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Copyright Vinh Ly
All
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this
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or
recording
by
or
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means
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of
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including
this
PRAISE
What do I like about Vinhs comics?
The more obvious elements are that they are based on science and
use cute octopus-like beings. But more than that, they not only
illustrate
the
techniques
but
also
compare
them
to
the
as
to
using
when
the
to
same
be
attentive
standard
so
that
protocol
you
but
will
apply
not
the
TABLE OF CONTENTS
About the author............................................... 1
Introduction................................................... 2
Foreword ..................................................... 2
Why use questions? ........................................... 6
Questions can't be wrong ..................................... 8
Rapport building.............................................. 14
Whats your name? ........................................... 14
Foot in the mouth ........................................... 16
Active listening ............................................ 19
Rapport-building questions .................................. 22
Promoting..................................................... 25
Repetition .................................................. 25
Response scaling ............................................ 28
Response ordering ........................................... 31
Rhetorical questions ........................................ 34
Tie-down questions .......................................... 37
Yes ladder .................................................. 40
Emotionally-loaded questions ................................ 43
Objection handling............................................ 45
Socratic method ............................................. 45
Five whys ................................................... 49
Curved misdirection ......................................... 52
Closing....................................................... 56
Double-bind questions ....................................... 56
False choice ................................................ 59
Demonstration close ......................................... 63
Thermometer close ........................................... 66
Practice...................................................... 74
Conclusion.................................................... 77
From the same author.......................................... 79
FOOLPROOF PERSUASION
Page |1
INTRODUCTION
Foreword
Congratulations!
2 | P a g e INTRODUCTION
Before
we
start,
just
wanted
to
remind
you
of
something
benefit
them.
That
involves
changing
the
way
they
That may sound simplistic, and they may not be the definitions
you find in the dictionary, but that's how I see it. And I
believe that if you see persuasion this way, you will be much
more
congruent
when
you
try
to
persuade
someone
to
do
you
think
term,
could
use
those
persuasion
techniques
to
manipulate people, but that's for you to live with. And if you
long
there's
negative
impact
that
FOOLPROOF PERSUASION
comes
from
Page |3
To help you get the most out of this book, you can download the
mind map, and additional tips and techniques at
www.foolproofpersuasion.com/bonus
I have included a cheat sheet that lists all the questions and I
also provide you with another fun and unusual way to practice
them.
4 | P a g e INTRODUCTION
FOOLPROOF PERSUASION
Page |5
needs
help
uncover
information
and
understand
someones
3. They help you engage the other person in the process, while
allowing you to check their level of interest
salesmen
call
you
on
the
phone,
they
will
often
use
6 | P a g e INTRODUCTION
FOOLPROOF PERSUASION
Page |7
the
other
person
is
more
focused
on
answering
than
ease.
8 | P a g e INTRODUCTION
Formulations Of The Person And The Social Context. Mcgraw-Hill Book Company, Inc., 1959.
FOOLPROOF PERSUASION
Page |9
way
we
think
influences
our
behavior
and
our
behavior
they're
already
discussing
it
with
you,
it
must
be
And the more you talk and show interest, the more rapport you
are building...
Conclusion:
questions!
To
build
rapport
10 | P a g e INTRODUCTION
and
be
more
persuasive,
ask
Remember this
Questions
are
more
memorable
as
they
trigger
active
mental
obvious
pairings.
Each
pair
of
objects
was
shown
That means that questions can make your messages 16 times more
memorable!
FOOLPROOF PERSUASION
P a g e | 11
12 | P a g e INTRODUCTION
The book is built so that for each part of the process, you will
find several types of questions.
FOOLPROOF PERSUASION
P a g e | 13
RAPPORT BUILDING
Whats your name?
14 | P a g e RAPPORT BUILDING
Using the first name shows the other person that you care and
this will make every question and statement more personal to
them.
Bonus tip
Use
their
names
with
your
questions.
