Much of the content in my new The Sales Mastery Program comes from extensive research I've done in the world of human social dynamics and how many of those principles can be applied to sales situations. I've been reading even more about this recently and came upon the concept of high vs. low social value. In any social interaction, the person who displays higher social value controls the course and eventual outcome of the interaction. The person with lower social value is simply along for the ride and is at the whim of the person displaying higher social value.
Think about how we, as salespeople, almost always automatically put the prospect into a position of higher social value! This is the underlying concept of many of my writings that talk about taking back your power. It's all about getting and keeping your power instead of unconditionally handing it to prospects. This concept of social value articulates what I've been saying all along; i.e., by putting the prospect on a pedestal and kissing up, you automatically have lower social value. By holding your ground and keeping your power, you display higher social value and the prospect automatically goes into the lower slot and you then have control over the situation. This is the secret by which top performers induce people to buy from them, time after time, without the use of deliberate sales techniques or "closes."