An important, but often forgotten, aspect of being a sales professional is, well, being a professional. If you want to convince people to buy, you need to act the part of someone who can sell. A poorly planned sales meeting, disheveled clothing, and lack of research will do little to help you persuade anyone to do anything.
Trust is critical to closing any deal. If a prospect doesn’t trust you, they won’t listen to a word that you say. To improve the effectiveness of your persuasive sales techniques, make sure to work on building trust with the prospect first. Nurture them, educate them, listen to their needs, and get a little personal. Never rush a sale, always be genuine, and never lie. Building trust will make it a lot easier for you to nudge a prospect into a decision.
Differentiate Yourself and Your Offerings
Do you know how many different sales people are calling and emailing the same prospects that you’re trying to close? Do you know how what competing products or services are on the market? Your prospects have endless options to choose from. If you want to persuade them to work with you and ignore the rest, you need to work on differentiation. Understand and effectively communicate just how much better, faster, more effective, or more desirable your offerings are from the competition. Stand apart from the crowd.
Build a Sense of Urgency
Urgency is one of the top persuasive sales techniques that you can use to get prospects to sign on the dotted line. The key to using this tactic, though, is to use it at the right time, with the right person. You don’t want it to seem like you’re trying to rush your prospects. Using this tactic on prospects who are known to put a lot of thought into their decisions will likely end badly, too. Building a sense of urgency is a great choice when you’re dealing with hesitant prospects who just need that little extra push to commit.
Use Emotion to Your Advantage
As much as prospects believe that their purchasing decisions are based solely in logical and rational thought, the fact is all decisions are based at least somewhat on emotion. So learn to use emotion to sell. Make people feel something about your product, like hope or excitement. Make them feel fear and worry about losing out on the deal. Make them feel, and you’ll close more deals.
Lead the Prospect to the Sale
Sometimes, all you need to do to persuade someone to buy is to ask the right questions. Asking strategic questions with A or B answers like “Are you looking for a product that saves time or one that takes time?” can help you lead prospects to the sale, all on their own. You don’t even have to do any convincing.
Be Ready for Objections
If you don’t have the right answers to overcome common objections, you’re going to have a tough time persuading someone to buy. Expertly handling objections is key to improving your persuasive sales techniques. Customers will always find a reason to say “no.” If you want to convince them to say “yes,” you must figure out every potential objection that you might come across and have your answers at the ready.
How persuasive do you think a sales person can be if they’re stuttering, hunched over, and avoiding eye contact? Not very. Acting confident (not cocky) can be your key to success. When you demonstrate confidence in your abilities, in your company, and in your products or services, you can inspire confidence in others to buy.
About the Author:
Rhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.