Verbal Vocal Visual
Albert Mehrabian's well-known research (1971) gave an indication of the relative importance of verbal, vocal and visual messages. What other factors are at play when seeking to influence the final outcome of an important decision?
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Red
The bottom layer in red represents the Operational Dialog. It deals with strategy and position. For instance, a clear purpose and strong position affects your attitude and perception of the world around you.
Blue
In turn, position gives relationships meaning and power, which is the second and blue layer. The Opinional Dialog is where feelings can be shared without risk and restrictions.
Green
Likewise, only when position and relationships are in place will the technicalities of the top layer - the Optimal Dialog - really have the desired effect.
To get results
Most sales training aims at the top level of the influence pyramid. In other words, people receive their training without even a basic understanding of the power behind the two preceding layers. Our training and research seems to support a) the importance of paying equal attention to each layer and b) that traditional training only works when done in this order.
Influence is mastering communication on all three levels. That's why most sales training frequently has little effect on performance and results.
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