Persuasion skills are extremely important for sales and marketing professionals as they are paid not only to interact with potential customers but also motivate them to invest in organization’s products and services. Overall performance of marketing and sales professionals is measured by the number of clients they could tap for their company. Marketing is the most envied position because of the huge incentives they earn once the deals are closed but do we ever realize how much efforts actually go in convincing people and also influencing their behaviour and thought process? Show
Convincing clients is no cake-walk as it seems and one needs to be really good at it. Remember, marketing is just not forcing and creating unnecessary pressure but changing the beliefs and mindsets of people. If your best friend has a phone of Brand - A, you automatically would tend to have an inclination towards the same brand without even realizing that there are other brands available in the market which has better features. Now if you come across an individual with such a perception, how would you sell your Brand which is different from the brand, his friend is using? Being too pushy would not help. In such a scenario, it is your ability to persuade others which would not only earn you a new client but also appreciation from your superiors and co-workers. Persuasion skills help a marketing and sales professional to actually win over the hearts of clients who not only become their loyal customers but also bring in more clients along with them. In the above example, simply highlight what all benefits and extra features your brand is offering and let the customer decide himself/herself. Give ample time to the customer for his research and homework. Let him verify and also take the opinion of others. He /she certainly is going to do that, after all it is the question of one’s hard earned money. Do not claim anything which you would not be able to justify later on. If you are genuine and honest, your client will definitely come back to you. Persuasion skills are extremely important as it helps marketing professionals to change preconceived notions of their potential clients and make them believe in them. The first and foremost tip to convince a potential client is to look confident and also have adequate information of the product. Never badmouth your competitors. Such tactics no longer work in today’s scenario. Things are much easier when competition is healthy than stooping too low for numbers. Dress in a way which impresses others instantly. Wear something in which you feel comfortable rather than blindly copying others. You would never be able to persuade a client if you are not presentable and appealing. Remember, something which looks good on others may not look good on you. Another effective way of persuading clients is to understand their needs and expectations from a particular product and also address their queries. For example, you need to understand as to why your customer needs a certain product? In case of laptops, is it just to check his emails or to download softwares and applications? If his requirement is just to keep in touch with his friends through emails, why would he invest in a high end model? No amount of persuasion would help in such a case. Never try to fool customers. Do not sell products which you yourself are not convinced of. Many a times, marketing professionals do not realize the importance of practicing what they preach. Why would a client believe you if you try to sell him a Parker pen while you yourself are using a Sheaffer pen? ❮❮ Previous Next ❯❯ Related Articles
View All Articles Authorship/Referencing - About the Author(s)The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url. Imitation is the most sincere forms of flattery, at least, according to advocates of the “mirror technique.” By mirroring a target’s physical posture and gestures (while maintaining casual conversation), you can develop an unspoken bond with that target, making them feel that you two are “in sync.” Then, introduce a gesture of your own—if the target copies your gesture, you know you’ve gone from following to leading. Only now can you interject your own ideas in conversation, hopefully extracting a response of “That’s just what I was thinking.” So much of communication and decision-making occurs at the subconscious level, requiring marketers to consider the psychological underpinnings of purchasing behavior. By understanding the factors that apply at this level, they can be far more effective at persuading people to choose what they want them to choose (and buy). What is persuasion marketing?Persuasion marketing applies what we know about human psychology to develop techniques to market products or services. In this case, it specifically applies to the promotions aspect of the marketing mix, and builds on a customer’s impulsive behavior to lead them to purchase. In terms of Internet commerce, persuasion marketing includes how a web page is designed. Again, applying human psychology to web design—focusing on the part of the decision-making process that’s not consciously controlled—elements such as layout, copy, and typography, combined with the right promotional messages, encourage website visitors to follow pre-planned pathways on the website, and take specific actions, rather than giving them free reign of choice in how they interact with the website. (See also Consumer Psychology) Who implements persuasion marketing?Salespeople have been using persuasive techniques for as long as they have been around, and now work to translate these techniques on the web. Persuasion marketing, in fact, was a top subject discussed by keynote speaker Susan Bratton at the 2011 SES (Search Engine Strategies) San Francisco convention, attended by more than 1,000 marketing and advertising professionals. It’s a topic, and a strategic approach, that appeals to marketers in a variety of industries. If you have an e-commerce website, then you want to convert visits to sales—and persuasion marketing techniques ease that process. (See also E-Commerce Marketing) Elements of Persuasion Marketing
