Improving Sales Success: Use the 10 P’s to Increase Your Power of Persuasion (Part 1 of 2)
Are your sales leaders leading? Or are your people following poor leadership? If your teams are failing to reach objectives, then you need to read this article.
What makes any person a LEADER is their ability to set goals and achieve desired results. Leadership is no longer about possessing certain personal characteristics, but rather about the ability to set goals and achieve desired results. Leadership is about doing “those things” which lead to achieving results.
One of “those things” when it comes to sales leadership is the ability to persuade. Sales leaders must be able to use the power of persuasion and teach their sales people how to add power to their persuasive ability.
How can you add power to our persuasion? How can you become more effective at persuading your customers? Let’s look at the way the skilled professionals put power into their ability to persuade. I recommend you use the 10 P’s to create more persuasive power.
The 10 P’s are:
In this post, we will take a closer look at 1 through 5.
Shakespeare wrote “There is nothing good or bad, but thinking makes it so.”
Attitude is one the critical differentiators between people who succeed and people who fail. Charles Swindoll wrote “Attitude to me is more important than facts, it is more important than the past, than education, than money, than circumstances, than failures, than success…than appearance, giftedness, or skill.”
Creating a positive attitude is 100% controllable by each of us. Successful salespeople are positive people.
They have positive mental attitudes about themselves, the companies they represent, the products or services they’re selling, the prospects they’re attempting to persuade, the country they live in. They’re positive about everything.
Enthusiasm is contagious. When you’re excited about life and the work you’re doing, you can persuade with power, because you can get other people excited.
Successful salespeople have learned to direct their persuasive power toward people who have the resources to buy and have good reasons to buy what they are selling.
Professional salespeople pinpoint prospects that are likely to provide long-term profitability. They analyze the possibilities for cross-selling. They know that it takes an average of three calls to cross-sell an existing customer but seven to sell to a new customer.
In short, the powerful persuader targets all efforts at the person who has the resources, the motivation, and the authority to buy, and the potential for profitable repeat sales.
Red Motley, who started Parade magazine, said “the average salesperson will work like crazy to get an appointment and often they blow the opportunity with a poor presentation after the decision-maker has agreed to the interview.”
You don’t make sales to busy people by rambling on for 40 minutes about features and benefits. Usually, after such disjointed presentations, neither the salesperson nor the prospect can summarize what’s just been said.
Professional salespeople always do their homework. They know that the better they’re prepared, the more persuasive they’ll be when they have an opportunity to make a presentation.
They research to find out everything they need to know about the prospect. They plan what they will show and what they will say. And they practice, practice, practice. Mike Ditka, the former Head Coach for the Chicago Bears of the National Football League, described the difference between amateurs and professionals when he said “Amateurs practice until they get it right once. Professionals practice until they can’t get it wrong.”
Amateur salespeople complain furiously when they are beaten out by a competitor. How could that customer buy that overpriced, poor-quality product? He must be an idiot!
The customer was no idiot. The complainer was just outperformed by a more competitive salesperson.
Remember: People don’t buy; they’re sold. In fact, nothing is ever bought. Everything has to be sold. If you don’t make a strong presentation, you can’t persuade your prospect to buy.
Powerful persuaders are like stage actors playing to a full house. They are artists at making their presentations. They’re entertaining and informative to watch and hear.
To succeed in business, you have to make every second of every minute of your “action time” count.
Powerful persuaders are alert to everything that happens during a sales interview.
They are not preoccupied with personal problems, with airline schedules, or even with the next call they are going to make. They know that reaching a sales goal always begins with making the sale at hand.
Powerful persuaders tune into their prospects and look for the motivating forces in the life of each. Once they discover that motivating force, they play to the motivation.
To add power to your persuasion, learn to read your prospects and to discover the motivations they have to buy or not to buy.
In our next post we will address the next 5 P’s of the power of persuasion. In the meantime, if you are concerned about the power of your sales leaders, then check out the link below for more information about measuring the abilities of those leaders.