Since we were children, we have been programmed with a language expressed in the negative. Our parents, worried about our safety, told us: “don’t slip” or “don’t fall”. Often when they did, we slipped and fell. They literally told us not do something and yet we did it anyway. How can this be? The answer lies in the fact that the unconscious mind does not directly process denial.

You can take a moment to try this out for yourself. Ready? Now, don’t think about a pink gorilla. I’m serious! Pleasedon’t think about a pink gorilla.

What happened? To process the statement, “Don’t think of a pink gorilla,” you necessarily created an internal representation of a gorilla that was pink and then tried to deny it, right?

This is how the unconscious mind processes denial. You first have to create an internal representation of what you have been asked to deny. This explains why we as children often slipped when told not to. It also explains why you forget to bring home milk from the supermarket when your spouse tells you emphatically, “Don’t forget the milk!”

In a moment I will demonstrate how this principle can make you even more persuasive and influential. But don’t think about that yet. In fact, you probably shouldn’t think about how easily you can use this principle to indirectly plant a suggestion in your prospect’s mind and make them think exactly the way you want them to.

Now, imagine for a moment what would happen in your prospect’s mind if you said, “Don’t even think how happy you’ll be if you decide to make an offer on this beautiful house and it’s accepted.” “However,” do not think of the joy and happiness that this puppy will bring to the children of him, Mr. Smith; I’m not 100% sure he’s available for adoption right now.”

Remember, because these suggestions are negative, there is virtually no resistance from the prospect, who must create the internal representation of the suggestion in order to understand the statement offered by the speaker. This pattern is very effective, easy to master, and incredibly useful for sales professionals.

Now that you know the devastating effectiveness of negative suggestions, it’s time to put them to work in your own unique situation. You will find this process easy. To harness the power of negative suggestions, simply construct a suggestion that creates representations of what you want the customer to perceive, and preface the suggestion with a negative request or statement such as:

• You probably shouldn’t… (insert your suggestion).
• You really shouldn’t… (insert your suggestion).
• Don’t rush to… (insert your suggestion).
• I will not suggest… (insert your suggestion).
• It’s probably too early to tell if… (insert your suggestion).
• I’m not going to ask you to… (insert your suggestion).
• I’m not going to tell you… (insert your suggestion).

In short, negative suggestions are almost always accepted without resistance. I am not going to suggest that they will work for you every time you use them. That is for you to discover through practice.