Invisible Influence: The Power to Persuade Anyone, Anytime, Anywhere

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Cause Them to Be Interrupted

Interruption, like brief confusion, can be the beginning of change. When people begin talking about something, particularly if there is a sale to be made, the potential customer is in one particular frame of mind (good or bad, analyzing or salivating) when the conversation begins; when an interruption occurs, that frame is gone.

You’re in a meeting with three other people. Someone bursts into the office and brings up something completely unrelated to the subject at hand. They finally leave. After the interruption, you may have a completely different mind-set—and make a completely different decision.

Last week I was going shopping and I wanted to get something cool at Hallmark. I arrived and the store was closed. I couldn’t believe it. But there it was with a sign saying their holiday hours were shortened!

So I got back in the car and went over to Target.

Essentially, I had made up my mind to spend X dollars at Y location, and I was interrupted and totally shifted gears, finally spending money with someone who wanted to let me buy something!

That’s roughly the same as an interruption, but with one big difference. I had been in “analysis mode” on my way to Hallmark, thinking how much money to spend, what to get, how creative I might get. When I was “interrupted,” my thinking changed. I went into “emotional mode” and was then driven by desires. That little change caused me to spend 10 to 15 times more money than I would have at Hallmark!

Research shows ...