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3 Step to Becoming a Supercommunicator with Charles Duhigg | Perpetual Traffic EP 609
17 ideas de marketing sacadas de «3 Step to Becoming a Supercommunicator with Charles Duhigg | Perpetual Traffic EP 609», de Perpetual Traffic. Sobre todo…
- 17 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 47 min
- Publicada en 2024
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Construye seguridad psicológica mediante turnos de palabra equitativos y escucha ostentosa
Estrategia y decisiones de negocioPara elevar la seguridad psicológica en reuniones y equipos, aplica dos conductas: 1) Promueve la equidad en los turnos de conversación invitando activamente a participar a quienes no han hablado; y 2) Practica la 'escucha ostentosa', demostrando visiblemente que prestas atención mediante el parafraseo y la repetición de las ideas del otro para modelar esa atención en el resto del grupo.
there's two things that we can do that really increas psychological safety and they kind of tie into what we were saying about communication the first is that you want what's known as equality and conversational turn-taking you want everyone to be speaking up and that doesn't mean everyone's saying the same number of words or the same minutes but but it does mean that if someone hasn't talked for a while or they're kind of a Wallflower that you call them out and you say like hey Jim I haven't heard from you in a while what do you think about this hey Mary like tell me your thoughts on you…
Escúchalo en el minuto 27:59
Mensaje y copywritingLas interacciones humanas y mensajes se dividen en tres tipos de conversación: prácticas (resolver problemas y hacer planes), emocionales (búsqueda de empatía y validación) y sociales (identidad y vínculos). La comunicación y persuasión efectiva solo ocurren cuando el emisor y el receptor coinciden en el mismo tipo de conversación al mismo tiempo; responder a un estado emocional con soluciones lógicas/prácticas…
problem but actually every discussion is made up of different kinds of conversations and in general what we know from neurological studies is those conversations tend to fall into one or three buckets there are these practical discussions where we're talking about solving problems or making plans together but then there are emotional discussions where I might tell you what I'm feeling and I don't want you to solve my feelings I want you to empathize right I want you to understand and relate and then there's social conversations which is about how we relate to each other in society and the the…
Escúchalo en el minuto 7:35
Emparejar la emoción del cliente antes de transicionar a la solución práctica
Retención y relación con el clienteCuando un cliente se comunica desde un estado de frustración o carga emocional, intentar resolver el problema de inmediato de forma lógica genera fricción; primero se debe validar su emoción y luego pedir permiso para transicionar juntos hacia una conversación práctica.
customer service counter and they they're mad we're not having a practical with you but what I might say is oh gosh that's so frustrating I'd be just as that I'm matching you allows me to maybe segue us into the more practical happen is if you just train yourself to look for the clues of what kind of a mindset someone is in you can match them frustrated and you're can I can I propose like a a way that we might solve this right now I'm basically asking your permission can I move from an emotional conversation to a practical conversation can we make that shift together now
Escúchalo en el minuto 10:36
ConversiónPara demostrar a un prospecto o cliente que realmente le estás prestando atención y predisponerlo a escucharte a ti, aplica el método de tres pasos: 1) formula una pregunta (idealmente profunda); 2) parafrasea con tus propias palabras lo que has entendido para evidenciar que lo estás procesando; y 3) pregúntale explícitamente si lo entendiste bien («¿lo he entendido bien?») para cerrar el bucle de validación.
they do is they prove that they are sometimes we have to prove that we're listening and there's actually this technique that they teach it like Harvard and Stanford all these fancy places called looping for understanding and it's got three steps they say step one ask a question preferably a deep question step two after the person answers the question repeat back in your own words what you heard them say and the goal here is not to mimic them but to prove to them that you were paying attention and more importantly to prove to them that you're processing it you're thinking about it and then…
Escúchalo en el minuto 20:09
Estrategia y decisiones de negocioLa capacidad de generar confianza e intimidad conversacional se basa en habilidades concretas y replicables (formular preguntas profundas, evidenciar escucha activa y calibrar/igualar el tono emocional del interlocutor). Al tratarse de competencias técnicas y no de un atributo exclusivo de relaciones íntimas previas, pueden aplicarse con cualquier desconocido para crear afinidad inmediata.
interesting is if if I was to watch your conversations what I would probably see is what we just talked about your friend is probably asking you deep questions they are proving to you that they are listening they are noticing when you feel emotional and they're matching that emotion or practical or social now here's the interesting thing is that consistent super communi there are some people who can do this not just with their best friends they can do this with everyone and the only difference is that they have recognized that your friend has a couple of skills that he's using with you and…
Escúchalo en el minuto 33:34
La retroalimentación sensorial artificial actúa como recompensa y prueba de eficacia del producto
Oferta y precioAñadir estímulos sensoriales inmediatos (como el hormigueo del aceite de menta en el dentífrico o la espuma en el champú), aunque no aporten a la función técnica de limpieza, convence al usuario de que el producto está funcionando y aporta la recompensa psicológica necesaria para consolidar el hábito de uso.
