Selling Skills that Trigger Persuasion
Deposits of Persuasive Behavior
Stephen Covey once said “we judge ourselves based on our intent, but we judge others based on their behavior”. And so it is that others do not know our intent and therefore must judge us on our behavior. Every relationship you have, whether good or not so good, are so because of the amount and degree of deposits and withdrawals that has been applied onto that emotional bank account. Unlike real bank accounts, our currency into these emotional bank accounts is our behavior. It is “how we do, what we do”. There are 12 behaviors, or selling skills, that trigger the emotional principles of persuasion. For example, Seek Understanding First is based on the concept of active listening. When people feel understood, they extend trust to the one doing the understanding. The key is to shift your intent to really understand the issue from the other’s perspective, but most have set their intent as “to reply”.
Another persuasive trigger is to Appeal to the Visual. You’ve heard the phrase “a picture is worth a thousand words”? Neuroscientist now knows that images reach the emotional parts of our brain 40 times faster than the things we hear. Pictures, props & demonstrations serve to trigger emotion and support the salesperson’s narrative.
4 Levels to Mastery
Whenever we attempt to learn something new, whether it is a new golf swing or a new way to sell, there are 4 levels we must pass through before we obtain mastery. 1st) unconscious incompetence: this
occurs when we are terrible at the skill and don’t realize what we are doing wrong. 2nd) conscious incompetence: once we receive some feedback we realize what we are doing wrong, but have yet to fully develop the skill to be successful. 3rd) conscious competence: this signals technical success. We understand the skill and are competent to achieve results. 4th) Unconscious competence: athletes call this being in the zone. At this level you are not painting by the numbers, you don’t even have to think about it. You know it & it comes naturally. The mistake many sales organizations make is taking a new rep, or a one in need of instruction, and having them shadow one of the very best reps . . . usually a rep that is in level 4 (unconscious competence). Level 4 reps consistently deliver results, but by definition they are in the zone and it makes it very difficult to teach that which they are unaware of to another. At Program on Persuasion® we have developed the practices needed to consistently persuade prospects to become customers. Take a look at the Process of Persuasion tab to see how this process works. Click on the button below to receive all 12 Triggers of Persusasion™.