Money is arguably the best qualifier. Regardless of effort, or statements, or others, the person being willing to pay is the most powerful manifestation of interest and value.

It can be used when someone buys your product or service – which is the end goal in a sales situation – but it’s not the only method. Money can also be leveraged, for example:

  • When someone buys you a gift;
  • When someone takes you out for lunch or dinner (for example, managers with employees they will promote);
  • When someone invests to improve the relationship with you (joining a mastermind group, joining a trip with you, others);

Naturally, the harder it is for the person to invest that money, the more qualified they will be:

  • Charging both a rich and a poor person $20 will not have the same effect, as one has to work a lot harder to make that amount;
  • This is precisely why, for very important people that are very wealthy, asking for their time is actually harder than asking for their money. They will easily spend $1k in a product, but hardly book time with you;

The Persuasion Psychology Behind the Technique

This principle works due to the simple fact that money is hard to obtain, and one of the most important assets in life nowadays. So, the more that a person is willing to part with it to give it to you, the more qualified they are.

Very simple. Just make them pay in some way or another.


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Co-worker gifts

When you buy co-workers gifts for their baby shower, wedding, or others, you subconsciously like them more because you’re spending money with them


Paid memberships are a great way to qualify people. While for many consultants, memberships themselves won’t make you rich (well, some might), the end goal is to qualify people further, which will buy high-ticket items


NGOs or causes ask for your contribution, and once you give a small one, you’re qualified enough to keep giving. It’s a devastatingly effective type of escalation of commitment

Use Cases For the Four Quadrants

Key Takeaways
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How to Stack This Technique