How do some people influence us so easily? They seem to effortlessly sway us into an agreement. Those razor-sharp, crystal cut people skills that acknowledge our importance and make us feel so special. You might call it the what’s-in-it-for-me clause that all great marketing and sales gurus just to seem to find in each of us so easily.
But how do you replicate this technique of sales influence?
What’s in it for them
Imagine the situation. The mother needs the child to get ready for school however, her demands for what she wants are ignored That is until she plants the seed of what’s-in-it-for-them.
‘Why rush later when we can leave now and we can get more choice of lunches from the deli, before the good ones are all gone?’. Is it a bribe? The lunch will still be bought yet the choice will be better made early. What does Mum want – to get to school on time. And we do this with every person we meet that we want to impress. We sell them something.
Rather than suggest what I want, add what’s in it for them.
Look at how on-line stores market their goods. “Only one left” or “prices will rise at the end of week”. The suggestion is that purchasing now saves you from losing something, and you gain the best deal. Yet we find another small device tucked into the last idea of suggesting a purchase.
Loss Aversion
People will hate the idea of losing something. We see this happening so much in relationships, in habits and in opinions. The fear of giving up something, that although it may be possibly harmful to us, losing it causes us to avoid the action.
The Official
Other areas where we are influenced is the act of the official. If for example, you walk into a doctor’s surgery and on his walls is an art gallery of certificates and licences you will be easily persuaded to follow their directions.
This idea can work wonders to sell the next person on in your organisation. “I will pass you to my colleague Phil, who has seventeen-years in solving issues like this.” The client is immediately sold on anything that Phil might suggest, having been persuaded that Phil is the expert.
Personality
Other areas that can influence us easily in the personality of the person you are dealing with. Have you ever met a salesperson you have just liked?
They make you feel a part of a friendship and engage you at such a level of communication you try to impress them. They almost bait you with ideas, that they are really glad to meet you, and oh yes forget the product I am selling, what brings you out today?
They share jokes about themselves and engage you with such rapport that minutes vanish into an hour, and before you know it, you have their product nicely locked under your arm and you’re walking away feeling pretty happy about the great deal you just made, and the top person you just impressed.
Don’t believe it? Watch how easily attractive salespeople can light you up and make you feel more important than their product.
And that’s the key isn’t it, the secret to being influential. It’s all about how you make the person feel.
Learn more about developing your sales skills or influencing effectively on one of our many sales training programmes.
