In negotiations, the words you choose can be the difference between closing a deal or walking away empty-handed. One powerful strategy is feeding people the words you want them to think. This tactic is called the “Billboard Principle.”
What is the Billboard Principle?
Think about driving down the freeway and seeing a billboard. You see a happy face saying, “I chose Blue Cross and it’s the best decision I ever made.” The aim is to get you to imagine yourself as that person. Eventually, you might start thinking, “I chose Blue Cross,” leading you to actually choose Blue Cross. This works because our minds are suggestible; we are often influenced by what we read and hear repeatedly.
Applying the Billboard Principle in Negotiations
You can use this principle to your advantage in negotiation settings. When presenting an offer, say something like, “This is a good offer. This is something you should move on.” By stating this, you plant the idea in your audience’s mind.
From my experience, about 60% of the time, if the decision is not immediate and you discuss it for about five to ten minutes, people will repeat your words back to you. They’ll say, “You know what, this is a good offer.” Once they verbalize it, they start to believe it, which increases your chances of closing the deal.
Crafting Your Statements
To make this work effectively, you should frame your statements to match the desired outcome. Here are some example phrases:
- “This is a good offer.”
- “You made the right choice calling me.”
- “I’m the best person for this job.”
By repeating these statements, you condition your prospect to think positively about the offer and about you.
Real-World Applications
Look out for this principle next time you watch TV or see an ad. Commercials and billboards often feature spokespeople saying, “I did this,” because they want you to think, “I did this.” This subtle positioning makes a powerful impact on decision-making.
By understanding and applying the Billboard Principle, you can adopt similar tactics in your negotiations and increase your success rate. Condition your audience with the right phrases, and watch how effectively it works.
The Billboard Principle is a subtle yet powerful strategy in the art of negotiation. By carefully crafting your statements and planting the right ideas in your audience’s mind, you can significantly influence their decision-making process. This method leverages our natural suggestibility and the power of repetition, helping to steer negotiations in your favor.
Next time you’re in a negotiation, remember to use phrases that align with your desired outcome. Observe the results as your audience begins to adopt and believe the words you’ve strategically placed. Mastering the Billboard Principle can be a game-changer, turning challenging negotiations into successful agreements.
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