Are you afraid of “NO”? Great. So, you just need to stay tuned in the next few lines to learn how to increase your persuasive power.
Chances are, after this article, you will have your customer’s “yes” as the only possible answer.
Why did I start teasing you with that question? I know that, despite being such a small word, “no” represents a lot in an entrepreneur’s life.
Taking “no” for an answer means a closed door.
It means customers turning their backs.
It means lost sales.
It means you weren’t good enough to convince your prospect .
That’s why that word is really scary. And this is probably your Achilles’ heel and there’s nothing wrong with that.
The truth is that born salespeople are hard to find. I am not and it is very likely that you are not.
The point is: although it is normal not to have the “gift of persuasion”, it remains essential when selling .
Now … The good news is that this skill is entirely possible to be trained.
It’s like learning English, for example. A lot of people know they need to grow professionally, but have a hard time learning.
Only, like it or not, it is something completely trainable. It is a matter of discovering the best techniques and showing up to develop and improve your skills even more.
If increasing your persuasion power is what you want, know that there are specific techniques that can help you in this mission.
And, no, you don’t have to go looking for them, because in this article I have put together the 13 best ways to convince your client and have a lot more “yes” as an answer in your negotiations.
Just stay here with me until the end. Come on? 😉
What is Persuasion Power?
Do you happen to remember a moment in your childhood when you had to insist and argue a lot with your parents in order to convince them to let you come back a little later, play video games or even go into the pool right after lunch?
I don’t know how it was there at your house, but it is very difficult for someone to have spent the entire period of childhood and adolescence without having to negotiate something with their parents.
Some children are better than others when it comes to convincing adults and getting what they want. Others not so much. And that’s fine. You can’t win them all.
The point is that the children and teenagers who convinced them most easily had, whether they wanted it or not, a good tool at hand: the power of persuasion.
I used this example to explain to you that the concept of persuasion is very much about bringing someone to “your side of strength”.
Persuading someone means getting that person to accept the idea you are going through or convince them to take an action that you propose.
It is a communication strategy that uses logical and symbolic arguments to influence people.
Therefore, persuasive power is about someone’s ability to persuade, to convince others.
It is not a gift, although it is a very natural thing for some.
Within a sales strategy , this means convincing a person to buy a product or service.
Persuasive power is a striking and very important characteristic for a person who holds a leadership position . For she must have the ability to influence others to follow her instructions.
At the same time, this expression carries with it a negative connotation, since many salespeople use this strategy aggressively to make sales unethically, offering products or services that are not really useful to the customer.
It turns out that this kind of attitude has nothing to do with persuasion. I mean, the foundation actually has, but purpose in itself, not at all.
You’ll get what I’m talking about from the next topic.
Persuasion vs. Manipulation
Persuasion and manipulation are two very similar concepts that can cause confusion in many people’s minds.
So, before I continue to talk about the power of persuasion, I want to make the difference between these two things very clear.
Manipulating is when you influence someone to do something you want, without thinking about the other side of the coin.
It means pushing for your will to be carried out, regardless of whether it is good for the other person or not.
Already persuade is when you apply a communication strategy in order to present something beneficial to the other person and talk her through logical argument, to take action.
In the case of sales, the seller tries to convince the customer to make a purchase that will be beneficial to him.
In short, the goal is the same: to influence people. What differentiates the two concepts is the intention behind this process.
While those who manipulate only take advantage of the situation, offering nothing in return, persuasion takes into account the other, it sees the benefits for the person being influenced.
Ready. Now that this is clear, you probably want to know more about …
The power of persuasion in the relationship with the client
You just saw that what puts persuasion in the field of good things for the customer is precisely the fact that the person influenced, in one way or another, has benefits in this relationship.
There is concern about what the person is getting. It is not a matter of persuading by persuading. It is a double way path.
This characteristic is important when you consider your attitudes towards your customer.
If you intend to maintain a long-lasting relationship with him, build loyalty and even make other sales at other opportunities , you need to do it the right way.
