The last two weeks, I shared how to better communicate with both your clients and employees.

Today, I want to take things one step further, and talk about persuasive communication. In business, a lot of the way we communicate is in an attempt to influence the actions or beliefs of others. Whether it’s trying to make a sale, asking the boss for time off, or convincing a client of the best way to proceed, you’re likely persuading all day long.

Even at home, persuading your spouse, children, and even pets can be as difficult as the most challenging customer!

And yet, most of us are never taught how to persuade in school. Unless you went to law school, or competed on the debate team, you might not be utilizing all of the skills and tools available to you as a persuasive communicator.

So let’s break down 4 hallmarks of good persuasive communication and how to employ them in any situation, and particularly in a sales process.

1. Reading Body Language

Despite what people are saying to you, if you want to know what they’re really thinking, pay attention to their body language. You likely already know a few signs that people subconsciously tell you, such as crossed arms signaling defensiveness or closing themselves off.

Here are a few others to watch out for in a business setting:

• Raised eyebrows signal interest and enthusiasm.
• Feet pointing or gently kicking toward the door signal wanting to leave – change your presentation.
• Leaning toward you shows interest, while leaning back shows lack of interest.
• Lips pursed means they aren’t telling you something.

2. Telling Stories

Stories are one of the most effective ways to persuade people, which is why talented preachers and politicians use this technique so well. You can throw out all of the facts and figures in your arsenal, but by sharing one success story, people see themselves as more likely to succeed as well.

That said, being an adept storyteller is not as easy as it sounds. It takes practice, particularly to get your point across and persuade as part of your story. Here are a few tips:

• Choose a story with a main character the person you’re trying to persuade can relate to.
• Use real life stories and support them with a few facts.
• Practice your stories in advance and weave descriptive words into them when you can.

3. Asking the Right Questions

Hopefully you are already asking questions in the sales process, but it’s important that you ask the right questions. Drilling down to find out…

• What’s keeping the person from taking action
• What problem they have (that you can solve)
• What they’re willing to pay or do for a good solution

…will not only help you make the sale, it will inform future sales calls as well.

Build on the questions as you go, so ask follow up questions to gently lead them in the direction of the sale. In general, ask questions like “Why?” and “How?” while avoiding yes or no questions until it’s time to ask them for the sale itself.

4. Framing Your Case

It’s not what you say, it’s how you say it. The way in which you frame your argument really does make all the difference in terms of how people see it.

When it comes to the sales process, this especially applies to the price. The same number can look like a boatload or a bargain, depending on the frame you put it in.

Here are a few different types of frames you can employ in your persuasive communication:

• Make a comparison to alternatives.
• Point out the risks of not taking action.
• Accentuate the positive – the reason we buy 90% lean ground beef rather than 10% fat ground beef!
• Remind people of how this choice lines up with their values or identity.
• Relate the choice back to their goals.

There’s one more aspect of persuasive communication that I have no doubt you’ve already mastered, and that is your credibility. By remaining honest, forthright, and worthy of respect, anyone you’re communicating with will perceive your credibility and you’ll be one step closer to persuading them.

Becoming a masterful persuasive communicator takes years of practice, and many of my Celeste Giordano Coaching clients come to me talented in one of the aspects listed above, but wanting to work on another.

As a result of our work together, they see phenomenal results. If you want to uplevel your communication skills so you can close more sales and DOUBLE your income, contact me today.

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Blueprint Magazine – Volume 4

“Celebrating Generations”

In this latest issue of The Blueprint, several articles focus on what to do as spring draws to a close and summer begins so that you can smartly meet your professional and personal goals. Articles are written by authors spanning all generations, filled with knowledge to inspire and motivate you.

Here is a sampling of what you will discover in this edition…

• The Best Gift Of All by Pauline Duncan-Thrasher
• Are We There Yet? by Joan Williams
• The Women of Global Change Youth Initiative by Cheyenne Hunt
• The Rise Of The New Economy by Cynthia Mabry
• In Life and In Work, Be Anything But Common by Celeste Giordano
• The Importance Of Reviewing Quarterly by Brigitta Hoeferle
• The Technology Buying Cycle: How Often Should Your Business Update Its Technology? by Jason Rush
• When It’s A Mistake To Hire A Writer & When It’s The Right Move by Katherine Copeland
• Ultimate Mission Impact: There Is Only One Solution by Sheree Allison
• and much more!

My hope is that The Blueprint inspires you in all aspects of your life – to grow your business, to prosper in your personal life and to serve the community and world around you.

Click here to subscribe for your free copy.

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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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