{"id":90317,"date":"2023-01-25T14:51:00","date_gmt":"2023-01-25T18:51:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=90317"},"modified":"2023-01-30T10:16:33","modified_gmt":"2023-01-30T14:16:33","slug":"sales-persuasion-techniques","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/","title":{"rendered":"4 Sales Persuasion Techniques for Conversational Selling"},"content":{"rendered":"\n<p>Looking for some sales persuasion techniques? What are the best techniques for convincing a customer to buy something?<\/p>\n\n\n\n<p>Author Phil M. Jones has written seven best-selling business books and emphasizes the quality of conversations as the key to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-persuade-a-customer\/\">persuading customers<\/a>. In <em>Exactly What to Say<\/em>, he shares his best sales persuasion techniques and key phrases that appeal to the customer\u2019s subconscious mind.<\/p>\n\n\n\n<p>Read on for Jones&#8217;s best sales persuasion techniques, according to the advice in <em>Exactly What to Say.<\/em><\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-jones-s-sales-persuasion-techniques\">Jones&#8217;s Sales Persuasion Techniques<\/h2>\n\n\n\n<p>Phil M. Jones has been a professional salesman since he was a teenager, in industries ranging from professional soccer to real estate. He does <a href=\"https:\/\/www.philmjones.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">motivational speaking events and trainings around the world<\/a> to help business professionals improve their communication skills. He has written seven best-selling business books and emphasizes the quality of conversations as the key to persuading customers.&nbsp;In this article, we&#8217;ll explain Jones&#8217;s sales persuasion techniques based on his book, <em>Exactly What to Say<\/em>, which focuses on the strategy of subconscious persuasion and key phrases that convince the customer to say yes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Is Subconscious Persuasion?<\/h3>\n\n\n\n<p>The common thread in Jones\u2019s advice for landing a sale is that all the key phrases target a subconscious tendency in the listener. Jones emphasizes that <strong>the phrases are meant to trigger a <\/strong><strong><em>reflexive<\/em><\/strong><strong> response<\/strong>, without the listener actively analyzing and thinking about what you\u2019ve said. Using this tactic gets people to agree with you faster and avoids time they might otherwise spend being indecisive and critical. For example, when you tell someone, \u201cJust imagine how happy you\u2019ll be when you add this item to your collection,\u201d the person <em>automatically<\/em> envisions this scenario and feels the emotion associated with it rather than focusing on a logical assessment of the purchase.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Strategies for Appealing to the Customer\u2019s Subconscious<\/strong><br><br>Research suggests that the <a href=\"https:\/\/hbswk.hbs.edu\/item\/the-subconscious-mind-of-the-consumer-and-how-to-reach-it\" target=\"_blank\" rel=\"noreferrer noopener\">subconscious brain is responsible for 95% of our decision-making when it comes to purchases<\/a>, validating Jones\u2019s emphasis on subconscious persuasion. Rather than using specific phrases to trigger subconscious responses, other business books emphasize presentation qualities that appeal to prospective customers\u2019 subconscious.&nbsp;<br><br>For example, in <a href=\"https:\/\/shortform.com\/app\/book\/the-psychology-of-selling\" target=\"_blank\" rel=\"noreferrer noopener\"><em>The Psychology of Selling<\/em><\/a>, Brian Tracy recommends <a href=\"https:\/\/shortform.com\/app\/book\/the-psychology-of-selling\/chapter-4\" target=\"_blank\" rel=\"noreferrer noopener\">presentation strategies for subconscious persuasion<\/a> such as keeping your office organized, conveying enthusiasm, asking expert questions, displaying open <a href=\"https:\/\/www.shortform.com\/blog\/body-language-crucial-conversations\/\">body language<\/a>, and controlling the conversation.<br><br>Similarly, Jordan Belfort\u2019s <a href=\"https:\/\/shortform.com\/app\/book\/way-of-the-wolf\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Way of the Wolf<\/em><\/a> recommends <a href=\"https:\/\/shortform.com\/app\/book\/way-of-the-wolf#techniques-using-tone\" target=\"_blank\" rel=\"noreferrer noopener\">appealing to subconscious biases<\/a> by using your tone to connect emotionally (for example, an intense, lowered voice stimulates a sense of urgency in the customer), dressing professionally, making eye contact, and adjusting your physical stance depending on the circumstances. For example, when selling to a person of the opposite sex, stand directly opposite the customer, and when selling to a person of the same sex, stand or sit at an angle to the customer.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">#1: Identify Your Customer Type Early<\/h3>\n\n\n\n<p>To make the most of Jones&#8217;s sales persuasion techniques, we&#8217;ll explain why it&#8217;s important to <em>first<\/em> identify your customer type. In <a href=\"https:\/\/shortform.com\/app\/book\/the-psychology-of-selling\" target=\"_blank\" rel=\"noreferrer noopener\"><em>The Psychology of Selling<\/em><\/a>, Tracy argues that before you begin using persuasion techniques, <strong>getting a sense of your audience early in the conversation helps you tailor your responses to the customer\u2019s personality and needs<\/strong>. Here are his <a href=\"https:\/\/shortform.com\/app\/book\/the-psychology-of-selling\/1-page-summary#know-your-buyer\" target=\"_blank\" rel=\"noreferrer noopener\">six common types of customers and how to best interact with them<\/a>:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The <strong>Reluctant Customer <\/strong>is cynical and uninterested. Spend minimal time with them.&nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The <strong>Certain Customer<\/strong> has a clear idea of what they want and how much they\u2019re willing to pay. Don\u2019t try to oversell them.&nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The <strong>Analytical Customer<\/strong> likes to move slowly to ensure they\u2019re <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-the-right-decision\/\">making the right decision<\/a>. <a href=\"https:\/\/www.shortform.com\/blog\/focus-on-the-details\/\">Focus on details<\/a> and give them thorough information.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The<strong> Relationship Customer <\/strong>likes to establish a rapport before making a purchase. Take an interest in them and ask lots of questions.&nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The <strong>Directive Customer <\/strong>is busy and practical. Get to the <a href=\"https:\/\/www.shortform.com\/blog\/core-message\/\">main point<\/a> quickly and tell them exactly how you can benefit them.&nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The <strong>Social Customer <\/strong>is talkative and friendly. Be cheerful and open with them, and get agreements with them in writing, so they don\u2019t forget their commitment.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">#2: Predict &amp; Avoid Customer Objections<\/h3>\n\n\n\n<p>According to Jones, one way to land a sale using a persuasion technique at the beginning of a conversation is to use the phrase <strong>\u201cI bet you\u2019re a bit like me\u2026\u201d <\/strong>to get people to <strong>agree to a baseline assumption and set the stage for them to accept your offer<\/strong>.&nbsp;<\/p>\n\n\n\n<p>For example, you could say \u201cI bet you\u2019re a bit like me, and you like to minimize the time you spend on administrative work, so you can do more interesting things.\u201d Jones suggests that when you use this phrase on a stranger, they are likely to simply agree because it\u2019s the easiest course of action. If they respond positively, they\u2019ve already agreed to something that should logically make them want to buy your product, so it\u2019s harder for them to refuse your pitch.&nbsp;<\/p>\n\n\n\n<p>Without this phrase, it\u2019s easy for the other person to say, \u201cI\u2019m not interested in that,\u201d in response to your offer, which is difficult for you to refute.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Common Ground as a Persuasion Technique<\/strong><br><br>In <a href=\"https:\/\/shortform.com\/app\/book\/thinking-in-bets\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Thinking in Bets<\/em><\/a>, Annie Duke describes a related strategy to persuade other people (not necessarily in a business context). However, rather than getting someone to agree with a statement because it\u2019s the easiest way forward, as Jones implies, Duke recommends <a href=\"https:\/\/shortform.com\/app\/book\/thinking-in-bets\/chapter-5#applying-what-youve-learned-from-the-group-outside-the-group\" target=\"_blank\" rel=\"noreferrer noopener\">finding something that you genuinely have in common with the other person<\/a>. This acts as a segue to convince the other person of something they disagreed with before.&nbsp;<br><br>For example, \u201cWe both agree that education is important, and my product is designed to help students learn better.\u201d The statement starts by establishing a shared value, making it harder for the other person to shut down the conversation. This strategy is more applicable when <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">making a sale<\/a> to someone you have some information about, rather than a random stranger.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">#3: Use Emotional Appeal<\/h3>\n\n\n\n<p>Because people are emotionally driven, another persuasion technique in sales is to leverage the customer&#8217;s natural desire to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-feel-positive-emotions\/\">feel positive emotions<\/a> and avoid negative emotions. Jones argues that when you use the phrase <strong>\u201cHow would you feel if\u2026\u201d<\/strong> you make people actually <em>experience <\/em>the emotion of the conditional scenario.&nbsp;<\/p>\n\n\n\n<p>For example, you can say, \u201cHow would you feel if you bought this product, and it helped you surpass your sales goal within six months?\u201d This language <strong>makes the customer feel a positive emotion in the context of your product<\/strong> and makes them believe that the described outcome is possible, motivating them to accept your offer to manifest that feeling in the future.<\/p>\n\n\n\n<p>On the flip side, Jones explains that appealing to a desire to avoid negative emotions motivates buyers as well. For example, \u201cHow would you feel if you passed up this opportunity and then later realized it would have helped you significantly?\u201d The question motivates customers to purchase the product to avoid the scenario you\u2019ve described and the negative emotions that come with it.<\/p>\n\n\n\n<p>Another sales technique to persuade the customer using emotion is with the phrase <strong>\u201cThe good news is\u2026\u201d<\/strong>. This phrase subconsciously stimulates positive emotions and makes people want to act on them by accepting your offer. For example, you could say, \u201cThe good news is, I can give you a special deal on my product for this one time only.\u201d The key phrase signals to the listener that something positive is happening, whether or not they were initially wanting that product. The positive feeling they experienced makes them want to capitalize on the good news by accepting your offer.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#4: Give Polarizing Options<\/h3>\n\n\n\n<p>Listing polarizing options is another sales persuasion technique to use with an undecided customer because it creates the illusion that they have to <a href=\"https:\/\/www.shortform.com\/blog\/be-decisive\/\">make a decision<\/a> between the limited options you\u2019ve given them. Jones claims that when one of the options is clearly framed as the best scenario, it makes it easier for the person to quickly choose your desired response.