Using the 21 Principles of Persuasion to Acquire Clients

Twenty-five years ago, Jason Nazar will tell you that he wasn’t any smarter, better looking or popular than any of us. In fact, he said these very words at QuickBooks® Connect 2015, Nov. 2-4, in San Jose.

However, over that quarter century, what Jason amassed in that timeframe was a playbook that was a game-changer in life and business.

That playbook is the art of persuasion and influence. No, it’s not manipulation, which deals with force to get what we want; it’s persuasion – the science and art of getting someone to do something that is in both of your best interests. He says that by serving people, we can get what we want in life.

That was never more true than how Jason was able to get his foot in the door with Microsoft, and ultimately, became co-founder and CEO of Docstoc, which his team eventually sold to Intuit.

How did he do it? Through a lot of press and leveraging reciprocity to his advantage. He invited the press, CEOs and heads of business development to dinner, and didn’t even pay! But, by hosting and having a glass of wine with these influential people, Jason was able to “massively and disproportionately” leverage the odds in his favor.

Getting this connection with Microsoft wasn’t a magic trick or a God-given gift. In his 25 years of research, Jason studied the traits, skills, personalities and behaviors of the most persuasive and charismatic people in the world. He even became a certified hypnotist in 2 days for $199, and subsequently toured the country doing 30 hypnosis stage shows, where he could be found convincing the biggest guy in the room that he was giving birth on stage.

As Jason says, “The art of persuasion is the art of learning how to talk to people. When we say the things with our mouths that people are thinking in their heads, people will instantly have trust and rapport. At any given moment, there’s a 90% chance that we are thinking about money, health or love.”

Through Jason’s talk on his 21 Principles of Persuasion, it became obvious that he didn’t reinvent the wheel to get to where he did today. He simply studied hard, stuck to his craft and developed relationships. His actions, through persuasion, were not deceptive or against the rules; he simply put his knowledge and education to the test, in order to achieve what he wanted.

These life skills and principles can be used by you to confidently close the sale, secure an investor, find success and even find love. It’s all about trust.