Whether
its
at
the
FOOLPROOF PERSUASION
P a g e | 15
Here's a quick tip that you can use easily. The foot in the
mouth technique is a typical telemarketing trick to steal a few
minutes of someones time.
According to a
3
Compliance Behavior: The Foot-in-the-Mouth Effect. Journal of Applied Social Psychology 20,
no. 14, Pt 2 (1990)
16 | P a g e RAPPORT BUILDING
Examples
Before asking your request, just ask a small question to put the
Those are very civil questions to ask, so you don't risk much.
But the payoff is that you'll have somebody who will be much
more inclined to talk to you.
FOOLPROOF PERSUASION
P a g e | 17
This is different from the foot in the door, which asks you for
a low-cost action to follow-up with a higher cost action.
Very important
Wait
and
acknowledge
the
answer
question.
18 | P a g e RAPPORT BUILDING
to
your
foot-in-the-mouth
Active listening
Have you ever had the feeling that your conversation turned into
an
interview
because you
conversation going?
kept
asking
questions
to
get
the
Or even worse, did you ever have the feeling you were performing
a monologue for a disengaged audience?
FOOLPROOF PERSUASION
P a g e | 19
will flow with ease from one topic to another until you find one
that sticks. It is a wonderful tool to build rapport.
Repetition will show that you listen. You can keep the same
phrasing or you can just repeat the general idea. The important
thing is that the other person feels listened to.
Adding
personal
statement
will
make
it
feel
less
of
an
Just
start
practicing,
and
you'll
20 | P a g e RAPPORT BUILDING
find
out
that
your
FOOLPROOF PERSUASION
P a g e | 21
Rapport-building questions
1. Family
2. Work
3. Hobbies
In general, people have things in life they could talk about for
hours.
When
you've
hit
the
right
button,
they
wont
let
you
go
22 | P a g e RAPPORT BUILDING
eyes
light
up
and
they
will
always
welcome
your
questions
If theyve just had a baby, they won't stop talking about it. If
you have a golf fanatic, then prepare to hear about their new
driver.
Lowndes, Leil. How to Talk to Anyone: 92 Little Tricks for Big Success in
Relationships.McGraw-Hill, 2003.
FOOLPROOF PERSUASION
P a g e | 23
24 | P a g e RAPPORT BUILDING
PROMOTING
Repetition
FOOLPROOF PERSUASION
P a g e | 25
Did you know that the more a song is aired, the more successful
it becomes?
Focus
on
THE
persuasive
argument
that
will
make
your
case
with simple messages. As you spread your messages over time, you
will gain more and more agreement.
Repetition is how you make sure that the other person remembers
what you want them to know.
possible.
The
26 | P a g e PROMOTING
other
person
will
just
smile
3. Use
different
speed).
deliveries
of
the
same
message
(pitch,
Imagine that your main message is your hammer, and that you need
to find ways to use it.
The first time you deliver your message, you can phrase it as a
question so that it is easier to swallow.
Examples
1. Is this the most reliable product on the market?
2. Many elements show that this is the most reliable product on
the market.
3.
We
have
clearly
assessed
that
this
is
the
most
reliable
FOOLPROOF PERSUASION
P a g e | 27
Response scaling
asking
question
that
requires
the
other
person
to
interested
are
you
in
purchasing
new
car?
bit
This is not the double bind technique. The double bind technique
influences
the
answers
28 | P a g e PROMOTING
by
implicitly
limiting
the
Formula
[Question]? [Example 1]? [Example 2]?
FOOLPROOF PERSUASION
P a g e | 29
30 | P a g e PROMOTING
Response ordering
Here's how you can make sure people take the cheesecake (more
value: more tips!)...
When you offer multiple choice, the order in which you present
them is critical (although it's not 100% surefire).
If you give them three choices or more,
People will tend to select the last choice if you present
the alternatives verbally
FOOLPROOF PERSUASION
P a g e | 31
1. Verbally
We
have
a limited
short-term
memory.
We
can't
hold
too
many
2. Written
The process in place is slightly different when we talk about
written choices. Short-term memory doesn't come into play as
much.
