Uploaded July 2025 | Updated September 2026, 2 weeks ago
In this video from the Pyschological Persuasion Course, Michael narrates his experience in buying an apartment in 10 minutes flat. This was not some run down place, it was a brand-new apartment opposite the Olympic Park in London.
How do you make key decisions, and do you know the process your customers use to make key decisions?
All individuals, when making a key decision go through a psychological process that is individually unique to them, and there are 9 key psychological factors inherent in complex decisions
Two of the 9 factors relate to the process of becoming convinced that something is right for them.
The Convincer Representational Channel
That is the primary sensory channel they use to evaluate data, visual, auditory, kinesthetic and their sub channels
Convincer Frequency
This is the number of times for the person to experience the information in their convincer channel to actually become convinced
1 time = these people are easily convinced, they decide very quickly with one exposure in their convincer channel for the product or service on offer
3 times – these people usually need at least three ‘hits’ in their convincer channel before deciding, in sales this translates to three major closes with sensory information tailored to match their sensory channel
A period of time, these are the people who will run things through their mind for weeks or months before deciding
Ongoing – these people are never fully convinced, even after deciding, they still run mental processes of doubt on their decision
There are 7 other factors inherent in key decisions, including motivation style, perceived value, wants v needs, logic and emotion
In Michael’s story regarding the purchase of the apartment, he had seen (his convincer channel) the adverts for the apartments and the building process, many times in the previous weeks, and had run his own internal processes with the advertising, so when he walked in the office that day, he was already convinced and ready to buy, which he did.
In the modern day, influencers have many ways of engaging people, through multi media and social media, and it seems the frequency of engagement required for a person to become convinced and stay convinced of another’s expertise or convinced regarding as a product or service leading to brand loyalty is changing, and that people need ongoing data for consistency with brand loyalty or to remain an advocate of another’s expertise
It’s not about loyalty, it’s about engagement and people have a higher desire for Visual and Auditory engagement in the modern day, and perhaps that’s because kinaesthetic engagement as in one to one meetings in person are becoming less common.
So in sales, get your potential customers as far along the convincer frequency process as you can before going for a the big close, you will be glad you did.
On another note, 15 year’s later, Michael is very happy with his investment, and is considering cashing in by selling. It’s in a prime area right by what is now called London Stadium, West Ham’s football ground, and for sure those 10 minutes of his life, was time well spent.
In this video from the Pyschological Persuasion Course, Michael narrates his experience in buying an apartment in 10 minutes flat. This was not some run down place, it was a brand-new apartment opposite the Olympic Park in London.
How do you make key decisions, and do you know the process your customers use to make key decisions?
All individuals, when making a key decision go through a psychological process that is individually unique to them, and there are 9 key psychological factors inherent in complex decisions
Two of the 9 factors relate to the process of becoming convinced that something is right for them.
The Convincer Representational Channel
That is the primary sensory channel they use to evaluate data, visual, auditory, kinesthetic and their sub channels
Convincer Frequency
This is the number of times for the person to experience the information in their convincer channel to actually become convinced
1 time = these people are easily convinced, they decide very quickly with one exposure in their convincer channel for the product or service on offer
3 times – these people usually need at least three ‘hits’ in their convincer channel before deciding, in sales this translates to three major closes with sensory information tailored to match their sensory channel
A period of time, these are the people who will run things through their mind for weeks or months before deciding
Ongoing – these people are never fully convinced, even after deciding, they still run mental processes of doubt on their decision
There are 7 other factors inherent in key decisions, including motivation style, perceived value, wants v needs, logic and emotion
In Michael’s story regarding the purchase of the apartment, he had seen (his convincer channel) the adverts for the apartments and the building process, many times in the previous weeks, and had run his own internal processes with the advertising, so when he walked in the office that day, he was already convinced and ready to buy, which he did.
In the modern day, influencers have many ways of engaging people, through multi media and social media, and it seems the frequency of engagement required for a person to become convinced and stay convinced of another’s expertise or convinced regarding as a product or service leading to brand loyalty is changing, and that people need ongoing data for consistency with brand loyalty or to remain an advocate of another’s expertise
It’s not about loyalty, it’s about engagement and people have a higher desire for Visual and Auditory engagement in the modern day, and perhaps that’s because kinaesthetic engagement as in one to one meetings in person are becoming less common.
So in sales, get your potential customers as far along the convincer frequency process as you can before going for a the big close, you will be glad you did.
On another note, 15 year’s later, Michael is very happy with his investment, and is considering cashing in by selling. It’s in a prime area right by what is now called London Stadium, West Ham’s football ground, and for sure those 10 minutes of his life, was time well spent.
