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The Art and Science of Persuasion

Posted By Joseph Rosales, The Sales And Service Group, Monday, October 22, 2018



Certainly, some people are naturally more persuasive than others. Whether it is their passion, their experience, or just a knack for connecting...some people seem able to persuade people more easily.

And success in sales and in business is significantly influenced by the ability to persuade.


However, being persuasive is not just about having the "gift of gab". Good communication skills are essential and with the proper perspectives, a solid strategy and some effective technique virtually anyone can learn to be more persuasive. There is a lot of science behind how people are influenced and persuaded.  And some great news...the ability to influence others can be developed by most anyone with a desire to learn.


Robert Cialdini wrote in his best-selling book, Principles of Persuasion about the scientifically proven fundamentals of persuasion.  They are presented here in no particular order of importance.

·       Reciprocity - give before you ask to receive. This is so fundamental but is rarely practiced in business. It could be as simple as providing (not just offering) a customer a bottle of water, or some other gracious act that causes them to feel obligated to reciprocate. There are a million examples of Reciprocity at work in our daily lives...but suffice to say that if you invite someone to a party you are having you are more likely to receive an invitation in return.


·       Scarcity - whether it is limited time, or limited product availability, scarcity is a significant influence if properly presented that will persuade people to act. Consider the various ways Scarcity can be used to influence and persuade in your business.


·       Authority - this is not about being in charge. This is about causing yourself as an authority in a particular subject without seeming self-promoting. It could simply be one's experience gained in helping hundreds of customers select the right product for them, or displaying awards you have won for outstanding achievement.

·       Consistency - this speaks to the process of gaining small commitments along the way that will lead to a larger commitment (a yes) when the time comes to make a buying decision. Think

about all the "minor yes's" that could be gained along the way that might pave the way to the

bigger yes.


·       Liking - people buy from people and companies they like. However; just because you smile, have a polite introduction and talk about their favorite sports team, does not mean a consumer is going to like you. Being a sincerely nice person, smiling a lot and having a positive attitude is a great place to start.

·       Consensus - people like to buy what is popular. The ability to use Consensus is a very

subtle approach and must be done with balance, but suffice to say that Consensus is a very

powerful influence in the persuasion process and helps validate a buyer’s decision


I trust this helps shed some light on Persuasion and how it can help you in business and in life.

If you need help converting and applying these concepts to your specific business...please reach out

to me...I will be glad to help you!  Joseph Rosales

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Tags:  marketing  Sales  Sales Management  Sales Professionals  Sales Results  Sales Skills  selling skills 

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Anchor appointments can help you “gain” additional time in your day

Posted By Mike Leeds, Pro Sales Coaching, LLC, Friday, June 29, 2018

Sales Tip of the Week from Mike Leeds – Pro Sales Coaching

 Anchor appointments can help you “gain” additional time in your day

Let’s face it – most of us aren’t making money while we are driving to and from sales meetings. In larger metropolitan areas especially, many sales people waste huge amounts of time in their cars (or using public transportation) and are seeing fewer customers or prospects.

I suggest dividing your sales territory into specific areas or quadrants, and scheduling specific days to be in those areas. When laying out your schedule in this format, you can target accounts you need to visit on a proactive basis. Yes, there are occasionally going to be those days when you have to drive from one end of the metro area to the other based on customer need; however, these occurrences can be dramatically reduced with effective planning. Start with setting up a primary appointment in the area (an anchor appointment) and build your schedule from there. Ultimately, this technique is most effective used when a sales professional can spend an entire day in a single office building or business park (and never need to move their car).

I have found that customers are very understanding when you share with them the day(s) you will be in their area. Of course, if it’s an emergency situation or a customer schedule issue – you make that work. Also, if you haven’t scheduled that particular day yet – this could be your anchor appointment.

The results are more productive time management (so you can focus on what’s important to you), higher quality appointments (since they’re planned and thought out), and a reduction of your expenses (like gas at $4/gallon).

 Have a Successful Sales Day!

Tags:  Customer Service  Data Gathering  Increasing Sales  Needs Analysis  Networking  Professionalism  Relationships  Sales  Sales Coaching  Sales Commission  Sales Goals  Sales Management  Sales People  Sales Professionals  Sales Questions  Sales Quotas  Sales Results  Sales Skills  Sales Teams  Time 

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Hit your Goal - and blow your Quota away

Posted By Mike Leeds, Pro Sales Coaching, LLC, Monday, January 15, 2018

Sales Tip of the Week from Mike Leeds – Pro Sales Coaching

 Hit your Goal - and blow your Quota away


We’re halfway through the first month of 2018. Let’s knock it out of the park this year! First, let’s discuss some semantics…


Many times, I hear goal and quota used to describe the same number, when personally I think they mean different things. Managers and Sales Representatives - please consider these definitions when you are setting your numbers (and reviewing your performance) for 2018.


Quota (a.k.a. objective or target) is the minimum sales expectation for the year. This attainment could result in maintaining your employment status and meeting established compensation levels. All managers usually have their own team quotas and then set quotas for the sales team. If you work on your own, I still believe you should establish your own personal quota for the year. These numbers can be used to track your progress, gauge profitability, celebrate your success, and forecast future months.


 Goal is more aspiration in nature, and is a number greater than the actual quota. This attainment could result in increased compensation and higher recognition levels.


For example, a sales representative that has a quota for 2018 of $1,000,000 in new revenue may want to have a goal of $1,200,000 for the year. If all months are the same (which they rarely are), this would mean the rep would hit their quota in October, and could use the last 2 months of the year stretching for their goal and making additional commission.