What
matters
is
the
reference.
The
first
choice
is
the
32 | P a g e PROMOTING
And if there are too many choices, the person will be lazy and
just take the first satisfying choice.
Bonus tip #1
When
you
present
the
choices
verbally,
you
can
improve
the
Bonus tip #2
This technique works very well if you use it with the response
scaling technique. If you give choices, you might as well order
them in a persuasive way, don't you think?
FOOLPROOF PERSUASION
P a g e | 33
Rhetorical questions
Rhetorical
are questions
questions
that
you
ask
without
When you are using a rhetorical question, you involve the other
person in your argumentation.
we
already
said,
when
you
ask
question,
you
can't
be
34 | P a g e PROMOTING
statement:
Some of them have lost a lot of their power over time and have
become clichs.
In
the
persuasion
benefit or ridicule
context,
rhetorical questions.
any
you
other
should highlight
alternative by
fear
asking
or
obvious
Persuasion examples
FOOLPROOF PERSUASION
P a g e | 35
rhetorical
question
is
just
question,
so
you
can't
36 | P a g e PROMOTING
Tie-down questions
As
opposed
actually
to
the rhetorical
prompting
an
questions,
answer...
And
the
tie-downs
while
FOOLPROOF PERSUASION
the
are
yes-
P a g e | 37
Important
When they answer, they take ownership of your statement.
You've
just
started
the
Congruence
Loop
again!
Because
they
Examples
There are many ways in which you can use tie-down questions.
Summarizing
the
situation.
It
helps
to
recap
all
the
38 | P a g e PROMOTING
by
the
other
person.
Carrots
are
very
good
for
your
Bonus tip #1
You need to be assertive, enthusiastic and confident when you
use tie-down questions. Your goal when using tie-downs is to get
a Yes, because you want to integrate them into your yes ladder.
Bonus tip #2
If you nod during the tie-down, you increase your chances of the
other
person
agreeing.
You're
actually
FOOLPROOF PERSUASION
using
P a g e | 39
Yes ladder
1. Ask questions to get the other person more and more excited
about the deal.
40 | P a g e PROMOTING
Bonus tip #1
Keep
the
questions
easy.
Those
questions
do
not
need
to
be
1. Foot-in-the-mouth technique
2. Rhetorical questions
3. Tie-down questions
Typical first questions:
Are you comfortably seated?
Do you have a few minutes for a chat?
Do you enjoy [XXXX]? (When they obviously enjoy [XXXX].)
Bonus tip #2
FOOLPROOF PERSUASION
P a g e | 41
Examples
1.
2.
I know you might not like the color, but do you agree that
3.
Bonus tip #3
You don't need to close with the yes-ladder technique. Once you
42 | P a g e PROMOTING
Emotionally-loaded questions
When they are in the specific state, they will be more likely to
be
called
to
action
(example:
you
buy
more
stuff
supermarket when you are hungry than when you are full).
at
the
it
could
work
in
specific
circumstances,
FOOLPROOF PERSUASION
it
sounds
P a g e | 43
Examples
Bonus tip
Asking
to
measure
the
level
44 | P a g e PROMOTING
of
the
emotion
might
force
the
OBJECTION HANDLING
Socratic method
Socrates,
the
ancient
Greek
philosopher,
was
extremely
well
It was as if the idea was there all along and Socrates merely
put it in plain sight.
If you want to use questions like Socrates, you can follow R.W.
1. Clarification
6
The Thinkers guide to the Art of Socratic Questioning By Dr. Richard Paul and Dr.
FOOLPROOF PERSUASION
P a g e | 45
2. Purpose
3. Assumption
4. Evidence
5. Perspective
6. Consequence
7. Question
8. Concept
9. Interpretation
Examples
46 | P a g e OBJECTION HANDLING
person
works
from
assumption,
their
you
take
some
perspective
from
clarifies
that
the
current
situation,
the
FOOLPROOF PERSUASION
P a g e | 47
This should help you find the root cause and treat it appropriately.
