The Secret Sauce of Persuasion and Sales | Business 2 Community

 want to convince EVERYONE to act on my message.

-Anonymous Persuasive Speaker

Yes, and I want Ewan McGregor to show up on my doorstep and take me to Disneyland. It’s not going to happen and convincing everyone to accept your persuasive message isn’t going to happen either.

You can’t persuade everyone and sadly Ewan McGregor is not at my house.

It’s a noble goal (especially if you’re in sales), but you’re setting yourself up for failure. If there was a way to do this don’t you think Coke, Apple, and Sony would all be doing it? Yes, yes they would.

You might not be able to convince all people buy what you’re selling, but you can dramatically increase your effectiveness if you know who you are speaking to. How you ask?

The secret sauce of persuasion and sales 

The secret to being more effective at persuasion and sales is understanding your audience. Who they are and what they believe and how there beliefs align with your message.

Let’s open up my big, bad Ph.D. bag full of tricks and talk about a theory that can help you understand your audience better, so you can make more effective persuasion presentation. Let’s talk about Social Judgement Theory by Carl Hovland . I know “euw theory”, but this one will make your next sales pitch more effective so read on!

I’ve often extolled the virtues of audience analysis and building a relationshipwith people you are presenting to. When you are persuading or selling, this becomes even more crucial. You need to know who is in your corner, whose ambivalent and who is not going to buy what you have to say even if they were in the desert and you had the only glass of water.

You can break your audience up into 3 categories:

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Author: Michelle Mazur    

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