Do you sometimes feel guilty about using a sales tactic to convince a client to buy your product or use your service?

I have good news and bad news for you! First, the good news. There may be nothing wrong with using the sales tactic. The bad news, there may be everything wrong with using your sales tactic. The difference? Your intent.

The difference between “manipulation” and “good communication” is your intention. People will be able to tell what your true intention is and if they can trust you over time.  With that thought in mind, here is an interesting list of points that you can consider when crafting a message for your clients.  I have added a comment after each item.  I’m sure that you can think of plenty of negative examples of people using these tactics on you in the past.  When people “sold” you using these techniques to manipulate you, did you do business with them again?

1. Create the impression of scarcity. Don’t do the fake kind of scarcity! If you have limited hours in the day then you have genuine scarcity.
2. Build a sense of obligation. The good way to do this is to practice the natural philosophy of “Givers Gain”. Give with a good attitude and people will respond.
3. Express yourself. Be yourself. Show your picture or a special interest of yours. This isn’t about you showing off, it’s about letting others get to know you.
4. Limit options. This is hard for me! When you listen to your client try to focus on what they need instead of what you can do.
5. Evoke desired emotions. This is a popular manipulation tool so you may be tempted to stay away from using emotions BUT remember that “good” change happens for emotional reasons. Evoke THEIR desired emotions and result, not yours.
6. Tell stories. Stories are great because they “show” what how you can help more than they talk about features of your product and service.
7. Get people to make a small step. Trust is demonstrated by repeated and reliable performance.  Baby steps are good.
8. Activate the brain’s survival instinct. This is another famous manipulation tool but properly used for a GENUINE survival issue (their survival, not yours) is a helpful motivation to take action.  By the way, if you manipulate using this technique – enjoy your last sale assuming they don’t ask for a return or refund from you.
9. Present quick results. Quick start programs are good motivators.  Be sure you can deliver the results or the loss of credibility is lethal.
10. List key things first. This seems like common sense but remember to list the CUSTOMER’S key items first, not yours.
11. Demonstrate ‘Social Validity’. Testimonials are amazing communication tools.  Doesn’t it make life easy when others say good things about you and your product or service?
12. Use the word ‘you’. Even if your client is an organization, the buyer and the users are people.
13. Be professional. That means different things to different professions but the goal for this point is that they should know, like, and trust you.  Look like you should and do what  you commit to.

Here is the link to the original post: Thirteen Ways to Instantly Motivate Your Target Market by Alex Mathers. I hope that you find it useful and thought-provoking!

Wishing you the best,

Jim
“We can’t all be lucky, but we can all be successful!”