DIPLOMA IN

PSYCHOLOGY OF SALES
 Diploma in Psychology of Sales

What is Persuasion?
It is not about intimidating or bullying someone into doing what you want them to do.
It is not underhanded.
You cannot persuade someone to do something they truly do not want to do.
However, you can put forward your argument in the best possible light to move someone to a
position they dont currently hold.
If there is a chance they want to buy, you will be armed with the tools and knowledge to make
this happen.
We do not refer to sales pitches or sales presentations. It is a sales conversation. The reason for this
is that we need to understand the customers overall point of view.
Change your sales approach If you can understand the customers point of view, then you can
align yourself with this persuade accordingly by speaking their language!

Definition of Persuasion: (verb) to use reasoning or argument to make

someone do or believe something.

Remember: There is no magic combination of words you can learn off to make people buy.
It is about understanding the potential customers view and incorporating this into the
sales conversation.
Persuasion should not involve you forcing your views on someone else. Its about finding a
shared solution. It is a learning process for the person doing the persuading! Fundamen-
tally, persuasion makes it easier for the customer to say yes to a mutually beneficial pro-
posal by framing your argument is such a way that they would be crazy to disagree!

Remember: People like to buy, but they dislike being sold to.

Person to Person
Changing Your Outlook: You need to change your outlook, we all do!

Consider this:
You cannot win an argument, even if you win it
The reason for this is that if the situation has been allowed to escalate to the point of an argu-
ment, you have already lost. The key is to persuade the other person and to make them want to
do something as opposed to coercing the person, so they feel they have to do it.

Say Goodbye to The Hard Sell - These days are long gone! People buy why youre selling first
and what youre selling second. The hard sell simply doesnt work anymore which is why
persuasion is so important, now more than ever.
 Diploma in Psychology of Sales

The 2 Parts to Persuasion: Building Rapport and Making Requests

1) Building Rapport:
This means putting a person at ease when in your company. In a sales conversation, the
sooner you can build rapport, the quicker you can advance in the persuasion process.
It combines these 3 things:

*Trust* *Comfort* *Safety*

It combines these differently for each person, because each customer and sales conversa-
tion is different. Finding the correct combination is important.

For the purposes of Sales, there are 3 Levels of Rapport.

Level 1: This is the beginner level of rapport. It involves being able to read a person at a
basic level and reflect their own opinions and ideas back to them.

Level 2: This is the intermediate level of rapport. This focuses on the persons ability to

2) Making Requests:

COMMUNICATION

YOURS THEIRS

PERSUASION

ART SCIENCE

FIND THEIR CURRENCY

QUESTIONS QUESTIONS QUESTIONS

 Diploma in Psychology of Sales

Communication: What is your communication style? What is the communication style of

the target of your persuasion? It is fundamentally important that these be matched up
correctly.

Persuasion: Both an art and a science. There are noble principles involved but understand-
ing how and when these principles are applied is an artform because everyone is different.

Find Their Currency: Test the water to see if the audience is going to be agreeable. How do
we do this? QUESTIONS, QUESTIONS, QUESTIONS!

When Should You Use Persuasion?

Persuasion techniques should be employed only when you feel fully prepared. This will
happen when you understand the other persons world and outlook.

Tip: To make your sales conversation flow more naturally and appear less rigid, practice on
friends and family!

Post-it Notes
The mighty post-it is a useful tool for persuasion. A post-it with a personal note personalis-
es the message. Emails are used all the time but a handwritten note shows youve taken
the time out of your day for this specifically!

Whats To Come?
Session 2: Rapport Level 1
Session 3: Rapport Level 2
Session 4: 6 Principles of Persuasion
Session 5: Asking Questions
Session 6: Your Tools

Thank you for participating in this weeks session! Please let us know if you have any ques-