Dr. Carmen Simon on Persuasive Techniques for Business and Life – Episode #66

July 15, 2016 Anthony Iannarino | Sales coach, Business coach, Sales professional, Author

Everyone in sales could use some more training in persuasive techniques - not for the sake of being manipulative or pushy, but for the sake of truly helping prospects see how their problems can be solved with the salesperson’s solution. It’s a win-win situation when that happens. On this episode of In The Arena Carmen Simon, Ph.D., author of “Impossible to Ignore” chats with Anthony about her research into how the brain works, what it takes to be memorable, and how persuasion can not only be learned but can also be tied into the way the brain actually remembers things. This one is worth your time, for sure. There are so many reasons to learn skills for more effective persuasion. It’s obvious how persuasion techniques are beneficial to a sales professional, but in everyday situations persuasion is needed as well. This conversation is a step into the science lab with Dr. Carmen Simon sharing what research shows about how the brain remembers things and why it forgets. Her insights into the things that make an idea, sentence, or concept memorable provide clues as to how everyday people can be more effective in their relationships and life in general. What’s the most memorable thing from the last presentation you attended? Can you remember? Dr. Carmen Simon says that much of what we remember depends not on our ability to remember but on the way the event or information was presented. With years of experience in cognitive research, she’s discovered that while memory is something that a person can improve, it’s also something that presenters (like salespeople) need to understand so that they can present in ways that create compelling content that people simply can’t forget. You’ll get a LOT out of this interview. What are the “handles” that you weave into your sales presentations? Many times the things we remember are called to mind because of their association with other, more common things we see every day. Dr. Carmen Simon points out that when we use that knowledge intentionally we can learn to associate the things we want people to remember with things that they already deal with habitually, every day of their lives. Think about cars, beds, pencils, smartphones - then begin thinking how you can use those everyday things in illustrations related to your products - and you begin to get the idea. On this episode Dr. Simon shares her insights, so be sure you set aside time to listen. Always, always, always start with what you want people to remember. That’s the advice Dr. Carmen Simon, cognitive scientist, gives when asked what people who make presentations need to know about being more memorable. In her mind, and from her research, you’ll do much better creating compelling content that people remember if you START by getting ultimately clear on what it is you want the person receiving your presentation to remember. From there you can intentionally build a structure to your presentation that points toward that end goal. Dr. Simon has much to share on this episode so be sure you listen. It could make a tremendous difference in your sales career. Outline of this great episode [1:35] Today’s guest - Carmen Simon, Ph.D. on science based techniques to help people see things your way. [3:01] The work of a cognitive scientist: researching and understanding cognitive functions. [6:00] The search for understanding consciousness. [7:59] The mistakes we make when we create and share content creation. [10:06] What do we have to do to get people’s attention? [14:12] How reward and anticipation work in the brain and memory. [20:00] How Marvel movies have this anticipation piece right. [22:03] The 3 paths to decision making: a must to understand for salespeople. [27:55] What memory and decision have to do with content creation. [33:24] How to create a prospective memory. [37:30] What is needed to make content memorable and repeatable? [40:10] What Carmen is reading right now.

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