By Bob Hafer MIRM, CSP

Director of Builder Sales & Service

Ebby Halliday, REALTORS

How would you like to sell more … make more income … and do it by simply adding one of the most powerful Laws of Persuasion to your sales presentation? If your answer is “Yes” then this article was written with you in mind. The Law I am referring to is the Law of Consistency. When you understand the Law of Consistency and understand how to use it, I promise, selling will become more rewarding and less demanding. Take a few minutes to read this article and let me know what you think. Leave a comment or contact me directly. My contact information is included below. I hope to read your comments or hear from you soon.

Law of Consistency

The Law of Consistency states that when prospects take a position they will strongly defend their position even if there is evidence to the contrary. A study done by a pair of Canadian psychologists demonstrates how the Law of Consistency works. What the psychologists discovered is that people at a racetrack, after placing a bet, are more confident of their chance of winning than they were immediately before placing the bet. Keep in mind that nothing about the horse’s chances of winning changed. It’s the same horse, on the same track, in the same field of horses; but in the mind of the bettor, the horse’s chances of winning improve once a ticket was purchased. Although this may be a bit puzzling at first, the reason has to do with the Law of Consistency.

Like the other Laws of Persuasion this one lays deep within a person. It is a person’s desire to be (and appear to be) consistent with what has been done. Once people take a position, they will behave consistent with their commitments.

For example, take the bettors in the racetrack experiment. Thirty seconds before placing the bet, they were tentative and uncertain, thirty seconds after placing the bet they became optimistic. The act of making the decision is the critical factor. Once a decision was made, the need for consistency caused these people to bring what they were feeling into line with what they had done. They simply convinced themselves that they had made the right choice and, as a result, felt more confident about the decision.

Pattern of Yes

You can use the law of consistency to get your prospects to make minor decisions that lead to the close. The best and easiest way to lead people to any decision is to use the ‘Pattern of Yes’.

People are creatures of habit, people like what is familiar. The human brain seeks pattern and after having established a pattern, the brain likes to continue with the pattern in order to be consistent. Therefore, when a prospect has said “Yes” three times, they are likely to say “Yes” a fourth time.

When you get a prospect to agree, you are establishing a pattern of consistency. People don’t say “Yes” to things they don’t want. It would be inconsistent to say “Yes” to the features you offer in your product and then say “No” when you ask for the order. So, a key to sales success is finding many ways to get prospects to say “Yes”. And once prospects say “Yes” it is likely they will to stick with the decision in order to be consistent.

Use Tie-Down Questions to Lead People to Minor Decisions

The more a prospect says “Yes”, the harder it will be to say “No”, so get prospects to agree that the features of your product satisfy what is important to them. Ask affirmative questions or tie-downs throughout your sales presentation and especially during the demonstration of your product.

A tie-down question is any question that asks for an agreement. Use tie-down phrases such as these: don’t you agree; wouldn’t it; isn’t it; right; doesn’t it; aren’t they; don’t you; aren’t they; can’t you; isn’t that right; don’t you think; aren’t you; okay?

This is an easy way to lead prospects into minor decisions, isn’t it? You can gently influence prospects to nod their head in agreement, can’t you? The result is a series of “Yes” responses that will lead to a sale, don’t you agree?

Summarizing Decisions

The key to the effectiveness of the Law of Consistency lies in your ability to get your prospects to make a decision. Start today to use the ‘Pattern of Yes’ consistently. Then ask for the order by summarizing the decisions your prospect made. How can prospects say “No” when they have consistently said “Yes”, after all, that would be inconsistent, wouldn’t it?

Good luck and good selling!

Bob Hafer has been a leader in the home building industry for 40 years.  His extensive experience gives him unparalleled insight into the mysteries and marvels of sales. His background includes success in consulting, management, administration, sales, marketing, merchandising, research and sales training.  Contact Bob at e-mail him at bobhafer@ebby.com or call him at (972) 795-5926.