Over the years persuade has become kind of a dirty word.
For many people it has taken on a meaning of manipulation; that is manipulating a person to do something he wouldn’t do, or is not in his best interest.
With this in mind, some people might think it a bad choice that I used such a negative word as persuasive in naming one of my products.
Well I want to clear this up by defining what it means to persuade.
To persuade simply means to cause someone to do something, to consent to something or to believe something.
There’s nothing inherently negative about persuading.
In fact to persuade is very positive IF you act with positive intentions toward your prospect.
Persuasion is only bad if you are trying to trick people or cause them to do something that is not in their best interest.
I know I don’t want to act like that, and I don’t think that’s what you want to do either.
To act in your prospect’s best interests you would probably agree with me that you need to know what his best interests are.
That’s why the heart of persuasive selling is questioning and observing.
Questioning to understand what’s important to your prospect. To understand what you prospect cares about. To understanding what your prospect’s problems are. His wants. His fears. His embarrassments. His desires.
Observing how he responds to you, whether he likes and trusts you, whether he believes you.
Once you understand your prospect and he feels understood by you, you have an incredibly higher chance of making the sale than your competitors.
If this sounds stupidly simplistic, well it is.
But not many people work this way in selling. They are sooo focused on getting their pitch just right, that they suck at observing their prospects. They ask only a minimal amount of questions without fully noticing the nuances of the responses they are getting because their minds are preoccupied with getting onto the pitch.
The pitch only matters if your prospect cares about it.
And without a good understanding your prospect, you are just guessing.
This is the reason why so many sales reps and sales managers settle for low closing ratios.
You don’t have to settle for a crummy closing ratio though. You can have an incredibly high closing rate when you probe for the unique emotional needs and wants that cause your prospects to purchase from you.
These skills are simple, but you probably aren’t using them unless you already own my Persuasive Selling Skills Audio Program. Get yours now.
Sell with Pride,
Shameless Shamus Brown