Understanding how people think and behave is key to mastering the art of persuasion and an essential ingredient to any successful sale. In this book, author draws on the work of social psychologists and behavioral economists to provide concrete, actionable items and transferrable ideas to each stage of the sales process. To begin, learn the eight psychological concepts that you can employ throughout the sales workflow: reciprocity, liking, social proof, authority, consistency, scarcity, compare/contrast, and because. Next, learn how these concepts play a role in the early stages of the sales cycle, as well as how they can help you realize the qualities of your ideal client, deliver presentations, handle objections, negotiate, close, and ask for referrals. Lastly, learn how to grow from each sale and continuously refine your approach.
What do you think persuasion is? The definition I hear most often from people is "to change somebody's mind." What if you want your child to clean their room? Do you want them to say, "That's a good idea? “Let me think about it?" No, you want them to clean their room. Aristotle, the famous Greek philosopher, told the world more than 2300 years ago that persuasion was the art of getting someone to do something they wouldn't normally do if you didn't ask. So how does this apply to selling? Well, selling is your attempt to convey that your product or service meets a need and is worth the price you're asking for it.
Understanding how people think and behave, and specifically what causes them to say yes can make selling much, much easier. This is where persuasion comes in. In this book on persuasive selling, I'll share with you eight psychological concepts that can be employed throughout the sales process. These concepts will make it easier for potential clients and customers to see the value in your offering. It cannot be overstated.
Persuasive selling is not about manipulation. It's not about pushing products or services people don't want or need. It's about helping people see their wants or needs more clearly, then communicating how your products or services satisfy those needs or wants using language that decades of research show to be most effective. Done right, persuasive selling is not just changing minds, but it's changing behaviors to create a win-win situation for both you and your customers.
Topics include:
1-Reaching out to prospects
2-Developing a rapport with customers
3-Making a good first impression
4-Giving a successful presentation
5-Providing the correct amount of options
6-Handling objections
7-Understanding the value equation
8-Closing the sale
