The art of persuasion
 Aristotle
once said that all speaking is persuasive. This is never truer than
during a sales presentation. The ability to influence and be persuasive
is an art. But it doesn't have to be difficult if you adhere to the
following five principles: 1. Know your audience. Successful representatives recognize that audience members' perceptions of a sales presentation are based on their own knowledge, attitudes, needs and communication styles. Listeners are more receptive when a message is delivered in a credible and clear way. The challenge is that everyone has his own version of what clarity and credibility sound and look like. Pay attention to how each of your clinicians communicates. Is Dr. Smith always brief and to the point? Does Dr. Johnson prefer a quick chat about her children before a discussion of your product? Is Dr. Tyler interested in every statistic from your third-party proof source? It is a proven fact that people buy from people who are like them. Get in touch with your own style of communication first. If you are a detail-driven, cautious individual, then your like-minded customers will be a much easier sell for you. However, if you have key physicians who are bottom-line oriented, your style may drive them crazy. It's up to you, not the doctors you call on, to adjust your style! Next, never lose sight of the fact that your message should be framed in terms of your clients' needs -- first and foremost, patient safety and efficacy. However, be mindful that the needs may also take the form of peer approval, formulary adherence and any personal philosophy concerning acceptance of newer agents. Pay careful attention to what drives your customers' prescribing decisions. Never assume that all of your doctors have the same mind-set about what is important and what is not, and never expect that what you and your company think is most relevant about your product is necessarily what should be stressed first. The most influential sales representatives know that their first task is to earn their doctors' trust and respect. Once relationships are established in those terms, product discussions become more valuable and persuasive. 2. Know your product. This should go without saying. You have been selected and trained to work in an industry where product knowledge is paramount. People's health and safety are at stake, and your reputation and level of commitment to knowing your product reflect on your company. You represent an industry that makes a huge impact on society. It is also an industry under tremendous scrutiny. The most influential and well-respected representatives never take this responsibility lightly. Your knowledge and the way you impart it must be beyond reproach. Adhere to prescribing and regulatory guidelines, and lead with integrity. Trusted people are influential people. 3. Appeal to the head and heart. People typically make decisions with their heart and justify them with their head. We are emotionally driven creatures, and scientists and clinicians are no exception. Getting to the heart of what is most important to your customers is key to getting their attention and influencing action. Communicate your product's features and benefits in terms of what is most important to each person and the specific goals and priorities he has for his patients. If you can truly say that you would want a beloved family member to receive your drug if he had the associated condition, then you will come from a deeper place of power and influence. 4. Use confident language. All too often, our verbal skills distort our image as capable, knowledgeable professionals. Descriptive, simple language and short sentences work best. When representatives search for supposedly more "impressive" words, trying to expand their statements or sales pitches into drawn-out monologues, they tend to run into more trouble with comprehension and effectiveness. Certain words and phrases rob reps of their power and should be avoided. Examples of "power robbers" are: "I guess," "I hope," "I think," "maybe," "sort of," "kind of" and "probably." Tag questions are another form of power robbers. These are questions at the end of a sentence that give the impression that you are unsure or are looking for approval. An example would be: "I think the efficacy data are impressive, don't you?" The "don't you?" gives the sentence a weak ending. If your aim is to stimulate conversation or encourage feedback, ask an independent question: "I think the new dosing regimen will improve compliance. What are your impressions?" This allows you to say what you think and encourage a response without devaluing your original statement. In other words, if you are asking a question, ask directly. You can make your vocabulary powerful without sounding arrogant. Two of the most powerful words in the English language are "you" and "I." "You" is most effective when you are influencing, persuading or selling to someone. The focus should be on the person you are speaking to. Other strong words include "urge," "recommend" and "suggest." Pick your words carefully. Selecting the wrong one can be fatal for a salesperson trying to convince a potential prescriber of his product's merit. Which is the most confident statement to close a sale? * "I hope your patients will benefit from our new therapy." * "I guess your patients would benefit from our new therapy." * "I believe your patients would benefit from our new therapy." * "I think your patients will benefit from our new therapy." * "I am confident that your patients will benefit from our new therapy." It's no contest. The last statement is the winner. The idea behind understanding which words send which messages is to make conscious decisions about the words we choose. Instead of saying things out of habit, be aware of what you say and create new, more effective habits when you speak. Aristotle also said, "We are what we repeatedly do. Excellence is not an act, but a habit." Make sure your habits are good ones. 5. Deliver your message with passion and polish. Even the most effective sales presentation will not guarantee success. Other factors influence decisions. The audience's perception of you is vital. You must be seen as credible, trustworthy, knowledgeable and passionate. Remember, you can raise your credibility with your audience by being well-organized, making a passionate delivery, and demonstrating a sound knowledge of your products and your clients' needs. The ability to empathize effectively with the client is essential to your success in sales. The person who is attuned to all of these elements of persuasion and is disciplined enough to apply them on a consistent basis will be distinguished as an exceptionally influential individual.
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