For what kinds of customers is persuasion marketing effective?One of the insights of persuasion marketing is that customers’ sensitivity to persuasive arguments varies according to a number of factors, including their immediate emotional state. Therefore, in order to increase the chances of converting a customer, a salesperson or marketer needs to look for a “persuasion window,” open one if they can, and make the deal before it closes again. Examples of Persuasive Windows
Consider a visitor who has just registered for a newsletter or promotion on a website and lands on a “thank you” page. Since that visitor has already engaged with the website and is in an “interactive state”, additional offers on “thank you” pages typically earn a 39% conversion rate. Another way to generate persuasive windows is to “alarm clock” a website. Many marketers design pages in a way that people have reasons to regularly check it to avoid “missing out” on opportunities or offers. When people visit a website on their own time, they arrive already open to persuasion. How is a persuasion marketing campaign developed?There are four primary elements of persuasion marketing: structured communication, storytelling, copywriting, and neuromarketing. Elements of Storytelling
Another major feature is testimony from other people. Businesses typically display customer testimony on therir websites, developing a “wall of social proof” approach. Businesses post photos of happy—and attractive—customers, so new customers are comfortable being associated with them. What career titles work with persuasion marketing strategies?Marketing ManagerWhat do they do?What type of salary should I expect?
Source: U.S. Bureau of Labor Statistics
Education and SkillsMarketing managers have at least a bachelor’s degree in marketing or business management, accompanied by several years’ experience using persuasive techniques in sales, advertising, or related fields. Education preparing them for this career includes classes in marketing, market research, consumer psychology, and business management. Advertising Account ManagerWhat do they do?
Education and SkillsAdvertising account managers typically require a bachelor’s degree in advertising or marketing, or occasionally journalism, and require some years experience in the field, with copywriting, graphic design, storyboarding, or similar projects. Educational background encompasses communications, video production, market research, and consumer psychology; and often involves an internship between school semesters. Web DeveloperWhat do they do?
Education and SkillsEducation for web developers varies from high school to bachelor’s degree, but in all cases require a thorough understanding of HTML and other web programming languages and publishing tools (including JavaScript, SQL, and Flash). Classes in psychology and graphic design are also important for learning what elements will help in developing high-impact web pages and content. How can a marketing school help you succeed?Our Recommended Schools
Persuasive messaging is an important component of all product promotions. A marketing program will specifically equip to create more effective marketing messages, by providing you with in-depth analysis of consumer behavior. In a marketing program, you’ll learn about the components of the marketing mix—product, price, placement, and promotion. To understand products, you’ll learn about research and development in a business setting. Classes in economics will prepare you for advising on price. For placement, you will learn about product distribution methods and logistics, and how to develop business relationships with resellers. Finally, promotion will focus largely on communication skills. In addition to taking specific classes on various communication environments, you’ll be required to practice and develop your communications and presentation skills in all of your classes. You’ll learn how to apply persuasive techniques to both verbal and graphic messages. Classes in market research and consumer psychology will further increase your ability to understand consumer behavior in the economic environment, and develop appropriate messaging for them. To learn more about what a marketing program can do for you, request information from schools with degrees in marketing, and don’t miss out on an this exciting and lucrative career. What is the similarity between direct and indirect formats for recommendations?What is the similarity between direct and indirect formats for recommendations? Both conclude with a call to action. The first part of a sales message should get the reader's attention.
Which of the following is another term for building credibility as the core of effective persuasion?Ethos, or the appeal to ethics, refers to the effort to convince your audience of your credibility or character. Before you can convince an audience to accept anything you say, they have to accept you.
How can a person establish credibility with his or her audience if the person is unknown to the audience?For example, if you are unknown to the audience, you can establish credibility through expertise by citing credentials and demonstrating knowledge.
How will establishing a clear vision and concrete goals help the team reach their goals?How will establishing a clear vision and concrete goals help the team reach their goals? By reminding the team why the work is important.
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