When selling, the development of the relationship between buyer and seller may be considered as three distinct actions:
Educate, Influence and Persuade.
Part 2: Influence
This is the second part of the series. In this blog we will be looking briefly at Influence.
Influence is key to selling, but how do you influence ethically? Clearly, from the ‘spin’ comments in my previous blog, it is very easy to stray over the line and end up misleading the prospect. ‘Positive Ethical Influencing’, as promoted by Salient, is an approach aimed at maintaining focus on being fair and honest with the customer.
The way you influence prospects and customers is key to the business relationship you are trying to develop. This relationship will define whether the customer will buy, and if they do, whether they will come back for more. Any evidence of exaggeration, hype, misdirection or simple lies will result in nothing coming your way and the likelihood of the door being closed to you for good. Be careful what you say!
This is not just true of sales, but also of life in general. What you say and what you don’t say; what you do and what you don’t do, all have consequences. Sometimes these consequences can be very positive and fulfilling. Likewise, depending on what you say or do, the results can be catastrophic. Be careful of what you say, and what you do.
Influence plays a great part in life, and in selling particularly. I have simply scratched the surface here. I will develop this theme in the future, but in the meantime, beware of misinterpretation or misunderstandings. Never mind business, wars have broken out on the strength of a misunderstanding or unfortunate phrasing.
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