Flip the Script | Oren Klaff

Summary of: Flip the Script: Getting People to Think Your Idea Is Their Idea
By: Oren Klaff

Introduction

Dive into the engaging world of persuasive communication as we take a journey through ‘Flip the Script’ by Oren Klaff. Learn how to topple your potential buyer’s certainty gap with the flash roll technique and create lasting impact by tapping into pre-wired ideas common to all. Discover the importance of addressing your clients in the language they understand and framing your products in familiar terms while leveraging buyer’s pessimism as the key to sales success, and the power of authenticity and expertise to present a compelling case.

Bridging the Certainty Gap

When facing a hesitant customer, it is crucial to establish your credibility quickly and unquestionably. To do this, use the flash roll technique, a rapid-fire display of expertise that demonstrates your understanding of a complex subject in just 60 to 90 seconds. It’s an invaluable tool for winning over even the most skeptical audience and closing gaps in certainty.

Picture yourself as a salesperson, getting ready to close a deal with a potential buyer. You’ve put in all the effort, and you’re just one question away from sealing the agreement. “Would you like to pay with cash or credit card?” you ask. The buyer hesitates and admits they need more time to think about it and consult their family. What just happened? It’s likely that they experienced a certainty gap – a lingering doubt that you can deliver what you’re promising.

Tackling this issue effectively requires credibility. It is crucial to demonstrate that you’re an expert in the field. One proven way to do so is to employ a flash roll, a burst of information that showcases your expertise in a matter of seconds, dispelling any lingering doubts and convincing even the most skeptical prospects.

For example, consider a broken computer. You visit a technician and confidently state that you’ve kept your virus protection up to date, despite the current problem. The technician quickly identifies the issue, explaining that the new Homestead bug could still bypass your software and then proceeds to give a detailed diagnosis and solution. This display of knowledge and confidence establishes the technician’s credibility and leaves you reassured that your computer is in good hands.

To create a successful flash roll, you need a clear structure: beginning, middle, and end. Start with a casual assessment, treating the issue like something you handle daily. Next, delve into the intricate details, utilizing technical jargon to emphasize the complexity of the subject. Finally, present your solution, and ultimately, the deal you want to make. Avoid using phrases like “I think” or “in my opinion,” and deliver the information snappily and without emotion. Make it second nature by scripting your flash roll, practicing it, and committing it to memory.

In summary, bridging the certainty gap is vital in acquiring and retaining customers. By utilizing the flash roll technique, you can establish yourself as an expert in your field and resolve lingering uncertainties that might otherwise cost you valuable business opportunities.

Sparking Interest with Pre-Wired Ideas

For information to be effectively received, processed, and stored, it must connect to pre-wired ideas in our brain. In sales, mastering these pre-wired ideas can help answer consumers’ key questions: Why should I care? What’s in it for me? and Why you? By addressing threats, rewards, and fairness, you can ensure your message resonates with prospective buyers.

Our brains possess a unique ability to rapidly process information that aligns with familiar and relatable concepts. But what about entirely new information? In order for an unfamiliar concept to be stored and processed correctly, you must first tap into the pre-wired ideas hardwired into everyone’s brains.

Three such pre-wired ideas exist: threats, rewards, and fairness. They are especially relevant when it comes to sales, and mastering them will allow you to anticipate and satisfy your potential customer’s questions before they’re even asked.

Threats catch our attention when we perceive something that might endanger our status or well-being. By highlighting how the world is continually evolving and your client’s potential risk of falling behind, you automatically address the first question, “Why should I care?” The logical solution to avoid being left behind is, of course, for the client to purchase your product.

Rewards appeal to our innate desire to obtain large payoffs with minimal effort. In answering the question, “What’s in it for me?”, remember the golden rule of “times two.” We are inherently drawn towards exponential benefits – double the impact and you have the ultimate sales pitch. Show your client how using your product will double their productivity or cut expenses by half, and they will respond positively.

Fairness is crucial when asking someone to take a risk. Your client’s third question, “Why you?”, is resolved by demonstrating your personal commitment to the proposed deal. They want assurance that you are as invested as they are and that you won’t abandon them post-sale. A short script highlighting your financial, physical, or contractual involvement, if not more significant than your client’s, will suffice.

Once you have addressed these three pre-wired ideas, it’s time to delve into the specifics of your offering. Keep in mind the delicate balance between providing too much or too little information. Leveraging threats, rewards, and fairness in your sales approach will resonate with your potential customers and pave the way for effective communication and successful transactions.

Familiarity Sells Innovation

Innovation is exciting, but when proposing ideas to clients, make sure to frame them in familiar terms. Just like how vanilla ice cream remains the most popular flavor, consumers prefer the comfortable and familiar aspects of a product or service. By connecting your unique and innovative features to something familiar, you’ll be more successful in winning over clients and closing deals.

Everybody dreams of becoming an innovator and making a significant impact with trailblazing products or services. As a salesperson, you might feel thrilled about the potential of your groundbreaking offering transforming the market. However, your clients may be less enthusiastic and reluctant about embracing something entirely unfamiliar. This hesitancy is rooted in human nature – when faced with uncharted territory, we tend to put our guard up and prefer the tried-and-tested.

So how can you make your innovative proposal palatable to your target audience? Frame your offering in terms that your clients can easily relate to and understand.

Consider this: among the thousand-plus ice cream flavors in the world, why does plain vanilla remain the top choice? People find comfort in the familiar taste, and it serves as a reliable base that can be customized and dressed up to suit individual preferences. When pitching your unique product or service, tap into plain-vanilla familiarity in your description. While the novelty and innovation excite you the most, prospective buyers will be drawn to aspects that resonate with their perceptions of reliability and tradition.

This approach doesn’t mean concealing or downplaying the exciting features that set you apart. It’s about bundling those features and presenting them in a package that emphasizes how your offering aligns with the evolving market standards.

For instance, if you want to open a bar and restaurant featuring a playable miniature golf course, rather than solely concentrating on the golf aspect, emphasize the familiar elements: an extensive beer selection, a fantastic chef, and convenient parking. When introducing the golf concept, position it as a new-normal ingredient, showing how themed establishments, like sports bars or arcade bars, are experiencing a surge in popularity.

In essence, no matter how novel or revolutionary your proposal, it can always be linked to something familiar. To close the deal and leave a lasting impression, find the perfect balance between standing out with innovation and appealing to the inherent desire for familiarity.

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