Becoming a More Persuasive Sales Professional – B2B Sales Essentials℠, B2BSE-20

Session Length: 5 hours | Target: All staff, all Levels | Prerequisites: B2BSE-1-10, 15 | Delivery: taught live only

This module explores the art and science behind persuasion to better understand what motivates someone to take action. Participant’s explore how the building blocks of persuasion, pathos, ethos, and logos, work in the human mind and heart, how they can be used in sales situations, and how emotionally intelligent people create persuasive messages.

Topics in Becoming a More Persuasive Sales Professional include:

• What is Persuasion and How is it Related to Intelligence?
  • The building blocks of persuasion: Ethos, Pathos, and Logos
  • EQ (emotional intelligence) versus IQ (intelligence quotient)
  • Persuasion and intelligence
  • Persuasion in advertising (exercises)
• Sales Opportunities That Call for the Effective Use of Persuasion
  • How your selling career has been and is being impacted by persuasion
  • Persuading versus overpowering a prospect
  • Persuasion in prospecting and rapport-building
  • Persuasion in needs assessment and presenting solutions
  • Persuasion in proposals and handling resistance
  • Persuasion in closing and post-sale follow-up
• Emotionally Intelligent Persuasion Methods, Strategies, and Tactics
  • The role of emotions in persuasion
  • Fear: it’s causes and positive responses
  • Creating prospect-centric word pictures and persuasive stories
  • Identifying the customer’s primary reasoning process (emotional or logical) and mirroring it
  • How to demonstrate being open and fair-minded in order to persuade
  • Using clarity as a persuasive element
  • Recovery strategies when admitting to a mistake