Michael Carroll buys an apartment in 10 minutes – or did he?

In this video,  I explain how I bought 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 did I make such a significant purchase in such a short period of time?


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 something is right for them and remain convinced they made the right decision.

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, or three different options related to the service to consider. 

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 my story regarding the purchase of the apartment, I  had seen (my convincer channel) the adverts for the apartments when driving by,  and the building process, many times in the previous weeks. I had ad run my own internal processes with the advertising, so when I walked in the office that day, I was already convinced and ready to buy, which I did.

In the modern day, influencers have many ways of engaging people, through multimedia and social media, to influence the frequency of engagement required for a person to become convinced and stay convinced of a product or service leading to brand loyalty or convinced of another’s expertise. 

It does appear that the Convincer Frequency Filter is changing and people need more frequent engagement to satisfy their convincer level regarding a brand, service,  or person’s expertise in a given field. The businesses and influencers who  are frequently engaging their clients, prospects and followers are leading their field. 

Arguably brand loyalty for the sake of brand loyalty is becoming a thing of the past. Business relationships are less consistent and now are renewable. This points to each business interaction as a stand alone process which does not necessarily  lead to a long term business relationship, although of course it can, if structured properly, value is given and the 9 factors of persuasion are applied effectively.  

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, persuade your  potential customers as far along the convincer frequency process as you can before going for the big close, you will be glad you did and keep feeding them with interesting media after the sale to keep them on board.

On another note, 15 years later, I am selling my East London Apartment, it’s been a very good investment, and now I am looking into new opportunities, having done my research, I might take even less than  10 minutes to decide – where next.