Manipulating People – Key to Marketing Success
When people first start in sales and marketing many get hung up on the idea of manipulation.
Most of the training available for sales and marketing involves the manipulation of people.
You have to manipulate a person’s thinking in order to show them they need your product. Otherwise there is no sale.
But some people feel like it’s somehow icky or dirty to try manipulation.
Let’s look at the word “manipulation”
It’s defined as “skillful or artful management” or “shrewd or devious management, especially for one’s own advantage.”
A person who creates art manipulates the medium to create something beautiful. A person who builds something manipulates the tools and materials to build. A successful businessman manipulates many things, his staff, his products, his associates to achieve business success.
That would be “skillful or artful management”.
The second definition is a bit trickier. “Shrewd” just means clever or sharp in natural affairs. A person who solves a puzzle shrewdly manipulates the pieces until the puzzle is solved.[mlsp-cta campaign=”bizbuildermasterynet” layout=”standard” align=”right”]
But manipulation can also imply a devious intent. A cult leader manipulates his followers to doing whatever he asks whether it’s to give him all their money or to take their own lives. This is where the word gets its negative connotation. This is so pervasive that just the word has become a pariah. If you do a search for “manipulation quotes”, ALL of them are negative and relate to a person using manipulation in a negative way.
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So manipulating people is a tool that can be used for good or ill depending on the person using it.
It’s also something we use EVERY DAY. Kids manipulate their parents by throwing tantrums. Parents manipulate kids by setting boundaries. We manipulate and are manipulated our co-workers. We manipulate and are manipulated by our spouses. We are manipulated by a bombardment of advertising on various forms of media. It’s not something that we can avoid.
In his course, Copy-writing Mastery, Brian Fanale said of coming to grips with accepting manipulation as a daily part of our lives and survival, “If we can’t agree on this, then we live in a made-up world where persuasion can only happen by chance. And that is something I cannot live with and you can’t either if you have something to sell online…We must accept that any time we try to change the thoughts or behavior of another person, we are manipulating them. Persuasion is the tool we use to manipulate… And that’s OK.”
Every successful person learns to manipulate in a positive way.
It can be a powerful source for good in the world when used for that purpose.
There are several skills you need to become successful at sales.
You need to Understand Thought Patterns and Human Psychology in order to get people to take the action that you want them to take.
Fanale says, “Humans have a few select undeniable needs they will do anything to meet. If you as master persuader can learn to elicit the emotions that fulfill these needs, you will become wealthy beyond your wildest dreams.”
If you get hung up on the term “manipulation” use another word like “persuasion” or “influence” if it makes you feel better.
But it’s a necessary skill to develop.
The great Zig Ziglar said, “You can have everything in life you want, if you will just help enough other people get what they want.”
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