or concerns they might not have fully acknowledged yet. Delving into their emotions is key, as people often make decisions based on feelings and then justify them with logic. By understanding and addressing their emotional needs, you can guide them toward a decision that aligns with their feelings and ensures they feel confident and satisfied with their choice.
Identity
The next crucial element you need to master is creating identity.
Let’s delve into the psychology of group identity with a famous experiment by Solomon Asch in the 1960s.
Asch presented groups of lines to participants and asked them to match the length of a line on the left to one on the right – was it A, B, or C? Now, everyone at the table except for one was in on the experiment. They deliberately chose the obviously wrong answer. The actual volunteer, sitting at the end, saw everyone else's choice and, despite the clear evidence, often went along with the group. This demonstrates our hardwired tendency to conform to group norms, even when they are clearly incorrect.
We're built not to go against the crowd or our tribe.
Think of political parties in the US, where Democrats and Republicans follow their respective authorities without questioning.
Now, consider this: If I can make you say 'I am' instead of 'I think,' I can guide you to do almost anything I want.
When your actions are tied to your identity, you have a powerful mental resistance to doing something outside of that identity. This creates cognitive dissonance, a stressful state where you hold conflicting beliefs.
So, if someone says, 'You're this kind of person, so naturally you would do X,' you are likely to follow. It’s about shifting from ideas to identity.
For example, to sell a computer, I might say, 'Many people believe X, but you’re not one of them.' This creates a sense of belonging to a superior group, setting up an 'us versus them' dynamic. This is why hardcore Apple fans might put an Apple sticker on their office-issued ThinkPad. It’s about showing they belong to the Apple community, their tribe.
So, you need to create an air of superiority for the group you’re selling to. This involves understanding people's values and building a community around those values, effectively creating a 'them and us' dynamic. Preferably, you should establish this as soon as possible. If you can create a sense of fear, worry, or potential loss that they might face if they align with another group or do nothing, it will strengthen their resolve to stay with your group.
By appealing to their ego and sense of belonging, you can make your group appear as the superior choice.
Alternating
By alternating between Socratic questions and reinforcing identity statements, you engage the customer in a dialogue that helps them realize the value of your service based on their own beliefs and experiences. This method makes the conversation more interactive and helps the customer feel more involved in the decision-making process.
You will see examples of this in the scripts provided