Values and The Art of Persuasion

What Do Your Customers Value?

Compare successful entrepreneurs with unsuccessful entrepreneurs and you’ll find that the biggest difference between them is their communications skills – or more specifically, their skills of persuasion.

Successful people have the ability to connect with others, to build warm relationships with others, and to persuade others to do what they want them to do.

The greatest business leaders, spiritual leaders AND government leaders of all time ALL have at least one thing in common. They were ALL masters of persuasion.

Think of Bill Clinton. Think of Martin Luther King Jr. Think of Gandhi.

The power of persuasion is so important that the level of success you achieve in life is directly proportionate to your skills in persuasion.

Being a masterful persuader and communicator is about mastering the following skills:

  • Being authentic;
  • Building rapport;
  • Understanding and mastering the use of body language;
  • Understanding the laws of persuasion;
  • Using masterful persuasion techniques to get your point across; and
  • Mastering the sales process.

Values …

Whatever we do, hear, see, feel, touch or taste in life is filtered through our own set of values. Everyone views the world through their own set of “values-coloured” glasses. What one person thinks is amazing another person will think is repulsive.

With that, people’s values play a huge role in their buying decisions. In fact, every decision a person makes in their life is coloured by their values.

To determine a person’s values we need to ask questions.

Questions like …

What’s most important in your decision to buy a ________?
What’s the most important aspect of your owning __________?

And once you know someone’s values you can easily persuade them to buy. It’s simply a matter of communicating your sales message in a way that resonates with their values.

For instance, let’s say a mother is buying a new vehicle and she’ll predominantly be using it to drive her children to and from school, and you know that safety is her biggest concern. In this situation, you would mention the features and benefits that relate to safety.

For instance …

“Mrs Jones, since safety is important to you, I think you’ll really like the [xyz safety mechanisms – whatever it’s called] that give you twice the braking power of most other vehicles on the road.”

See how this might be very important to a mother with young children? And how the car’s speed/handling/style or some other features might be more important to other types of people?

So – by knowing what makes your buyer tick and then communicating the benefits of the product using their values system, your sales results will go through the roof.

About Kristina Mills:
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.

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