persuasion

My Holiday Selling Advice? Keep It Clean

The holiday shopping season shifts into high gear this week with Black Friday, and it's time to share my annual seasonal selling advice: Don’t be one of those brands, companies, stores or individuals that skate the fine line between ethical and manipulative persuasion. Whenever I talk about persuasion — on my other website, at speaking

Create a ‘Thunderstruck’ Sales Moment

Logic makes you think. Emotions make you act. You’ve read that here on many occasions. Now, let me give you another way of creating emotions so that you can create win-win relationships with your customers. Retailing is a sensory experience. The sights, sounds, smells, textures and yes, even tastes found in a motorcycle dealership can

Make the Buying Process More Enjoyable for Your Buyer

Involve your buyer as much as possible in the sales discussion. This is just plain common sense; conventional wisdom holds that while people hate to be sold, they love to buy. Ask your buyer questions to make him enjoy the act of buying more. Here are some examples: “On a scale of one to ten

The Power of the Chiasmus: Why You’ll Want to Use This Fun Figure of Speech

Hearing “yes” in any type of situation — with colleagues and customers — is largely about appealing to the other person’s enlightened self-interest. One of my favorite ways to effectively do that is through the use of language, specifically a figure of speech called “chiasmus" [kahy-az-muhs]. A chiasmus is a verbal pattern in which the second

Black Friday Tip: Take Your Buyer’s Photo and Then Close the Sale

Black Friday is next week (Thanksgiving is early this year), so make sure your digital camera is fully charged. You’ll want to take lots of photos that day. You can literally put your buyer in the picture. I tell powersports retailers to take a digital photograph of their prospective buyers when they are considering which

Four Ways to Elevate Your Credibility

In a previous post, I wrote about four ways you can lose credibility. This time, I'll cover four ways to build more credibility in the eyes of everyone you encounter: 1. Realize that nothing breeds success like success. Publicize your successes, but don’t boast about them. Demonstrate your triumphs, relate your victories, repeat your progress. This

How to Successfully Sell an Idea

Selling an idea is a lot like making a persuasive presentation; the biggest difference is that ideas lack tangibility. You’re not soliciting donations, rallying for a raise or convincing an on-the-fence customer to choose between a new or a used model. Rather, you’re making something concrete out of the abstract. This requires some creativity on

How to Argue Effectively

I remember a long-ago staff meeting in which I was asked to share my thoughts on a proposal I didn’t much care for. I knew, though, if I were to argue and blurt out something like, “I think this is a horrible idea that could potentially debilitate our market share,” I wouldn’t have done myself