16 Principles of Influence in Sales

Sellers know they can help buyers succeed if they would only buy. And if they don't buy, you can't really help, can you?

Thus it's contingent upon us--when we  know that what we bring to the table will make a great and positive difference for customers--to do whatever we can to influence them to buy.

If you want to increase your ability to influence, you must first understand the underlying components of it. The best sales people employ sixteen influence principles. We list them below, somewhat in the order that they flow in sales. 

For our purposes here, we only outline what the influence principles are; we don't cover  how to succeed in each one. As you read, you should ask yourself, "Do I need to be better at this principle?" If the answer is yes, you have some exploring to do.

1.     Attention. You must capture the attention of today’s busy buyers. You can’t influence someone if they’re focused on something else.

2.     Curiosity. People know what they have, but they want to know what they are missing. Give them the sense they might be missing something and they’ll naturally want to know more.

3.     Desire. When buyers start to see what’s in it for them, they start to become emotionally involved in wanting whatever it is. Develop that into dissatisfaction and you’ll see action in sales.

4.     Envy. If you can get your buyer to want something that other people have, their unhappiness will eat away at them until they get it.

5.     Emotional Journey. People remember how they feel. Top sales people take prospects on an emotional journey using stories that help prospects to feel the pain of where they are, and feel what the happiness and fulfillment will be like in their better future.

6.     Belief. The more convinced they are that your solution will succeed, the more willing they will be to move forward.

7.     Justification. People buy with their hearts and justify with their heads. Emphasize your value using a return on investment (ROI) argument.

8.     Trust. Belief is faith that something will work. Trust is faith in you. Trust is the foundation of sales. No trust, no sale.

9.     Stepping Stones. Think of buying as a leap of faith. If you’re always trying to sell something “big” then that leap can be too much. Shorten the leap of faith with stepping stones first, like smaller projects and propositions that buyers will perceive as less risky.

10.   Ownership. Until an individual takes ownership over decisions, actions, and results your ability to influence them is limited. Your job is to make it the buyer’s agenda to move forward, not your own.

11.   Involvement. When you have a hand in creating something, you’re more likely to be a passionate advocate for its success. Involve your buyers in in the selling process, and they’ll be much more attached to implement the solution.

12.   Desire for Inclusion. People don’t want to be left out. If you can show that others are doing it, the more they’ll want to move forward.  

13.   Scarcity. People value things that are rare and hard to get. Highlight differentiation, and make sure that buyers know when they may miss out on an opportunity if they don't act now.

14.   Likeability. People pay attention to, talk to, and buy from people they like. They want to see people they like succeed.

15.   Indifference. The more you seem like you need the sale, the less likely a buyer will view you as a peer, and the more difficult it will be to sell. Maintain equal business standing, and be prepared to walk away if a sale at good terms is not in the cards.

16.   Commitment. Written and public commitments are stronger than verbal and private commitments. Gain written, public commitment for each next step in the buying process to ensure a close of the deal.

These are the 16 Principles of Influence in Sales—understand them, learn to use them, and you’ll close more deals.

---

Mike Schultz and John Doerr

Mike Schultz and John Doerr are Co-Presidents of RAIN Group, a sales training, assessment, and sales performance improvement company that helps leading organizations improve sales results.They are coauthors of Rainmaking Conversations: Influence, Persuade and Sell in Any Situation (Wiley, 2011) and speak to audiences worldwide on how to achieve breakthrough sales results. John and Mike publish RainToday.com, write for the RAIN Selling Blog, and are world renowned as experts in sales. The two can be reached at their emails, Mike: mschultz@raingroup.com, and John: JDoerr@raingroup.com.

A World Filled WIth Negativity Offers A World Filled With Bad Advice

A world filled wIth negativity offers a world filled with bad advice.  When making what could be a life altering decision, I suggest you consider something before taking any outside advice to heart.  Is the person that is trying to offer their advice or opinion qualified to offer it?  Typically, I find those who are the most willing to give advice are usually the least qualified to give it.  Successful people are successful because they are not afraid to make their own decisions.  Don't ever let anyone tell you that you can't do something.  No matter what those around you might be saying, anything can be accomplished with enough hard work, determination, commitment, and perserverance.   

 Below are some real examples of negative advice being given about some of history's most important people, events, and things.  You can imagine what might or might not have happened if people would have listened to the advice and negative comments of their peers.

