One word that will make a sales presentation more persuasive

Research shows that the word “because” is one of the most persuasive words in our culture. This is due to the fact that the word “because” is always followed by the reason that people should agree to your request and people find reasons to be very persuasive. Even, as it turns out, reasons that are not terribly compelling (for more on the persuasive power of reasons click here and here).

This is based on research carried out by behavioral scientist Ellen Langer, which involved someone trying to cut in line to use a photo copier.

Langer set up the following scenarios:

1 – A stranger approaches someone waiting in line to use a photocopier and simply asks: “Excuse me, I have five pages. May I use the Xerox machine?” Sixty percent of people agreed to allow the stranger to cut in line when faced with this direct request.

2 – Next, a stranger made the same request but added a reason: “May I use the Xerox machine, because I’m in a rush?” Nearly everyone (94 percent) agreed.

3 – Finally, the stranger approached and gave what would appear to be a completely unpersuasive reason for the request, but still employed the word ‘because’: “May I use the Xerox machine, because I have to make copies?” Even though this reason is less than compelling, 93 percent of people still agreed to allow the person to break in and make copies.

So when designing your next sales presentation remember to use the word “because” as it is the perfect lead in to you delivering the reason why your prospect should buy.

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