People that have good sales technique often use cognitive dissonance as a central component to many forms of persuasion. The challenge of changing beliefs, values, attitudes and behaviours of the client starts when the sales person knows their product, but listens to what the client is actually asking for. The sales person then tailors what they have to offer into what the client wishes to hear.
Dissonance basically means holding two conflicting thoughts at the same time. By the sales person fully listening to the client, then tailor making their presentation to meet the needs analysis 'he' has done as the client has explained their situation, the sales person has just done three very important steps.
|Where are the tomato plants|
- The sales person has got the client to explain why they actually want the product that the sales person is selling.
- The client passively wants it but is also trying to self explain away the fears from not having it.
- Now the clients inability to rationalize and explain the conflict between wanting and not having it causes a need for the void to be filled.
- Change their behaviours from a 'no' situation to a 'I must have' situation. Using the seed situation the client has gone from believing the soil would benefit from being left alone for another year, into planting cheery tomatoes.
- Needs to justify their behaviour by changing the conflicting cognition. Cherry tomatoes are more productive than asparagus as the crop will be more immediate.
- Then the client will justify their behaviour by adding new cognitions. Next year I will companion plant with...