Effective persuasive techniques in sales are critical to the outcome of any discussion or sales process and form a crucial part of what I have labelled micro-selling skills.
It’s generally accepted that salespeople have what is described as the gift of the gab. They develop this gift as part of their life education system, which includes school and continues throughout personal interaction with people.
Very few salespeople have had someone follow along passively listing to them as they engage in the selling process, nor have they had the privilege of having someone spend time reviewing their writing skills to seek an understanding of the purpose behind what has been written and why it was phased in a particular way.
However, salespeople use persuasive language, verbal, nonverbal, and written, to convince prospective buyers to agree with their perception of facts, share their values, accept their arguments and conclusions, and adopt their way of thinking.
So, let’s break it down into subcategories we can better articulate and understand.
Analogy: Analogy is a form of reasoning which compares one thing with another to make a particular point.
Cause and effect: Arguments may claim a cause-and-effect relationship when there is just a relationship, and other factors should be considered.
Connotations: The connotation is the emotional meaning associated with the word. Persuasive salespeople often choose their words carefully so that the connotation suits their purpose.
Colloquial language: Colloquial language is an informal, everyday, conversational language that includes down-to-earth views. It is seductive because it appears friendly and can make the prospective customer feel that the salesperson is on the same wavelength as them.
Evidence: Using evidence is very persuasive as it allows the prospective customer to understand better the sales proposal and the logic behind why they should purchase the goods on offer.
Formal Language: Formal language can make the salesperson sound knowledgeable while removing emotion from the issue. This can make the argument sound reasonable and rational, and the contention seems balanced.
Generalisations: Make sweeping statements about a whole group based on only one or two members. These can be persuasive if the prospective customer believes the generalization is appropriate but can undermine the argument if they do not.
Humour: Humor, such as puns, irony, sarcasm, satire, and jokes, can be persuasive by dismissing opposing views, providing a more engaging and friendly tone, and swaying a prospective customer by having them join in the joke.
Inclusive and Exclusive Language: Inclusive language such as ‘we’, ‘our, us, and exclusive
Language such as ‘them’ can be persuaded by including the prospective customer or by creating a sense of solidarity or responsibility.
Jargon: Using specialised terms, the salesperson can persuade the audience that they are experts.
Repetition: By repeating letters, words, and phrases, the author can reinforce an argument and ensure that the point of view stays in a prospective customer’s mind.
Rhetorical Questions: Rhetorical questions do not require an answer and are asked for effect only. They engage the prospective customer and encourage them to consider the issue and accept the salesperson’s answer, or they imply that the answer is so obvious that anyone who disagrees is foolish.
Conclusion—None of the persuasive techniques outlined above will be beyond improvement in any situation delivered by any salesperson, no matter how skilful that salesperson may be.
Therefore, as a Sales Manager (Coach), you must be present and have the skills to identify how the technique could be improved before possible improvement.
At that, my friends are what I have called “Micro Selling Skills”.
What Are Micro Selling Skills
Other Items Covered in What Are Micro Selling Skills
- Active Listening Skills
- Communication Skills
- Negotiation Skills
- Persuasive Skills
- Problem-Solving Skills
- Presentation Skills
- Self-Motivating Skills
- Story Telling Skills
