How to Convince a Customer?

In our previous blog post, we explored “How to Make a Strong and Convincing First Impression?” in a sales conversation. Today, we’re taking it a step further.

We will focus on the core of the art of sales—how to convince the customer that our product or service is the right investment for them. We’ll explore key insights that will empower you to build a strong, persuasive argument during a sales conversation.

The PATH to our customers/clients and to building quality partnership relationships goes through PERSUASION, not coercion. The logos – pathos – ethos approach, rooted in Aristotle’s philosophy, can serve as an effective guide for convincingly engaging a customer.

This approach means the following:

• LOGOS: Prepare solid facts and build a compelling argument that clearly demonstrates why a potential customer should choose to cooperate with us and use our product/service.
• PATHOS: Pay attention to the emotional aspect of the conversation, understanding and addressing the customer’s feelings and needs.
• ETHOS: Ensure our credibility is front and center—customers are more likely to be convinced by someone they trust and respect.

If we know that the customer is asking, “WHAT’S IN IT FOR ME?”, we should answer with a persuasive ARGUMENT. Too many arguments can overwhelm the customer, so it’s best to prepare three to four strong points, each supported by solid evidence.

Likewise, we should anticipate potential counterarguments from the other side and prepare thoughtful responses to address them.

There’s an old rule that purchasing decisions are driven by emotions, with logical reasoning serving to justify the choice. Therefore, the role of  EMOTIONS in convincing a customer should never be underestimated.

Let’s put ourselves in the customer’s shoes—do numbers and statistics influence us more, or do we tend to remember and connect more with shared experiences, vivid descriptions, analogies, and compelling stories?

There are two main emotional triggers we can use: positive and negative. Research shows that customers are primarily motivated by either the fear of losing something or the opportunity to gain something.

Personally, I advocate for a positive approach, aiming to use positive triggers to shape my communication and relationships with both existing and potential clients. However, the choice is ultimately yours.

Everything mentioned above will not work if our CREDIBILITY as a salesperson is in question.

A customer evaluates credibility based on how much they can trust us and how competent they perceive us to be in the field.

That’s why, during a sales meeting, we should:

• Show genuine interest in the customer and their needs.
• Provide convincing evidence of our expertise.
• Clearly present what the customer gains by working with us.

The recommendation is to adopt a consultative-sales approach – be an advisor, not just a traditional salesperson!

It is essential that our PRESENTATION is based on:

• What we’ve learned about the customer’s needs, either before or during the sales meeting, and
• How our product/service can effectively address those needs.

Credibility is built on everything we have done or failed to do. That’s why it’s crucial to:

• Fulfill our promises—promise less, but deliver more!
• Develop the knowledge and skills that establish us as an authority.
• Work on our reputation by creating valuable resources for clients that can’t be found elsewhere.
• Offer guidance even when there’s little chance of immediate business gain.

Believe me, in most cases, it pays off!