• "I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943.
• "But what...is it good for?" -- Engineer at the Advanced Computing Systems Division of IBM, 1968, commenting on the microchip.
• "There is no reason anyone would want a computer in their home." -- Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977.
• "This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us." -- Western Union internal memo, 1876.
• "The Americans have need of the telephone, but we do not. We have plenty of messenger boys." -- Sir William Preece, chief engineer of the British Post Office, 1876.
• "The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?" -- David Sarnoff's associates in response to his urgings for investment in the radio in the 1920s.
• "While theoretically and technically television may be feasible, commercially and financially it is an impossibility." -- Lee DeForest, inventor.
• "The concept is interesting and well-formed, but in order to earn better than a 'C', the idea must be feasible." -- A Yale University management professor in response to Fred Smith's paper proposing reliable overnight delivery service. (Smith went on to found Federal Express Corp.)
• "Who the hell wants to hear actors talk?" -- H. M. Warner, Warner Brothers, 1927.
• "A cookie store is a bad idea. Besides, the market research reports say America likes crispy cookies, not soft and chewy cookies like you make." -- Response to Debbi Fields' idea of starting Mrs. Fields' Cookies.
• "We don't like their sound, and guitar music is on the way out." -- Decca Recording Co. rejecting the Beatles, 1962.
• "Radio has no future. Heavier-than-air flying machines are impossible. X-rays will prove to be a hoax." -- William Thomson, Lord Kelvin, British scientist, 1899.
• "So we went to Atari and said, 'Hey, we've got this amazing thing, even built with some of your parts, and what do you think about funding us? Or we'll give it to you. We just want to do it. Pay our salary, we'll come work for you.' And they said, 'No.' So then we went to Hewlett-Packard, and they said, 'Hey, we don't need you. You haven't got through college yet.'" -- Apple Computer Inc. founder Steve Jobs on attempts to get Atari and HP interested in his and Steve Wozniak's personal computer.
• "With over 50 foreign cars already on sale here, the Japanese auto industry isn't likely to carve out a big slice of the U.S. market." -- Business Week, August 2, 1968.
• "Drill for oil? You mean drill into the ground to try and find oil? You're crazy." -- Workers whom Edwin L. Drake tried to enlist to his project to drill for oil in 1859.
• "Stocks have reached what looks like a permanently high plateau." -- Irving Fisher, Professor of Economics, Yale University, 1929.
• "There is not the slightest indication that nuclear energy will ever be obtainable. It would mean that the atom would have to be shattered at will." -- Albert Einstein, 1932.
• "The bomb will never go off. I speak as an expert in explosives." -- Admiral William Leahy, U.S. Atomic Bomb Project.
• "Airplanes are interesting toys but of no military value." -- Marechal Ferdinand Foch, Professor of Strategy, Ecole Superieure de Guerre.
• "There will never be a bigger plane built." -- A Boeing engineer, after the first flight of the 247, a twin engine plane that holds ten people.
• "Everything that can be invented has been invented." -- Attributed to Charles H. Duell, Commissioner, U.S. Office of Patents, 1899, but known to be an urban legend.
• "The abdomen, the chest, and the brain will forever be shut from the intrusion of the wise and humane surgeon." -- Sir John Eric Ericksen, British surgeon, appointed Surgeon-Extraordinary to Queen Victoria 1873.

Sales Careers Will Continue to Offer Valuable Opportunities in Any Economy

Industries to Watch: Sales and Customer Service

By Kaitlin Madden, Posted Jan 27th 2011 @ 5:00AM

• The functional areas of sales and customer service have always been linked. When you're shoe shopping, for example, the pushy salesperson who tells you how great you'd look in loafers that cost a month's rent -- or the opposite, one who ignores you completely -- is more likely to run you out of the store than to make a sale. The patient sales associate who doesn't follow you around, but makes himself available when you need three different sizes in five different styles, on the other hand, will probably have a better chance at winning you over.

The notion that good sales people must provide great customer service has only been solidified by the current state of the economy. Overall, whether they're purchasing used cars or advertising space, people expect a lot out of the products and services they buy. Both businesses and consumers have a new perspective on the value of a dollar and are more discerning with how they spend their money -- meaning sales reps must offer solutions to problems instead of superlative spiels on their products.
The bottom line? If you're a people-person, a persistent problem-solver and you have a positive attitude, now is a great time explore a career in sales.

Why you should consider it
Since salespeople directly contribute to a company's bottom line, sales roles were considered to be one of the most important during the recession. Even so, many companies were forced to cut back their sales staff. Now, as businesses finally start to get back on their feet, head count in this essential department will begin to increase again. In fact, according to CareerBuilder's 2011 Job Forecast, 27 percent of hiring managers surveyed said they plan to hire workers for sales positions in 2011 -- more than any other job function.
Besides the good job prospects in the coming year, taking a sales position can also be a lucrative career move. Since a lot of sales jobs are commission-based, earning potential is high.

