What do ethos, pathos, and logos have to do with sales? They're part of the art of persuasion. Learn how to master it and close more deals easier. These three classical modes of persuasion date back to Aristotle and are defined as:
- Ethos or the ethical appeal, means to convince an audience of the author’s credibility or character.
- Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions.
- Logos or the appeal to logic, means to convince an audience by use of logic or reason.
Source & More information: PathosEthosLogos
We know that you'd love to be able to master the art of persuasion.
After all, it's an incredibly important skill to have when you're trying to close a deal, sign a new client, convince someone to work for you, and when you're doing pretty much any kind of marketing at all.
If you do it right, you can master actively persuading people with your confidence and energy levels – but don’t mistake this for some magic wand, that wand's battery may run out or leave a buyer feeling they got "had". Do that and you may never see them again - or their friends.
You want to convince people that you are absolutely the best choice and that is the outcome of first having them trust you, like you, and see that you have the best solution to their problem. This topic is one we teach in one of our sales courses so we'll save the details of how to do this for the course. Now, back to persuasion!
[quotes]But even with all of this, you need to understand how to successfully persuade someone.[/quotes]
Remember that the goal here isn't to manipulate them, or to come across as pushy. Instead, show the realistic benefits of working with you and your business in the here and now. After all, if your prospect truly believes you have the best solution to their problem at a reasonable price and they like you, why wouldn’t they buy from you?
Today’s shopper is typically well informed, has researched you on the internet, and knows your competition. There are no shortcuts to success, only to scams. You must deliver value with authenticity and integrity or expect to get killed in today’s online social rating sites.
Even when you do everything right, you'll find buyers hesitate because they have been burned before by big talk and poor products and services from other companies. They are thinking “Will I get burned again if I buy?” It is your job to help them over that mental threshold to buy what they already know they want and need from the person they believe in. That’s where Pathos comes in, it's an emotional appeal.
Manipulation isn't what we are talking about, it's helping someone decide now to get what they know they want already. It's what an ethical closing technique does. Here are some you can easily apply immediately:
Create a Sense of Urgency
One of the most timeless and effective persuasion techniques – and the foundation of the art of persuasion – is creating a sense of urgency.
It’s perfectly logical when you really stop to think about it. You want to close a deal as soon as possible, and your clients want to have a solution to their problems and outpace their competitors as soon as possible.
[quotesright]Urgency is where these two worlds meet. [/quotesright] But remember: There's a difference between "urgency" and "desperation."
To get someone to close quickly, you need to tell them what they will gain by saying yes now as opposed to in a week. You also need to discuss what they'll lose if they don't say yes to the deal as soon as possible.
For example, if they walk away now, will they have to pay a higher price in the future? If they say no, is there a chance that the products or services you're selling will no longer be available?
What advantages will their competitors have over them if the lead chooses not to say yes to do today?
Above all, if they say yes today, how soon will they be able to start seeing results?
Talk Realistically
The mark of a desperate salesperson? Someone who makes false promises or sets unrealistic expectations.
Stretching the truth, or completely fabricating it, cause consumers to lose trust in your brand...or worse. [quotesright]It can also land you in some serious legal trouble and destroy the reputations of both you and your company. [/quotesright]
When you're making a pitch, or even just talking to a potential lead and feeling them out, speak truthfully about the benefits of working with you.
Talk about past examples of success. Provide references. Show them your web presence – and make sure you have a strong one. Focus on getting client testimonials and use them to boost your credibility and expertise.
[quotes]Above all, be upfront about what you can and cannot do.[/quotes]
Consumers are smart. They know when they're being lied to, and when you're making promises that are inconsistent with your company's size, revenue, and current phase of business.
Also, it doesn't hurt to subtly remind people that your competitors who offer "great deals" or promise the world but don't actually have the resources to make it happen.
Show Your Own Success
People grossly underestimate the power of their personal brands and images.
Think about entrepreneurs like Jeff Bezos, Steve Jobs, and Elon Musk. They're all personalities that project a serious level of intelligence, creativity, daring, and above all, confidence.
Remember that showing your own success doesn't mean carrying the most expensive handbag or owning the flashiest watch or sports car. (Though of course, those things are certainly nice.)
Instead, it's about projecting a high and positive energy, and encouraging clients to get on your same wavelength of thought as soon as they walk through your doors.
It's about getting them excited about the prospect of working with someone like you, because they admire you as a person and can palpably sense your confidence and success.
[quotesright]They want to share in that success with you. [/quotesright]
Talk about your personal experiences with clients, and don't be afraid to show a reasonable amount of emotion. After all, the tougher experiences and problems that you've worked through create a sense of empathy – and show clients why you're uniquely qualified to get the job done.
Bring Their Competitors into Play
Finally, it never hurts to bring up a known competitor of the person that you're persuading.
- Do your research beforehand, so that you can talk about the advantages that their competitors currently have over them. [quotesright]Talk about the potential gain that the competitor would have over them if they choose not to work with you. [/quotesright]
- Talk about the weak points that you've identified in their competitors, and how working with you will help your prospect to take advantage of those weak points.
- Finally, discuss how your plan or your products will help them to eventually outpace their competitors.
The Art of Persuasion: Wrapping Up
Above anything else, it's important that you make it clear that working with you is truly in their best interests.
[quotesright]Think of it like this: You don't need them, but you know that they need you. [/quotesright]
With that attitude, you won't just master the art of persuasion, you'll be able to conquer any business challenges that comes your way.
Looking for more advice about how to take your company to the next level?
Want to learn how to increase your profits and lower your operating costs? Want to understand how to measure success, find the right target market, and so much more? Of course you do – and we can help you make it happen.
Get in touch and let’s talk about your situation. There is no downside to learning about something that can literally change your future! USA: 877.433.6225 feedback@focalpointcoaching.com
