Levi King is the CEO, co-founder, and chairman of Nav, a financial health platform for small businesses.
Imagine, if you will, a 22-year-old kid nervously pacing a small, raggedy apartment somewhere in rural Idaho. The apartment, which came furnished, rents for $300 a month.
The kid is sweating. He’s terrified. He’s been cold-calling potential customers for his new electric sign repair business, which, should it fail, will leave him with zero income.
He isn’t a born salesperson. He’s read a few books on the subject, but he’s also discovered—as all risk-takers eventually do—that practice and game day are two wholly different animals.
Suddenly, the phone rings. Sweating more grotesquely than ever, the kid picks it up. “King Electric Signs,” he says, praying his voice won’t crack. The person at the other end of the line asks to speak to the service department.
Put yourself in the kid’s place. You’re a very scared, very inexperienced young entrepreneur speaking on a landline with someone who may very well turn out to be a paying customer. Said customer doesn’t realize you’re quaking all on your lonesome in a postapocalyptic hovel—he thinks he’s talking to, you know, an actual business.
What would you do? As the real-life star of the story, I’ll tell you what I did—I went along with it. I said, “Hold, please,” set the phone in my lap, waited a few (shaky) heartbeats, placed the receiver back to my ear and in what I hoped was a convincing imitation of a totally different guy announced, “Service department!”
The Art Of Persuasion
Salespeople often get a bad rap. We’ve all seen some version of the stereotype of a slick, ruthless, lying SOB who would cheat their own mother if they got an extra buck out of it. But consider again the anecdote above—was I lying when I rallied my nonexistent acting skills and pretended to be two people?
Technically, I might plead guilty to having momentarily misled someone for a good cause. In the real world, where every second counts, where you learn as you go and where first impressions often mean the difference between failure and success, there is always a bigger picture to consider, the details of which are always changing. For salespeople, especially, the rule is adapt or perish.
Technicalities aside, my whole motivation as I sat sweating in that awful apartment was to reassure a future customer that I would be up to the job, any job. And I could lie my head on my pillow peacefully at night because that, at least, was the unvarnished truth. When you’re a) using all your powers of persuasion to convince someone that you can provide an excellent solution to their problem, and b) leaving no stone unturned in the pursuit of excellence, you’re probably doing things right.
Persuasively selling an idea requires a combination of communication, emotional connection and strategic techniques. Here are five powerful methods to help you convincingly present your ideas:
1. Storytelling
Storytelling is key to the art of persuasion. It connects you with your audience on an emotional level, making your idea more relatable and memorable. By weaving a narrative around your concept, you’ll create a lasting impression. Instead of simply listing features, for example, tell a story about how your idea solved a problem or improved someone’s life.
2. Social Proof
Using social proof involves showcasing how others have successfully adopted or benefited from your idea. This could be through testimonials, case studies or statistics. People are more likely to accept an idea if they see that others have already endorsed it. Social proof leverages the power of consensus, making your idea seem more trustworthy and desirable. For example, if you’re pitching a new software tool, share stories of companies that have increased productivity by using it.
3. Emotional Connection Through Emotional Intelligence
Emotional intelligence is crucial for understanding your audience’s feelings and concerns. By recognizing and addressing these emotions, you can tailor your pitch to resonate with your listeners. Emotional intelligence helps you gauge the mood of your audience and adjust your approach accordingly. If you notice skepticism, you can use empathetic language to build trust and alleviate doubts. This empathetic connection makes your audience more receptive to your idea.
4. Problem-Solving Focus
Focusing on problem-solving is a compelling way to present your idea. Instead of listing features, emphasize how your idea addresses specific challenges or needs. This approach shows that you understand your audience’s pain points and are offering a solution. By positioning your idea as a tool for overcoming obstacles, you make it more relevant and appealing.
5. Silence!
Counterintuitive as it may seem, silence can be a salesperson’s best friend. The fact that it seems so counterintuitive actually speaks in silence’s favor (pun intended). Silence can be unsettling. The longer it lasts, the longer both parties will want to break the silence—to say something, anything!
Once you’ve made your pitch to a client, shut your mouth and keep it shut until they open theirs. Psychology may not be the most exact of sciences, but it is predictive enough to establish general rules, one of which is that as the pressure mounts on your customer to speak, the pressure to say something—and what’s more, to say something positive—will mount simultaneously.
Again, while this last rule may superficially conform to the stereotype of a no-good, shifty-eyed salesperson, it’s only accurate to the point that you yourself are a no-good, shifty-eyed salesperson. If you believe in yourself, what you’re selling and—most importantly—that your customer will benefit from buying in, you can hold your head high.
By integrating these persuasive strategies into your communication, you can significantly increase your likelihood of success. The best proof I can offer in support of this statement is that if you happen to call my current company and ask for the service department, I solemnly swear that none of the voices you hear will be mine.
The information provided here is not investment, tax or financial advice. You should consult with a licensed professional for advice concerning your specific situation.
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