Warning
You need to be able to challenge your own assumptions. You won't
persuade if you can't adapt.
48 | P a g e OBJECTION HANDLING
Five whys
Ask 'why' five times about every matter.
-- Taiichi Ohno, Former Executive Vice President of Toyota Motor
Corporation. March 2006
need,
endeavor.
chances
are you
are
engaging
in
an
FOOLPROOF PERSUASION
unfruitful
P a g e | 49
The
root
analysis
process
often
used
in
kaizen
(continuous
Bonus tip
This has the additional benefit of redefining the relationship.
You are just a problem solver (and people will love you for
that).
50 | P a g e OBJECTION HANDLING
Be curious about the other person, because it's always about the
other person.
FOOLPROOF PERSUASION
P a g e | 51
Curved misdirection
52 | P a g e OBJECTION HANDLING
Make sure you start by acknowledging the point and then slowly
drift to another one.
A word of caution
The
use
of
this
technique
should
be
ethical.
Even
though
it will come back to your face with full force. You don't want
that. You want to confront an issue.
you
know
pickpocketing?
that
this
technique
is
actually
very
close
to
stealing
somebody's
wallet
is
an
art
form,
then
Apollo
speaker
with
his
business
card.
When
he
announced
FOOLPROOF PERSUASION
the
P a g e | 53
say,
The
hand
is
faster
than
the
eye.
Wrong.
Very
people
are
busy
looking
at
the
pickpocket's
gorgeous
If you look at the right hand, you will not see the left
hand.
If you look at the left hand, you will not see the right
hand.
If
you
look
at
both,
attention to either.
then
you're
not
really
paying
before
we
look
at
the
applications,
54 | P a g e OBJECTION HANDLING
let's
look
at
what
in
movement
curved
people
trajectory
would
pay
less
instead
attention
of
to
the
straight
initial
moves after stealing a wallet so that people would see the hand
and not think that it came from their pocket.
Neuroscientists
have
naturally applied.
since
confirmed 7
what
Apollo
Robbins
FOOLPROOF PERSUASION
P a g e | 55
CLOSING
Double-bind questions
technique
Influence,
but
it
that
would
already
be
described
strange
not
to
in
Billion
talk
Dollar
about
this
56 | P a g e CLOSING
method, as it might feel like the other person had a choice and
therefore they will want to stay congruent.
the
other
person
two
choices
as
to
how
they
can
The process works because the other person is led to think that
stated only two choices, they will only focus on those choices
instead of considering all the possibilities (such as running
away while insulting you).
Be a choice architect.
Engineer the choices so that they all end up at the same general
outcome. When talking to the other person, think this way: You
have the choice to do anything you want, as long as you end up
doing whatever I want.
FOOLPROOF PERSUASION
P a g e | 57
Examples
Bonus tip
A good double bind does not make one choice too obvious compared
58 | P a g e CLOSING
False choice
We have already seen how the double bind works. You need to give
two choices, the results of which are both in your favor.
We
also
know
that
choice
is
important,
because
you
need
to
Now we will explore the false choice. Once again, you need to
become a choice architect.
FOOLPROOF PERSUASION
P a g e | 59
Asking
thinking.
amongst
your
their
Bonus tip #1
If you present the unacceptable alternative before your favored
choice, you might increase your chances with the fear and relief
principle, which describes the effect that people have increased
Bonus tip #2
You will get even greater compliance if you also add a third
choice
that
is
favored choice.
8
slightly
less
attractive
version
of
compliance: Beware when the danger is over. Journal of Experimental Social Psychology,
34, 1, 27-50.
60 | P a g e CLOSING
your
The
other
person's
mind
will
immediately
discard
the
So in real life...
Sales
This
HP
computer
is
absolutely
great.
It
has
lots
of
only
be
using
the
internet.
It's
good
value
for
FOOLPROOF PERSUASION
P a g e | 61
to
hire
experience?
