Building Blocks to Persuasive Communication
By Felicia J. Slattery
When I began my communication coaching and consulting for small home-based business owners, the first thing I did was ask my target audience what they wanted right now. The number one overwhelming response: persuasive communication. A full 83% of all those who responded said they wanted to know more about the sales process and communicating effectively to get people to buy their products and services.
That’s because smart business people know persuasion isn’t scary or somehow manipulative. Persuasion is simply the act of motivating someone to do something. In this case, to buy or try our products and services. Of course persuasion is a process and you need to build up to the moment of the purchase decision. Here are the building blocks you need for your clients to reach the point of “Yes!”
Building Block #1: Build Credibility
In order for people to even want to consider building a relationship with you, you have to be credible from the moment they first see you or anything about your business. That means you must maintain a level of professionalism in everything you do. You never know how or where people will come across you or information about you, so make sure it all leads to one cohesive, common, believable message about who you are.
In a free e-course available on my website called Credibility and Cash Flow, I talk about how credibility is the important first step. If people don’t see you as credible they will never consider buying anything from you. According to authors Adler and Rodman in the book, Understanding Human Communication, you need to develop three C’s of credibility. They are: competence, character and charisma and you can learn more about how to develop each in depth during my free e-course.
Building Block #2: Build Relationships
Once you are credible to people, now you will be ready to begin building a relationship with them. How do you build relationships that last? Simple. Be authentic to who you really are. Most folks can see through an act or insincerity a mile away. Also, treat others with respect. When you respect others for who they are as well as their ideas and viewpoints, you don’t always have to agree but you can still maintain a relationship. Keep in touch in a friendly way. Care. Be more interested than interesting. Listen. Pay attention. Help when you can, even when it has nothing to do with you or your business.
Building Block #3: Build a Compelling Offer
Now that you are credible, and you have a relationship with someone, you can now add the final building block: creating a compelling offer that you know your prospects want. How do you know they want it? If you have built a relationship with them, they will tell you in subtle and not-so-subtle ways, too! When you build your offer keep in mind the 4 P’s of marketing: product, price, place and promotion. Further, give people a reason to buy now. When we are given a choice of now or later, unless there is a reason to act now, its human nature to put things off for later. Examples of reasons to act now would be offering a limited time discount, having a limited quantity, or imposing some deadline on the offer.
Felicia J. Slattery, M.A., M.Ad.Ed., is a Communication Consultant, Speaker and Coach with more than a decade of experience teaching people effective and powerful communication skills in order to achieve their happiest and most successful lives. Felicia offers a free e-course for small business owners called Increase Business by Communicating Your Credibility.
I own a cleaning service and I want to do cold calling and don’t know what to say to start the conversation off any suggestions???