Most Powerful Technique of All Time

The most powerful hypnotic technique of all time is the metaphor.

That right - stories. Story telling, believe it or not, is a science.

The science of psycholinguistics (the science of language) and the science of neuro-linguistics have recently provided new tools in which we can now come into a better understanding of the power of metaphor and how to master the art of using metaphor to persuade.

You see, for years it was always accepted that the gifted salesperson had a natural gift of gab, a natural gift for story telling and, like it or not, you either had the gift or not. If not, well, then you were doomed to mediocrity.

Not so.

Master the metaphor and you’ve mastered the game.

Fact is, the number one common denominator of every true sales champion that I have ever worked with or studied is their extensive use of sales stories, metaphors and analogy.

For one, stories well told tend to hold the attention of people. And stories are inherently enjoyable. Everybody likes a good story. Stories can also contain hidden commands, that is, tonally marked words and phrases that actually instruct the listener to take some type of action.

For instance, if I were to say to your directly: “Stand Up!” You may or may not “stand up” depending on how you interpreted my statement. However, if I were to tonally mark, that is stress the words a bit differently, the words “stand up” in the midst of a story or sentence, the command would bypass your conscious rebellious mind and go directly into your subconscious - absolutely increasing my chances of getting you to comply with my request.

“Really, John, I think we should take a STAND. I mean, it’s UP to us to fight for what’s right.”

Try it on a friend. I think you’ll be somewhat amazed.

Or try this one: “Really, you have to give Betty a HAND. She secured TWO listings last week, and as far as anybody KNOWS - she’s on track to do it again this week.”

Chances are, in less than a minute - your friend will rub or scratch or wipe their nose because you gave them a hidden command to do so “hand to nose.”

Okay, back to metaphors. I got off track there for a minute…

Besides their obvious entertainment value, the skillful use of finely constructed stories and metaphors are an extremely effective means of instructing and informing people without having to directly “lecture.” You can help your customer or client to better understand and appreciate a product, service or concept by using a story that somehow relates to the topic at hand.

For instance we want to inform our seller as to the value of preparing their home for sale, that is, we want them to paint, clean the carpets, etc.

One option is we can come right out and tell them they are living in a pig sty and nobody will buy their home at a fair price (which probably wouldn’t go over real well) or we could tell a story:

“John and Mary, let me ask you: Who does the grocery shopping in your household. You, Mary? Great. Now when you go to buy tomatoes, to you just grab the first one on the counter or do you take a good look at all the tomatoes and pick the best one. You pick the best one, right? Buyers do the same exact thing when it comes to shopping for a home. They don’t pick the very first one they come to. No, they take a look at all the homes on the market and then they pick the very best one within their price range. What we need to do then, John and Mary, is to prepare your home to stand out as the very best tomato - make sense?”

One of my all time favorites that I have used for years to overcome a buyer or seller who is procrastinating, straddling the fence and won’t make a decision - telling me “well, I think I really need more time to think about it” or some other classic stall:

“I understand. You see yourself needing more time to think about it, to make a good decision, right.”

“Right.”

“Okay. John, do me a favor. Picture yourself in an airport, looking up at the screen flashing ‘Departures.’ You want to fly to Chicago from

San Francisco. There is a flight that leaves in one hour but it has a layover in

Cleveland. There is also a nonstop flight that leaves in three hours. You deliberate back and forth, back and forth: Do I take the early flight or the later nonstop? You walk around and think about it. Get a cup of coffee. Early flight or later nonstop? And before you know it, John, the early plane has taken off. The decision was made for you - you did not make the decision. Time made it for you. You lost your opportunity.

“We’re in the same situation here today, John. If you don’t make a decision - chances are - time will make the decision for you and you will lose the opportunity. There might not be a tomorrow when it comes to this magnificent home. Can’t you make a decision today?”

Of course, this story doesn’t always work, but I dare say that I have solicited many a commitment that I might not have if I hadn’t use this story. It makes sense and people are encouraged to make a decision one way or the other.

Metaphors and stories don’t have to be long in or to be effective.

“When you rent it is like throwing your money to the wind.”

