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My 7 Best Sales Principles of Influence

After joining my first sales job out of college, I quickly discovered that I wasn’t born to be a persuader. Fortunately, my mentor, Gary, and I both took his sales leadership qualities to heart. He is a genuine, honest salesman who had been in the industry for 7 years when I first started. During my first year, I documented in detail what and how he sold our products and ways I could make them my own. Note that the following list only explains what they are, not details. This way I can cover more and you can do further study afterward.

7 Influencer Selling Principles I Must Have

1) Trust: This principle works with another principle not listed, which is belief. It essentially boils down to having confidence in what you recommend. Once you gain their trust, future jobs are easy. I put it first because it represents the foundation of all sales and sales relationships.

2) Emotion: People remember how they felt long after you told them. Pinnacle salespeople and professionals invite prospects on a journey with stories that evoke an emotional response. This leads potential customers to associate pain with their current state as well as their future if they don’t heed the seller’s advice. Likewise, these stories provide a sense of delight when considering life with the intended product.

3) Stepping Stones: I’ve always loved the famous sales idiom: “Once they agree to the link, they’ve bought the whole chain.” While this isn’t always true, it has strong validity and helps explain sales stepping stone theory. Never expect someone to buy right away. Think of selling as an incremental process of getting small commitments or buy-ins. The more they agree with the first few stones, the more likely they are to buy the big one at the end.

4) Reason: Customers buy with their hearts in mind and justify in their minds. My second principle of emotion is only the first half. You must also provide concrete facts that support your “yes” decision, either during or after the entire emotional journey. They often withhold these facts when justifying their purchases to their peers.

5) Engagement: Explaining all the features and benefits of a product is a weak method when you are all sitting motionless. Psychology supports increased understanding, ownership, and enthusiasm when clients engage in presentations. Involve your prospects and they’ll be more likely to see themselves as part of the solution.

6) Inclusion: No one likes to feel left out. We all want to fit in with the larger group, so start applying this principle by making your prospects want to fit in with your current customers. This principle has to do with envy, social approval, or consensus. The more effectively your product meets the needs of similar groups of people, the more your customers will want to engage.

7) Apathy: This is what the salesperson should convey, but balanced with enthusiasm. The goal is to show enthusiasm for the product without appearing desperate. I associate apathy with detaching emotion from consequences. Once your potential customers get the sense that you don’t absolutely need them to buy on the spot, ironically, they’ll become more interested. Balancing opposing behavioral cues is like tuning the strings on a guitar. You need to find the right level or tension to drive your prospect.

These 7 sales influence principles are universal, so I encourage anyone to find ways to apply them to their own sales business. Like the way I learned them, I recommend studying a good sales or persuasion book with a good mentor. Over time, they’ll become part of the way you communicate, whether you’re born to be a salesman or not.

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