The Art of Persuasion

Selling is Persuasion

Selling is persuading others to buy your proposition. Persuasion involves motivation aimed at

inducing action (buying)

How you communicate could determine how persuasive you are

Verbal (the words you use)Vocal (the tone you use)Facial (the expressions you put on)Non-verbal ( the body movements you make)

The concept of spaceIntimate spacePersonal spaceSocial spacePublic spaceSpace threatsSpace invasion

Barriers to communicationDifferences in perceptionNeed for the productSelling pressureInformation overloadDisorganized sales presentationDistractionPoor listening

Power and Persuasion

Who has the ‘power’ ?

Levels of PowerRewardCoerciveLegitimateReferentExpertPersuasion

Three levels of listeningMarginalEvaluativeActive

AttitudeEnthusiasmKnowledgeCredibility

Principle of contingency benefits

People are persuaded to buy things because they are motivated by their

desire for the future benefits you offer them.

Principles of SuggestionPeople accept any idea that enters their mind unless there is a

contradictory idea that blocks its acceptancePeople will act in accordance with a suggestion unless stopped

physically. If they are merely indifferent, they would probably go along with the suggestion

The acceptance of a suggestion depends on the source of the suggestion

The acceptance of the suggestion depends on the intensity with which it is made

People are more apt to act on a recent suggestion than one made earlier

A suggestions is apt to be accepted, if it is repeatedPeople will believe a suggestion if they want to believe it, regardless of

its meritA suggestion that appears to be natural and spontaneous is more likely

to be accepted than one which is apparently planned and contrived

Other means of suggestionSuggestion through actionDirect suggestionIndirect suggestionPositive and negative suggestionCounter suggestionPleasant versus unpleasant suggestion

Using emotion to stimulate prospects

Choice of wordsEmotional appeals are more forceful in most

instances than rational ones.Using the right verbs and adjectives

The use of logic When should it be used?

Professional buyersTechnical buyersIn selling complex articles or propositionsWhen large expenditures are involvedIn selling something new to the buyer