Power of Persuasion: NOT Persuasive Selling

July 6th, 2009 by Frank Damelio

salesmanIn my last vlog, I talked about persuasive selling. In this blog, I want to mention what is NOT persuasive selling.

I just read a sales blog that dealt with the objection, “I’d like some time to think about it”. The blogger suggested that the salesperson use this technique:

“It’s a fact that as time progresses you only retain about 20% of what you learned; so as you take time to ‘think about it’ you are actually becoming less informed. I’m sure you don’t want to make a less-informed decision, right?”  Then wait for the answer, and go for the close.

Is this clever? Maybe. But here is my problem with some of these types of “tricks” in sales.  To the educated buyer, they sound slick and manipulative. Once your prospect feels he is being manipulated, you completely lose your power of persuasion.

A few more examples of techniques that turn off many prospects:

1) “John, I’m going to be in your area on Tuesday morning and Wednesday afternoon.  Which works best for you?” (Nothing wrong with this when John has agreed he wants to meet with you, but if John never gave you that indication, he’s likely to recognize this false-choice cheesy sales technique.)

2) Ben Franklin Close: “Okay John, how about we fold this paper in half. Put the pros on one side and the cons on the other. Whichever is longer, that’s the decision we’ll go with today.”

3) This is a big one: OVERUSE of a prospect’s name. Research shows that you should use the name at the beginning and end. However, inserting the name often in your pitch actually works AGAINST you. Why? Because it sounds slick and salesy.

Prospects are more intuitive and educated than we may think.  Once a prospect starts seeing you less as a resource and more as a salesperson, you are losing your ability to persuade.

Keep in mind that there are great lines and techniques to help you move towards a solution.  Just remember, many of your prospects have read the same sales books as you have, so be careful that you don’t come off as an encyclopedia of slick sales techniques.  Your worst fate is that they see you marching towards that close without respect to the way they make buying decisions.

Enjoy the tip and learn more about persuasion here:

2 Audio CD’s on Power of Persuasion

Instant Download of Power of Persuasion

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