Once you focus on the person you’re trying to convince about your product or service, you gain credibility.
The person does not feel cheated. And then you win your vote of confidence and chances are that she will value your brand much more and even recommend it to friends and family.
Within this relationship there are still 3 possibilities of using the power of persuasion:
• Show the value of your offer
If your product or service is relevant, that information will not sell itself.
When it comes to presenting the value of your offer to the potential customer, you can use your power of persuasion.
The idea is to make you buy your idea of what is being offered first.
If your proposal is well made, the other person will stop looking, knowing that they have just found the solution to your eventual problem.
In addition to your convincing tactics (which you will see soon), having quality content to offer and educating your prospects , and social proof can make all the difference at this point.
• Stand out from the competition
It is very difficult to find a segment of the market that has no competition today. Chances are that you yourself have your competitors within your area of expertise.
Therefore, your speech should also be aimed at standing out from other businesses in your niche .
Even if you are not yet number one in your field, using persuasive language with your audience can help you get there.
Those who have the power to persuade do not need to have lower prices or promotions to stand out in the competition and sell more .
• Reverse crisis situations
No matter how hard you work to provide the best care and service, something here and there can still get out of your control.
And so it is. You can’t control everything that happens around us.
Therefore, some unpleasant and delicate situations can arise and you need to be prepared to face them head on.
And here is another opportunity to use your persuasion skills to resolve crises or problems with dissatisfied customers, for example.
The challenge then is to retain that customer and win a second vote of confidence from that person.
Persuasive power: when to use it in your business
Persuasion is present in our life all the time. From a lawyer who defends a case before a judge, to a consumer who bargains with the owner of the market trying to get a fair price.
The human being needs to exercise this capacity for convincing at different times. When it comes to your business, then, don’t even mention it! Almost everything is about persuasion, after all.
Within your sales strategies, however, there are some situations where the power of persuasion is even more necessary, such as:
Negotiations with clients
The situation that is most evident, right away, is the negotiation with the client.
Since the beginning of the relationship, in the first interactions, even in a cold calling , for example, persuasion is important.
The first conviction is about getting the attention of your prospect. From there, you have to follow him on the client’s journey, so that he doesn’t give up on you.
Sales letters or emails
In sales letters or emails , you need to write extremely persuasively. For that, you will exercise and enjoy the power of copywriting .
The goal is to get your potential customer’s attention right away, right from the first sentence, and keep your attention throughout the text…
Until the time comes for the offer and it is more than ready: be anxiously waiting to buy your product or service.
The purpose of a landing page is to persuade the person to take an action: to offer their contact details in exchange for rich and free material.
In this case, persuasion is the basis of the entire function of a landing page. And the convincing power is due to the content of the page, the CTA and the other elements.
There is no point in using your persuasive power if you:
1) not offering extremely valuable content that will convince you;
2) not using the right tool when creating your landing page.
My tip is that you invest a lot in these two things to generate even more qualified leads for your company.
And the other possibility of using the power of persuasion is in…
A very important post-sale process is the effort aimed at the customer’s success , as this helps in loyalty and increases the chances of attracting new customers, through word of mouth.
This step of working for the client’s success includes convincing the client that a decision or attitude could be better than what he thought before.
Again, you will need good persuasion to achieve your goal.
Now that you’ve seen the main moments when convincing will be needed in your business, look at the…
13 techniques to increase your persuasive power
Remember the example I gave in the previous topic, about the lawyer who argues with the judge? Yeah. In this case, it is not only the facts responsible for convincing the other side, but the argumentative logic, the power of persuasion.
In sales, it would be no different.
Even with a good product or service in hand, good channels of dissemination and good negotiation tools , what closes a sale, in fact, is the persuasive skill of the seller in question.
Therefore, it is important to fill your repertoire with argumentation and persuasion techniques, so that you develop more and more this tactic in your sales strategy.
