MASTER OF INFLUENCE-PART III: METHOD

Tom Reilly, author of Value-Added Selling

Persuasion is one-part message and one-part messenger; one-part content and one-part context. The message is chock-full of content. It meets context in method. Your method of persuasion is how you plan, deliver, and support the message you crafted in the previous Sales Bytes. It provides a setting, context, and backdrop for your substance.

Surround the receiver with your message. Increase exposures. In advertising, it is widely accepted that seven exposures increase the likelihood of the buyer acting on your request. One is fleeting. Two is barely noticeable. Three is not enough. Four is better. Five is making a point. Six is almost home. Seven is compelling. In this case, redundancy is good.

Create a positive sense of urgency. Urgency is a powerful motivator. It is why scarcity induces feeding frenzies. A compelling need, timing, and deals stimulate buyers. The effective use of this energy can help you find the commitment you seek from others. Use others to help make your case through endorsements. Humans are social creatures. When others whom we respect say good things about a product, it reassures us, lowering the perceived risks. Keep the other person actively engaged in the buying process. It creates positive momentum. Buyers who are actively engaged assume ownership and feel accountable for the outcome.

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