&nbsp;<\/p>\n\n\n\n<p>One example of how to use this persuasion technique in sales is to say, <strong>\u201cThere are two <a href=\"https:\/\/www.shortform.com\/blog\/three-types-of-people\/\">types of people<\/a>,<\/strong> those who let big opportunities slip by because they\u2019re afraid to take risks, and those who seize opportunities that will help them achieve their vision.\u201d People generally like the idea of achieving success, and they don\u2019t like the idea of being fearful and missing out on opportunities. Therefore, even if there are actually infinite types of people and potential outcomes, the customer is likely to accept your offer because they\u2019re motivated to choose the only option you\u2019ve given them with a positive outcome.&nbsp;<\/p>\n\n\n\n<p>Instead of letting the person agonize over many possibilities, this tactic encourages their <a href=\"https:\/\/www.shortform.com\/blog\/subconscious-brain\/\">subconscious brain<\/a> to choose your desired response without directly telling them what to do.<\/p>\n\n\n\n<p>(Shortform note: In <a href=\"https:\/\/shortform.com\/app\/book\/the-art-of-thinking-clearly\" target=\"_blank\" rel=\"noreferrer noopener\"><em>The Art of Thinking Clearly<\/em><\/a>, Rolf Dobelli explains the perils of having <a href=\"https:\/\/www.shortform.com\/blog\/too-many-options\/\">too many options<\/a>, validating Jones\u2019s tactic of presenting only two options. According to Dobelli, <a href=\"https:\/\/shortform.com\/app\/book\/the-art-of-thinking-clearly\/chapter-10#too-many-options\" target=\"_blank\" rel=\"noreferrer noopener\">having too many options to consider paralyzes you and fosters uncertainty<\/a>. Both of these reactions are related to humans\u2019 natural loss aversion (because the more options we have, the more we fear that we\u2019ll miss out on something we <em>don\u2019t <\/em>choose), as well as <a href=\"https:\/\/www.shortform.com\/blog\/john-tierney-decision-fatigue\/\">decision fatigue<\/a>, which occurs when analyzing options drains you of your ability to make decisions. Based on this evidence, it\u2019s beneficial to give a customer limited options for potential outcomes <em>and<\/em> limit the number of products for the customer to choose from.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Looking for some sales persuasion techniques? What are the best techniques for convincing a customer to buy something? Author Phil M. Jones has written seven best-selling business books and emphasizes the quality of conversations as the key to persuading customers. In Exactly What to Say, he shares his best sales persuasion techniques and key phrases that appeal to the customer\u2019s subconscious mind. Read on for Jones&#8217;s best sales persuasion techniques, according to the advice in Exactly What to Say.<\/p>\n","protected":false},"author":19,"featured_media":55545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,9,103],"tags":[881],"class_list":["post-90317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-psychology","category-sales","tag-exactly-what-to-say","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Sales Persuasion Techniques for Conversational Selling - Shortform Books<\/title>\n<meta name=\"description\" content=\"Looking for effective sales persuasion techniques? Learn how expert Phil Jones uses subconscious appeal and key phrases to boost sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Sales Persuasion Techniques for Conversational Selling\" \/>\n<meta property=\"og:description\" content=\"Looking for effective sales persuasion techniques? Learn how expert Phil Jones uses subconscious appeal and key phrases to boost sales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-25T18:51:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-30T14:16:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/11\/crucial-conversations-quotes.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"374\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emily Kitazawa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emily Kitazawa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/\"},\"author\":{\"name\":\"Emily Kitazawa\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/e094024454c7d3334a149c0cf039bdeb\"},\"headline\":\"4 Sales Persuasion Techniques for Conversational Selling\",\"datePublished\":\"2023-01-25T18:51:00+00:00\",\"dateModified\":\"2023-01-30T14:16:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/\"},\"wordCount\":1610,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/11\/crucial-conversations-quotes.jpg\",\"keywords\":[\"Exactly What to Say\"],\"articleSection\":[\"Business\",\"Psychology\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/\",\"name\":\"4 Sales Persuasion Techniques for Conversational Selling - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/sales-persuasion-techniques\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/11\/crucial-conversations-quotes.jpg\",\"datePublished\":\"2023-01-25T18:51:00+00:00\",\"dateModified\":\"2023-01-30T14:16:33+00:00\",\"description\":\"Looking for effective sales persuasion techniques? 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As a young adult, Emily graduated with her English degree, specializing in Creative Writing and TEFL (Teaching English as a Foreign Language), from the University of Central Florida. She later earned her master\u2019s degree in Higher Education from Pennsylvania State University. Emily loves reading fiction, especially modern Japanese, historical, crime, and philosophical fiction. Her personal writing is inspired by observations of people and nature.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/emily-kitazawa\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"4 Sales Persuasion Techniques for Conversational Selling - Shortform Books","description":"Looking for effective sales persuasion techniques? 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