"Logic: The art of thinking and reasoning in strict accordance with the limitations and incapacities of the human misunderstanding." ~ Ambrose Bierce

When it comes to persuading the affluent, or anyone for that matter, we've got to dig deeper... into uncharted waters... where most business people are afraid to go. We've got to appeal to the unconscious mind, using emotions in our selling.

There is a limited amount of space in our conscious minds and it has been determined that we can only hold an average of seven bits of information at a time. In a world where there are images and words and sounds being thrown at us all the time, seven bits of information isn't significant storage space, is it?

Think about how many things there are to think about--the smell of a peeled orange, the way the ceiling fan feels, the pebble in your shoes, the feel of the ring on your finger, the sound of the car outside, the child crying, the rumble in your stomach, the itch on your neck, the song on the radio. . . on and on and on.

So while we're thinking of our seven little things, we've got a gigantic internal hard drive to hold the things we need to be able to access when necessary.

So what happens to the information around us that is available to us at any moment in time, but that we don't pay attention to. Where's it going? Well, it goes into our other-than-conscious. It's not that it isn't perceived--it is often being perceived--it's just that we're not consciously aware of it.

I would argue that there's too much being made of what we are as a consciousness, so to speak. People think that we have logic therefore we are and that's not true. What's in our conscious mind is of the least importance. It does separate us from lesser conscious things like maybe dirt or trees or a building, but the mind is like an iceberg; It's the tiny sliver that sticks above the water compared to the giant amount that's actually underneath.

So how can we take another person's consciousness and side step it to access the real boss of their unconscious?

Most people are persuaded based on emotions, feelings that are going on inside of them, not with rational, logical things that are going on inside them. People make their decisions emotionally and then back up these decisions with logic.

Our job as persuaders is to give them a little logic at the end so that our prospects feel good about the decision they've made emotionally. This is easy if we appeal directly to their unconscious.

By eliciting criteria we are getting to the emotional core of what is important to our prospects and clients.

As an example, let's use 'freedom' as a top value. If we put our finger on the 'freedom' trigger, this immediately stirs up emotion.

In reacting to the emotional trigger of freedom, this can manifest as rage or frustration in a person with an 'away from' orientation and as a feeling of dominion over all things in a person with a 'towards' orientation. If you are successful in maneuvering your product or service as the cure for the away person or access to more for the towards person, you will have navigated the emotional landscape where business and industry has been afraid to go.

Kenrick Cleveland teaches strategies to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.

Article Source: http://www.therealarticles.com

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