How to Coach Yourself and Others Influencing, Inter Personal and Leadership Skills | Page 42

6. Influence and Persuasion in Sales
1. Establishing a Basis for Persuasion in Sales
Although the information shared to this point can certainly be used in sales, there are a
few additional points that are specific to a sales relationship. Before you can persuade a
customer to choose you or your company, you need to establish a basis for doing so.
You can do this by following these steps:
1. Demonstrate Your Understanding
Putting yourself in your customer’s shoes lets you look at the scenarios they are facing
and helps you to concentrate on finding the best solution for their scenarios. When you
work with your customer, the interaction is not about you – it’s about them. Ask
questions that demonstrate you are well-informed about their business their needs, and
how your organization can help them to be more successful in their own business.
2. Generate a Friendly, Responsive Environment
Don’t underestimate the impact of being friendly and responsive. Your attitude in
working with the customer, meeting their needs, and handling their requests says a
great deal about you and your organization to the customer. Plus, your responsiveness
– how quickly you respond to their objection and how well you meet their expectations –
will be an important decision point for any customer in whether or not they will be
persuaded to use your company. One good rule of thumb is to under-promise and overdeliver for your customers. You’ll be demonstrating an exceptional level of customer
service that they will want to experience again in the future.
3. Provide Evidence and More Evidence
You need to be able to demonstrate to your customer that you, your organization, and
your product or service are the best choice for the customer. Be able to explain precisely
how your offering will benefit the customer in ways that the competition cannot. Give the
customer testimonials from other customers and show them before and after scenarios
that prove how your product or service has made a difference for other customers and
how it can do the same for them.
No matter what you do, be sure that anything you share is fully verifiable.
4. Demonstrate Your Expertise
Who would you be more apt to buy from – someone who knows the basics about your
industry or someone who you see as an expert in your field? As you work with the
customer, demonstrate that you understand what you are presenting to them. Share
information that shows you understand their field, the upcoming trends, and the
challenges people in that industry are facing. You’ll instill confidence in the customer to
choose your product or service over the next provider.