Let's Talk! Sales & Persuasion Language

By Eugene O'Reilly

There are general considerations when communicating with potential customers that can be a valuable guideline.

The first is a list of the six things that all people want:

• Health
• Prestige
• Better Relations with Others
• More Money
• Less Work / More Pleasure
• Freedom from Fear and Worry

To persuade someone to do or buy something the six common wants can be a guideline for providing reasons for them to take action.

If the customer can be shown that any one of the six wants will be fulfilled as a result of agreeing with your idea or buying your product you will be in a better position to finally convince them.

Strive to answer your customers' "Will I profit?" questions.

Everyone who resists buying or being persuaded is asking questions about whether they're going to profit or not. Prepare the answers they want to know. The next list is general questions to answer for the customer before talking to them.

Why - - - Show a plan of action. Explain the unique value of your service. Show them the advantages to gain and the harms to be avoided.

Where - - - Show them the direct benefits they will get from your service or product and the defects of what they are currently using.

Who - - - Let them hear the testimony and experience of satisfied customers.

What - - - Show them the result they get will be worth more than the cost of your service or product. Demonstrate a measurement of worth against cost.

When - - - show them they will profit today/now.

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