11 Principles of Business Persuasion

Persuasion is the ability to convince others of something. In business, persuasion is showing potential customers why your product or service are essential to them.

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1. Speak to One Person

A relationship begins with two people. No matter whether it is a business, friendly or romantic relationship. So approach your potential customers personally. Prefer the you.

2. Get to Know Your Customers As Good As Your Best Friend

Gather all the information you can about your customers. Make it your mission to learn one new piece of information about each customer every time they visit. Keep the information safe in a CRM system.

3. Know Your Competition and Find a Way to Outclass Them

Keep up to date with the innovations and new features of your competitors. Find their strengths and the reasons why customers buy from them. Take their strengths and improve them so much that customers prefer to buy from you.

4. Write Like You Talk and Talk Like a Friend

Talk and write at eye level with your business partners and customers. Talk about personal events as well. Use only words that you would use in a normal conversation. Keep your texts and language simple and understandable.

5. Own a Phrase in Your Cusomers’ Head

Work to be remembered by your customers and business partners for a very specific thing or phrase. When they think of that thing or phrase, you want them to associate it directly with you and your business. It can be several things, but start with one.

6. Talk about the Beneftis of Benefits

Explain why your product or service is better and what the benefits are. Metaphors, comparisons and imagery can help. Answer the question: What does the customer get out of using my product or service?

7. Prove Every Assertion

List evidence for each assertion made.This builds trust. Additionally, it helps you get and stay in the mind of your customers for a certain phrase.

8. Explain Who Isn’t Right for Your Product or Service

It's important for customers to know if your product or service is right for them. If you specialize in a particular area, describe it on your website. A FAQ section or a dedicated FAQ page can help.

9. Reserve the Risk

Make a possible return process simple and understandable for customers. Everyone is happy to receive a courteous return if something doesn't work or breaks. This increases the risk of unjustified return of a product, so test it out beforehand.

10. Remove Speed Bumbs to the Sale

Your sales process should be as simple as possible. Customers should be able to see all the important information about the product or service directly. Costs and possible fees should also be visible at a glance. The customer experience and the user experience should stand out.

11. Be Exciting

Sell your product or service as an emotion. At best, your customers should already be able to feel what they will get with your product or service in the product description. If you have FAQs, write the questions as if they were coming from a skeptical customer.