I believe we can model Erickson’s “no induction” healing process to the sales and marketing world...

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When you have to deal with prospects who are resistant to your sales message, and even when you are approaching someone open but skeptical about your offer, this heart approach to sales and marketing can make all the difference to your bottom line.
If we translate the definition of Erickson’s method into marketing terms, it might look like this: “Use whatever dominant beliefs, values, attitudes, emotions, or behaviors the prospect presents in order to develop an experience that will initiate or facilitate the Buying Trance.”
Let’s see how this might work.
MILTON ERICKSON’S THREE STEPS
Milton Erickson used a three-step process to implement his naturalistic approach to change. Here are his three steps, from a therapist’s view, according to Yvonne Dolan in her book, A Path with a Heart:
1. “The therapist must accept and appreciate the problem-atic resistant behavior or perception as a legitimate piece of communication from the client regarding the client’s current inner state and the client’s model of the world.”
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How to Handle Resistant Prospects
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2. “The therapist must be willing to view the client’s prob-lematic resistant behavior or perception as a potentially valuable therapeutic resource.”
3. “The therapist must communicate this acceptance and appreciation to the client in an undeniable way.”
I’ll translate the three steps into sales and marketing terms: 1. No matter what your prospects say or do, it is a valid expression from their point of view.
2. You must accept their point of view as a potential sales tool.
3. You must agree with their point of view sincerely.
Once you discover the simple power in these three steps, you are well on the way to knowing how to create powerful and instant Buying Trances to handle resistant prospects.
Here’s a quick story to illustrate how this might work.
MEETING RESISTANCE
Imagine this.
One day you call on a potential client. He or she sounds out of breath. Instead of trying to dive into your sales pitch, you ask what’s wrong. The prospect begins to tell you about their day. They are not about to listen to you talk about your widget. They are stressed and distracted. You could excuse yourself and call back later. Or you could try the following.
Whatever they say, acknowledge it and even agree with it.
Don’t talk them out of it. Don’t argue with them. Accept their view of their current reality as true. After all, it is true, based on their thoughts in this moment. If you could switch places with them and be in their shoes in this moment, you’d probably feel as they do.
As you listen, you have the quiet knowing that where this prospect is in their mind is a useful tool to make a later sale.
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Buying Trances
So you genuinely accept it, not trying to change them at all.
You continue listening, maybe asking questions to better understand where the person is coming from.
You agree with their point of view. After you’ve heard their explanation for it, you should agree with it, at least from an intellectual understanding. By agreeing that whatever they are experiencing is valid, you create rapport. It’s this state of rapport that creates the beginning of a Buying Trance. It’s this rapport that melts resistance. People don’t like to feel alone.
They want someone on their side. A friend is easier to buy from than a salesperson or marketer. Be a friend.
The process doesn’t stop there, of course. Even Milton Erickson would build on what he heard after rapport was established to lead the client out of his or her current trance. But you can’t take someone into a new trance without merging or breaking their existing one. Erickson was a master at merging with a trance before leading into a new one. When it comes to working with resistant prospects, agreeing with them is a wiser strategy than arguing with them.
Agreement melts resistance.
Agreement leads to trance.
Agreement leads to sales.
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THE 10-SECOND
TRANCE
INDUCTION
If people are already in a preoccupied state of mind when you approach them in person, or on the
phone, or with a sales letter or brochure, how do you get them out of their current trance and into your Buying Trance—and in under 10 seconds?
The secret is in getting their attention fast. A stage hypnotist can put a person in a trance within minutes, sometimes seconds, sometimes with a handshake or with the right word spoken at the right time. There’s a special dynamic going on in that situation, of course. The people at the show are expecting to go into a trance, so the hypnotist has an easier job.
Brad Fallon is a search engine optimization (SEO) expert and great guy. I got to know him on the marketing cruise I was on in 2005, when we were both speakers. After our presentations, we hung out together and picked each other’s brains. He asked me about my P. T. Barnum book, There’s a 85
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Customer Born Every Minute, writing in general, and hypnosis, too. Brad wanted to know if it was true that a hypnotist could put someone into a trance just by shaking the person’s hand.
I told him, yes, of course. Stage hypnotists do it all the time. They have to learn instant inductions in order to make the show happen fast. Milton Erickson was famous for being able to put people into a trance state with a handshake, too. I told Brad I could do it, as well, and I stretched out my hand.