Ben Carlson - Don't Fall For It

Understand who has the informational advantage. In the pre-digital days the seller had an enormous information advantage over the buyer. The Internet has leveled this playing field. People can actually look stuff up now and instantaneously compare products, services, and prices on their little handheld supercomputers. Everyone is in sales, whether they’re selling products, services, or ideas. The trick is to find a way to do it without resorting to shady sales tactics that may have worked in the past. In his book, The Win without Pitching Manifesto, Blair Enns give three ways to sell for those who don’t simply want to trick an unwitting customer:Help the unawareInspire the interestedReassure those who have formed intent

Enns writes:

The psychology of buying is the psychology of changing. Selling, therefore, is change management. The very best salespeople are respectful, selective facilitators of change. They help people move forward to solve their problems and capitalize on their opportunities. The rest talk people into things. [14]

Obviously, Victor Lustig talked people into things because he was a master manipulator with a huge ego. But he also understood people and utilized the soft skills of trust and persuasion as well as anyone. Never one to be shy from his own accomplishments, Lustig even penned a list called the Ten Commandments of the Con. Numbers three and four on the list show how eager he was to get in the good graces of his marks:

Wait for the other person to reveal any political opinions, then agree with them.

Let the other person reveal religious views, then have the same ones.

Trust is a huge component of the sales process because we prefer doing business with likeable, trustworthy people. When our ancestors were in small tribes and villages, the people around us were those we trusted the most, so our brains are hardwired to be more comfortable with people who seem trustworthy. Unfortunately, this is a double-edged sword as the people who often seem the most trustworthy are also the ones who possess the ability to take advantage of you. Trust, but verify.

1 1 Origins and construction of the Eiffel Tower. The official website of the Eiffel Tower [Internet]. Available from: https://www.toureiffel.paris/en/the-monument/history

2 2 Jonnes J. Eiffel’s Tower: The Thrilling Story Behind Paris’s Beloved Monument and the Extraordinary World’s Fair That Introduced It. New York: Penguin Books; 2009.

3 3 Pizzoli G. Tricky Vic: The Impossibly True Story of the Man Who Sold the Eiffel Tower. New York: Penguin Group; 2015.

4 4 Nash JR. Hustlers and Con Men: An Anecdotal History of the Confidence Man and His Games. New York: M. Evans & Company, Inc.; 1976.

5 5 The day Al Capone was played for a sucker. Chicago Tribune [Internet]. 1976 Oct 5. Available from: https://chicagotribune.newspapers.com/image/383999447/?terms=victor%2Blustig%2Bcapone

6 6 Maysh J. The man who sold the Eiffel Tower. Twice. Smithsonian.com[Internet] 2016 Mar 9. Available from: https://www.smithsonianmag.com/history/man-who-sold-eiffel-tower-twice-180958370/

7 7 Velinger J. Victor Lustig – the man who (could have) sold the world. Radio Praha [Internet] 2003 Oct 15. Available from: https://www.radio.cz/en/section/czechs/victor-lustig-the-man-who-could-have-sold-the-world

8 8 Pizzoli G. Tricky Vic: The Impossibly True Story of the Man Who Sold the Eiffel Tower. New York: Penguin Group; 2015.

9 9 ‘The Count’ escapes jail on sheet rope. The New York Times [Internet]. 1935 Sep 2. Available from: https://timesmachine.nytimes.com/ timesmachine/1935/09/02/93774752.pdf

10 10 Lustig sentenced to twenty-year term. The New York Times. [Internet]. 1935 Dec 10. Available from: https://timesmachine.nytimes.com/timesmachine/1935/12/10/93510100.html?pageNumber=30

11 11Simmons B. The big Spike Lee sit-down, plus NBA trade value 2.0. The Bill Simmons Podcast Episode 479 [Internet]. 2019 Feb 6. Available from: https://www.theringer.com/the-bill-simmons-podcast/2019/2/6/18213368/bill-simmons-interviews-spike-lee-blackkklansman-knicks-porzingis-nba-trade-value

12 12Leslie I. The death of Don Draper. The New Statesman [Internet]. 2018 Jul 25. Available from: https://www.newstatesman.com/science-tech/internet/2018/07/death-don-draper?amp

13 13Crow K. $450 million! Record price for Leonardo da Vinci’s ‘Salvator Mundi’ painting. Market Watch [Internet] 2017 Nov 16. Available from: https://www.marketwatch.com/story/450-million-record-price-for-leonardo-da-vincis-salvator-mundi-painting-2017-11-15

14 14 Enns B. The Win Without Pitching Manifesto. Nashville, Tennessee: RockBench Publishing Corp; 2010.

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