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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)
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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 space • Intimate space • Personal space • Social space • Public space • Space threats • Space invasion
Barriers to communication • Differences in perception • Need for the product • Selling pressure • Information overload • Disorganized sales presentation • Distraction • Poor listening
Power and Persuasion Who has the ‘power’ ?
Levels of Power • Reward • Coercive • Legitimate • Referent • Expert • Persuasion
Three levels of listening • Marginal • Evaluative • Active
Attitude • Enthusiasm • Knowledge • Credibility
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 Suggestion • People accept any idea that enters their mind unless there is a contradictory idea that blocks its acceptance • People 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 repeated • People will believe a suggestion if they want to believe it, regardless of its merit • A 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 suggestion • Suggestion through action • Direct suggestion • Indirect suggestion • Positive and negative suggestion • Counter suggestion • Pleasant versus unpleasant suggestion
Using emotion to stimulate prospects • Choice of words • Emotional 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 buyers • Technical buyers • In selling complex articles or propositions • When large expenditures are involved • In selling something new to the buyer