Persuasion is a skill that is very useful in the business of sales. But while most people relate persuasion with talking and oratory skills, it can also be applied with online marketing. Having great graphics or intriguing copy can be very persuasive. And when your marketing campaign is aiming to increase your website’s conversion, persuasion is one of the many skills that a marketer will need.
In a podcast series hosted by Creative Thirst‘s Bobby Hewitt, Convert shares some insights on how to turn more clicks into customers. In one of the podcasts, Bobby talks about how the Greek philosopher Aristotle can help with website conversion rate as well as other essential topics such as sales and persuasion, different personality type that approaches the decision making and further information about Aristotle’s persuasion system.
Improving Sales with Persuasion Techniques
Persuasiveness is a very important skill and a powerful technique to boost up marketing and conversion.
Marketers are the primary people who are faced with many challenges of persuading prospects. Persuasiveness is a very important skill and a powerful technique to boost up marketing and conversion. The ability to convince and influence people is an instrumental means for achieving success. For instance, if you really want your persuasive power become effective and credible, speak and act with confidence.
According to Peep Laja of ConversionXL: “People naturally associate confidence with expertise. Know your product, know the facts about its benefits and believe in what it does – true confidence becomes from knowing and believing what you’re saying. It’s essential that we communicate our confidence to others in order to persuade them.”
Refining your Persuasion Skills
The best techniques that most successful sales professionals do is to continuously and consistently improve their sales and persuasion skills and strategies.
Anybody can be good at persuading others as long as they use the right tactics. In fact, we are all trying to persuade something at some point, whether it’s an idea, a thought, or an object. It never ends. The best techniques that most successful sales professionals do is to continuously and consistently improve their sales and persuasion skills and strategies.
Every person is different and a smart marketer knows that there’s no single approach that fits everyone. That said, learning these sales persuasion practices can set your business on the road to successful conversion.
- Understand what motivates people to buy or acquire your services
- Set clear goals and come up with a realistic expectation
- Study and evaluate the different personality types of your prospects and use it to your advantage.
- Make the needs become wants and give your leads the reason why they should obtain your products/services.
- Test your strategy, track your results. Make the necessary changes if needed.
- Learn how to write an effective and professional proposal.
- Learn how to handle rejections and doubts
- Don’t complicate the buying process and agreement
- Master the art of asking
- Build a sense of urgency without involving the pressure and deadlines
Aristotle’s Persuasion System and the AIDA Model
(Artistotle’s) four points persuasion system which includes; Exordium, No ratio, Confirmation and Para Ratio
Aristotle’s work was the first that came up with the idea of persuasion by how different personality types makes a decision. If you will recall the Myers-Briggs principle, it justified four different personality types that can be linked to Aristotle’s work and persuasion system. His concept has greatly influenced the modern marketing we are pursuing now, and it boils down to his four points persuasion system which includes; Exordium, No ratio, Confirmation and Para Ratio which were discussed previously. These four persuasive systems have reprocessed several times and most common version is the AIDA model.
AIDA Model Stands For:
- A – Attention
- I – Interest
- D – Desire
- A – Action
Generally, the AIDA model determines the important relationship of customers and businesses with the right understanding of essential marketing processes such as attracting the prospect’s attention, demonstrating the benefits of a product or service, providing solutions to problems and coming up with an effective call to action. Yes, this concept is very traditional and old but too often marketers and businesses disregard its major importance to marketing, brand building and conversion funnel.
Furthermore, applying these persuasion techniques is a sure way to win over your customers and increase your website’s conversion rate. It may be based on ancient philosophies but it can still be effectively applied to modern marketing practices. If you want to know more about persuasion, conversion optimization, or A/B testing, you can visit us over at Convert.