Where you currently are at right now in life – if you were to take a deep breath and assume the objective fly-on-the-wall position to objectively view yourself reading this very article – would be rather simple to describe and map out.

You would likely be able to clearly articulate the things going on in your life that you can externally observe and measure; the amount of money you have in the bank, the amount of children you have, the colour your walls are painted, the size of your TV and the amount of Facebook friends you have are all but minor examples in the infinite vast of things going on ‘outside of you’ right now in life.

You’d also likely be to just as easily articulate the experiences going on in your life internally right now – those factors that are near impossible to measure; the level of certainty you feel in your current career, the passion you have for your favourite sports team, the love you have for your pets, the value you place on the way you dress and your personal beliefs on the leadership style of your country’s current leader.

Both of these forms of awareness – both your external (extrinsic, outside, logical, other) perceptions and your internal (intrinsic, inside, emotional, self) experiences combine to give you a model of the world that utilises both sides of your brain, allowing for a perception of what is happening around you that (hopefully) makes life easier for you.

If you were to complete this exercise you would have a comprehensive list of everything that is going on – both internally and externally – right now.

But as humans, you may have noticed we possess a tendency to want what we don’t have.

And so with that, comes a desire to live in the world of dissatisfaction. We are wired to always look for the next thing, to achieve the next goal and to consume the next piece of information. With this, comes the construction of an ‘ideal world’ in which we would like to live, which itself also has both internal and external components that describe both ‘what we would like to have’ and ‘how we would like to feel’.

So put simply, our mind is a master of creating both the internal and external experiences of what is going on right now, as well as how it wants life to be in the future. 

And the gap between the two points is referred to as ‘Cognitive Dissonance’ – the feeling we get that where we currently are, isn’t where we thought we would be by now, or where we would rather be right now.

This ‘Cognitive Dissonance’ is a highly uncomfortable feeling for the person experiencing it and quite often we will do anything we can to avoid feeling it. Therefore, it is the reason, cause and propulsion for practically every single one of our buying decisions as a human species. Every decision we make to buy is for the purpose of closing the gap from where we currently are to where we want to be.

But why does this matter? Why do we care as business owners making our own sales about the concept of ‘Cognitive Dissonance’?

Well, as business owners making our own sales, we have a particular superpower that the more we harness, the greater our sales results.

The answer is in the assistance of one thing: prediction. 

That is being able predict the current problems – and future desires – of our ideal buyers and that is the ability to language what is going on for our ideal buyers even more precisely than they can. Essentially, if we can predict the major problems our buyers are currently experiencing and where they ultimately want to end up after those problems are solved, we give ourselves the blueprint for designing the perfect services to meet their needs. 

Closing the gap of cognitive dissonance for our buyers then becomes the game, and all else is secondary to achieving solving of that problem.

So what form of cognitive dissonance is your ideal buyer experiencing right now? And are they majorly experiencing it in terms of what is going on for them logically (externally) or emotionally (internally)?

Your answer holds the key to endless sales in your business.

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales. Learn more at www.tonalpersuasionmethod.com or download your Beginner’s Guide below:


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