Real Estate Marketing Coach Brandon Patrick Discusses the Power of Sales Hypnosis Part 3 of 3

Most Powerful Technique of All Time

The most powerful hypnotic technique of all time is the metaphor.

That right - stories. Story telling, believe it or not, is a science.

The science of psycholinguistics (the science of language) and the science of neuro-linguistics have recently provided new tools in which we can now come into a better understanding of the power of metaphor and how to master the art of using metaphor to persuade.

You see, for years it was always accepted that the gifted salesperson had a natural gift of gab, a natural gift for story telling and, like it or not, you either had the gift or not. If not, well, then you were doomed to mediocrity.

Not so.

Master the metaphor and you’ve mastered the game.

Fact is, the number one common denominator of every true sales champion that I have ever worked with or studied is their extensive use of sales stories, metaphors and analogy.

For one, stories well told tend to hold the attention of people. And stories are inherently enjoyable. Everybody likes a good story. Stories can also contain hidden commands, that is, tonally marked words and phrases that actually instruct the listener to take some type of action.

For instance, if I were to say to your directly: “Stand Up!” You may or may not “stand up” depending on how you interpreted my statement. However, if I were to tonally mark, that is stress the words a bit differently, the words “stand up” in the midst of a story or sentence, the command would bypass your conscious rebellious mind and go directly into your subconscious - absolutely increasing my chances of getting you to comply with my request.

“Really, John, I think we should take a STAND. I mean, it’s UP to us to fight for what’s right.”

Try it on a friend. I think you’ll be somewhat amazed.

Or try this one: “Really, you have to give Betty a HAND. She secured TWO listings last week, and as far as anybody KNOWS - she’s on track to do it again this week.”

Chances are, in less than a minute - your friend will rub or scratch or wipe their nose because you gave them a hidden command to do so “hand to nose.”

Okay, back to metaphors. I got off track there for a minute…

Besides their obvious entertainment value, the skillful use of finely constructed stories and metaphors are an extremely effective means of instructing and informing people without having to directly “lecture.” You can help your customer or client to better understand and appreciate a product, service or concept by using a story that somehow relates to the topic at hand.

For instance we want to inform our seller as to the value of preparing their home for sale, that is, we want them to paint, clean the carpets, etc.

One option is we can come right out and tell them they are living in a pig sty and nobody will buy their home at a fair price (which probably wouldn’t go over real well) or we could tell a story:

“John and Mary, let me ask you: Who does the grocery shopping in your household. You, Mary? Great. Now when you go to buy tomatoes, to you just grab the first one on the counter or do you take a good look at all the tomatoes and pick the best one. You pick the best one, right? Buyers do the same exact thing when it comes to shopping for a home. They don’t pick the very first one they come to. No, they take a look at all the homes on the market and then they pick the very best one within their price range. What we need to do then, John and Mary, is to prepare your home to stand out as the very best tomato - make sense?”