these two things number one they added a little bit of mint oil to the the toothpaste mhm just m wanting to give it a a flavor but it was so strong that it actually made people's gums tingle a little bit and so as a result people people thought that the toothpaste was working now the tingle has nothing to do with cleaning your teeth but it's the tingle that convinces you this this toothpaste Works same thing is true with shampoo most shampoos if you use them without additives they'll clean your hair really well but they will not create any frothy bubbles so they add a chemical to shampoo to…
Escúchalo en el minuto 41:19
Estrategia y decisiones de negocioLa capacidad de generar confianza e intimidad conversacional se basa en habilidades concretas y replicables (formular preguntas profundas, evidenciar escucha activa y calibrar/igualar el tono emocional del interlocutor). Al tratarse de competencias técnicas y no de un atributo exclusivo de relaciones íntimas previas, pueden aplicarse con cualquier desconocido para crear afinidad inmediata.
interesting is if if I was to watch your conversations what I would probably see is what we just talked about your friend is probably asking you deep questions they are proving to you that they are listening they are noticing when you feel emotional and they're matching that emotion or practical or social now here's the interesting thing is that consistent super communi there are some people who can do this not just with their best friends they can do this with everyone and the only difference is that they have recognized that your friend has a couple of skills that he's using with you and…
Escúchalo en el minuto 33:34
ConversiónEn ventas de alto valor (high-ticket), comenzar la conversación evaluando aspectos prácticos o técnicos activa una mentalidad de cálculo y objeción de precio; en su lugar, se deben hacer preguntas profundas sobre por qué les atrajo la oferta o qué significa para ellos para conectar con el motivo emocional subyacente.
that's known as a deep question and a deep question is something that asks me about my values or my beliefs or my asking deep questions of asking people about their values and their beliefs and their experiences asking them how they feel about their lives rather than the a lot of our listeners you I mean High ticket closers marketers that have to team especially in the high ticket world when the sales guy jumps on and starts having the Practical conversation and we're talking about a high ticket offer I think that's the worst frame to put the customer in because I'm about to ask you to spend…
Escúchalo en el minuto 11:40
ConversiónEn ventas de alto valor (high-ticket), comenzar la conversación evaluando aspectos prácticos o técnicos activa una mentalidad de cálculo y objeción de precio; en su lugar, se deben hacer preguntas profundas sobre por qué les atrajo la oferta o qué significa para ellos para conectar con el motivo emocional subyacente.
that's known as a deep question and a deep question is something that asks me about my values or my beliefs or my asking deep questions of asking people about their values and their beliefs and their experiences asking them how they feel about their lives rather than the a lot of our listeners you I mean High ticket closers marketers that have to team especially in the high ticket world when the sales guy jumps on and starts having the Practical conversation and we're talking about a high ticket offer I think that's the worst frame to put the customer in because I'm about to ask you to spend…
Escúchalo en el minuto 11:40
ConversiónEn ventas de alto valor (high-ticket), comenzar la conversación evaluando aspectos prácticos o técnicos activa una mentalidad de cálculo y objeción de precio; en su lugar, se deben hacer preguntas profundas sobre por qué les atrajo la oferta o qué significa para ellos para conectar con el motivo emocional subyacente.
that's known as a deep question and a deep question is something that asks me about my values or my beliefs or my asking deep questions of asking people about their values and their beliefs and their experiences asking them how they feel about their lives rather than the a lot of our listeners you I mean High ticket closers marketers that have to team especially in the high ticket world when the sales guy jumps on and starts having the Practical conversation and we're talking about a high ticket offer I think that's the worst frame to put the customer in because I'm about to ask you to spend…
Escúchalo en el minuto 11:40
Sintonizar el estado emocional del cliente en los mensajes de salida en lugar de liderar con datos funcionales
Mensaje y copywritingAl diseñar mensajes y anuncios para captación outbound, en vez de comenzar enumerando características o cuánto dinero ahorrará el cliente, se debe identificar y reflejar el estado emocional en el que se encuentra (como la frustración, la culpa por posponer una tarea o la ansiedad por la complejidad). Reflejar esa misma emoción valida su experiencia, genera confianza inmediata y reduce la fricción hacia la oferta.
now that's an that's an emotional statement they're not talking about you're going to save this you're gonna do that it's insurance is hard and I know how hard it is and this is so easy so now they're they're touching on the right because what they're saying there is I don't want this to be a practical conversation I'm not going to tell you about how much you save I'm not going to tell you like what with our application process is like I'm going to tell you I hear you saying that you are anxious about insurance and that it is hard and and you've been and you've been putting it off because…
Escúchalo en el minuto 16:32
Uso de la metaconversación para alinear expectativas antes de dialogar
Estrategia y decisiones de negocioPara evitar fricciones cuando alguien comparte un problema, utiliza una metaconversación preguntando explícitamente qué tipo de apoyo busca: si necesita ayuda para resolver la situación de manera práctica o simplemente ser escuchado y validado emocionalmente.
