5 Things about Sales and Persuasion I didn’t learn until recently

As a very intentionally genuine person, I always considered myself deeply ethical — wincing at certain overstepping moments I’ve had when I felt like I was mildly dishonest. Imagine my surprise when entering into sales development seemed to be crucial to my ability to fully succeed in my career. Would I have the fortitude to stand strong – to be strong and honest and good at the same time, while being persuasive enough to sell my services?

Join me on the journey of 10 things I’ve learned about sales and persuasion recently – and see if you’ve had an experience that resonates with any of these:

  1. What does feel a bit dishonest, but also fun about sales – is that if you’re extremely giddy to work with (or sell) someone you should likely avoid fawning over them. I had to curb my enthusiasm so to speak — but in the end curbing that enthusiasm is more likely to land work with a client I know I can truly help, and that seems to outweigh any weird feelings about pushing down my excitement (if I make the sale.)
  2. It’s OK if a client or customer has price objections, though you should definitely avoid discounting. Instead go up instead of down. According to Grant Cardone “regardless of how much your buyer talks about price, no one actually makes decisions based on price.”
  3. Doing something that is extremely effective as an individual does not always translate into the larger team – as according to Mark Galloway of Oppsource — Sales Development Software says “a defined, repeatable, measurable and scalable process is needed.” This means starting to create checks and balances in the form of documentation. At first this feels like a pain, but can quickly start to show its value when people are coming and going out of an organization and you have to get people up to speed quickly. A mature company doesn’t rely on individuals and personalities as much as it relies on trustworthy processes that will work even when many different kinds of people are operating them.
  4. You can be effected by the ‘frame’ of the conversation. According to the book Pitch Anything, things like the context of your situation (their office or your office), making the meeting shorter to establish a bit of power, and always focusing on relationship over little details about the sale will always be more persuasive, just by the nature of the way our brain works. The story of how the sale conversation is ‘framed’ is incredibly important to our subconscious.
  5. Speaking of which — avoiding spending time on great detail is crucial, because most people don’t understand what we do anyway, otherwise they’d be doing it themselves! If you sit on tiny details and super in-depth descriptions you risk setting of a prospects ‘lizard-brain’ which says that if someone needs to get all technical that they better listen up (and the lizard-brain is instinctual and often wants to use fight or flight methods.) Instead of going technical, focus on the relationship, enjoy the process with them – and always be agreeable with the prospect.

Hope some of these were useful to you — have a great day!

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