Most people, at some point in our lives, have had to sell something, whether it be a product, service, or an idea to other people. One strategy common to almost all sales techniques is the art of persuasion. Persuasion is defined simply as communication intended to induce belief or action. In the sales world, persuasion is used to induce both belief and action. Salespeople want potential customers to believe in the product or service they're offering, and then they want those potential customers to commit to purchasing what they're offering. Persuasion is all about getting people to do or believe what you want them to do or believe. Traits to Hone for Successful Sales

Persuasion has probably been in existence as long as humans have been in existence; persuasion has been with us for as long as man has wanted things that another was unwilling to provide. While coercion connotes brute force, persuasion connotes skill, finesse, and maybe a little cunning thrown in for good measure. Persuading someone to buy the product or service you're offering requires many different character traits including:

· Sincerity
· Confidence
· Eloquence
· Honesty
· Believability
· Perseverance

I think you'll find that the most gifted salespeople possess all or at least some combination of these traits, and the possession of well-honed traits such as sincerity, confidence, eloquence, honesty, believability and perseverance are a must if you are to succeed in the business world.

Get Real

Many sales experts will tell you that one of the first and most important rules in selling is to sell only what you know. Some novice salespeople may think it's ok to try to wing it, but people can tell when you don't know what you're talking about. Your enthusiasm may win you an admirer or two, but it will not sell your product and it will not increase profits for your company. If you're trying to sell ski equipment, and you grew up in Key West and have never seen snow in your life, let alone been skiing, do you really think your audience is going to be gullible enough to believe what you're saying? Somehow, even if your audience, or potential customers, did not know your background, they would sense the lack of sincerity, confidence and believability of your words.

Know Your Customer

In order to be a successful salesperson and use persuasion to its fullest, you have to know your potential customer. You have to listen, ask questions, research, invest time in him, her, or them (a company, team, etc.). You need to show them that you believe in your product enough and care about them enough to go the extra mile. Learning about the customer's socioeconomic status, education, work history, physical (health) limitations or strengths, etc. will all help you to know him better. Knowing him better will allow you to better know what he needs (or wants) from you. It would not make sense to try to sell ski equipment to someone who will never be on a ski slope and will never be able to afford the luxury of a fairly expensive sport. Don't waste your potential customer's time.

In sales, the goal is to convince someone of how a business proposal, product, or service will directly benefit them; if you can do this, you will substantially increase your chances of making the sale. Be reasonable at all times, however. Most people have become cynical of the too-good-to-be-true deals and will likely question any claims that sound too generous. Be confident, not overzealous.

Persuasion's influence on sales is infinite and ubiquitous, and it is an art. Sales people can debate for hours over whether selling is an art, science or some combination of both. But knowing your audience, knowing how to persuade them, and knowing how to take them from that initial contact with them to the close of the deal is an art that can only be mastered with time, patience and perseverance.

About the Author

Please click here for more information regarding sales & marketing training in the Denver, Colorado area.