Should You Persuade?
How do you feel about the skill of persuasion? There are some in the sales profession who actually believe that persuading a prospect to buy your product/service is similar to manipulation and should be avoided at all costs. They typically apply a softer and more agreeable approach of trying to sell their product/service without any behavior that could be considered persuasive. If this sounds like a difficult task, it is because it is almost impossible. It is no coincidence that people who approach sales in this meek and timid way often suffer slow and unpredictable results.
If you have ever heard yourself justifying your desire to earn enough money to feed your family with claims such as “I only sell people the things they need;” if you have ever looked negatively upon the essential skill of persuasion that each sales professional must master to become a winner in the selling game; if you have ever planned to simply present your product/service and let the prospect’s decision go the way that fate would take it, read on. You are about to read something that can have a wondrous effect on your paycheck.
Imagine the following scenario: You approach Suzanne, a business associate whom you cold called quite recently, about your company’s new benefits plan. You now offer a life insurance option that you assure her could be quite useful to her family in the event of her untimely demise. Suzanne has a passing interest in the product, she is quite aware that she has made few plans to protect her children from such an unexpected occurrence, but you have trouble getting her to commit. She tells you she will call you if she is “interested.” Quite predictably, you never hear from her again.
This presentation lacked persuasive skills. The sales person focused on explaining how the product worked, discussing benefits, and throwing in a few testimonials thinking that a product presented in such a glowing light would sell itself - but it didn’t. The presentation was missing one vital element, the element that would give Suzanne a reason to act immediately. You must link your product/service to what you know are issues that your prospect is currently facing.
Let’s change the presentation a little to include a more persuasive pitch. During your cold call, Suzanne talked in detail about her family situation. She is a single mother of two young boys. If anything happened to her, they would be cared for by her parents, both of whom still have to work to pay their bills.
You begin the conversation by asking after her family’s health, include her mother and father in this question. She may start by telling you they are “fine,” invite her to go into greater detail and listen as she speaks about her concerns. “I actually wish I had someone else to name the kids’ guardian, my parents have worked hard enough and they are still working.”
You then go on to affirm her position. “I know what you mean, raising kids can be such a big responsibility and your parents have already done it once with you.” Let the conversation continue, allowing Suzanne to tell you her frustrations and concerns. You will later use these frustrations in your sales pitch as you know from Suzanne herself that they are things she feels she must act upon.
“Well Suzanne,” you begin your pitch. “I know what you are saying. You have to leave your kids in someone’s care and even if they are happy to do it, you know it will place a great deal upon your parents. Let me tell you what my plan is.” This time, when you lead into your product, you will do so using language that Suzanne herself has given you to explain the problems and frustrations your life insurance payout can address. You will refer to some of the things Suzanne has mentioned, concerns she will face if she does not take action. You will cite the benefits Suzanne just told you she is looking for when you discuss your life insurance policy as the answer to her problems.
Action step: Practice letting your prospects speak about their issues before you pitch them and actually listen. Take notes and use them in your sales presentations.
Dispense with the logic that has you linking the art of persuasion with manipulation. When you focus on issues and concerns that people already have and present your product/service as a solution to those issues, you are simply selling. When you master the art of persuasion, you move beyond soft and ordinary results into repeatable impressive results that stretch far beyond the average.
© 2007 Alvin Day
Alvin Day is a Sales Training and Personal Empowerment coach who has helped many sales professionals reach and exceed their goals. For more on Alvin Day’s Sales Training tools and resources visit www.theultimatesalesmanual.com
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