The Art of Persuasion

1. The Art of Persuasion

2. Selling is Persuasion Selling is persuading others to buy your proposition. Persuasion involves motivation aimed at inducing action (buying)

3. Principle of contingency benefits People are persuaded to buy things because they are motivated by their desire for the future benefits you offer them.

4. Principles of Suggestion • People accept any idea that enters their mind unless there is a contradictory idea that blocks its acceptance • People will act in accordance with a suggestion unless stopped physically. If they are merely indifferent, they would probably go along with the suggestion • The acceptance of a suggestion depends on the source of the suggestion • The acceptance of the suggestion depends on the intensity with which it is made • People are more apt to act on a recent suggestion than one made earlier • A suggestions is apt to be accepted, if it is repeated • People will believe a suggestion if they want to believe it, regardless of its merit • A suggestion that appears to be natural and spontaneous is more likely to be accepted than one which is apparently planned and contrived

5. Other means of suggestion • Suggestion through action • Direct suggestion • Indirect suggestion • Positive and negative suggestion • Counter suggestion • Pleasant versus unpleasant suggestion

6. Using emotion to stimulate prospects • Choice of words • Emotional appeals are more forceful in most instances than rational ones. • Using the right verbs and adjectives

7. The use of logic When should it be used? • Professional buyers • Technical buyers • In selling complex articles or propositions • When large expenditures are involved • In selling something new to the buyer