Dr. Robert Cialdini is considered one of the top persuasion experts on the planet. And in a recent audio clip, Dr. Cialdini reveals how you can get your clients and prospects to say “yes – I want to get started” to whatever product you’re selling a lot more frequently.Cialdini says from the outset of the interview: “Before you deliver the strongest argument in favor of your (product), you mention a weakness. You mention a drawback.”

Why? What does that do to that do to the psyche of the consumer? How would that increase their chances of saying yes?

According to Dr. Cialdini, doing that establishes you as knowledgeable and trustworthy. It tells a consumer that you are willing to talk about the negatives, which indicates that you will engage them realistically, honestly and ethically. It gives them a reason to trust you and like you.

Simply put, people say yes to people they like.

Now, Cialdini doesn’t mean that you begin a prospect meeting by reading a list of drawbacks to your products.

He merely suggests that you state one drawback immediately before delivering your product’s greatest strength. Nothing more, nothing less.

Dr. Cialdini makes one more suggestion to get prospects to say yes.

Often, sales agents build their selling points around what a prospect will gain from their product. While it has proven effective and important, it’s also an antiquated and mainstream method.

It’s such a widespread technique that millions of people who aren’t in the sales business use it to sell used lawnmowers and old furniture on Craig’s List.

That’s a clear sign that it’s time to move past Sales 101.

Instead of just highlighting a product’s benefits, Dr. Cialdini suggests that you also show prospects what they would lose if they didn’t buy your product.

People – especially Americans – are frightened and motivated by the idea of losing. We hate losing. We hate losing so much that we are driven by our fear of losing more than our desire to win.

This concept is utilized all around you.

Parents revoke privileges from their kids if they misbehave. A 6-year old isn’t allowed to play with her favorite toy because she talked back her parents. Parents take the car keys from a 17-year old after he stays out past curfew.

Department stores tell you that if you don’t get your butt in their doors at 5 a.m. on Black Friday, you will miss the chance to save 75% on certain items. Do most customers really need another DVD player? No, but buying it (a win) prevented them from missing out of the chance for savings (a loss).

Coaches bench the star player for insubordination, sending a signal to the team that its chances of losing increases when players project an unprofessional attitude.

Keep this in mind when selling insurance packages or financial advice. Learning what a prospect wants will help you show them what they will lose if they don’t buy your product.

Make them recognize what they are about to lose by walking out empty-handed.

Be valuable.