62 | P a g e CLOSING
me
or
to
hire
people
with
no
real
Demonstration close
demonstration
close
is a
technique
that
you
could
use
FOOLPROOF PERSUASION
P a g e | 63
This should help you understand how interested the other person
is and know if you have a chance of closing the deal at the end
of the conversation.
Persuasion examples
64 | P a g e CLOSING
Bonus tip #2
The demonstration close should not be framed like a bet, because
in a bet there is a loser and a winner. Nobody likes to be on
FOOLPROOF PERSUASION
P a g e | 65
Thermometer close
interest
is
like
trying
to
find
your
way
in
an
You have no idea if you're going in the right direction and you
don't know how far you are from your final destination. That's
pretty bad indeed.
So what do you do?
Ask for directions (of course).
And what if closing a deal could be that easy? What if you only
needed to ask for directions?
66 | P a g e CLOSING
1. Ask
them
to
tell
you
how
they
feel
about
purchasing
The great thing about the thermometer close is that once you get
you manage to add features. The false close also works this way,
by
stacking
additional
benefits
(I
describe
more
of
this
how far you are from closing the deal. Make sure that you ask
the customer to measure their interest every time you add an
advantage, especially if it is a requested benefit.
And when you're at 10, close the deal!
Bonus tip #1
It
helps
that 10
if
means
you
mention
that
they
early
want
on
to
when
describing
purchase
the
the
product
FOOLPROOF PERSUASION
scale
right
P a g e | 67
Bonus tip #2
This
technique
It's
great
works
lot
you
better
know
with
someone
people
can't
who
think
of
be
persuaded
68 | P a g e CLOSING
FOOLPROOF PERSUASION
P a g e | 69
going to be refunded?
What's
the
point
of
persuading
if
people
are
going
to
By making the other person say WHY they committed, you make sure
they remain committed in the long term.
Bonus tip #1
Repeat the compelling statement when they leave, or when you
meet them again.
Bonus tip #2
This compelling statement will help you understand a lot about
the
other
person
...
and
help
you
cross-sell,
up-sell,
and
FOOLPROOF PERSUASION
P a g e | 71
Distracting questions
distracting
question
technique
is
powerful
objection
like you're rushing the sale, and therefore trying to rob them
of their freedom of choice.
It's
also
good
opportunity
to
use emotionally-loaded
Bonus tip #1
You can use the distracting question as a good opportunity to
find out if you can up-sell or cross-sell other products.
Bonus tip #2
I
keep
repeating
myself,
but
remember
FOOLPROOF PERSUASION
to
use
P a g e | 73
PRACTICE
Heres the hard truth that everybody knows: Practice makes all
the difference.
Training course junkies will have already closed the books and
skipped to the next one But youre still here!
You have to learn the rules of the game. And then you have to
play better than anyone else.
Albert Einstein
One of the best games I have found to get into the question
74 | P a g e PRACTICE
questions only. The first person who does not ask a question is
out.
The goal is not to trick the other person, but to last as long
as possible.
If you try this game yourself, you might get stuck really fast
if you use too many open-ended questions.
Open-ended
questions
are
great
when
you
have
no
clue
where
FOOLPROOF PERSUASION
P a g e | 75
Bonus tip:
Rhetorical questions are great for this game.
76 | P a g e PRACTICE
CONCLUSION
Live as if you were to die tomorrow. Learn as if you were to
live forever.
Mahatma Gandhi
I recommend that you read the book at least one more time (if it
is your first time reading it), so that you can make sure that
youve integrated the whole question framework.
I have included a cheat sheet that lists all the questions and I
also provide you with another fun and unusual way to practice
them.
FOOLPROOF PERSUASION
P a g e | 77
Remember that you are part of this world and that you can change
it.
78 | P a g e CONCLUSION
FOOLPROOF PERSUASION
P a g e | 79
Reviews
I'm addicted to these comics!
-- Jack Orion, CEO at AGS Holdings
Vinh is a genius
-- Thierry Perrocheau, CEO of Mecoconcept