The word "persuasion" has gained a reputation it doesn't deserve. Many tend to associate it with advertising, propaganda, or downright manipulation. On the contrary, it forms the very foundation of an ethical sales process, and it's one of the most useful tools available for agents to help prospects understand the benefits of their products.
You'll be much more effective at sales and marketing if you take the time to learn the three paths to persuasion, some strategies about when to use each, and some techniques that will make you more effective.
Logically speaking
There are only three ways to persuade someone verbally. Regardless of the personality types, how many subliminal messages you try to plant in your conversation, or how many other pseudo-psychoanalytical tools you try to use, they'll all be based on one of three paths. The Greek thinker Aristotle discovered them almost 2,400 years ago and articulated them in "The Art of Rhetoric." The basic principles of how to persuade someone have remained the same over time.
The first path is logic. Logic depends on evidence or data plus reasoning. If you want to make the case that a new policy will save your client money, you'll need to provide some evidence that it's been successful in similar situations. Some forms of logical evidence include statistics, examples, case studies, analogies, and expert testimony.
But don't assume that facts or statistics will speak for themselves. People can interpret facts in different ways. One person may see a higher deductible policy as a way to save money, while someone else views it as increasing the burden on the policyholder. Make sure that the prospect has enough context to interpret the facts. A credit score of 720 will make no sense to a prospect unless they understand that individual credit scores may range from approximately 330 to 830.
Finally, remember the adage, "A man convinced against his will is of the same opinion still." In other words, some people cannot be persuaded by logical argument and you can't persuade them by browbeating them with how sensible your position is. Logical arguments tend to appeal to detail-oriented people such as accountants, financial planners, engineers, and those in technical fields. Recognize the limitation of logic and be prepared to try something else.
Getting emotional
The second path to persuasion is emotion. It's important to recognize that logic and emotion are not opposites. Fear, for example, is an emotion that may be associated with finances. Physical and psychological stress, unexpected or unforeseen problems, loss of a job, loss of the ability to produce income, catastrophic health costs, and the ability to provide for long term care are top concerns.
The opposite of fear is confidence. The more an agent can do to replace fear with confidence, the more successful you'll be at persuading your prospect. Show them how your suggestions will solve their problems and anxieties. Emotional appeals must be used ethically. Never try to make people fear worries that don't exist and only use fear when you can offer a solution that replaces the worry. Narratives and factual examples are excellent vehicles for emotional appeals.
Credibility factors
The third path to persuasion is credibility. Being credible means being recognized for your expertise as well as being liked. The two go hand-in-hand. An expert who isn't liked has little chance of making the sale and the well-liked person who has little knowledge will also be unsuccessful. Your expertise is the result of your education, training, and experience. Prospects and clients expect you to have knowledge. The likability factor is what will differentiate you.
Others will come to like you when they realize you share similar interests, goals, and objectives. People will also come to like you when they recognize that you have common dislikes or enemies. The enemy doesn't have to be a person. It might be the bureaucracy, a policy, or even a regulation. The point is, when you can demonstrate similarity, you become more likeable. Help prospects understand that you are an advocate for them, not for your company.
Which of these three paths is the best? It depends on the situation, your objectives, and who you're trying to persuade. You can sometimes use a combination of two or even all three. The most important thing to remember is to focus on the other person. What you personally find persuasive won't always be persuasive with the next person. Since you're trying to persuade that person, you'll need to customize your communication. Focus less on delivering your message and more on adapting your message to your prospect.
As the leading authority on the language of influence, Joseph Sommerville, Ph.D. shows professionals how to increase visibility, credibility, and sales by creating more persuasive messages. He is president of Peak Communication Performance in Houston and creator of the Smart Sales Talk system. Contact him at sommerville@smartsalestalk.com.
