22 Şubat 2008 Cuma

The 3 Parts of Persuasion

In any sales or persuasion situation there are three main aspects that you need to take into account to become a master persuader. While persuasion is such a vast, deep and even intricate subject if you can learn to examine, develop and focus on these three aspects then you will be well on your way to becoming a skilled sales person and persuader.

The first aspect that you need to take into account is simply �you. You are the �Persuader and in many ways you are the most important part of the equation. As I have written in many other articles and in my book, everything starts with you. You need to control yourself. You need to control and choose your emotional states, your beliefs and your strategies. Fundamentally, �you are the only thing in the world that you can have any amount of control over. The sad thing is that most sales people have such little control over their states and over the beliefs, that they are setting them selves up for failure right from the start. For more on these elements please refer to some of my other articles on Persuasion and on Neuro-Action Technologies.

The second aspect is simply the opposite of you, your listener or what I call the �Persuadee. The �Persuadee is technically out of your control, but you can influence many things in them and about them. An example of this is their emotional state. For those of you who are in sales, think about some of the prospects that you have gone and pitched to. We all have had the experience of communicating with someone who is in a totally foul mood and is extremely negative towards what we are trying to persuade him or her of. The longer we let them stay in that state, the less chance we have of persuading them.

This is one of the fundamental aspects of persuasion that we all know at a root level if we think about this. Would you go and ask your boss for a raise when they are in a bad mood? No you wouldnt! You know this from your experience in life, but what happens if you are a professional sales person and you only get to meet some of your prospects once. What do you do if they are in a state, which is not conducive to buying? Simply put you have to take responsibility for changing their state. This is a fundamental skill that I teach in my �Persuasion Sales courses

Some of the other parts of the �Persuadee that you need to take into account are their beliefs, their values and even their identity. Each one of these has a big impact on how they will interpret and act on any messages or communication that you give them.

The last element of the three is the Message. This involves all the aspects of the way you present your message and the actual content of that message. This is where such things as language patterns and the way that you present your message comes into account.

Most of you know that often simply saying something in a particular way will make it much more acceptable than saying it another way. As good sales people we often discover these kinds of things by accident through presenting to many different customers and prospects over time. We begin to see what works and what doesnt. This is often the reason why sales people who have been doing the job a long time a better at it than those who dont have much experience. It doesnt have to be like this though. Through the use of modeling I have worked with many top sales people in particular industries to see how they deliver the �message. After taking these strategies and teaching them to other people in the company, including new recruits, they see a remarkable improvement in the performance of a team as a whole.

While this is just a very brief description of how these three elements work together, it does give you an overall picture to consider when you are persuading people in any situation. In my courses I go much more in depth of how to use this to guide you to better and faster persuasion in all situations.
For a diagram on how this works go to Persuasion Diagram

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