it here's my prologue to our what I'm going to say this is an emotional conversation and I don't want your Sol solution oh absolutely absolutely is that the way to that's one of the ways to do it yeah so having within psychology they often refer to that as a meta conversation right like and and my wife does it all the time with me now like when I start complaining about my day she'll say do you want me to help you solve this problem or do you just need to like vent and get it off your ch
Escúchalo en el minuto 9:35
ConversiónEn ventas consultivas o de alto valor, el instinto habitual es saturar al prospecto de información práctica, pero la venta realmente se cierra cuando se exploran sus emociones, preocupaciones y motivos internos. Una vez validada y alineada esa parte emocional, la discusión sobre precios, planes de pago o logística se convierte en un simple trámite operativo.
and I think to your point it's exactly the same when you come in and you're closing that high high value item or that high value Target it's our instinct to kind of give them the information we think that they want but if we take them a moment and we ask them what's going on in their own head what does this mean to you why are you on the phone with me like what what what's bothering you or what's what what's exciting you then we learn how to match them and then eventually we can move them to that practical conversation and say look let's talk about a payment plan sure makes but at that point…
Escúchalo en el minuto 15:26
Activar la conciencia de un problema incitando a una prueba física inmediata
Mensaje y copywritingPara generar la necesidad de un producto, invita a la audiencia a realizar una comprobación física instantánea y tangible (como pasar la lengua sobre los dientes para sentir la película dental); al dirigir la atención a esa sensación cotidiana, se convierte en un problema perceptible que tu producto se ofrece a solucionar.
basically started telling people run your tongue over your teeth and if I tell you to do that most people do it you guys just did it right you did it like if I tell you to do it people will do it and he said you feel you feel that feeling that's plaque and plaque will you can feel it with your tongue because your tongue is so sensitive and so what he did is he basically told people to identify a problem that was not actually a real problem but by drawing attention to it he made it into a problem and then he offered the solution and the solution was use this toothpaste pepsodent reward and the…
Escúchalo en el minuto 42:12
El éxito de un equipo depende de sus hábitos de seguridad psicológica, no del talento individual
Estrategia y decisiones de negocioLa investigación del Proyecto Aristóteles de Google demostró que el rendimiento superior de un equipo no está determinado por la presencia de superestrellas ni por la composición exacta de sus miembros, sino por los hábitos y normas grupales que construyen seguridad psicológica (la certeza de poder opinar y confiar mutuamente sin temor a represalias).
called project Aristotle so they basically the human resources team at Google which is huge and a lot of them are data scientists they basically had this basic question which is like why do some teams perform better than other teams and they couldn't really figure it out and what was weird is that they would look at teams where the membership was almost exactly like similar sometimes there was very a lot of overlapping membership and one team would just be knocking out of the park and one team would be like you know left in the dust and they were like okay so maybe it's because there's like…
Escúchalo en el minuto 26:08
La influencia en una reunión la ejerce el mejor comunicador, no el cargo más alto
Estrategia y decisiones de negocioEn dinámicas grupales y reuniones de trabajo, la persona con mayor influencia no suele ser quien posee mayor poder formal o jerárquico en el organigrama, sino el 'supercomunicador' que captura la atención y lidera a través de la escucha activa y el compromiso en la interacción.
communication is the leader in the room isn't always obvious it's not always the person who's the highest on the orchr right it's not hierarchically structured as much as it is it's almost energetic like there are people that for some reason capture our attention more than you might not be highest on the or chart if you were the one that's most engaged in the listening maybe that's the way that you actually take control oh absolutely and and the thing that we know is study after study has shown this is that the person who really influences a meeting the person who really runs the meeting is…
Escúchalo en el minuto 31:14
Retención y relación con el clienteEn la comunicación digital escrita, la ausencia de tono y lenguaje corporal se compensa mediante emojis, GIFs y referencias culturales. Estos elementos aportan carga emocional, facilitan la comprensión contextual y actúan como señales de pertenencia grupal y sincronía («matching») tanto en equipos de trabajo como en comunidades.
face to face because subconsciously you know I can't see you so so I have to register the emotion that's why when our explain to you is I use emojis as an emotional form of language 100% and kind of remind ourselves that different forms of communication have slightly different rules and pay attention to whatever purpose it is because it adds that emotional element that's exactly whatever that gift means to you and that person and shared stories and narratives little like what I'm basically signaling is not only the message I'm trying to send you but you and I like we're in a club connection…
Escúchalo en el minuto 36:30
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