- Persuasion secret number three, authority.
- Authority. - Stephen?
- So this one is something that you will probably not,
it's not the easiest to do but it is one
of the most powerful persuasion secrets there is.
So let's get into the next ring.
When we talk about a little experiment.
Milgram experiment, look it up Google it.
Pretty much, it was an experiment,
social experiment done where these scientists are wondering,
okay, how did World War Two happen, right.
How come this all like,
how comes over six million people were murdered
during the war, right
and how come normal everyday people could do it.
Aren't most people good, right.
What scientists found out is because
that when someone in an authority position tells you
to do something, you automatically,
this is much like story telling how to go straight
to the back of your brain and you just do it, why?
Because they're in an authority position.
Police uniforms is huge.
So whenever you see someone
that's in a police uniform right, they skip the line.
If someone is in a cop uniform, they skip the line
in front of you, right and they're like
oh this is for official matters, are you gonna say anything?
Probably not because they're in a position of authority.
Ever since we're kids, we're taught to listen to authority.
- If you remember if you ever,
how many of you have ever watched the movie DiCaprio,
the Catch Me If You Can?
- It's a great one.
- Catch me if you can, that's a perfect example.
So DiCaprio wasn't a pilot, anything like that, right
but he was dressing, acting, talking like forty,
everybody sees it, oh he must be a pilot,
look at the way dresses like all the,
even the fire attendants, right,
oh yeah, he must be a captain, right
but sees all of that, that's authority.
On the other hand, same thing when you're like,
imagine you're driving, a police car stops you.
Just think about this, just picture this in the air.
You're driving, police stops, you're like,
ah what did I do wrong.
Did I run over, did I cross the red light, what's the,
you're like, oh, all right now you're scared
you may get a ticket or something like that
and then the police officer comes in, knocks on your window,
all right, knocks on your window
and you're like, ah, right.
Yay, officer, yes, well you know,
I saw you kind of speeding right there,
can I see your driving license.
You're like, oh, all right and you go,
he's the driving license and do everything okay
and then he's questioning you some more.
How is it if this ever happened to you.
- Oh it happened before (mumbles)
- How many of you, before the police officer
even speaks a word, just he walks over towards you,
you're heart was pounding, you get nervous, right.
Before even anything happens, right.
And maybe now, he's not thinking about giving you a ticket
but you have this scenario playing
through you're mind, right.
Yeah, why, because he is such an authority figure, right.
He's in the uniform, now but just picture this.
Imagine, what if, what if the car is actually not real.
Someone just decorate the car like a police car.
Just stay with me, imagine.
What if it's not real.
The police officer is not real, he's just wearing a uniform.
Just stay with me, just wearing a uniform.
The gun is not real, nothing is real, right,
but you don't know it.
Stops you, knocks on the door,
can I see your driver's license.
Would you still react the same way have the same emotions
even though it's not real but you don't know, comment.
That's what I'm talking about, that's authority.
Same thing when your parents tell you
when you were kids, hey, don't touch that,
don't do this, you can't go out, right.
All this, that's parents
when you're younger, authorities, right.
Sometimes relationship, your husband could be an authority,
your wife could be an authority.
You have that dynamics too.
But even after we grow up as adult
we still respect our parents, they're also telling us
to do this and don't do that, why
because they're the one who raised us up, right
they still have a lot of authorities
when it comes to our life.
Makes sense, does that make, you with me?
So how do you be an authority?
The way you dress.
When you dress better, automatically,
it gives you more authority.
Flaunt all my high-ticket clothes.
- That's right, do you mind sharing that story
of how Jenny told you about dressing better
and how that just dramatically increased the sales.
- Sure, sure, I was already traveling, speaking
at a lot of different events and I would,
every time I speak at the event, I would teach
and then I also at the end
of the event offer continuing education, right
something that people can invest in if they want to
and at a time I was dressed okay,
not like cheap suits, right, cheap suits and spiky hair
and essentially Jenny gave me a little extreme makeover.
You know, how many know what extreme makeover is
and the way I dress and I'd never invested
in a suit that expensive.
So we went to a Italian tailor,
like three generations, right, like a suit
and it's the first time I spent,
before that I would spend a few hundred dollars on a suit.
Spend thousands of dollars on a suit, a few thousand dollars
and I was like whoa, right, even I had money,
but I still, it's weird when you've never spent that kind
of money on suit.
So I did that, that's like,
I don't think it makes a difference.
So what happens is, after I changed away that I dress
to like this suit better fit, right all of that,
I would go on stage and I will do the same talk.
Everything the same and then suddenly
I notice I was getting better results.
So maybe in terms of a persuader,
before I would be closing let's say 10% of the room.
Meaning I have 100 people in the room,
I will have 10% that would want to learn further from me,
that want to invest in my programs
then later on, just by same talk, change the suit,
now I would be having a 15, 20,
even as much as 25% closing ratio.
Basically double my results,
just the way I changed the way that I dress.
Isn't that incredible?
Think about it, right, it's incredible.
So that's when I got it, wow,
just the way I dress makes a difference, right.
- Massive.
- The way you speak, speak more confidently.
Just imagine if we're talking about good persuasion secrets
and I'm here to talk about how to get what you want
and when you want from who you want
and we're going to talk about how to be an authority.
It doesn't matter what you do.
- Wayne Cad here, pardon?
- Right, that's what I'm talking about.
The way you speak, how do you use your tonality,
how do you enunciate the words makes a difference.
Be associated with other authorities,
how do you be associated with other authorities
in terms of content, right.
Being seen with other authorities
also makes a difference, right.
Stronger posture and purpose.
