we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.

So what he’s doing is not just get

Many people often ask me what my definition for persuasion is.

So let me give you a rough guide of what I believe persuasion to be. First of all, persuasion is the act of getting someone to take a particular action or to change a particular belief.

What I mean here is, for example in sales, the biggest thing in sales we want is people to buy from us, we want them to take the action of actually deciding, making the decision and following through, paying us money in cash or credit card or signing up for terms. They’ve made the decision and they have followed through on that decision to take action.

What you have to understand is that decision alone is not enough. Often people make decision but they don’t follow through, so true persuasion is getting people to follow through rather than just making the decision.

The second thing that persuasion is, relates to beliefs. When we persuade someone at a higher level then just decision and action we actually change their beliefs about something - this is what the best the sales people do consistently.

If for example, you went to a BMW store, we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.

So what he’s doing is not just get

for example in sales, the biggest thing in sales we want is people to buy from us, we want them to take the action of actually deciding, making the decision and following through, paying us money in cash or credit card or signing up for terms. They’ve made the decision and they have followed through on that decision to take action.

What you have to understand is that decision alone is not enough. Often people make decision but they don’t follow through, so true persuasion is getting people to follow through rather than just making the decision.

The second thing that persuasion is, relates to beliefs. When we persuade someone at a higher level then just decision and action we actually change their beliefs about something - this is what the best the sales people do consistently.

If for example, you went to a BMW store, we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.

So what he’s doing is not just get

e followed through on that decision to take action.

What you have to understand is that decision alone is not enough. Often people make decision but they don’t follow through, so true persuasion is getting people to follow through rather than just making the decision.

The second thing that persuasion is, relates to beliefs. When we persuade someone at a higher level then just decision and action we actually change their beliefs about something - this is what the best the sales people do consistently.

If for example, you went to a BMW store, we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.

So what he’s doing is not just get

he second thing that persuasion is, relates to beliefs. When we persuade someone at a higher level then just decision and action we actually change their beliefs about something - this is what the best the sales people do consistently.

If for example, you went to a BMW store, we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.

So what he’s doing is not just get

we found the best sales person in BMW what we’d find is that if we put the average Mercedes customer in front of him , then he would be able to persuade that person to believing that BMW is actually a better make of car than Mercedes Benz.

So what he’s doing is not just getting the person to make a decision and follow through an action but he‘s also getting them to change at their belief level. At an even higher level of persuasion, is where people begin to change their identity level. If we look at cults, people ask me “Are the cults persuasive?”

Yes, one of the things that makes them so effective is that they get people to make a change at an identity level till they see themselves as being the type of person who is congruent and fits in with a certain type of people. This is the reason we have cults and this is the reason why no matter what you legislate or what you do you‘ll always have people joining groups like that. It’s persuasion at one of the highest levels.

Now, it doesn’t always mean that this level of persuasion is bad, many religions work on the same way as well. People are being persuaded to believe that they are a certain type of person. Think about it, people describe themselves as being Christians, as being a Muslim, as being a Jew. This is one of the examples that their change is not just at the belief level, it is actually an identity level.