Are you comfortable with the important skill of persuasion? Believe it or not, there are many in the selling game who actually try to sell without selling. These are the types who believe that persuasion is akin to manipulation and that in our quest to increase our commissions, we should only seek to sell people the things they need. This line of logic has them too timid to look for the sale and instead, they prefer to present their product/service in the hopes that it will sell itself.
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 Mandy, a young woman whom you feel would be perfect for your business opportunity. You begin by telling Mandy all about the opportunity, the payout schedule, and what it can do for her financial position in life. Though Mandy is certainly interested, she has told you before about her financial struggles and her wish to replace her 9-5 job with an independent income, she still seems unwilling to commit there and then. After further discussion about the opportunity, she decides that she will look over your paperwork and get back to you if she wants to join. 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 Mandy 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. In past conversations with Mandy, she has mentioned how unpleasant her current employer can be. She stays because she needs a job that has flexible hours allowing her to take her children back and forth as needed.
You begin the conversation by asking about her job. She predictably starts with complaints. “The boss was snapping at everyone today. He must have had a hard time at home last night. He only does it because he knows we need our jobs, I’d love to find something else I can do for money.”
You then go on to affirm her position. “I know what you mean. Working 9-5 can be tough and it seems that there is no point in looking for another job because they are usually all the same.” Let the conversation continue, allowing Mandy to tell you her frustrations and concerns. You will later use these frustrations in your sales pitch as you know from Mandy herself that they are things she feels she must act upon.
“Well Mandy,” you begin your pitch. “I know what you are saying. You need a job to pay your bills but you can’t stand having to put up with your boss’ temper tantrums. Looking for another job is not the answer, let me tell you what I’ve been doing.” This time, when you segway into your product, you will do so using language that Mandy herself has given you to explain the problems and frustrations your opportunity could address. You will refer to some of the things Mandy has mentioned, concerns she will face if she does not take action. You will cite the benefits Mandy just told you she is looking for when you discuss your opportunity 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.
Alvin Day’s Sales Training and Self Improvement Advice have helped many sales professionals and success-seekers reach and exceed their goals. For more of Alvin Day’s FREE resources, visit http://www.AlvinDay4Free.com
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