Regardless of your title or position, persuasion is a critical function of your job.

Whether you need to persuade potential clients to hire you, persuade your superiors to take on your strategy, persuade your team members to put your plan into action, or write persuasive copy for products on your website, many careers in the 21st century rely on a skilled hand at persuasion.

And yet, when was the last time you took a course in persuasion? Or read a book on the topic? Or brushed up your persuasive skills? If you’re like most people, it was probably that persuasive essay you wrote back in your junior or senior year. Unfortunately, this is not a skill that is formally taught or honed for the most part, despite its importance.

So today, I want to share 5 age-old persuasion techniques that you can use in any setting to better make your case in order to sell more products and services, inspire the people around you, and expand your opportunities. These techniques have been used for centuries, dating as far back as Ancient Greece and Rome by famous and talented writers all over the world and they still hold true today.

1. Establish Credibility

Aristotle said, “Character may almost be called the most effective means of persuasion.” People want to know that they’re making a sound investment, and regardless of what you’re selling, they’re investing in you.

With that said, establishing credibility does not mean listing the experience on your resume. That’s not what will persuade people. They want to know that you’re a person of integrity, that your actions back up your words, and that you can be trusted.

Explain why you’re the right person to provide the product or service. What makes you uniquely qualified and what makes this solution uniquely appropriate? Share testimonials or case studies that back up your claims.

2. Tell a Story

One mistake that sales professionals and business owners often make is thinking that facts and figures alone will make the sale. As important as it is to back up your position with research and analysis, the human brain is far more convinced by the simple power of a story. Research has revealed that when we hear a story, our brains take it in as though we are actually experiencing what happens in the story, and that’s important in persuasion because when the people you’re convincing can picture themselves with your solution, they’re more likely to choose it with enthusiasm.

So tell a brief but relevant story that will help make your case. This could be a story about yourself and your experience or another client success story.

Another way to do this is by using metaphors. A good metaphor paints a visual picture in the person’s mind, and like any picture, it’s worth 1,000 words. A metaphor is memorable, powerful, and lends itself to being shared.

3. Appeal to Emotions

Although we might like to believe otherwise, especially when it comes to ourselves, people make decisions – even big, important business decisions – based on how they feel. It’s essential that you address the hopes, fears, and pain that go into any decision making process.

“When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” -Dale Carnegie

Some entrepreneurs want to skip pain points for fear of sounding too negative. I understand that concern as a positive person myself, but you can’t skip the negative. People don’t connect the dots on their own – they’re relying on you to remind them of their pain points and explain how your solution addresses them.

Think of it this way… If you don’t describe the problem, how can you provide a solution to it?

Finally, it’s important you also touch on the emotions people will feel if they agree to whatever you’re persuading them to do. Describe the positive emotions they will feel when they take you up on your solution.

4. Use Reasoning

This is where many sales professionals focus their time during the sales pitch, and it is important, but not at the expense of the other 4 techniques. Reasoning or logical appeals include listing the benefits of your solution, as well as describing the process or how it works.

How will things change as a result of your solution? Will your product or service make your potential client more money? Or save them money? Will it allow them more free time? What evidence do you have to support these statements?

Another important part of appealing to reason in the sales process is breaking down any barriers to the purchase. This includes explaining how the product or service is going to be delivered, any type of payment plan options, and whether there’s a guarantee. Breaking down these barriers and explaining the process will lower the perception of risk in your potential client’s mind.

5. Leave Them Wanting More

“Writing is 1 percent inspiration, and 99 percent elimination.” – Louise Brooks

Truly, that quote does not only apply to writing, but all forms of persuasion. Less is more when you’re trying to make someone take action. After all, if you don’t stop talking, they won’t have a chance to say, “Yes!”

So once you’ve confidently stated your case using the other 4 techniques – credibility, story or metaphor, emotions, and reasoning – ask the person to take you up on your offer. Then stop talking. Give them a chance to respond. Chances are, if you’ve used these 5 techniques that have passed the test of time, you’ll get the “yes!” you’re looking for.

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Do you need more clients and more revenue?

I am hosting an upcoming event: Building a Legacy Business Workshop with guest speaker, Deborah Fawaz. This interactive, practical, fun event is taking place at the 1818 Club in Duluth, GA, on September 17 from 10:00 am–2:00 pm. You’ll discover:

• How to build a profitable business that serves your highest core purpose
• The 3 C’s of a “Legacy Mindshift”
• How to move from selling to serving your clients
• The science behind why a first impression matters
• The ultimate system for generating more quality leads in the new economy
• A rehearsed, confident entrance into an interview, potential client meeting, or networking event
• An understanding of how your body language affects others
• A menu of fascinating conversation starters and suggested content
• A complete styling guide: what to wear to specific events, what does color say about you, and consultations about hair and makeup

Find out more about this event that could change the future of your career here.

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Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus^TM” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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At Celeste Giordano Coaching, I work with each client to implement the strategies they’ve been missing that will enable them to break through barriers preventing them from the success they know they are capable of. Contact me today to find your future clients who just don’t know what they’re missing.