By Brian Rayner
JTB Online
Managing Partner
June 9, 2023
Recently, my mother-in-law commented about a pair of boots and socks I was wearing.
She criticized me for wearing winter boots and cold weather socks on a warm 85-degree day.
She failed to realize that they are not winter boots, but actually high-quality military-grade orthopedic hiking boots.
The socks I wore are very thick 100% cotton socks designed for maximum moisture absorption. I wear the boots because they offer great orthopedic support. I was in the US Marines and had to have 3 separate ACL and meniscus surgeries to my left knee. I wear the socks because it eliminates moisture on my feet, which can cause blisters and make it easier to contract foot fungus.
I changed her mind about the reason I wear thick socks and “winter” boots in warmer weather, by using science and logic to convince her.
My role is the founder and managing partner of an AI web development and ecommerce digital marketing company, and selling our solutions is one of my responsibilities.
A big part of what I do is using science and logic to change people’s perceptions, very similar to what I did to convince my mother-in-law, regarding my rationale for my footwear during the warmer months.
Logical Sales Persuasion:
In the world of sales, persuasion is key.
Often, it takes more than just charisma and charm to convince someone to purchase a product or service.
By harnessing the power of science and logic, sales professionals can effectively change perceptions and win over skeptical customers.
Let’s delve into the story of how a simple footwear conversation with my mother-in-law highlights the art of logical science-based persuasion and how it can be applied in the realm of sales.
“Sharing personal experiences, like my knee surgeries and military background, establishes trust and credibility. Sales professionals can relate stories of satisfied customers, testimonials, or their own journey to success. By connecting on a personal level, you create an emotional bond that enhances the persuasive impact.”
-Brian Rayner
Understanding the Customer:
Before attempting to change someone’s perception, it’s crucial to understand their perspective. By listening attentively and empathizing with their concerns, you gain valuable insights that help tailor your approach. Just as I engaged with my mother-in-law’s criticism, sales professionals should seek to understand their customers’ needs and pain points.
Presenting Facts and Evidence:
Science and logic form the foundation of persuasion. Just like I explained the technical aspects of my boots and socks, sales professionals should be armed with accurate, verifiable information about their products or services. Presenting facts, data, and case studies helps build credibility and instills confidence in potential customers.
Addressing Objections:
In the face of skepticism or objections, it’s important to address them head-on. Anticipating and countering objections with logical reasoning demonstrates expertise and builds trust. By providing clear explanations and supporting evidence, sales professionals can overcome doubts and win over even the most skeptical prospects.
Showcasing Benefits and Unique Selling Points:
Highlighting the benefits and unique selling points of a product or service is crucial to winning customers over. In my case, I emphasized the orthopedic support and moisture-absorbing properties of my boots and socks. Similarly, sales professionals should focus on how their offerings solve problems, add value, or improve the customer’s life in some way.
Building Trust through Personal Experience:
Sharing personal experiences, like my knee surgeries and military background, establishes trust and credibility.
Sales professionals can relate stories of satisfied customers, testimonials, or their own journey to success.
By connecting on a personal level, you create an emotional bond that enhances the persuasive impact.
Conclusion:
In the realm of sales, employing a pragmatic approach driven by science and logic can be a game-changer. Just as I convinced my mother-in-law about my choice of footwear, sales professionals can leverage these techniques to change perceptions and drive sales.
By understanding the customer, presenting evidence, addressing objections, highlighting benefits, and building trust, you can master the art of persuasion and close deals effectively.
Remember, the power of science and logic is an invaluable tool in any sales professional’s arsenal.