When salespeople manipulate, they are doing something for their benefit. When they persuade, they are doing something for the mutual benefit of their prospects, customers and themselves.
The bad and the good
Manipulation is usually bad because it’s all about the salesperson and not the prospect or customer. Persuasion is good because it’s done in the best interest of the customer and the salesperson.
Here are some tips that may increase persuasive powers:
- Personalizing. Persuaders recognize that a prospect wants to know one thing — “What’s in it for me?” They add persuasion by personalizing every part of their presentation to meet prospects’ personal needs and wants.
- Proving. Facts and testimonials are very persuasive. Persuaders recognize that third-party endorsements go a long way to building credibility. They’re prepared to prove every claim they make with hard data, test results and performance records.
- Positive. The best persuaders are positive about themselves, the company they represent, the products or services they’re selling and the prospects they’re attempting to persuade. Enthusiasm is contagious. They persuade because they get customers and prospects feeling the same way they do.
- Persisting. Persuaders realize that 80% of sales are made on the fifth call or later. They recognize that one of their most persuasive abilities is the refusal to give up. They understand that more than 75% of salespeople quit after calling on a prospect three times. Persuaders are in the elite 20% of the sales force that close 80% of the sales.
Adapted from: “Negotiating with Backbone,” by Reed K. Holden, CEO and Founder of Holden Advisors, is a world-class pricing expert who has spent the past 20 years helping clients build go-to-market strategies to drive price leadership and profitable growth.
