In Influence, Persuasion

Kurt Mortensen, Donald Kelly, The Sales EvangelistBreaking news! Trust is an all-time low among consumers right now.

And that’s pretty understandable with the overwhelming amount of information out there today and our customers being more well-informed even before they buy something.

The huge, huge challenge, therefore, is how do you master the art and science of persuasion and influence?

Today’s guest, Kurt Mortensen, author of the book Maximum Influence, takes us into the world of persuasion and influence and how we can improve on those skills necessary for generating sales.

Here are the highlights of my conversation with Kurt:

Kurt’s coolest sales experience as a customer at a suit store

Biggest mistakes people make when persuading someone:

  • It’s not about the closing skills.
  • Things have changed dramatically in the world of persuasion
  • Trust is in an all-time low
  • Access to information has changed everything
  • Seller vomits all over the prospect.
  • You go into the situation and you overwhelm the prospect with too many information
  • Talking too much, too friendly and too fast
  • Cheesy, outdated content

Causes of the big decline in trust in sellers:

  • People are more skeptical than ever before
  • Being bombarded with over 5,000 persuasive messages a day
  • Having access to more information

Strategies for Selling with Power:

  1. Adapt to and understand the prospect.

Studies show that when people like you and trust you, you have an 88% chance of persuasion.

  1. Help them persuade themselves.

Not only do you have to persuade them in the way they want to be persuaded but you also need to help them persuade themselves which is another important to your success.

Is rapport-building still important?

Initially no, eventually yes.

Teach them something new, different, and creative or something’s going to help them how you’re going to serve them upfront that they’ve never thought of before, that opens the door to having a need.

Once you’ve created a need or want, then you can build rapport and work through that.

How to start persuading today:

  1. Think about your image (clothing, color, website, brochure, etc.)

Up to 95% of persuasion involves a subconscious trigger. You will be judged for the first 30 seconds whether they’re going to buy from you or not. Emotional subconscious things have a bigger effect than logic salespeople use.

  1. Ask the right questions and listen.

Great persuaders ask three times more questions. They are consultants rather than salespeople.

  1. Change some of the verbiage.

Change the word “sales” to “consultant” to reduce resistance and empower salespeople to be consultants.

  1. Pause. Listen. Reply.

Salespeople hear the same objections over and over again so they tend to cut the person off and give them the answer which triggers arrogance.

  1. Verbal packaging

Every word you use will attract or repel people – contract vs. paperwork, sign here vs. endorse this, etc. Be careful with using words that freak your prospects out.

6, Learn more tools.

There are more tools you need to adapt and get them to learn how to sell with power. You’re not as good as you think you are and your people skills not as fine-tuned as you think. People don’t trust you as much as you think. Open your eyes to these to realize you need to change some things.

More laws of persuasion:

  • Foot In The Door technique (FITD)
  • Break down what you’re asking for into smaller yes’s to double the amount of sales you get
  • Go for the easiest yes’s first to make compliance much easier

Kurt’s Major Takeaway:

Sales is awesome. Have fun. You have a moral and ethical obligation to persuade people into salespeople. Develop your sense of humor. Humor and influence have an incredible correlation. Making your prospects smile can change everything as it changes their mood.

Episode Resources:

Check out Kurt’s books:

Maximum Influence

Persuasion IQ

Laws of Charisma

www.maximuminfluence.com

Listen to Kurt’s podcast at www.MaximizeYourInfluence.com to learn about the latest science and art  of persuasion and influence.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

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Donald Kelly, The Sales Evangelist, TSE Hustler's League

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