I have not been one to spend a whole lot of time emphasizing the art of persuasion in selling. It has been my experience that persuasion training as part of sales training often crosses the line into manipulation training. According to Wikipedia persuasion is “guiding people toward the adoption of an idea, attitude, or action.” While manipulation is “a means of gaining control over others by methods which might be considered unfair” or unscrupulous (my word). It seems that too often the sales methodology is to “do what it takes” to get someone to buy something. That does not feel like a persuasion technique–it feels more forceful or manipulative. As a result of the fine line in this behavioral discussion, I rarely talk about persuasion in my sales coaching or training.
That said, I ran across a blog that I enjoyed for the way it defined the key components of persuasion. Kept to the strictest teachings of this blog, I could easily encourage people to add to their sales toolkit the art of persuasion. The author, Alexandra Levit wrote this insightful blog, “Want to Learn the Art of Persuasian? Consult Aristotle“. I found it informative for the simple reason that she broke effective persuasion into four components that very closely align with my relationship and solution based selling mindset. The four keys to persuasive behaviors are:
- Show credibility: Credibility and rapport are the foundation for effective relationship building activities. You cannot build trust in a relationship without credibility.
- Find ways to identify with your audience: As explained in this blog, “identify” means learn and understand, so that you can better communicate and position yourself. Most salespeople miss this one by a mile. They are so busy working their agenda that they fail to really learn and connect with their clients. Listen and learn is how you truly “identify” with your clients.
- Use logic: Persuasion requires sound reasoning. Persuasion is not emotion based. Clients are looking to solve problems not simply buy your stuff. Thinking that they need what you are selling is not logical. Demonstrating how your offering solves a direct and specific problem with a clear and defined value is logical and very productive.
- Incite positive emotions: The words that Levit uses are “confidence”, “emulation” and “friendship”. Personally I would avoid the friendship goal as I am not looking to be liked– I am looking to be trusted. That said, generating positive emotions and energy creates a great deal of confidence and trust.
As a sales professional it is important to remember that persuasion is not part of a game to get someone to do something in your favor. It is however, a valuable tool that can help you better connect and communicate with your clients to build strong and productive business relationships.