Three Ways To Persuade

I switched accounting firms a few years ago.

At income tax time, the CPA asked me for Occupation. I waxed poetic about consulting and the kinds of clients that I have.

He filled in the blank with "Salesman."

He was right. So much for my "boutique CEO" self-delusion.

I've always enjoyed the sales and marketing part of the profession and even did a stint as a regional sales manager for another global training firm. Many people cringe at the thought of "selling," especially consultants. I would imagine that they are the financially-challenged ones.

Everyone Has a Talent for Persuasion: What's Yours?

I'm convinced that the whole sales image thing can be traced to vacuum cleaners. They used to show up at the front door in the grip of a guy wearing a plaid suit, waxed moustache, and an easy payment plan that ran slightly longer than the one on your Toyota. (Actually, the Toyota guy was wearing the same suit). He wouldn't leave until you bought something. So, the average person's introduction to sales was all about being pushed until the white flag of surrender went up.

No moustache? No problem.

Whatever business you are in, your success depends on your ideas getting heard and acted upon. Period. And there is more than one approach to make that happen.

As a public service to humanity in general, here are the three distinct ways--talents--that offer the ability to persuade. (Note: these come directly from our proprietary assessment/autobiographical interview and are psychometrically valid and reliable in testing).

You may use more than one on occasion, but there is usually one at which you are most gifted.

1. Promoting. Do you find that you are really effective advocating an idea, cause, or another person (but not necessarily yourself)?

Promoters gain acceptance through their enthusiasm for a concept. At the end of a presentation they don't usually ask, "Will that be cash or charge?" Instead, they talk about how the listener(s) can get involved. They still "make the sale", but in a different way.

Related talent: excel at overcoming anger, negativity, and criticism. They know why they believe what they believe and can articulate it with discernible authenticity.

Is this you? Then become a first-rate salesperson by giving workshops, seminars, and briefings. Have a way for your audience to easily "get involved" before leaving.

2. Unifying/Negotiating.  Do you find that you are the go-between in sticky situations? Chances are you have the innate ability to understand the needs and desires of people or groups who need someone to pinpoint a common denominator within their issues. You're it.

This is a valuable talent but often isn't viewed in the "persuasion" category. Sales teams would be especially well-served to have someone with this attribute along when negotiating. They don't close. They allow for the close.

3. Selling/Recruiting. Do you find that you measure your persuasive success by the numbers? Then you probably are the closer and don't mind saying, "Will that be cash or charge?"

This talent bridges every aspect of organizational life, not just sales. HR recruiters, managers wanting capital or simply extra effort, and non-profit fundraisers all have to ask for the sale.

Take away:

Sales managers: Deliberately put together a team with all three talents represented. I don't have to tell you why.

Individuals: Identify where you are most talented and do your persuading in those situations; or, when possible, create the right situation. You just might learn to like it when you realize the benefits.

I'm curious. Have you ever thought about persuasion/selling in these distinct ways?

Dawud Miracle had a recent experience that illustrates the best of each.

For a look at what the Sales folks are saying, visit Brad Trnavski's Sales Management 2.0 network.

photo credit: www.arniesvintagecostumers.com/