Studies now prove that the death penalty deters crime.

This was reported in the Associated Press yesterday, not exactly an organization I normally think of as supportive of the death penalty.

This actually makes a lot of sense though if you are a student of persuasion.

You see everyone is motivated to seek pleasure and avoid pain.

Even murderers, sickos, and psychopaths.

If a sick murderer thinks he can get away with his crime, he is more likely to do it because it gives him some wierd pleasure.

If however he is afraid of getting caught, and facing a serious, painful consequence, then he is less likely to commit his crime, he is less likely to commit the murder.

And the most serious consequence a murderer can face is that of being killed himself – the death penalty.

So according to a couple of studies done at the University of Colorado, the death penalty acts to deter violent criminals from committing some crimes.

In fact the studies’ author, Professor Naci Mocan found that "each execution results in five fewer homicides, and commuting a death sentence means five more homicides".

In other words, Professor Mocan found that the presence of the death penalty acts to persuade some would-be criminals to act differently.

People are strongly motivated to avoid pain. Think about it? What would you do, or not do, to preserve you own life?

I point this out because the psychology of persuading someone to do something you want them to do is really very simple.

Find out what pain they need to eliminate (or that they are afraid) of and sell them something that eliminates the pain.

If you are having a hard time motivating your prospects to purchase something you know they need, then it is because of one of two reasons:

  1. They aren’t thinking of the consequences of their inaction,
  2. The consequences of their inaction is not severe enough compared to other problems or opportunities that the are putting their focus and attention on.

Just as a would be criminal is deterred from committing his crime when he thinks he is going to suffer serious pain himself if he does it, your prospects will take action on something you propose if they think they will suffer serious consequences by NOT acting on your suggestions.

You may not like what I have to say, but that doesn’t refute the fact that what I say is true.

So if you want to be a better persuader, a better closer, a better salesman, you need to learn how to dig in a grab your prospect’s emotions – their fears, their frustrations, and their desires – and use them as leverage to make your sale.

You can learn how to do this in depth with the Persuasive Selling Skills Audio Program. I show you precisely how to dig in and find the emotions that will drive your sales. Get over and get your copy of this program now.

Sell with Pride,

Shameless Shamus