The Power Of Suggestion In Sales

The strength of a suggestion depends in part on the degree to which it appears to be our own - to be of spontaneous, internal origin. A particular theatrical manager and producer, it is said, is particularly successful in handling obstinate employees. It is said further that he is accustomed, on broaching a proposition to which he does not expect the other person to assent readily, to remark, "It seems to me it would be well to do as you suggested the other day and . . .” The method is peculiarly effective although the manipulated person does not remember ever having any such suggestion. It is enough that the plan seems to be his own or is stated by another to be so. So in advertising, arrogance, domination, should not be attempted. It is at once resented and resisted. The more indirect the suggestion, the more it can be made to be an original determination or plan or conclusion on the part of the reader, the more its dynamic power
Suggestion Must Accord with Regular Habits and Instincts
The dynamic power of a suggestion will be the greater the more forcefully and vigorously the association is presented. This law is especially true when the suggestion is in line with pre-established habits and tendencies. When the suggestion violates life-long habits and instincts, attempts to be forceful and vigorous usually lapse into arrogance and thereby defeat their own purpose. The following head-lines on the one hand conform to, and on the other hand violate this law:
A forceful suggestion –
I WANT YOU TO CHOOSE BETWEEN THESE TWO SHAPES
A weak suggestion –
HERE ARE TWO SHAPES, TAKE YOUR CHOICE
Positive, Not Negative
It is more effective to suggest the desired response directly than it is to argue against a response that is not desired. Thus it is more effective to say to a child, "Put the potato peelings in the garbage pail." than it is to say, "Do not put the peelings in the sink." The positive feature of the association is always the most effective. In the one case the positive association is "peelings"-"pail." In the other case it is "peelings "-"sink." The negative suggestion always tends to defeat its own purpose. The attempt to dissuade from the use of substitutes is the classical illustration of the futile negative suggestion.
The customer should be asked, "Does the shoe feel comfortable?" not "Does the shoe pinch?" The cadet should be told "Stand erect with feet together" not "don't slouch". Passengers should be told “get off this way" rather than shown how not to get off. Thus a customer at your website should see “Buy my product” and not “Don’t buy their product”.

Take this with you as you approach people trying to get them to join your team or purchase your product. Lead people through the power of suggestion to believe they have come to the conclusion all on their own and make it positive not negative.