Many years back, I read that the Phoenix Suns had a goal of scoring at least 30 points in each quarter of the game. Their belief was scoring 120+ points per game should translate into a high percentage of wins (it did, but please note that defense is also important). Their minimum expectation (quota) was 25 points per quarter which they believed should still keep them in the game and give them a good shot at a win.


If you just aim for your quota and you miss, you may find yourself below the minimum expectation.


By shooting for a higher goal, you’re looking beyond the minimum expectation. If you happen to fall just short of your goal, you should still hit your quota.


Aim high in 2018!

Tags:  Increasing Sales  Phoenix Suns  Sales  Sales Coaching  Sales Commission  Sales Goals  Sales Management  Sales People  Sales Professionals  Sales Quotas  Sales Results  Sales Skills 

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What Sales People Can Learn From Freeway Construction

Posted By Mike Leeds, Pro Sales Coaching, LLC, Thursday, June 9, 2016

Sales Tip of the week from Mike Leeds- Pro Sales Coaching

What Sales People Can Learn From Freeway Construction

I respect that a lot of education, training and thought goes into designing and engineering freeways. However, this topic is coming from the frustrated commuter inside of me.

My issue... Why is a freeway built with 8 lanes, when everyone knows it's not enough to handle the traffic? The land is available, the zoning is approved - so what's the deal? I know it's probably budgets - but remember, I'm speaking as a commuter.

Then, a few years after the freeway opens - they put up barricades, reduce the traffic lanes and reduce the speed limit while they build more lanes. Even better, they need to widen overpasses/bridges (which is a real mess, and appears to be a major construction project). Okay, so lane expansion is one thing, but how about at least originally building an overpass for 12 lanes (thinking you may need it in the future). The freeway can still start at 8 traffic lanes, but it's easier to complete the expansion construction later. Adding lanes is a project, but the whole overpass/bridge thing is much more involved.

In sales, organizations should always be keeping an eye on what's ahead, as well as what's in front of them. Does the company have the capacity to handle future business? You don't want to overbuild your business, but you want to make sure the business is scalable and you have expansion plans in place to accommodate customer need.

One of my favorite sayings is that no matter how successful you are today, it does not guarantee how successful you will be tomorrow. I also like the quote from one of my favorite movies Field of Dreams - "if you build it, they will come."

Plan ahead, and make sure the infrastructure is in place for the short term, as well as long term future.

Happy Selling!

Tags:  Communication  Increasing Sales  Perception  Planning  Sales  Sales Coaching  Sales Commission  Sales Goals  Sales Management  Sales People  Sales Performance  Sales Professionals  Sales Quotas  Sales Results  Sales Skills  Scale 

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Creating Awesome Customer Loyalty

Posted By Mike Leeds, Pro Sales Coaching, LLC, Wednesday, June 1, 2016

Sales Tip of the Week from Mike Leeds – Pro Sales Coaching


Creating Awesome Customer Loyalty


If you want to stay on top of your game, you need to know what your customers think of your company as well as the products and services that you provide.


Getting feedback from customers can help you understand future purchase potential, consider product or service enhancements, and help determine commission or bonus plans. Overall, when reviewing customer service levels, we find three major categories of customers:


·         Highly satisfied customers tend to tell many people about their experiences, make recommendations to others about the company, and usually return for future purchases.


·         Satisfied customers tend to tell a few others, but generally don't go out of their way to recommend the company, and may return for future purchases. However, other competitive offers may impact the amount of future business.


·         Dissatisfied customers tend to tell the largest number of people about their unsatisfactory experiences, will make recommendations to others that they buy from different companies, and most likely won't return for future purchases.


Strive for highly satisfied customers who perceive your service levels as excellent. This ultimately translates to customer loyalty. In a competitive marketplace, satisfactory is not good enough. You need to stand out, and be considered excellent in your field. This will help build a loyal customer base that will continue to purchase from you, and be extremely valuable in regards to referring you to others.


Activities to consider when creating customer loyalty:


·         Always exceed any commitment you make to a customer, be specific when discussing times/dates and be aware of your customer’s work hours/time zone.


·         Ask for feedback early in the process so you can resolve any issues before it becomes too late.


·         Create short surveys or feedback requests (5 questions maximum), and add space for specific comments. Scores are good, but customer comments will be more valuable to you.




·         Let customers know why you are looking for their feedback; consider sharing some of the results of your findings, and any changes you plan on making. Be appreciative of their time and feedback, and most importantly, make this an opportunity to once again thank them for their business. 


Activities to avoid when creating customer loyalty:


·         Don't over-survey your customers, but consider having a feedback link in your website to supplement input from your customers.


·         Don't bribe all of your customers with a gift for completing a survey. This could slant the results, and could look desperate. If there is a drawing for a single prize, make it public so people know it's legitimate.


·         Don't ask customers to submit their survey directly back to you. Consider an unbiased third party to collect the data for you. This helps your customers know your feedback request is both genuine and legitimate.



Asking for feedback is great; however, if you're not going to listen to what your customers have to say - don't ask. It's a waste of their time and yours. Be willing and prepared to implement changes in your business, and understand that inflexibility may lead to unsatisfied customers - and lost business potential. 


The goal of this topic is to help you keep your highly satisfied customers at that level, and move the other customers (satisfied and dissatisfied) up one level.

Tags:  Customer Service  Data Gathering  Increasing Sales  Loyalty  Networking  Relationships  Sales  Sales Activities  Sales Coaching  Sales Commission  Sales Goals  Sales Management  Sales People  Sales Professionals  Sales Prospecting  Sales Quotas  Sales Results  Sales Skills  Sales Teams 

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