This is a useful technique to get clients thinking along your lines without urging them to directly, It works because your subconscious mind doesn’t recognise negatives, in the example above you immediatley think of…a black cat!

Here are some useful examples:

• “Try not to see this as a guarantee, just listen to my professional advice”

• “You shouldn’t just think of the money you are making because you have a great product as well”

• “This will do so well for you John, but don’t think about that”

• “Don’t think about doubling your turnover John”

It can work in any scenario, try working some into your pitch and see what results you get!

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