Pre-suasion, based on the psychological concept of priming, highlights how prior experiences shape our attention and emotional responses, and Cialdini presents two techniques: emphasizing self-relevance in messaging and using mystery to engage potential customers’ need for closure.

Thoughts, feelings, and actions are influenced by unconscious factors, and “pre-suasion” involves strategically preparing audiences to be receptive to a message by using imagery or cues that align with desired behaviors, enhancing the effectiveness of persuasion.

In sales, your true value lies not in solving problems but in identifying and clarifying issues that clients may not recognize, emphasizing the importance of distilling information to enhance persuasion and effectiveness.

Gary Vaynerchuk emphasizes the importance of consumer segmentation in advertising, advocating for tailored marketing strategies that focus on smaller, specific groups rather than broad categories to create more impactful and relevant messages.

Salespeople should build trust with clients by being honest about their company’s limitations, offering custom solutions or even referring them to competitors, while also relaying client needs to leadership for potential future development.