What is persuasion in sales and marketing
The ability to influence a person or group to change their attitudes, behaviors or point of view, this is the meaning of persuading. This is achieved by using stimuli such as arguments and gestures.
When humans communicate, there is almost always some persuasive aspect. In our friendships, work or family relationships, it is common that at many times we are persuading or being persuaded. However, not everyone recognizes what it means to be persuasive in marketing and sales.
In marketing and sales, cognitive biases are used as a great tool of persuasion. They are beliefs that we usually have unconsciously, and that influence when we make a decision.
But we must bear in mind that the meaning of persuading is different from that of manipulating. When persuading, the client is offered something that they need in an empathetic way. When manipulating, there is deception or information is hidden because only one's own benefit is in mind.
Persuasion in marketing seeks to make a product or service as attractive as possible to encourage its consumption.
When we talk about what persuasion is in sales, we go one step further. It is about listening to the client and whether your solution meets their needs. This means that you have to give them convincing arguments to close the sale. But the focus is not only on the data you provide. The way you communicate is also key.
The University of Michigan's Institute for Social Research overseas chinese in europe data analyzed how the way we speak influences people's decisions. Their conclusion was that when we speak, we are not always aware of how pronunciation and accentuation can affect the message. Therefore, it is not only important what you say, but how you say it. In other words, speech is essential if you want to make someone believe or do something.
In his 12 neuroinsights , business influencer Jürgen Kláric explains how there are other types of persuasion in marketing. For example, through sight. To do this, he shows how famous brands persuade by placing advertising elements in places that attract the eye.
When asked about the meaning of persuading on social media, Mauricio Benoist , one of the most successful salespeople in Latin America, highlights the importance of reciprocity and uses an example from his business consultancy:
“We have about nine hundred videos on social media. And people say, 'You've given me so much, the gifts you give me have worked so well, that I want to buy a course from you.' Their brain says, 'If the gift helped me so much, now what you're charging me must help me a lot.'”
When to persuade in sales
Throughout the sales process it is necessary to persuade with meaning or purpose.
From the moment you send the first message to a lead , until you close a sale and assure your client that their satisfaction is guaranteed. This applies to both face-to-face sales and sales over the phone or online .
It's all about building trust at every stage of the purchase. Here are some examples.
