Is there an underlying formula for major areas of influence that control your prospect's perceptions of world, their actions and beliefs? Well, actually "Yes!"

You can utilize what BIG BOYS already know. In its simplest form, process for neuro-influence goes like this:

"Pace" present >>> "Lead" future

Simple enough? It can be applied to most everything! Eugene Schwartz, in Breakthrough Advertising, pg 129, in chapter on Gradualization, "How to Make Your Prospect Believe Your Claims Before You State Them", uses a principle of pacing your prospect's current beliefs, and then leading them.

(Eugene's book, by way, was selling on eBay for $900 before Bottom Line Books re-released it.)

This pacing is also used in hypnosis, both clinical and covert. Pacing and leading is so important to hypnotic influence, here is what founders of Neuro-Linguistic Programming (NLP), Grinder and Bandler, have to say in Trance-Formations, in chapter about inducing hypnosis:

"Pacing and leading is a meta-pattern. It's actually a part of every other induction we'll be teaching you." Page 43. Fact: it's a part of practically every type of induction there is!

In short, pace-lead formula is a primary PROCESS for successful influence, both at conscious and at unconscious levels.

Would You Like to Learn More?

From "Installing Custom Criteria" to creation of thought viruses in signature files, our understanding of covert influence (thanks to Internet) has been radically accelerated.

These techniques are being merged with psychology of buying, and if you are so inclined, you're invited to learn more.

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1. Validate Objections Openly acknowledge common concerns in your marketing materials and presentations. If you are a small firm competing against larger companies, don't try to sweep this obvious fact under carpet. Point it out and use it to your advantage.

2. Understand Objections Use questions to get prospects talking about each of their concerns. If you charge high prices for your services, ask them what their concerns are about price. With right questions, you'll find out where to take discussion or how to refine your marketing strategy.

3. Educate Prospects Once you have a clear idea of your prospects' distinct priorities you can explain benefits of using your high priced service or how smaller size of your firm is actually to their advantage.

When to Address Objections The best time to address objections is in your marketing materials. You can use your brochure, your web site and other materials to validate prospects' objections, understand their concerns and educate them. Assuming your prospects read your materials, you can use this approach to eliminate objections before you even have first conversation with a prospect.

Of course, not all prospects will read everything you provide and some will have lingering concerns despite your best efforts. Until sale takes place, you should assume that your prospects might have questions that need to be addressed. What can you do about these persistent objections?

Use your marketing conversations to get prospects to clarify their concerns so you can address each one. For example, don't wait until last minute to find out that person you've been talking to needs to consult their boss. Early on in your marketing effort, ask them who needs to be part of purchasing decision so you can include them from start.

Prior to asking for sale, get your prospect to identify:

- When would be right time to use your services? - What information do they want to see in a written proposal? - What they like and don't like about their existing supplier? - What their financial or other objectives are? - How a smaller company could better meet their needs? - What benefits would justify costs?

Your marketing objective is to make it as easy as possible for your prospects to become clients. Unanswered questions and concerns get in way and result in lost sales. Eliminate these up front in your marketing and you'll find many more prospects signing up to be clients.