Selling Secrets, How To Persuade People To Buy, Sell Dreams




Getting People To Want To Buy from You

“Persuasion is the art of getting people to do what you want them to do, and to like it,” said Dwight D. Eisenhower.

Tap into people's dreams, adapt your value proposition accordingly, and link it to the realization of their dreams if you want people to buy your products or services.

Using Trust, Logic, and Emotions

Aristotle posited that for persuasion to be truly effective, three elements must be present: trust, logic, and emotions.

For a salesperson that means that to be persuasive, you need to:

  • establish trust by making good first impression and providing testimonials from highly satisfied users of your service or product;

  • present your case with indisputable logic, for instance, by using the tried and tested formula for building a logical argument:

(Benefits – Costs) x Risk x Strategic Fit x Compliance x Politics

  • give a tug to the emotions by being a helper and offering an opportunity to gain and an opportunity to avoid loss at the same time.

Perceptions and Positioning

People act on the basis of their perceptions of you and your product. Understand their perceptions and change the way they think and feel about you, if necessary. Position your brand in their mind firmly to turn them to repeat customers.