Persuasion as a Tool Selling is often described in negative ways. This is because people often perceive selling’s most crucial element, that of persuading, to be an act of manipulation. This does not have to be true. In fact, when the masters of the selling game employ methods of persuasion, rather than to manipulate, it should be to provide clarity about what the buyer should do and why he or she should do it. In this way, when a deal is closed it is because the seller has mastered the art of persuasion and influence.

When making a final decision, B considers many things: is A credible, is the idea logical, will the idea bring me personal benefits and do I want to do it? A master in the selling game does not leave B’s answers to any of these questions to chance. In your quest to persuade with power, you must gain control over B’s perception of all of these factors. When you shape B’s answer to each of these questions, you exert true influence in your sales presentation.

Take the following example: Jon started a small business a few months ago and has finally managed to get an appointment to pitch his services to a potentially large prospect. He has just recently started a contract with a similar sized company and has included in his sales presentation, the stats and figures about his work with the other company. During his presentation, Jon goes into great detail of his work with the other company. He is surprised to find that this creates little interest. At the end of the presentation, his prospect is non-committal, Jon leaves without a close.

The company that Jon showcased in his presentation operates in a completely different industry from that of his prospect. Though Jon’s presentation pointed to factors that he felt clearly related to this prospect, he failed to make specific connections. When the client ended the meeting, his only thought was that this man does not know much about what we do here. Jon believed that since the connections between the two companies were “obvious” he could make a presentation based on this successful relationship and the prospect would intuitively understand.

Leaving anything for customers to intuitively understand is a dangerous gamble. After assessing the situation, they may come to the point of view that causes them to spend money with you but, if you have done nothing to influence this outcome, they may just as easily come to the opposite conclusion. When planting the seeds for interest in your product or service, be specific, illustrative, and clear about what you want your prospect to do.

Action Step: Consider the four questions below. Make sure that your presentation directly addresses these questions and gives your prospects reasons why the answer to all is “yes.”

1. Are you credible?
2. Is this logical?
3. Are there personal benefits for me?
4. Do I want to do this?

In Jon’s example, he was so sure that the connections between his current client and prospect were clear that he didn’t bother to state them. His presentation should have been peppered with information that tied the two companies together and positioned his services as invaluable to this prospect. Since he left it up to his prospect to make that connection, he left it up to chance.

Should you wish to increase your income, exceed your quota, feed your family and reach your goals, you cannot afford to leave important elements of the sale to chance. Seek to exert great influence over your prospects’ decisions. Do this by explaining clearly what you what them to do, why you think they should do it, how you know it will help them, and why it is such a good idea. When you gain the power to influence your prospects’ decisions you become a master in the selling game.

© 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 http://www.theultimatesalesmanual.com.