Effective Sales Techniques: How to be Persuasive in Sales

Of all the sales tactics necessary to be a successful salesperson, persuasion tactics are probably one of the most important. Convincing others is part of a salesperson's day-to-day life and is essential when looking to boost sales figures. 

The art of persuasion is a mindset of its own and to master this skill requires preparation, practice, and persistence.

In this guide, we'll cover the importance of persuasion sales techniques and how salespeople can cultivate a persuasive mindset to ensure sales success when pitching to their prospects.

Let’s jump right in!

To ensure success in sales, it’s important to master the art of persuasion. Why? Because it can help you to build trust with clients, differentiate yourself from competitors, and close deals more effectively.

To establish trust with clients, use persuasive techniques such as social proof and customer testimonials. This can emphasize your expertise and ensure your prospects see you in a positive light. By demonstrating credibility, you can create a solid foundation for future deals.

To stand out from competitors, make sure to highlight your unique selling proposition.This might include your expertise, track record, or exceptional customer service. By persuading clients that you offer something valuable and unique, you can increase your chances of winning new businesses.

By becoming a master in persuasion techniques, you can become a more effective salesperson and achieve greater success in your field.

Listen to Shari Levitin’s Outside Sales Talk podcast episode, where she explains how salespeople can sell with authenticity and build trust with anyone.

As a field sales rep, you need to know exactly what you’re selling before you dive into your sales pitch. This will help you deliver a persuasive message and address any questions or concerns your clients may have.

To become an expert on your product, start by studying everything there is to know about it. Get to know how your product works, study product information, and analyze reports. This will help you understand the features, benefits, limitations, and drawbacks of your product, enabling you to anticipate objections during your sales pitch.

But don't just stop at reading about it - get hands-on! Use the product yourself to really understand the customer experience and identify any areas where improvements could be made. Then, share your personal anecdotes with potential customers, building rapport and trust with ease.

And don't forget to stay ahead of the game. Keep up to date on industry trends and developments by attending trade shows, reading industry publications, and networking with other professionals. This knowledge will help you tailor your sales pitch to address current industry needs and challenges and position your product as the solution that everyone needs.

Salespeople can also make a lasting impression on their customers using nonverbal methods such as presentations or brochures. 

One way of making these presentations compelling and convincing is through storytelling.

You can transform presentations into engaging narratives by writing like a true storyteller. Practice your writing like you would when writing a narrative essay at your college or school — the more you do the better you’ll get at it. 

This can help create more meaningful relationships with customers who will be drawn in by the story you tell them, allowing you great opportunities to close more deals. 

Human beings are hard-wired to take meaning from stories. By pitching your product in a captivating and alluring manner, you’ll genuinely connect with your prospects.

Listen to Park Howell’s Outside Sales Talk podcast episode to discover all about the art of storytelling in sales!

Aristotle's famous rhetorical triangle from his work, Rhetoric, can help you enhance your persuasive tactics in sales. 

Let’s take a look at its three components and how to apply them to your role as a field salesperson:

Establishing your authority and expertise is essential in gaining your customers' trust and confidence. 

For instance, you can mention affiliations with leading organizations or showcase endorsements from industry experts. 

By establishing your ethos, you position yourself as a reliable salesperson who knows exactly what they’re talking about.

Example: “The National Health Agency, which consists of hundreds of experts and doctors across the US, recommends using our product for better and healthier dental hygiene.”

Connecting with customers on an emotional level can greatly impact their decision-making process. 

Use metaphors, similes, and passionate language to humanize yourself and create a sense of empathy. By appealing to customers' emotions, you can forge a stronger connection with them and make your sales pitch more relatable.

Example: "Imagine the roof of your house is damaged by a storm. The rain is leaking inside your house and all of your belongings are getting destroyed. Think of all the memories those walls hold, and all the hard work you’ve spent making your house a home for you and your family. We at USA house insurance don’t want this to become your reality. With our house insurance, we cover you in the event of a natural disaster...”

If you're eager to learn more about the significance of emotional intelligence in sales, tune in to the insightful podcast episode Winning in Sales: Why Emotional Intelligence Matters, featuring Brian Burns.

However, as your relationship evolves, using emotional language won’t be enough to convince your prospects. You’ll need to connect with them on an individual level, showing that you understand their needs and care about them. 

Keeping track of all your interactions with prospects and noting down important details will allow you to connect with them in a meaningful and emotional way. Using an app to record your notes, such as Badger Maps, simplifies the process of logging customer interactions, ensuring valuable information is easily tracked. With seamless availability across all devices and automatic CRM synchronization, you’ll be able to easily access your data while in the field.

Appealing to customers' logic and rationale is important for providing factual evidence and justifying the value of your product or service. 

Utilize data, statistics, and personal experiences as testimonies to support your claims. Presenting logical arguments helps customers understand the benefits and advantages of the product you have to offer.

Example: “Our electric car will save you a lot of money over time, in as little as a year. With the average price of $2.35/gallon the annual cost of gasoline for the average car is $1,400 per year. In contrast electricity is priced at 12 cents per kWh which drops down the cost of recharging our electric car to an average of only $540 per year to charge. Which means you would save $840 per year!”

Once you've crafted your presentation using Aristotle's rhetorical triangle, it's time to focus on your delivery. Your personality and charisma can be just as important as the content itself. To ensure your effective sales techniques shine, follow these tips:

Pay attention to your tone of voice and adjust as needed. Vary your speed and volume to maintain interest and engage your audience. Additionally, use intonations and pauses strategically to emphasize key points and add impact to your message.

Dedicate ample time to practice your presentation, either on your own or with the help of family members or colleagues. If it's a 10 minute presentation or one that takes an hour practicing it beforehand will help you feel more confident and comfortable delivering your message. Seek feedback from them and use it to refine your delivery skills. Repeated practice will help you become more comfortable and confident in conveying your message effectively.

Take the time to anticipate potential objections or challenges that your audience may raise. Engage in debates with yourself or others to refine your arguments and prepare persuasive responses. By addressing objections proactively, you can strengthen your sales tactics and increase your chances of overcoming resistance.

Your confidence is key. When you exude confidence, people are more likely to believe and be persuaded by you. Maintain good posture, make eye contact, and speak with conviction. Cultivating self-assurance will help you establish credibility and establish a positive connection with your audience.

By dedicating time to practicing and perfecting your delivery, you'll find the perfect rhythm to ensure your prospects are wowed by what you’re telling them and move you in the right direction as you look to close the deal.

Conclusion

By implementing these actionable steps, you can enhance your effectiveness as a field sales representative and make a lasting impact on your audience.

Refining your delivery and honing your persuasive abilities can have a transformative effect on your sales performance. 

Remember, persuasion is not about manipulation, but rather about understanding your customers' needs and presenting your offerings in a compelling and meaningful way.

By continuously improving your persuasion techniques, you can navigate the challenges of the sales process more effectively and achieve unparalleled success in your sales career.