I spent 10 years earning my living directly from a sales commission in the world of radio advertising.
(Altogether, I spent 25 years in the wild and wacky world of radio, including on the air and in management).
I still get email updates from the Radio Advertising Bureau, which is where these sales tips come from. I pick & choose the ones that echo, or come close to my own sales philosophy.
Like this one:
Manipulation or Persuasion?
Manipulation is getting prospects or customers to do something for your benefit. Persuasion is getting them to do something for your mutual benefit.
What’s the difference? Manipulation is usually bad. It’s done to serve your own interests without any regard to what you’re doing for the prospect or customer.
Persuasion is good because it’s done for the best interests of you and the prospect or customer. Here are some tips that may increase your persuasive powers:
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.
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’ own 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 with power because they get customers and prospects feeling the same way.
Source: Adapted from Persuasion: The Art of Getting What You Want, by sales trainer/consultant David Lakhani.