In the third episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn.  They discuss the other tools that the Loyal Readers will need in their tool belt to get someone to say Yes to them.  And you’ll learn why you should always use your four-digit birth year and not your two-digit birth year.

Episode Highlights:

• What does Brian’s company offer? (0:42)
• Brain shares that he teaches people about the science of influence and the psychology of how to ethically persuade others. (1:07)
• Brian mentions that he’s one of only 20 people in the world, certified by Dr. Robert Cialdini, and the only one that is in the insurance industry. (1:14)
• Brian shares that he’s helping people understand the psychology, and the goal of getting better results on the professional level. (1:46)
• Brian thinks that we can experience more peace and happiness at home if we apply everything he has taught. (1:53)
• Does Brian have anyone else that works with him in his company? (2:02)
• Does Brian have one on one training, or is it more working with agencies or companies? (2:16)
• Josh shares the next section of the book, which is other persuasion tools for your tool belt. (3:10)
• Josh mentions the first tool that Brian wrote is the compare and contrast tool. (3:30)
• Josh shares that they have been using video proposals in their agency for several years, and it has been a great success. (4:48)
• What would Brian’s advice be, and how should we present these options to our prospects as it relates to the compare and contrast tool? (5:11)
• Brian mentions that human beings are always making comparisons from one thing to another. (5:36)
• Josh shares the word of caution from Brian’s book. (8:27)
• What advice or guidance can Brian offer to the agents on how they can use the compare and contrast tool when talking with an underwriter about a commercial lines account? (9:03)
• Brian mentions that his wife’s family has been in the insurance industry for about a hundred and twenty years. (9:32)
• Brian thinks that when you go with your drop-dead number, you’ve got no place to retreat to. (11:55)
• Josh mentions that when you think of the compare and contrast tool, always remember the phrase high low. (13:18)
• Josh shares that Brian begins the next section by writing, consistency versus authority, which to use and when. (13:24)
• Josh shares a reminder that the principle of consistency is about people striving to be consistent in what they say, do, and believe. (13:44)
• Josh mentions that in reality, personal consistency will help in persuasion, but it’s not the principle of consistency. (14:10)
• Brian shares that personal consistency is when you routinely do what you say that makes you more credible, and trustworthy. (15:43)
• Josh mentions the next section, which is confirmation bias and the fan base. (21:13)
• Brian shares that it’s very easy to fall into the trap of always justifying and never looking at the other side, because it will not bring us to the truth. (23:01)
• Josh mentions that Brian’s basis for confirmation bias is that most people look for information that confirms their own beliefs. (24:23)
• Brian thinks that it’s essential to do business with people who value what you value. (26:27)
• Brian mentions that he always encourages people that you can find things you have in common with somebody else. (27:10)
• Josh shares that the word “Because” can help you get to the front of line, and not just have someone fall into line. (29:13)
• Josh mentions the next section, which is decision making and rationality. (35:24)
• Did Brian conduct the survey all by himself? (35:59)
• Brian shares that the results he saw from the readers were lined up well with all the research that he had read about through behavioral economics, and social psychology. (36:26)
• How can insurance agents use pain avoidance, against pleasure seeking when talking to a prospect? (42:12)
• Brian mentions that when you are dealing with someone in a sales situation, you better come across as somebody who is giving them a fair deal. (48:31)
• Josh mentions a quote about happiness, from the end section of the book. (49:23)

Key Quotes:

• “Unlike the principles of influence, those that can be very situational contrasts are always, always available, because human beings are always making comparisons from one thing to another.” – Brian Ahearn
• “It is a natural tendency for us to look for things that confirm what we already hold dear, what we believe, and what we value. That is a much easier cognitive process than looking for all the reasons to disconfirm what we believe, or what we value.” – Brian Ahearn
• “People don’t make decisions based solely on logic, right? Feelings come into play, and that feeling of what we consider to be fair, at least here in America is very traditionally a 50/50 type split.” – Brian Ahearn

Resources Mentioned:

• Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn
• Influence People, LLC
• Joshua Lipstone LinkedIn
• Lipstone Insurance Group
• Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical

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