76 | How To Influence Prospects To Buy

You've decided to jump in with both feet and to take the entrepreneurial plunge; you've worked diligently to create what you think to be these incredible products and services.


But unfortunately, when it comes to selling the products and services, you are just plain stuck; you're wondering, "How the heck can I influence people to buy?"


How To Influence People To Buy


Your ability to make a positive impact comes down to your skill of influence.


Now, first and foremost, influence ourselves, making sure that the thoughts we think, the words we speak, and the actions we take are congruent towards achieving that goal.


Secondly, influencing others to get on board with that idea, product, or service.


Whether you realize it or not, we're always either buying or selling.


3-Step Process To Influence People To Buy


#1 Identify Your Prospects Core Problem


The first thing you need to do when it comes to influencing people to buy is to find their core problem.


To influence people to buy, you need to take your schedule off the table and get back to the root of their problem.


Often the root of the problem isn't as simple as it appears. To ensure that you truly understand your prospect's core problem, ask open-ended questions, and keep your ears open.


#2 Stir Up The Pain


As humans, we typically move in two directions, either towards pleasure or to avoid pain. We want to help you get out of pain. When it comes to successfully selling your product, service, or idea, you have to stir up the pain.


Most people are walking around day in and day out with problems that create pain in their lives, but who are numb to it. It's up to you to identify what that problem is and how by not solving it, the pain continues to linger.


You've got to remind your prospective client that they have these 'painful' problems (even if they seem small) and that you have the solution to alleviate the pain now.


#3 Push The Edge of The Pain


Step three is where you are pushing that pain by using open-ended questions and helping to drive the point home to the prospective client, and leading them in such a way that it becomes their idea.


You're not just spitting bits of information at them; you are choosing to influence them. You're persuading them by really tapping into their feelings.


All the while being sure to associate their pain, their feelings with your product or service and how your product or service will take them from where they are, in pain, to where they want to go, in pleasure, thriving, healthy, happy, wealthy, exuberant, free, whatever that is.


During your sales presentation, you are not giving a solution. That is what your paid product, service, or idea. You are merely shining a light in a dark spot, in a blind spot, and helping your prospective client develop both an emotional and a logical decision to say yes to you.


Essential Tools of Influence


Now, quickly, I want to give you a few essential tools of influence to help you move them, transcend that emotion of what they wish for, lean into pleasure versus stay in there, potentially unknown pain.


Build Rapport

The first thing you need to do is to build rapport. And a great way to build rapport is by finding something of mutual interest or complimenting them.


Another great way is to tell a story, and even better yet, it is to ask questions, questions that are -ended and help them feel at ease and conclude that taking action with you is in their best interest.


Now, keep in mind that you only want that to be true if it is true.

If you're asking these questions, you realize like, "Whoa, wait a minute. This product or service isn't in their best interest," then you need to back off, do your due diligence and stop pressing for that ask, for that buy.


We are people of integrity, of high moral character, and we're not trying to push our products or services on others.


We are genuinely coming to them as a helpmate to discover whether this is the right solution for them.


And if it is, then great, that's how they will buy with you and become potentially repeat customers. The tools of influence are building rapport, asking questions, understanding their needs, desires, wants, and beliefs.


Personal Congruence

The next thing is personal congruence.


To influence someone to buy after you've identified that, yes, they would be an ideal prospective client who your product or service would help transform their life. Then you've got to be a person of congruency.


Meaning that your thoughts, words, actions, facial expressions, body posturing, and voice inflection need to align so that it's coming across to them visually, auditory, and all the senses as a real yes.


If you are uncertain that your product or service will not serve them, that is when incongruence will happen. You might be saying yes, but your body posture might be telling you're not sure. And that will not get you to the sale. So congruency, personal congruency is of vital importance. Now, a way you can strengthen this is just by only practicing in the mirror.


But when you look in the mirror, you can get that direct feedback and be like, "Okay, am I believing?"


Because you have first to be sold on your product or service before anyone else will, and so practice in the mirror of really getting into that alignment, that congruence with your thoughts, feelings, words, body posture, voice inflection, mannerisms, and all of those things.


State Management

And finally, you've got to be someone who can manage your state. If you're speaking to a prospective client and they're ultimately going off on a derailed conversation, you can't get angry or frustrated. I mean, you can, but it wouldn't be in your best interest.


Those who can sell more, those who are truly influential leaders, and those who can influence people to buy their products can manage their state and hold that sense of confidence and ease, and you're not necessarily defined by whether or not you close that sale.


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What Buyer Need To Know To Buy

Now, as you're navigating this process of presenting your products, services, or ideas to your prospective clients, there are three core questions that you need to keep in mind.


Every potential buyer is asking themselves:


  1. What's in it for me?

  2. Can you prove it'll work for me?

  3. What will others think of me if I make this purchase?


Ultimately you're prospective buyers want to know if it's going to be worth my time, energy, and money to take these actions.


Pro tip: Before you begin to deliver your sales pitch, ask...

"Do you have all the decision-makers here on the call or with us here in this meeting room today?"


And then finally, before your prospect will buy, they need to know, do I need this now?


Add an element of scarcity for them to understand that now is the time to take action.


Is this a limited time offer, a limited number of seats available, does the price go up? What's the negative consequence they'll experience is they delay the decision? Be sure to make it clear to them.


Now It's Your Turn


Take out a pen and paper, and quickly jot down three different products or services you've recently bought.


Answer the following questions:


Why did you buy?

Did you buy because of an emotional or logical reason?

What was it about the sales presentation that got you to buy?


Now jot down three different products or services you recently wanted to buy but haven't yet.


Answer the following questions:


Why didn't you buy it?

What was it about the sales presentation that you didn't like?

What would the salesperson have to need to do differently to get you to yes?


Please drop a comment down below and let us know what came up for you when you're done.



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