Attraction and Persuasion
I was lucky enough to recognize at a young age what my dad did wrong. My dad would go out, talk up the benefits of the car, and the customer would say, “You know what? I’ll take it.” And my dad would continue to talk about the car and say something like, “Well, we even painted the whole thing recently!” Then the guy would say, “Oh, you painted it. I get nervous on new paint jobs. You know, I’m going to think about it a little more . . .” and the sale was gone. I just recently experienced this same scenario with my daughter. She was asking me for something and kept asking and did a good job of persuading me to say yes. She wanted to go over to her friend Larson’s house on a school night, and we re- ally didn’t want to allow that to happen. But she got her home- work done, made a strong case for this visit being the exception to the rule, and finally, I said yes. And once I said yes, she kept talking and talking and let it slip that she had a test the next morning very early, and that she hadn’t studied for it yet. And I said, “Unfortunately, Breana, you can’t go now.” And she said, “But Dad, you said yes!” And I said, “Breana, take this as a valuable lesson. Do not sell past the sale. When Daddy says yes, that’s when you just be quiet and say thank you.” When the person trying to buy a car from my dad said, “Yes, I’ll take it!” that’s when he needed to stop selling and just say, “Thank you. Let’s process the paperwork.” When you want to persuade someone to take action, to buy your product, to loan you money at the bank, or get private money to fund your deal, do not sell past the sale. That’s when it is time to be quiet. I teach this all the time in my real estate education forums. If you go through why you want the house, what you think it’s worth, and then you say, “The price I can pay is $100,000,” it’s time to shut your mouth, because typically, the first person who talks in the negotiation process loses. So silence is golden, at least if you time your silence properly.
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