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Persuasion: The psychology of the sale Part 2

Cheeky Employee


Making a sale is about changing an attitude, identifying a need and convincing this person that your product/service is the solution.  So what factors are of the most importance when you are trying to persuade someone to see things your way?

This is a long list, so let’s get started:


The Source:

The source of information is important.  This is usually the salesperson.  Does the client trust you or are they just being kind by listening to your ramblings?


Fast talkers are assumed to be more credible and intelligent than slow talkers.  Powerful speakers are believed to be credible.  So persuasion is about your ability to deliver a message in a way that makes it seem like you know what you are talking about and they should trust you.


Charisma is vital to the art of persuasion.  Similarity and physical attractiveness increase liking and therefore increase trust.  Do you both have kids?  Maybe you share a hobby?  Milk that topic to show how you are birds of a feather and must stick together and trust each other to survive.


The Message:

Now that you have your prey’s… uumh I mean client’s trust, what are you trying to persuade them of.  Or rather, how are you framing or presenting this proposal?

Might you be using an emotional plea or are you appealing to their sense of reason with logical arguments, statistics and proof?

Is the message one-sided with no mention of the competition or other options or will you compliment your client’s intelligence by telling them of all the other solutions out there, which they probably know about already?  Flattered and impressed by your honest approach they may choose your brand or turn to one of the more affordable options you just mentioned.

Have you said the same thing over 500 times?  Is it working?  Sometimes repetition does the trick.  Sometimes it is just annoying.

Is this client concerned with their public image?  How will you use this concern to your advantage?


People are different so persuasion is not a one-size-fits-all type of strategy.  Get to know your client and yourself and test the waters before you go all-in on any one idea.  Some industries are more cut-throat than others so these tips might just help you stand out enough to get that deal.

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