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Topics Covered: <a href='/resources/search/?query=Sales'>Sales</a> | <a href='/resources/search/?query=Negotiation'>Negotiation</a> | <a href='/resources/search/?query=Communication'>Communication</a>
Sales Strategy
Matthew Cook, SalesHub lock
There is an art to persuasion. It takes precision and skill, subtlety, and sincerity. The best persuaders can make the client feel like they’ve made the decision on their own, instead of being guided in that direction by the sales rep. It takes practice and time to perfect, but it’s a tool that is well worth having in your arsenal. There are five key persuasive skills that go into mastering the art of persuasion, and they can all help you close more sales.

1. Preparation Skills

This one might not be the most obvious, but it’s crucial if you want to become skilled at persuasion. We have a tendency to think of persuasive skills in sales as intuitive, as something that takes place in the moment as opposed to something that is dutifully learned. But great persuasiveness requires preparation; it requires sitting down and drawing up a plan, from how to angle your approach to how to meet any objections that arise along the way. Great preparation and organization skills are the key to closing more deals. 

2. Great Communication Skills

In order to persuade someone of the value of your product or service, you need to be able to clearly articulate the benefits of making the investment. This requires finely tuned communication skills that take into consideration the best way to structure an argument and the right language to coach it in. Sloppy delivery isn’t going to persuade anyone. If you want to get good at persuasion, start working on your communication skills.

3. Mirroring Skills

Mirroring refers to a technique that is focused on building rapport between you and the customer. It involves paying careful attention to the body language (if in person) or the speech patterns (if over the phone) of the client and mimicking that behaviour back to them in your own sales pitch in order to create a sense of rapport. Mirroring can help establish a bond between client and sales rep, assuring the client that they are in an environment where they can rely on the service and trust the sales rep.

Building trust is very important when it comes to sales; trust is a form of persuasion in and of itself. However, mirroring needs to be subtle. If too glaring, the client can feel like they are being mocked, and it won’t be well received.

4. Negotiation Skills

This is another key skill you need if you’re serious about developing a strong set of persuasive skills in sales. Negotiation has become a routine part of business; customers anticipate that sales reps will be willing and able to negotiate with them on the finer details, and the bigger ones too. The best-case scenario in a negotiation is a win-win situation—a situation in which both you and the company are satisfied with the result. But that means being able to stand your ground and persuade the customer to give a little, so that you’re on equal footing. Negotiation skills are key to the ability to persuade a customer that it’s smart to compromise here and there.

5. Problem Solving Skills

This skill can be considered a natural predecessor to a strong set of negotiation skills. Every negotiation can be looked at as a problem that needs to be solved, in a manner that befits both parties. Persuasion in and of itself implies conflict; if someone is readily agreeing to everything you’re proposing, there’s not much need for persuasion.

If you’re bringing out your persuasive skills in sales, it means you’ve been met with an objection or a problem in the course of your sales pitch, and the very best sales reps must have an excellent set of problem solving skills with which to meet those objections and find a resolution.

About the Author:
Matt-Cook-SalesHubMatthew has over 20 years of sales and sales management experience. He is the founder of SalesHub, an inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.

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.

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