In this chapter, you discover how, by deliberately deciding to use the word ‘because’ strategically in conversations, you will raise your level of influence and boost your powers of persuasion. Sales conversations will flow naturally and your prospects will be more responsive to your suggestions.
From childhood, the word ‘because’ is embedded in our young minds, from having asked questions such as:
- ‘Why must I go to bed now?’
- ‘Why have I got to eat this?’
The answers we would, invariably, receive were, respectfully, ‘Because I say so’ and ‘Because it is good for . . .’ I am sure you remember replies like these and, maybe if you have young children, you are responding similarly to them. Notice how the answers to these questions begin with the word ‘because’.
As youngsters, our parents, as theirs with them, unwittingly programmed us to believe and accept whatever followed the word ‘because’ to be an appropriate, truthful answer to any question we raised beginning with the word ‘why’. Of course, we probably did not realise this at that time. As Brilliant Persuaders, we revisit this phenomenon and use it to our advantage.
Dr Ellen Langdon, a Psychology Professor at Harvard University, conducted a three-part scientific experiment that rocked the world of persuasion, with students standing in line at a photocopying machine. We have outlined the basics here:
- Stage 1: A student was directed to the head of the queue to ask the next person in line to use the copier, ‘Excuse me, can I go in front of you?’ With no reason to jump in given, almost 60 per cent moved to one side and allowed this person to jump the queue.
- Stage 2: On the next occasion, the student was asked to proceed to the front of the line and say to the person at the head of the queue, ‘Excuse me, can I go ahead of you because I am in a hurry?’ Amazingly, almost 94 per cent of the time, they were allowed to jump the queue. The reason ‘being in a hurry’ appeared to be appropriate enough for others to comply with the request.
- Stage 3: In the last stage of the experiment, the student was asked to approach the front of the line and say, ‘Excuse me, may I go ahead of you because I need to make some copies?’ Not a viable reason at all, except the word ‘because’ was used. Astonishingly, the compliance rate remained almost the same as stage 2 of the experiment, at 93 per cent, just by using the word ‘because’.
Summary:
| Stage | Because logic | Reason | % compliance |
|---|---|---|---|
| Stage 1 | Not used | None given | 60% |
| Stage 2 | Used | Given | 94% |
| Stage 3 | Used | None given | 93% |
Because the findings collected from Langdon’s research experiment were so conclusive, they proved, in the field of persuasion, the irrefutable importance and influence of the word ‘because’.
The ‘because response’ conditioning we received as children remains within us in adulthood and is exceptionally relevant today, particularly when we respond to questions posed by our prospects. Remember, they were programmed in an identical manner by their parents.
Essentially, because of early indoctrination, resistance is reduced and information is believed and more likely to be unhesitatingly acceded to by others when it is preceded by the word ‘because’.
Remember, we were all programmed during our childhood to respond in the same way to the word ‘because’. Because most people give this little thought, as Brilliant Persuaders, start purposefully capitalising on the effect this word has on others with your friends and colleagues before progressing to important business presentations.
Why we use because logic to answer questions
- Because we know that everything we say will be accepted more readily.
- Because we can provide more information than is being requested, and would choose to do this when it is evident our prospect would be positively influenced by the answers to questions they had not asked.
- Because it is an excellent opportunity to plant suggestions and guide the subject of any conversation towards our objective.
In the following examples, each question is answered twice; the first reply is typical of how most would respond. The second reply, because it incorporates ‘because logic’, is naturally more persuasive, plants suggestions and permits the respondent to exercise greater control over the conversation.
Actively observe how others more readily accept the answers to their enquiries when they are preceded by the word ‘because’.
Because the word ‘because’ is recognised as powerfully persuasive, use it proactively whenever you can. It will extend your perceived level of influence and enable you to lead and direct conversations with ease.
- Everything said after the word ‘because’ is pre-supposed to be true because it is!
- By adding ‘because’ to a request, you are guaranteed to increase your compliance rate.
- Using the word ‘because’ instantly heightens your level of influence.
- Use ‘because’ more often to answer questions.
- Practise by preparing lists of typical questions; write down and remember your replies.
- To build your confidence, use ‘because logic’ in a stress-free environment with your family, acquaintances and work colleagues.
- Answer every question beginning with ‘why’ with ‘because’.