Persuasion Beats Manipulation

When you think of persuasion does it conjure a positive mental picture of a powerful sales professional who, at the top of the selling game, repeatedly meets and exceeds quota? Or does the thought of persuasion lead to a negative and manipulative image? Too often, the skillful art of persuasion is linked with the less admirable trait of manipulation causing many in the selling game to try to sell without selling. This is an impossible task as, contrary to what these people may have heard, product/services rarely, if ever, jump off shelves and sell themselves.

If you have ever heard yourself justifying your desire to earn enough money to feed your family with claims such as “I only sell people the things they need;” if you have ever looked negatively upon the essential skill of persuasion that each sales professional must master to become a winner in the selling game; if you have ever planned to simply present your product/service and let the prospect’s decision go the way that fate would take it, read on. You are about to read something that can have a wondrous effect on your paycheck.

Imagine the following scenario: You approach Sandy; a young woman whom you feel would be perfect for your business opportunity. You begin by telling Sandy all about the opportunity, the payout schedule what it can do for her financial position in life. Though Sandy is certainly interested, she has told you before about her financial struggles and her wish to replace her 9-5 job with an independent income, she still seems unwilling to commit there and then. After further discussion about the opportunity, she decides that she will look over your paperwork and get back to you if she wants to join. You never hear from her again.

This presentation lacked persuasive skills. The sales person focused on explaining how the product worked, discussing benefits, and throwing in a few testimonials thinking that a product presented in such a glowing light would sell itself - but it didn’t. The presentation was missing one vital element, the element that would give Sandy a reason to act immediately. You must link your product/service to what you know are issues that your prospect is currently facing.

Let’s change the presentation a little to include a more persuasive pitch. In past conversations with Sandy, she has mentioned how unpleasant her current employer can be. She stays because she needs a job that has flexible hours allowing her to take her children back and forth as needed.

You begin the conversation by asking about her job. She predictably starts with complaints. “The boss was snapping at everyone today. He must have had a hard time at home last night. He only does it because he knows we need our jobs, I’d love to find something else I can do for money.”

You then go on to affirm her position. “I know what you mean. Working 9-5 can be tough and it seems that there is no point in looking for another job because they are usually all the same.” Let the conversation continue, allowing Sandy to tell you her frustrations and concerns. You will later use these frustrations in your sales pitch as you know from Sandy herself that they are things she feels she must act upon.

“Well Sandy,” you begin your pitch. “I know what you are saying. You need a job to pay your bills but you can’t stand having to put up with your boss’ temper tantrums, looking for another job is not the answer, let me tell you what I’ve been doing.” This time, when you segway into your product, you will do so using language that Sandy herself has given you to explain the problems and frustrations your opportunity could address. You will refer to some of the things Sandy has mentioned, concerns she will face if she does not take action. You will cite the benefits Sandy just told you she is looking for when you discuss your opportunity as the answer to her problems.

Action step: Practice letting your prospects speak about their issues before you pitch them and actually listen. Take notes and use them in your sales presentations.

Dispense with the logic that has you linking the art of persuasion with manipulation. When you focus on issues and concerns that people already have and present your product/service as a solution to those issues, you are simply selling. When you master the art of persuasion, you move beyond soft and ordinary results into repeatable impressive results that stretch far beyond the average.

© 2007 Alvin Day

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