Five Persuasive Techniques Every Sales Rep Needs to Master

by Lee Gladish in June 7th, 2021

As a sales rep, you may find yourself employing the same routine each time you connect with a new client. Perhaps you’re using the same tactics you’ve employed for years, even if they don’t feel authentic to you anymore. Maybe you’re getting bored with the same old sales pitch, or your techniques don’t deliver the results you want.

If you’re ready to shake up how you do business or add a technique or two to your arsenal, read our list of the five most persuasive sales techniques.

Demonstrate that your client is important to you. 

According to a 55-year sales rep veteran, selling is both “a feeling and a thinking proposition.” In order to encourage your clients to be more open to considering your proposition, the first step is making them feel like they’re the most important person on your agenda. This includes common courtesies like giving them your full attention, meeting on their timeline, and focusing on their biggest pain points.

The idea here is to emphasize that you have your client's best interests at heart. In other words, how can I make this client feel important and taken care of?

Focus on meeting the client’s needs, not on yourself. 

One of the biggest mistakes a sales rep can make is focusing too much on themselves, their company, and their product in a sales meeting. Instead, tailor your meeting to be all about your client and what they want or need. How can your product solve their problem? Why is your solution ideal for the issues they’re experiencing?

This strategy requires more research than a traditional, one-size-fits-all pitch meeting, but it will re-emphasize how sincerely you want to earn the client’s business.

Help clients visualize the value of what you’re offering. 

Rather than using only numbers and figures, tell a story about how your product or service will solve the client's problem. This could involve walking them through a problem they’re having, and then demonstrating how your offer could improve that issue. Alternately, you could share a compelling true story from a similar company; ideally, choose a company similar to the client you’re pitching.

Encourage your client to do something small first. 

If you can get your client to agree to something, be it view a video or download a guide, you're on the road to establishing a selling relationship. This is because it’s human nature to repeat behaviors we've already initiated.

The National Association of Sales Professionals says, “This technique employs the fact that people tend to behave in a consistent manner, once they take a stand, they will act in ways consistent to the decision as a means of defending and justifying it.

Use testimonials to prove your product or service’s value. 

If you have a hesitant client, perhaps the best way to convince them to take action is to offer them social proof of other companies satisfied with what you’re offering. That’s why it’s important to collect testimonials from satisfied clients – so you can share them with prospective ones. Bring your testimonials with you to new client meetings, either on paper or as part of your virtual presentation.

Developing Toolbelt of Sales Techniques

There are two key rules in effective selling. The first is to remember that clients are individuals; no specific routine will work for everyone. Learn to speak your client's language. In other words, figuring out who the client is and identifying what they want before you determine the best strategies to compel them is key.

Next, just because a technique works for one sales rep doesn’t mean it will work for another. If a technique feels uncomfortable to you, don’t use it, or modify it so it comes more naturally to you. The best way to connect with clients is to be yourself.