“Would you consider selling a car without touching up the paint, washing and waxing it, vacuuming, and making sure it presentable in order to get top dollar? Then why would you consider selling your home without doing the same things?”

“Buyers are just like kids at Christmas. Their eyes are immediately drawn to the biggest present, the one in the best wrapper. That’s the present that holds their attention. That’s the present they want to open first.”

“Let’s take the bull by the horns and do it, Okay?”

“You’ve been renting for how long now? Two years at $600 a month? That’s over $14,000. Now when you move are you going to ask your landlord for your money back? Of course not. So what you’re telling me is that all you have to show for spending over $14,000 is a Thank you’ and a receipt?”

The Ten Most Power Types of Stories

1. Introductions: Use stories to relate who you are, why you’re there, and how you have helped other people. This story could very easily be told without you even being present if you put together and use a Success Portfolio Your Unique Selling Proposition is also an introductory story in and of itself which you should use every time you introduce yourself to someone new.

2. Overcome Fears: You can use “other people” stories to relate how the fears your customer is feeling now is common to the situation and also relate how they learned there was no reason to worry.

3. Grab Attention: One of the MUSTS of conversational hypnosis’ effectiveness. Use stories that are highly entertaining, stories that place them in the lead role, dramatic stories. Use attention grabbing stories to tell your customer why they should listen to you.

4. Feature-Benefits: Instead of just pointing out various features and benefits, you can embed them in a fascinating story. Instead of simply pointing out the large 8 x 12 foot storage shed, tell a story about some interesting use one of your previous customers came up with - raising pigeons and selling them at a profit or whatever.

5. Money: Everybody wants it and nobody has it. Use stories to show how your clients can actually afford to own the property, how others in the same position as them did such and such and came to such and such a realization. Money is often a “charged” subject - the use of stories to get your message across can greatly defuse the “charge.”

6. The Ego Stroke: People love to be loved and recognized. Use these types of stories to show how owning the home will increase their prestige, their stature in the face of their friends and family. How listing their home first will set the trend in their neighborhood - how they will be perceived as leaders and visionaries.

7. Improvement Realizations: Stories that show how buying or selling or using any particular tool like a staging video will improve their current situation.

8. Stories addressing Security: Peace of mind, emotional and financial security, and issues concerning safety. These are highly charged emotional issues that you should use at every opportunity.

9. Family: Home is where the heart is type stories. A man, his castle and his family. What more is there? You a number of stories that relate to bringing families closer together. The fireplace is romantic; the backyard barbecues.

10. Closing Stories: It all comes together here. Use various closing stories to summarize all the benefits of taking action NOW.

Metaphors can also be used to talk about the competition without having to resource to “sliming” them. For instance let’s say that a customer has just related to you that the competition had “slimed” you and your company. Our natural response would be to “slime” right back, but there’s a better way:

“You’re kidding! They said that about us? Well, I guess everyone wants to challenge the champion. Everyone wants to challenge the top dog, even if they’re only a little puppy, right?”

Perhaps you are working for a small, independent broker and have to compete against the big boys, the “nationally” recognized firms:

“Are we comparing apples with apples or apples with oranges? Is it really fair to compare us to them? Let me ask you: How do you like doing business with a voice mail box? If you go with that big company, in a lot of cases that is who you will be doing business with - a voice mail box - because they are too big to provide constant, personalized service. If you’d like a real live human being available to immediately answer your questions and service your property, then we are the company for you.”

Or perhaps you are in just the opposite position:

“John and Mary, I appreciate the fact that you are considering XYZ. Having a variety of options is always better than having just one. But it’s like you’re taking your family on a cross continental trip. Now you can either fly first class in a 747 jet airliner which is us, or you can take a four seater, twin engine Cessna, which is them. Which would you feel safest on? Who do you really want to trust the marketing of your home to?”

Design a number of stories and metaphors to use throughout your presentations. Effective use of the metaphor will bring you in more money than the piper has pickles.

Master the art of conversational hypnosis and you’ll make a fortune!

Happy Selling! 

Brandon Patrick

Dean of Students

Real Estate Toolbox University