The past two blogs have been all about the tactics of Professor Robert Cialdini in his book The Psychology of Persuasion. The first two weeks were mostly about the What. Describing the tactics with a little of how to use them. This week, the last week on this topic, I am going to write further on the How of these tactics and how they can help you in your job.
We are all in sales in some way or another and it starts at an early age. I have been in the supermarket many times and overheard small children presenting very cogent arguments as to why their mothers or fathers should buy them whatever it is that they wanted at that minute.
During our day there are many times when we want or need to persuade people to comply with something we want from them. Though it’s not about being manipulative, it’s about being open and using these tools for everyone’s advantage.
In order to use these tactics you have to know your objectives. What you want to accomplish and what does being successful in this area mean to you, your customers and your bosses? What can you use that will accomplish your goals?
Think again about what you can do to create involvement with your customer. What can you give them to make them feel special. If you are dealing with customers you have worked with before, remind them of a past interaction when you were able to help them. If it’s a new customer, give them something they are not expecting that will please them.
Are you in sales? If so your best trait is a genuine interest in the customers you are talking to rather than your product. Plan to spend more of the conversation talking about them and less talking about the product. Although it seems counter-intuitive it will result in more sales. The caveat is that if you are getting a lot of one word or short answers, change your tactic. In this case they may want to know about the product. Though most people like to be asked questions.
Work on your listening and communication skills. Be yourself and act naturally. As George Bernard Shaw said, “The single biggest problem with communication is the illusion that it has taken place.”
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
