Psychological power is the ability people have to disguise what they really want from you when they try to persuade or influence you. Psychological power is based on the ability to alter an individual’s perception of reality. This power (like most powers) can obviously be used dishonestly. However, it is important to understand the various psychological tactics so that you have a greater ability to spot people who are being dishonest or devious with you. You will be able to tell the difference between the Psychological Power of the seller and the Legitimate Power of the Master Persuader.

Time pressure

People are often slow to make decisions because they fear making mistakes. However, the longer someone waits, the more likely they are not to deliver. The faster you can persuade and influence a person to make a decision, the more likely they are to achieve their goals. This is where we get promotions like “One Day Sale” and “This Offer Won’t Last Long” (The Law of Scarcity). On the other hand, make sure you are never pressured into making an impulsive decision that you regret. I remember once negotiating a contract for the marketing department of a large corporation. He knew the laws of persuasion and he knew what he wanted. I had a million more things to do and felt rushed to work out the contract details that morning. The person I was negotiating with, on the other hand, was in no rush and had nowhere to go. We joked back and forth for six hours and still hadn’t come to a resolution on a contract that we were both happy with. My urge to leave affected the terms I was finally able to get.

When we are in a hurry, we usually pay more to get what we need. When we need something right now and someone has it, we will pay or do anything to get it. Think of all the convenience services that cost more. The overnight convenience store charges twice as much for a gallon of milk as the grocery store down the street. The 24-hour copy market charges more than the traditional printing service. Think about how much you paid for that book or magazine at the airport before rushing to catch your plane. Being in a hurry definitely costs money.

Audacity

Acting boldly will not only give you the perception of confidence, it will actually help you feel more confident. Also, you will look brave and bold, and people will join you. Their lack of esteem or confidence will naturally attract them to someone like you who is bold and assertive. Boldness can lead to unimaginable things. Assertive and fearless behavior builds confidence and hides our shortcomings. When you assert yourself, people automatically assume that you know what you are doing. Boldness and assertiveness create authority and often fear. This sends a clear message about how people should treat us. Assertiveness creates power and the ability to persuade. Shy, shy and weak people cannot persuade others or change their mind.

A great example of boldness and assertiveness occurred in 1925 in Paris, France. The French scrap metal owners were summoned and transferred to the most beautiful hotel in Paris. They had wine and dinner and told an amazing story about the Eiffel Tower. They found that the tower was considered an eyesore and that the maintenance cost was staggering. The tower was only supposed to be a temporary fixture and the city or Paris now wanted it removed. Over the next three days, the city council would take bids for the scrap. A bold and assertive salesperson displayed a security badge and took metal owners for a spin. It was so bold and compelling that a company paid more than a million dollars for the tower. Obviously it was a scam and the unfortunate winner of the bid resold the tower to someone else six months later.

Unpredictability

Be unpredictable. Nothing confused a target more than unpredictability. Tornadoes, hurricanes, and earthquakes are probably the scariest events to experience due to their utter unpredictability. These phenomena do not fit comfortably into our routines and for that reason they baffle us. Humans are creatures of habit; we love the familiar and predictable. We love a routine and a predictable outcome. When you are predictable, people feel a sense of control over you. Unpredictable and inconsistent behavior keeps people guessing and unbalanced. We’ve all had a boss or a parent who was unpredictable. You didn’t know if they were going to yell at you, reward you, or thank you for what you were doing. They spent a calculated time trying to understand his next move. This type of power is very intimidating and uncontrollable.

Surprise / Distraction

People who are caught off guard or caught by a request become insecure and will often comply with it. This insecurity and imbalance makes them more persuasive. A study by Milgram and Sabini showed that people riding the New York subway were twice as likely to give up their seats to people who surprised them with the request: “May I take your seat?” as they were when they were informed in advance of the person’s intention to request their seat. Fifty-six percent of the surprised passengers gave up their seats compared to 28% of those who had been warned in advance.

Distraction is also a form of psychological power. Your prospects’ minds are elsewhere, so you give them something to think about. This is an unethical form of power that you should be aware of. Sometimes this tactic could end up making you defensive, sidetracking, or angering you. The distraction could be dropping something, yelling, or hurling insults to divert or distract you from your true purpose.

Pain

Every year Jerry Lewis hosts the Muscular Dystrophy Telethon. Critics hate how he uses compassion to raise money, calling it demeaning and stigmatizing. Others argue, however, that the results outweigh anything that could be bad: Reaching more than 100 million viewers across 200 different channels, the telethon raises more than $ 100 million each year.

There is a crosswalk in my city where no one likes to stop for pedestrians. I’m always intrigued by what makes people stop at a crosswalk. I have noticed at this particular crosswalk that people normally pass through it without even noticing pedestrians waiting to cross. One day, I suddenly realized that all the cars were stopping. I wondered what was going on until I saw an attractive college student on crutches waiting to cross the street. The power of piety tugged at the heartstrings of habitually stoic conductors and influenced them to act on their behalf.

Learning to persuade and influence will make the difference between expecting a better income and having a better income. Beware of common mistakes presenters and persuaders make that cause them to lose the deal. Get your free report 10 mistakes that continue to cost you thousands and explode your income today.