Throw away your old sales books and marked up manuals and  face the facts. Most smooth and slick sales strategies no longer work in today's savvy marketplace, and certainly not in the progressive business environment here in The Triangle. If you always do what you've always done, you will only get what you have always gotten, and that simply may not be enough – unless you like skinny kids! To be effective in today's competitive marketplace practicing the 12  Persuasion Power Principles in my forthcoming book will increase sales and avoid professional burnout

The Power of the Common Denominator

People prefer to say "yes" to individuals they know, like, and find attractive. Is it not more difficult to say "no" to a friend or someone with whom you have a close relationship? In fact, physical attractiveness creates a halo effect where people project other favorable impressions up you including intelligence, kindness, and talents. People also say "yes" to those who are similar and familiar. Compliments tend to increase compliance, as do positive associations, which is why Nike pays millions to Michael Jordan to boast the footwear. How will you create a positive bond and establish those powerful common denominators with your clients? On the other hand, how can you create a distance to protect yourself and make more objective decisions when you are the one enamored and too emotional to be objective because of the common bond?

The Power of Incremental Commitment

Once you or your buyer has made some level of commitment to you or the sale, their behavior will be consistent to that commitment  This principle is often exploited by those who structure our interactions so that our need for consistency leads to their benefit.  This is NOT integrity selling and is simply not fair play.  However, you should be aware of this principle for your own personal defense as well.  If there is initial resistance, suggest small levels of commitment which lead to the larger commitments necessary to make the sale.  A very successful triangle realtor told me that she always gets a commitment up front from her clients and thus rarely loses a client, by simply making it very clear that she expects their loyalty in exchange for her work and dedication to them.  Consider the advice of Jack Stanko, a used-car sales manager in Albuquerque. "Put 'em on paper. Get the customer's OK on paper.  Get the money up front. Control 'em.  Control the deal. Ask 'em if they would buy the car right now if the price is right. Pin 'em down."

The Power of Instant Influence

Buying styles have been altered by our "auto-response" age of instant love and push-button success. People are busier than ever and their lives are on overload causing them to feel even more stressed out with one more decision in their lives. The spreadsheet approach to problem solving is quickly disappearing except for a number-crunching CPA.  Your selling style must thus accommodate accordingly. The same brilliant mind that has created a fast paced, information overloaded world of complexity has also created the mental fatigue and stress which causes buyers to resort to a more instinctual, impulsive buying pattern. Thus, it is important for you to focus, simplify and create shortcuts for the buyer. While options and alternative can create flexibility, they also can add to the information overload.  Three easy to understand choices will cut the deal. Confusion will lose it!

Edie Raether, MS, CSP, is the author of Forget Selling  12 Principles of Influence and Persuasion in Sales, Leadership, and Life. She is an expert on breakthrough thinking, innovation, and influence as it applies to sales, marketing, and leadership. Visit www.raether.com or contact Edie at edie@raether.com or (704) 658-8997.