Jobs to consider
If you're thinking about making a career move, here are a few jobs to consider in the sales and customer service industry:

---

1. Pharmaceutical sales

These sales reps promote and sell their company's prescription drugs to doctors' offices, hospitals and pharmacies. Because pharmaceutical sales reps must have an in-depth understanding of both the chemistry of the drugs they sell, as well as the conditions they are used to treat, workers in pharmaceutical sales often must have a related college degree.
Average annual salary: $96,292 *

• Find Pharmaceutical Sales Jobs

---

2. Regional retail sales manager

Regional managers oversee sales, marketing and customer service initiatives in stores within a designated geographic area. According to the Bureau of Labor Statistics, while a college degree can expedite advancement in this field, it is also common for retail workers without a college degree to work their way up to management positions.
Average annual salary: $105,841

• Find Retail Sales Manager Jobs

---

3. Insurance sales agent

In addition to selling insurance policies, insurance sales agents serve as a resource for their clients, providing them with policy information and customized insurance plans to fit their needs. According to career planning resource MyPlan.com, insurance sales agents -- especially those in life insurance -- are increasingly offering additional services like estate and retirement planning.
Average annual salary: $52,549

• Find Insurance Sales Agent Jobs

---

4. Sales manager

Sales managers are responsible for overseeing a company's sales representatives, analyzing sales trends and setting sales goals. Employers prefer job candidates with either a bachelor's or master's degree in business administration or a related field, according to the BLS.
Average annual salary: $107,475

• Find Sales Manager Jobs

---

5. Advertising sales manager

Advertising sales reps either work for an agency or a corporation, selling advertising space across media like magazines, television and the Internet. According to the BLS, workers with a college degree will have the best chance at employment in ad sales.
Average annual salary: $119,006

• Find Advertising Sales Manager Jobs

---

• See All Top Industries to Watch in 2011

* Salary information provided by CBSalary.com

Filed under: Industry Research, Hot Jobs, Employing America 2011

Tags: customer service industry, customer service jobs, industries to watch, sales industry, sales jobs

12 Reasons Why Salespeople Fail

By Jeff and Marc Slutsky

There are a dozen key reasons why salespeople fail, according to Sylvia Allen of Allen Consulting in Holmdel, NJ.  She is the Coauthor of "How to Be Successful at Sponsorship Sales".  While her program is geared to people who sell sponsorships, we feel that she offers many suggestions that salespeople in any area can get more results.

1. Not Making Enough Presentations.  You can't close people you don't call on.  Remember, your competition is happy to make the extra effort.

2. Not Following Through With Promises Made.  Prospects judge you by what you do, not by what you say.  Be conservative with your promises and liberal with delivering on your promises.

3. Not Listening.  Your understanding of your prospect's unique needs will not increase by talking.  Listen twice as hard and talk half as much and you'll double your sales.

4. Not Starting Every Day With A Plan.  Set goals for each day and each week.  NASA did not land on the moon by accident.  To coin a cliche, "If you fail to plan, you plan to fail."

5. Not Describing Customer Benefits Clearly, Succinctly and Persuasively.  Prospects are persuaded by "meaty" words, not "watery" sentences.  Good Presentations are short and the result of long preparation.  A poor sales presentation is usually due to minimal time spent on preparation.

6. Not Asking For The Order Often Enough.  Failing to ask for the order is the same as asking for failure.  Few customers buy on the first closing attempt.  Successful salespeople ask for the order several times on each call.

7. Negatively Prejudging The Prospect's Ability to Buy.  If you imagine that your prospect won't buy, you're developing a self-fulfilling prophecy.  Ask questions and check the facts before even thinking of discounting the sale or offering additional concessions.

8. Not Dealing With Customer Objections Head On.  When a prospect has an objection, welcome it as a question that you're happy to answer.  Objections are often buying signals in disguise.

9. Ignoring The Power Of A Positive Attitude. When things don't go your way, change your attitude.  A positive attitude will help you cope with failure, rejection, and disappointment.

10. Not Changing And Growing.  Welcome change as your friend.  Granted, change and growth bring pain, but resisting change and growth lead to more failure and greater pain.

11. Lack Of Focus On Priorities.  Salespeople with a clear focus on the most important and most urgent tasks will always get better results and than salespeople who allow themselves to get side-tracked.

12. Failure To Work Harder And Smarter.  Global competition will be won by people who are willing to work harder and smarter.  Salespeople who quit early will be asked to leave sooner.

Copyright by Jeff and Mark Slutsky

Approaching the 8,000 New Account Mark in Just 18 months

April 1, 2011
The Vause Group, Inc. finished the month of March with its quarterly review.  "The Purpose of the review is to ensure that we are meeting all of the demands of our clients from new account generation, to customer service marks, to customer retention, and the quality of accounts we generate."  Says president and CEO Joshua Vause.  While reviewing production for the first 18 months in business they stumbled across an astounding accomplishment.  In the Central Florida market they had acquired nearly 8,000 new commercial accounts for their Quill.com client.  This is no doubt a testament to the company's vision and goals of continuing to expand and grow for their clients in a not so great economy.  "By the end of the year we expect to exceed the 12,000 account mark, triple in size in the Central Florida Market, and expand into 3 new markets".  According to Joshua Vause, the horizon is bright for this up and coming, privately owned marketing firm.