Persuasiveness
In this buying and selling world that we
all exist in, it is better to communicate clearly and persuasively than to
create animosity with our choice of words.
You may ask; how can persuasiveness be
considered a business principle to be followed?
It must be considered a principle because the choice of words and proper
delivery of these words can build a relationship, seal an agreement and open
doors for further discussion. Therefore,
persuasiveness becomes an absolute necessity for those untold millions in the
field of selling products.
There are ways to present your position
without offending someone’s intelligence.
In fact you can make your proposal quite appealing to those who may
require your products.
There are a couple of basic requirements
to good quality communication. The first
one is to know the other individual’s level of knowledge in the area you are
talking about. The second is to
understand their level of need. Then,
you must take your product or proposal knowledge and present it in such a
manner that it is appealing and clearly communicates how it will fill their
needs.
Be aware that the first response will
often be rejection or indifference if you have not established credibility with
your prospect. Some level of trust must
be established before a meaningful conversation can proceed. That trust can be created with your company’s
capability documentation, well written product literature, annual reports,
third party references and the communicator’s verbal presentation skills and
appearance.
Presentation skills can be demonstrated by
using the proper technical terms to precisely communicate the benefits of your
product. The use of powerful words is
necessary. Terms like confidence,
reliable, long-term, return on investment, leading technology, rock solid,
sought after and quality just to name a few terms that promote confidence in
your offering.
Avoid weak words like: I hope, I guess,
maybe, probably, iffy, unproven and experimental. I am not recommending untruthful statements,
just declarations emphasizing the benefits to the customer.
It is common to have your marketing
department write feature and benefit statements for your products. Then determine what the exact needs of your
clients are and present these statements to answer their concerns. This is an element of solution selling.
Avoid the hype and exaggeration that turns
off many prospects. Then confidently
proceed to describe why your product should be chosen over your
competitors. And avoid using your competitor's name. Avoid the emotional
involvement that leads to anger and rash statements judging your prospects
intelligence and wisdom. Keep in mind
that emotional outbursts frequently lead to lost business.
Be aware that people make decisions based
on both emotional and logical evaluation criteria. If you can determine how to help your
prospect avoid personal embarrassment, loss, or a hurt to someone or something
they care deeply about, then part of the emotional persuasion process is solved. Or if you can help them promote the cause of
a deeply emotional issue, then a large part of the emotional selling is also
completed.
Remember that business people are judged on the
quality of the vendors they select. A
poor choice reflects poorly on them, just as an outstanding choice makes them
look like a savvy professional.
I personally take great encouragement and
satisfaction when I sense a bond of trust developing due to the ability to
describe a product with accurate, honest and persuasive language. The ability to differentiate your position
with a clear description provides a winning ability that pays off personally
and professionally for many years.
Application:
Take an inventory of the responses you are
receiving from your prospects.
Are they negative and confrontational?
Make a sincere effort to put in place a win-win mentality in your
attitude and choice of words.
Trucon Communications
GDS@truconbd.com 512-529-7045
www.truconbd.com
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