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Sales Strategy
Feb 1, 2017 | Canadian Professional Sales Association lock

If you want to succeed in sales, it’s imperative that you know how to negotiate and persuade customers to purchase what you’re offering. Being easily defeated or dismissed will get you nowhere; many customers’ automatic response is dismissal, but this doesn’t mean there is no potential for closing the deal. A great sales rep has a set of five persuasive sales techniques that they can use to overcome any objections and close the deal.


1. Establish Common Ground

Being adversarial when talking to a customer is not an effective strategy. Customers are much more likely to trust and be persuaded by a sales rep who they feel an affinity with. Building trust between yourself and the client is one of the best ways you can find ground for persuasive strategies. Establishing common ground between yourself and the customer early on in the conversation demonstrates that your persuasive arguments are coming from a place of empathy and understanding, making them much more effective in the long run.


2. Using Assertive Language

It’s important to use firm and assertive language. This demonstrates the importance of your persuasive argument and your own personal belief in what you’re selling. Words like “maybe” or “pretty good”—anything that doesn’t wholeheartedly endorse what you’re selling—have no place in your persuasive sales pitch. Be definitive in how you talk about the product, as this will convey to the customer that this is the real deal and that your pitch isn’t something to be shrugged off. However, we should stipulate that assertive language should never come off as aggressive to the customer; persuasive sales techniques should always be deployed with respect for the person you’re dealing with.

3. Know Your Audience

The same persuasive techniques won’t work on every single person. Different customers have different styles of communicating and different needs and desires that need to be addressed in your sales pitch. If you truly want to be persuasive, reading from a script that doesn’t recognize the individuality of your audience is not going to cut it. Ask the customer questions that are designed to elicit answers that will help you better understand their needs, and then tailor your argument to their specific circumstance. This requires active listening, which is a skill that every great salesperson should have in their arsenal.


4. Emphasize Choice

One of the best ways to persuade a customer to purchase a product is to emphasize that their decision to invest has been completely their own. Customers don’t like feeling like they’ve been pressured into a decision; they want to come to the decision on their own. With great persuasive sales techniques, you can convince a customer to invest without making them feel like they’ve been pressured. You can do this by planting the seeds of the idea to purchase earlier on in the conversation, and then slowly bring the customer around to accepting the idea as their own.

5. Turning Objectives Into Strengths

Any sales rep is highly familiar with rejection; you’ve likely heard the same set of objections over and over again. Many sales reps look at objections as a dead-end, when really, objections are opportunities for great persuasive sales techniques to take over and win clients. Any objections relating to the actual product demonstrate that the customer has given some thought to what you’re offering; this means there is room for conversation.

Listen carefully to what the customer has to say, and then come up with creative solutions that address their specific concerns. You can also rephrase their objections in order to give the customer a new perspective on why they’re disinclined to invest. If you can demonstrate that their objections aren’t actually barriers to purchasing, you can effectively persuade them to take a leap and go for it.

About the Canadian Professional Sales Association
Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter. 

Contact us today at or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.

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