To help you I have separated 13 techniques that cannot be left out of your arsenal. Write it down:
1. Know your customer well
Since in persuasion you need to stay focused on the benefits for your client or potential client, it is important that you know very well who he is.
The first step is to clearly define who your audience is , who your persona is .
Do a research and gather information that will help you when having a conversation with your audience.
It is very important that you know what are the pains, doubts and difficulties that your potential customer faces, and what points you can help solve with your product or service.
In addition, when you know your audience well, you can communicate using their language, which makes it easier and much easier to persuade.
2. Listen actively
Persuading is much more about listening than talking.
If you know someone close who is very persuasive, you can see: they are not always excellent speakers. But always good listeners.
This is because a fundamental part of persuasion is to listen actively, that is, very carefully, and discover the other person’s pattern of thinking and behavior.
Thus, it is possible to predict how she will react and whether or not she tends to accept your idea or proposal.
Whoever wants to persuade, must first provide himself with information to be able to break any objections that arise in the future, at the time of conversation or negotiation.
It’s about always being one step ahead.
3. Choose the right time
One thing I can guarantee you: not all of your audience is ready to be persuaded to make a purchase.
Especially because people are distributed in different stages of the sales funnel .
And there is a way to talk to each of them , according to the level of awareness in relation to your product or service.
So, you need to choose the best time to persuade each person about each action you want.
Let me exemplify here for you to understand better:
Let’s assume that you sell an online computer course and are setting up a campaign to publicize the new class that will open.
But you didn’t target your ad well and someone who didn’t even know about your course ended up coming across one of your sales videos .
It turns out that in this video , in an attempt to persuade the purchase, you talk about your class in a very direct way, without giving too much context.
You speak in a way that could even work with a person who already knows you and your business, a person who is more prepared to buy …
That person who fell from a parachute will simply not understand anything and his effort will have been in vain, in that case.
That is, you can exercise your power of persuasion at different points in your sales cycle – on the landing page, in the sales email, in customer retention …
It’s just no use trying to persuade someone who doesn’t even know your product yet to buy it from you.
Because he still doesn’t understand that he needs the solution you’re offering.
So, choose the right time to talk to whoever you want to convince, according to the journey of each customer or potential customer.
4. Have empathy
Since in the process of persuasion you take into account the advantages of this for the person being influenced, then you need to know how to put yourself in the other’s shoes.
In support of its arguments that are interesting and convince your customers about your proposal, the empathy is key.
Lack of empathy can result in a lack of integrity on your part. For example, selling someone something they don’t really need.
In that case, you would have manipulated and not persuaded your customer. 😉
5. Present solutions
A great ally when persuading people is the solution that your product or service offers.
Think well. When you go to buy something (anything), do you invest your money in the purchase itself or in the solution it provides?
The overwhelming majority of people choose the solution. This is what draws attention.
Therefore, the conversation should pass away from the most direct sale , open, crude .
Instead of talking about your product or your company, you need to stay focused on the solution they offer to your customer.
6. Take the “no” out of your vocabulary
Exaggerations aside, you really need to avoid using the word “no” in your conversations.
I say this because, by using it, you end up reinforcing what comes next, the negative element of the stop.
For example, if I said to you now: “don’t think about a blue bird”.
What did you think?
I bet it was the blessed blue bird.
This is because the word “no” is more difficult to process and interpreted by the brain, precisely because it represents an opposition to what is said.
So, to facilitate communication and reinforce positive messages, I suggest that you avoid negative constructions.
Because they make the other person think and fix exactly what you would not like them to think.
In a negotiation, positive statements are much more powerful , as they convey clarity and precision about what you intend the other person to do.
7. Be clear about your intention
Speaking of clarity in communication …
Ideally, you should be clear throughout the conversation, especially about what you want to convince.
It turns out that you can have great arguments, but that doesn’t help much if, in the end, the person doesn’t know exactly what attitude to take in relation to what was said.
You will have wasted effort, time and energy.