They're you're body language, right, very, very critical.
Are you very closed like this,
this is a desk top body language.
You're scared, you're smaller body language
or are you like, more open.
Are you like, this is a more open body language
or you're like this.
So check your gesture.
But the way, I think, if you don't have an authority
in the marketplace yet, quickest way, the way you dress.
I teach all my high-tail closers, right.
HTC in the chat, how do you dress asks HTC.
How do you present yourself.
- Do you want to talk about when we went to that live event
and people knew who our students were
based on how they dressed.
- Yeah, because the students, everybody knows,
we go to a huge live event that my students,
all the high-tail closers, we dress in a certain way, right.
Suits, proper, people know.
Like when my students are there, when my team is there,
they will know, oh that's a Dan Lok student,
that's a Dan Lok mentee or that's from team Dan Lok.
People will know because we dress differently
from most people, right.
It makes a difference.
A lot of people know I talk about,
that's one thing that I think is not very healthy
because now there's, the whole trend of people,
oh, let's just dress casual, you're working from home,
you know, it's all about casual and look at Mark Zuckerberg
and all these tech CEO, like they're very casual,
they are worth hundreds of millions of dollars
and all this stuff, but I think most of the time,
it's just an excuse for most people to be fucking lazy.
- Agree.
- So oh yeah, so and so dresses like that
so I can be casual.
When you're worth that kind of money,
you can dress whatever the hell you want, okay.
You're worth a billion dollars,
dress whatever the hell you want, no one will question you.
On the way up, you've gotta dress for success
'cause you're not there yet, right.
So don't adapt the behavior of someone who's already there.
On the way up, yeah, you learn to dress
'cause when you look good, you feel good,
you have more authority instantly.
People take you seriously.
You know why, when you dress well.
Let me explain my subconscious level,
not just a suit, okay, not just a suit.
Would you like to know why suits makes a difference,
do you wanna know?
Okay, at a subconscious level, not just looking good.
Because people subconsciously,
they say when I wear a T-shirt, like just a shirt
like jeans and stuff like that, it takes no effort.
People know, you put that on in like two minutes,
takes no effort, all right, so everybody knows.
But everybody knows it takes effort to wear a suit.
You need to iron you're shirt,
you gotta iron you're shirt, if you have cuffling,
you need to put on a cuffling, you need to put on a watch,
you gotta be proper, you gotta put on a pocket square.
All this is work, so you're not,
it's not a two minute job.
It could be a 10, 15, 20 minute job
to look this certain way.
What it does, at a subconscious level is
when people judge them.
My CC students you know, when you dress in suits,
when you go out there in a certain environment,
don't you get more attention from other people.
Don't you get more respect from other people.
Don't you get better service from other people, yes, why?
Because people can see that takes work.
Subconscious, they know it takes work.
When it takes work and you still dress this way,
what does that say about you?
What does that say about you?
You value you're appearance,
you value yourself and also takes effort
to maintain the look, right, it takes effort.
Ladies, if you wear a gown, high heels, it takes effort.
Your hair, curl, makeup, eyeliner,
it takes work, people know.
They might not say it, but they know,
wow, it takes work, right.
That's why you get that respect and get that authority
that people would, and it's a subconscious thing
that people will, oh, oh, they will look
like wow, like oh, they can see that, does that make sense?
Yeah, so that's the difference, that's truly the difference.
So I don't look at suits as an expense,
I look at it as an investment.
Because you look at it as an expense or just like,
why do we need suits and stuff like that.
I could tell you from sequels of experience,
when you're dealing with clients, when you are closing,
when you're meeting face to face, meeting, stuff like that,
it makes a huge difference.
If you're younger, example with Ed,
you're going into a meeting, you go into a negotiation
with a room of people who are older than you, okay,
they already have the age, the authority over you.
If you dress in like jeans and shirts and stuff like that,
it's now even more difficult
for them to take you seriously, right
but if you dressing and you're like, you're proper.
You're like proper everything, the way that, everything.
Now suddenly, you've leveled the playing field.
And if they're way casual, even better, right.
If they're wearing casual golf shirt and stuff like that
and you go in like that, oh, suddenly okay,
I wanna hear what this young man has to say.
How do I know?
Because I had this happen.
When I was 20-somewhat years old, I dress in a certain way,
I go into the situation with entrepreneurs
who have way more money, way more experience
and they still listened because of the confidence.
It's very, very critical.
So think of it as an, don't listen
to the whole bullshit I hate like people talk
about, oh man, like al the fucking broke people, kids
on fucking Instagram, right, seriously.
Oh man, it's okay, like you don't need to impress people,
right, you should just dress casual,
Mark Zuckerberg dresses casual.
I look at the person, man you're fucking broke.
You've never done business in the real world.
You're just like, you're rambling on this theory
without actually doing it, right.
If you're making millions
and tens of millions, hundreds of millions,
dress whatever the hell you want, seriously, right.
But these people making
like 500 dollars a month giving advice,
it pisses me off, fucking pisses me off, right.
- A lot of these people who are like,
I've actually looked in your Instagram comments,
a lot of these people
who say these types of things like oh--
- 'Cause they can't fucking afford it
and they're fucking lazy, that's why, right?
Easy to say, oh yeah, I didn't do that.
Well then you go fucking make it happen,
don't just talk about it, you fucking build a business,
you go make it happen.
Dressing in whatever, like a bomb that you are,
go make it happen, prove me wrong.
I would love it, and if you do it, awesome, good for you.
Not typically for most people.
I need to teach something that is going
to be workable for most, right.
It's poisonous, the most people.
They see this stuff, it drives me crazy.