Trigger a "Yes" Decision From Anyone
By Russell Granger
have anything you want, yes, anything! All you have to do is to
persuade someone to decide to do what you want. The most successful
people in the world are those who can get things done with and
through others. By applying new scientific breakthroughs, it’s now
quick and easy to get “Yes!” decisions and actions.
persuading others to say “Yes!” let’s take a quick look at our own
decision process. Only when we understand how the brain makes
decisions can we successfully influence others’ decisions.
Life’s Challenges: Let’s face it, life is a challenge. From the
minute our eyes pop open in the morning until they close exhausted
at night we deal with an avalanche of decisions. Get out of bed now
or snooze? What to wear? What for breakfast - stick to the diet or
enjoy? Which route to work? Stop for gas now or on the way home?
Listen to the news or a CD? Which CD?
it's the same. Get that report out first or answer the emails and
voicemail? Take a call or let voicemail pick up? What are the boss's
priorities? What are yours? Whose do you execute first?
long, requests and decisions drive activities. The need to decide is
incessant; the issues never stop, never let up.
with this many decisions sounds difficult. It could be. If we had to
use logic reason and cognitive thinking, if we had to rationally
evaluate and think through each decision, we'd be trapped, locked in
place, unable to move in any direction as we analyze, evaluate,
contemplate, measure, and critique options. We'd wind up dazed and
immobile. We'd go nuts!
Nature's Triggers to the Rescue: Fortunately, nature, our
emotion based limbic system, has provided us with a highly
effective, simple solution to enable us to easily get through each
decision-making opportunity. That solution is our "internal
navigation system" referred to in the book and PBS series “The
Secret Life of the Brain.” This system resides in our brain's
emotional center and is activated by our personal databank of
emotion based internal triggers. The take away summary from the
breakthrough live brain research is this:
not thinking machines. We are feeling machines that think”
a trigger? What is this powerful internal navigation tool that
initiates automatic, quick, easy decisions? A trigger is an emotion
based gut-feeling shortcut that helps us avoid the pain of rational
thinking, of laborious cognitive mental evaluation. We are
pre-programmed to comply with other’s requests when the request
activates the appropriate triggers.
secret for persuasion success is to which triggers can be activated
for each situation. The weird irony of this need for quick, easy
emotion based triggers is that the more sophisticated and complex
our lives get, the more information we have, the more we need and
rely on simple ways to help us make decisions. The smart manager,
leader, sales rep understands this need and prepares her requests
The exciting new science of live brain imaging documents that one
emotion based brain element, the amygdala, receives most outside
stimulus, requests for decisions. The amygdala has two choices. It
can make an immediate emotion based decision tapping into the life
long database we build. Or, if no prior emotion is triggered it can
send the request to the pre-frontal cortex for lengthy, rational,
time consuming cognitive evaluation. Here’s a newly discovered
scientific fact: Reason and logic do not persuade. They might back
up an emotional decision, but they do not heavily influence the
decision. To get what you want through others you must activate
their emotion based triggers.
Do You Activate an Emotional Trigger? One of the 7 primary
emotional triggers is the Authority Trigger. When we perceive
someone is an authority, we usually act on their requests. What do
you do when your doctor, the “authority,” gives you a prescription?
Do you search the Internet and research the chemical compounds? Do
you check the FDA website to evaluate the documentation for safety
and efficacy? No, you get the prescription filled. The doctor’s
authority triggered you to make a quick automatic decision.
about your accountant, the financial “authority”? When he says,
“file this way,” do you examine the 16,000 page tax code for logic
and reason, or do you follow his advice? Again the authority
trigger motivates a quick, non-thinking automatic decision.
you persuade with the authority emotional trigger? Be the
authority! Know your stuff. Do your homework. We give unthinking
automatic compliance to those who have done the hard digging for us.
Show the other person you are fully informed about your subject and
that you can be trusted to give expert information. Create the
right impression and the other person’s amygdale will perceive less
risk, feel more assurance, and trust. You’ll get the decision you
the triggers can be activated to produce easy, automatic decisions
and actions. In the most simplistic form these triggers are:
The Friendship Trigger: Activates trust and
agreement through bonding
The Authority Trigger: Activates acceptance
The Consistency Trigger: Motivates consistency
with past actions
The Reciprocity Trigger: When you give, you get
The Contrast Trigger: Structures contrasts to
make one approach better than another
The Reason Why Trigger: Emotional reasons to
make decisions and actions
The Hope Trigger: Instills positive expectations
that persuade agreement
a combination of these triggers and you will get anything you want.
Twenty-five hundred years ago Aristotle wrote, “The best route to
persuasion is with reason and logic.” It took science 2,500 years
to learn he was wrong. The brain just doesn’t work that way. We
finally know how the brain really works in the decision process.
Your simple approach: Work with the brain rather than against it.
Activate the brain’s emotional triggers and achieve the results you
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