So, especially in CTAs (calls to action), be clear and specific about what you expect from your customer, according to the stage of the sales funnel they fit into.
When it comes to signing up and leaving a contact, say it.
When you go to make the purchase, say it too. Without fear of being happy. If all goes well during the persuasion process, he will probably be ready to open his wallet.
8. Speak at the right speed
It may seem like a silly detail, but the speed at which you chat influences and a lot in the way other people get your message.
Consequently, it ends up being an important factor in the persuasion process.
So, avoid speaking too fast, so that your customer or potential customer can clearly understand what you are saying.
And don’t even speak too slowly, lest you seem to underestimate your listener’s intelligence.
9. Attention to body language
In addition to speed, you need to keep an eye on your body language.
And don’t think that this one is only valid for those who work in physical stores or sell physical products. Even those who sell infoproducts need to have a good attitude in the decisive moments of negotiation.
Especially if you shoot videos to talk to your audience and make your offers.
The point is this: the more control you have of your image, the more confidence you can pass on to your listener.
My tip is to look directly at the camera, avoid crossing your arms and gesturing too much. Make calm, precise movements according to the message you are sending.
Even from a distance, people are paying attention to their body language and the wrong moves can hinder their ability to convince.
10. Communicate in a simple and flexible way
Another technique that greatly influences your ability to persuade is your flexibility and simplicity during conversations, especially in negotiations.
Simplicity allows clarity of understanding. This way, you guarantee that you are getting the message you want. There is no noise in the communication.
As for flexibility, think about this: adopting a rigid stance is never a good solution. The other person tends to mirror you and repeat this behavior, creating a barrier to understanding between you.
In other words: less chances of convincing.
11. Use and abuse mental triggers
The famous mental triggers are present in several marketing strategies. And in persuasion too, of course.
Mental triggers are “psychological weapons” used by marketing to ignite the need for action in those who receive the message.
These are tactics that impact the listener’s mind in a way that deeply arouses their attention and reaction.
And that’s exactly why they need to be used with a lot of responsibility.
Look at some examples of mental triggers that can influence your persuasive power:
• Social Proof
I have already written a very thorough article on the top 10 mental triggers and how to use it in your marketing strategies . Take advantage of these tips to improve your persuasion skills.
12. Earn people’s trust
I just told you that one of the main techniques you can apply is the mental trigger of authority.
Yeah. From the moment you are considered an authority in your field, your word gains a much greater weight than an ordinary person, which also increases your power of persuasion.
It is easier to convince someone who knows us and trusts our word than a person, until then, unknown.
It is worth mentioning that the authority you gain, the credibility you have and the reference you become have everything to do with the trust that people place in you and your brand.
Work on it. Before influencing, start a relationship and build trust with the other person.
13. Be upright
There is one thing that you cannot forget, at any time: have integrity.
You need to believe what you are talking about. When you truly believe in what you are offering, it becomes much easier to convince others to buy your idea too.
Trust is essential in the persuasion process. And that confidence comes from saying what you really think, do and live.
Fear of “no”? I bet no more, after reading this article! Because what you just saw were techniques that greatly influence and increase your persuasiveness.
And now the chances are that you will receive a lot more “yes” as an answer from your customer.
With the tactics you just saw, you will be able to convincingly present the value of your offer, stand out from the competition and even reverse crisis situations in your business.
And, despite being used in many everyday situations, I showed you the main situations where you can use persuasion within your sales strategy:
• Negotiations with customers;
• Sales letters or emails;
• Landing pages;
• Customer success.
Finally, I showed you 13 ways to increase your persuasiveness. How to listen actively, present practical solutions, speak at the right speed and with the proper posture, use and abuse mental triggers and, most importantly …
Be honest and truly believe in what you are proposing.
Now it’s time to show up and put into practice everything you just saw.
Did you already know any of these techniques? Are there any more you want to add to the list here on Nairalanceblog? Just tell me down here in the comments, that we continue this conversation.