When you want to guide someone else to say "yes" to your course of action, whether it is your child, a colleague or a business prospect, it obviously helps if you know what makes them tick, that you also understand their pains and aims and if it's a business prospect, that you have a product/service which meets what they need/want. Trust and rapport are also crucial … and there are some language tricks which you can use to your advantage.
One of my favourites is some and MOST - check out the example below to see how it works ...
Example:
I want my business prospect to purchase a series of short development workshops delivered over a period of time rather than a one-off, full-day workshop because I know he/she will experience better long term results with the former option. So I say ...
Some of my clients prefer full day workshops as getting people together can be very challenging, but MOST of my clients prefer regular and concise 1-2 hour long sessions delivered over a number of weeks because they deliver better long term results and offer better value.
I want my business prospect to purchase a series of short development workshops delivered over a period of time rather than a one-off, full-day workshop because I know he/she will experience better long term results with the former option. So I say ...
Some of my clients prefer full day workshops as getting people together can be very challenging, but MOST of my clients prefer regular and concise 1-2 hour long sessions delivered over a number of weeks because they deliver better long term results and offer better value.
In this scenario, I'm still offering choice and will ultimately respect my prospect's wishes, but I'm using the word "MOST" to emphasise that the best long term option is the regular and concise 1-2 hour sessions.
As people, we generally prefer to go with what MOST people do and in business, even charismatic buyers who are open to risk, still prefer to take risks with a mass market appeal, so they're more likely to opt for what MOST people will do rather than what some people do. By putting your verbal emphasis on the word "MOST" and supporting it with valid reasons, you lead the other person to the logical and natural conclusion that they should opt for what MOST people do.
In what situations should we avoid using this language trick?
A) When your business prospect is clearly set on the option that some people do, a small language trick is unlikely to change this. In this scenario, it's better to find out the reasons behind your prospects' thinking and honour their wishes.
B) When the option for MOST lacks credibility, this language trick will not be enough to influence your prospect. For example, could you imagine trying to encourage your child to eat more healthily with:
Some children prefer eating chocolate ice creams, but MOST children prefer eating carrots
This statement clearly lacks credibility and as a result, it will carry no influence!
Thanks for reading
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