Mastering the Art of Persuasion in 3 Easy Steps

BY Rachel Cagle
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Persuasiveness is an ability most salespeople long for. You may think it’s a natural born gift that some people have and some don’t. However, Brian Ahearn, writing for SellingPower, says that persuasiveness is something you develop; it’s not a trait. Here are a few ways to be persuasive when making sales.

Be Liked

Yeah, you definitely want to get a prospect to like you so that they feel comfortable buying from you, but comfort isn’t the only benefit of being liked. When you have a lot in common with someone, you tend to trust their opinions on things you may not have even realized you need. If your best friend approached you and said, “You have to try this. It’s life-​changing,” you’d be inclined to believe them because their tastes in other things match yours. If a random person said the same thing, you’d probably see it as a marketing ploy and not a genuine recommendation.

Back Yourself Up

Humans tend to follow the crowd; it’s basic psychology. When it starts to rain, people adjust their windshield wiper speed to match that of those around them without even realizing what they’re doing. If they’re waiting to for a crosswalk signal to tell them when to cross the street and someone crosses ahead of time, they’re likely to follow. And when debating whether or not to buy something, people turn to online reviews. Have your sources ready when you arrange a sales meeting. Knowing that your product or service has helped clients in similar fields and situations will help you persuade your current prospect that their results could be the same.

Make Your Product or Service Special

Things that are out of reach tend to be more tempting than something easily obtainable. Make your product or service fit that description. Talk up what makes your product or service different than your competition’s and highlight what makes it unique or even one-​of-​a-​kind. If you can, add on a limited-​time offer. Once you create a ‘fear of missing out’ worry, your prospects will be even more likely to do business with you. Creating temptation is part of persuasion.