The 7 Steps of Persuasion (that really work)
Much has been written about persuasion and whole libraries of books about sales – however, those people who are interested in learning about persuasion often run away screaming if you suggest they learn sales techniques.
I said no, I don't want to buy a hat
Strange really – as they are both the same thing!
People think sales is a ‘hard’ approach (in all senses of the word), whilst persuasion is often referred to as ‘gentle’.
Sales is pushy, persuasion is subtle.
OK – let’s stop all this – they’re both based on a process and this is how it works:
Step one – know your customer/the person you want to persuade – let’s call him Fred. What are their problems? What matters to them (even though they may not admit it)? What are they interested in? Find out about motivation – Maslow and Herzberg both have models that outline how most of us operate.
Step two – establish rapport. People buy people first and the product or service last. Remember that there are two elements to this:
People buy people they like
People buy people like them
That means you need to be friendly and likeable and you also need to know Fred well enough to communicate on his level, in a way that makes him feel comfortable.
That’s where social media makes relationship building easy – you can chat informally and get to know people easily this way.
Step three – be credible. Before Fred will be willing to buy anything he will need to feel confident that you know what you’re talking about and are one of ‘the good guys’. This can be achieved by testimonials, referrals and Fred having access to a lot of information about you and your business.
Step four – know your product or service. What it is, what it does and what Fred will experience emotionally when he’s got it. What are the carrots that you can dangle in front of Fred that will make his mouth water?
Step five – discover the art of asking the right questions. It never ceases to amaze me that people chat a bit and then try and sell me something. They rarely bother to find out if I’m in the market for it, or if I have an interest in doing business with them. No questions = no information = no sale! That applies when you’re trying to persuade Fred to do something too – if you don’t hit his hot buttons he won’t be moved to do anything.
Step six – know how to present your product or service in a way that will make it almost impossible for Fred to say ‘no’. In order to do that you have to take the information you’ve gathered from your questioning process, then match your product and service to the answers to the questions so you ONLY provide the information that’s relevant to Fred.
If you’re selling a car, for instance, find out what aspects Fred is interested in. If he’s concerned about safety, telling him about the 0-60 performance isn’t going to achieve anything, neither is waxing lyrical about the luggage space. He needs to know about anti-lock brakes, crumple zones, child locks, etc.
Step seven – find out what you haven’t answered yet. If you’ve followed this process thoroughly Fred should be champing at the bit to take action – whether it’s to click a link on your website, join your mailing list or buy your latest ebook or brand spanking new product. If he’s still dithering there’s something you haven’t told him yet – and he won’t take action until that piece of information drops into place.
Persuasion is a process – but it’s a sales process, and there’s nothing wrong with a good sales process. Far from being the means of hitting people over the head with a blunt object until they say ‘yes’, it’s more like finding out what people really want and then giving it to them.
It works in person and it works in writing – just follow the seven steps and magic happens!
Lesley
You can find Lesley on Twitter @Lesleywriter and over at her writing and presentation blog
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6 Responses to The 7 Steps of Persuasion (that really work)
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Hi Lesley
Agreed.
It’s not hypnosis or subliminal manipulation, either though they have been becoming more widespread. A friendly acquaintance of mine says to her friends:
“By all means go to [blank blank']s free seminar (I don’t want to give the name and end up being sued
…) but leave your credit cards at home.”
…because she knows that this person and his helpers immediately sign people up to programmes at £thousands a pop – on the back of those very same ‘free’ seminars.
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“People buy people they like
People buy people like them”
Agreed again. I’d also add “People buy people they want to be like”
Twitter: Linda_Mattacks
Great post, Lesley – persuasion has come a long way since the days of Vance Packard. Have you ever read his book that was published in 1957?
http://en.wikipedia.org/wiki/Vance_Packard
Suzan St Maur I lovingly typed…Cheer yourself up with some funny jokes about writing
Twitter: SuzanStMaur
I think persuasion is often mistrusted lest it be seen to take choice away, in fact what persuasion (selling) does is remove prevarication, procrastination and hesitation by being clear, personal and interested. The buyer can still choose to say NO thanks.
Jackie Walker I lovingly typed…Should you save your love for another?
Twitter: jackiewalker
When I was in corporate land I always said that all managers should have sales training to enable them to sell their ideas successfully to their staff, their bosses and other colleagues. That never went down well!
Lesleywriter I lovingly typed…Direct mail – the revival
Twitter: lesleywriter
Haven’t read that one Suze, thanks, I’ll put it on my book list! NLP was developed modelling people who were very good at persuasion. Some people do ‘it’ naturally, others have to work a bit, but if you work at it, it works!
Twitter: lesleywriter
Peter Thomson says you should hang out with the people you aspire to be like! If you hang around with poor people and losers that’s what you become (maybe some of the rioters should take note), it you spend your time with people who are successful (whatever that means to you) you will become like them. We are all sponges really!
Twitter: lesleywriter