This thirteen second video contains a nugget of knowledge that I’ll attempt to briefly polish up here. The clip comes from a nineteen sixty-three Chevrolet sales training filmstrip. The title of the filmstrip is “Press the Yes Button.”

The power of this technique is undeniable. It employs two of the six universal principles that guide human behavior . Ethically implementing these six principles in sales will significantly enhance your persuasion abilities.

The first principle in this clip is that of reciprocity. The principle of reciprocity is an obligation to give when you receive. It is this principle of reciprocity that guarantees greater success when your sales process includes a very early trade evaluation. “If I’ll drive his, he’ll drive mine.”

The second principle in this video clip is the principle of liking. As stated by the salesman in this clip “it’s an unusual man that can keep quiet in his own car.” In his nineteen thirty-seven book “How to Win Friends and Influence People” Dale Carnegie says “the more people talk, the more they like the people they’re talking to.” Once the customer is talking to us about his car he will, just like most salespeople, talk too much. We have only to listen to gain useful information and by doing so the principle of "liking" works in our favor.

The implementation of an early trade evaluation makes qualifying (profile-building) easier and more effective than asking direct questions which trigger defensive postures by the prospect.

Mike  Stoner
(206) 8662