Importance of Persuasion Process

Written on 10th-Fabruary-2008

The way we convince everyone in normal life for different purposes. We need to Persuade them when the purpose is to sell something.

When it comes to selling-marketing, we need to understand Persuasion Process. If we carefully understand this process, then we can apply this process to get maximum result out of our every sales/marketing pitch. Whether it is direct marketing or traditional marketing, through mass advertising or person to person selling we need to master Persuasion process.

In the World full of cut-throats competition with hundreds of similar Product Brands, we need to have extraordinary marketing pitch in every media of marketing tools. There may be some question about how to master Persuasion, and when and where to apply?

So friends let me give you some very simple and catchy examples which could make this easy for you.

For example; as a sales man you visit a household on holiday afternoon in mid summer. There is so hot atmosphere, everyone out there are complaining about the heat and constantly try to dry perspirations on their body. Meantime you dropped there with a pack of an Ice-cream. You presented the box to the family and asked to open it and distribute the Ice-cream to all out there, as soon as those people start consuming the Ice-cream, they will feel relaxed for few moments and also will ask you for the brand of the Ice-cream. Here you tell them the brand. Once it is over open a new topic saying; I thing you need a better room cooler, this is one thing you people strongly require to cool your home which make you comfortable in summer and relieve you from excess perspirations and fungal infections, if you need a better quality cooler, I can suggest you one, and those out there will instantly ask, which one? And you tell them the Brand you are selling!

Now see; the result will be instant, positive and with a little effort, the sweet and cool intake of favorite Ice-cream changes the atmosphere for better. And as those people are at ease you can make them to realize that they need a better quality cooler for their body and skin protection the way they appreciate Ice-cream in summer to cool their tummy.

This is how you can Persuade people to buy your Cooler Product Brand. Do not directly make your pitch for any Brand at all. First make them comfortable with you, for that you need to pamper them, either with some freebies or with some very soothing and comforting words, if you have and art of doing that, then you put your Brand pitch as a suggestion. As soon as you realize that the prospective client is picking it up or start concentrating on your words and make further query about the Brand you suggested, you just convey the most important benefits of your Brand USP (Unique Selling Points /Proposition) and see, there will be mostly positive result at the end of the sale's pitch.

But today we can not offer freebies and gifts all the time to Persuade prospective customers. So we will have to create extraordinary Persuasive Marketing tools with carefully targeted pitches and Sales Promotion through different media like; Advertising, word of mouth publicity, Exhibitions, Direct mailing etc. with highly persuasive sales pitches.

To learn Persuasion you will have to be more practical rather then being theoretical and you will need to know how you are able to Persuade people for your monetary or professional gains you may sometime fail or less successful. Because every one has some strengths and some weakness, enhance your strengths, if you try to train your efforts to develop Persuasion process which complements your strengths to sell something, it will automatically dilute your weakness with the might of Persuasive pitch.

In the ever growing capitalism world over one will have to learn to Persuade people to meet their ends. In capitalism, best only survive! And to be the best you will constantly need to upgrade your Products / Services. Sometime it is possible and sometime it may not be viable, but through proper Persuasion technique you could overcome your Brand's limitations to your competitors. And instantly make people buy your Brands. World over so many Companies use Persuasion process to sell their Brands, to overcome pressures of competition as well as pressure of providing something new all the time and consolidate their market share.

But always make sure that you are here to create new markets for your Brand/s and there is no place for short sighted goals and approaches, since Persuasion is the matter of concerted efforts and not the magic stick you will need to upgrade and update required changes in your Persuasion process according to competition, product / service mix and the Market Conditions.

With concerted efforts, identified strengths of your Brand, strategically well defined campaign to support your marketing and sales forces create a wholesome process which results in to achieved sales target with healthy margins.

Make one thing sure; there is no short cut to Persuasion Process learning. It is a mix of practical understanding through test on different people /Markets in different regions of the State-Country you want to sell your Products / Services.

To further enhance Brand position, you will also need to give equal important to Branding of Any Product / Service to make the Persuasive pitches long lasting thorough Brand recall which could be achieved through recurring Advertising campaigns, Out Door Publicity, Mouth to Mouth Publicity, Exhibits, Direct mailing etc.

Bakul Valambhiya

FreemanKPO Consultants

url: www.freemankpo.com