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Leave It To The Future

Jan 23, 2008
Here's a bit of an advanced technique. It's called future pacing and it works to remind your prospect or client of all the reasons they made the decision to buy your product or service. It transfers all of these reasons to a future point in time and triggers your prospect to remember them when an anchor is fired off.

I do this every time I sell without thinking twice because it's such a powerful way to help your prospect or client lock in the decision no matter what outside influences say or regardless of the second thoughts they may have themselves.

With that said, I'm not going to get into the technique too deeply, but I'd like to tell you a story about how I used this when I was a young man selling health spa memberships.

One day, I had an eighteen year old guy come in to buy a membership. I didn't even have to sell him on it because he was ready to go.

Once the young man signed the contract, I did some future pacing with him just for good measure. I said, 'Imagine if someone were to tell you that this was a bad decision. What would cause you to stay with your decision to join up?'

He said, 'I've been wanting this for a long time. No one's going to talk me out of it. I can do whatever I want.'

I said, 'Okay. Supposing you begin to doubt the decision yourself, what would cause you to stay with this decision?'

He said, 'This is absolutely what I want and there's no way I'll doubt it. I definitely know what I want.'

Later that day my phone rings. The young man's mom is on the phone. 'Hey, you sold my son a gym membership.'

I said, 'He came in and bought one, I didn't really have to sell him anything.'

And she said, 'Okay, he bought a membership. I'd like you to cancel it and send me notice that it's been done.'

I said, 'I'm sorry, can't do that. He's over eighteen otherwise I couldn't have sold it to him. He needs to bring in the paperwork, as per the terms of the agreement that he signed, and we'll be happy to cancel it. He has seventy-two hours to do it.'

'Okay, we'll be there tomorrow,' she said.

The next day the young man and his mother came in. He was pretty unhappy about what he was there to do, it was obvious. He said, 'I need to cancel my membership, but I was wondering if I could work out today and show my mom the guy. Is that possible?'

I said, 'Certainly. Go right ahead and show her around.'

If I recall correctly, the young man and his mother drove separate cars, and after he finished working out, he ducked out the back and left his mother there.

She approached me and said, 'We need to cancel this membership now.'

I said, 'Sure. I'll be happy to take care of that for you. I'll need the contract.'

She said, 'I don't have it. He has it.'

I said, 'I have to follow the terms of our agreement and I will be more than happy to cancel it, just bring me the contract within seventy-two hours.'

The next day the kid comes in, brings the agreement and says, 'I'm supposed to give this to you, but before I do, can I just work out?'


So he worked out and left without seeing me.

On the third, and final day, the mother dragged him in and yelled at him, 'Turn it over to him right now.' He hesitatingly handed it to me.

'Cancel this contract,' she said.

I asked the guy, 'Do you want this contract canceled?'

He said, 'No.' And he started arguing with his mother. He was ready to sever the relationship with his mother over this gym membership.

I realized at this point what had happened. This kid was unable to back out of the agreement because I had future paced his decision. I took the contract and canceled it immediately.

When you future pace something, you lock it into the mind of the person and I'm telling you right now that with the power of the strength of their own mind, you will have virtually locked them in.
About the Author
Kenrick Cleveland teaches strategies to earn the business of wealthy prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.
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