7 Powerful Persuasion Tactics to Close Your Next Deal

Persuasion is both an art and a science. The most influential salespeople carefully craft their messaging to sway buyers, artfully applying tried-and-true persuasive techniques. At the same time, there‘s a scientific aspect to persuasion — research has revealed key principles of psychology that make people more likely to say "yes."

Mastering both the art and science of persuasion can transform your sales results. Knowing how to persuade enables you to build trust with prospects, tailor your approach to their needs, and convince them that your solution is the right choice.

One of the most important persuasive distinctions is the difference between how-based and why-based persuasion. As famed author and professor of psychology Dr. Robert Cialdini explains, "There are two ways to persuade people. One is by using the rationale of your argument, giving all the reasons why someone should buy. But the other way is simply to connect your message, your mission, to the things people already want or believe."

In other words, you can either focus on the how — the features and functionality of your offering — or the why — the value and benefits it provides. Both can be highly effective. In fact, research published in the Journal of Applied Psychology found that using a mix of how and why persuasion leads to a 21% lift in conversions.

In this post, we‘ll share seven powerful tactics for applying how and why persuasion to your sales process. Armed with these techniques, you‘ll be able to more effectively influence buyers and close more deals. Let‘s dive in.

Tactic 1: Use Personalized How-Based Demos

When it comes to how-based persuasion, demos are one of the most potent tools at your disposal. Showing always trumps telling. Guiding prospects through your product‘s functionality and letting them experience it for themselves is far more compelling than simply listing off features.

In fact, a study from Gong.io found that using demo close — asking the buyer what they thought of the demo and if they‘re ready to move forward — correlates with a 6% higher close rate win rate.

To make your demos as persuasive as possible, personalize them to each buyer‘s unique use case and priorities. Rather than giving a generic overview, show them exactly how they would use your product to solve their specific challenges.

For example, say you sell marketing automation software and you‘re demoing for a prospect who‘s mentioned they struggle with email performance. You might showcase your email testing feature that predicts open rates and suggests improvements. Explain how it works, then invite them to take it for a spin on one of their own emails.

This level of personalization shows the buyer that you understand their needs and makes it easy for them to envision using your product. As Geoffrey James writes in Inc., "When people can visualize how they‘ll use your product, they‘re much more likely to buy it."

Tactic 2: Paint a Picture of Success with Why-Based Storytelling

While how-based persuasion appeals to buyers‘ logical side, why-based persuasion taps into their emotions. Few things evoke emotion quite like a good story.

Storytelling is a powerful persuasion tactic because it helps prospects visualize what their life would look like with your solution. Stories connect the dots between your offering and outcomes they care about, such as crushing their goals, getting a promotion, or making their job easier.

Case studies and customer success stories are some of the most persuasive forms of storytelling. A 2016 Demand Gen Report found that 73% of B2B buyers say case studies are the most influential type of content when making a purchasing decision.

To make your stories as impactful as possible, focus on specific details and measurable results. Let‘s say you sell sales enablement software. You might tell the story of how a customer transformed their sales org after implementing your platform:

"ACME Industries was struggling with a long sales cycle and inconsistent rep performance. Since implementing our software, they‘ve been able to reduce new rep ramp time by 30% and increase average deal size by 15%. VP of Sales John Smith says his team is now consistently hitting quota and he has full pipeline visibility. He can sleep easy knowing his team is enabled to succeed."

This story is packed with persuasive elements. It starts with a challenge the prospect can likely relate to, then shifts into specific results that showcase the value of your solution. A quote from a champion helps them envision a peer benefiting from your offering. Finally, it zooms out to the bigger picture impact, hinting at how your product would make the prospect‘s life better in a similar way.

Tactic 3: Provide How-Based Process Breakdowns

For complex solutions, process can be just as important as product in the buyer‘s decision. Prospects need to understand not just what your offering does, but how you‘ll actually work together to ensure their success.

Providing detailed breakdowns of your processes is a highly effective how-based persuasion tactic. It shows buyers exactly what partnering with you would entail, helping them feel confident in your ability to deliver results.

Take onboarding, for example. According to a study by Wyzowl, 55% of users have returned a product because they didn‘t understand how to use it. For software that requires some learning to get up and running, outlining your onboarding program can persuade prospects to choose you over competitors.

Let‘s say you sell a CRM and the buyer has expressed concern about migrating all their data and getting their reps trained. You could send over documentation detailing your onboarding process, including:

• A sample project timeline showing milestones and deliverables week-by-week
• An overview of your data migration tools and how you ensure data integrity
• Details on your live training sessions and recorded tutorial library
• Screenshots of what the rep workflow will look like at each stage

This level of detail shows prospects you have a proven process and know exactly how to drive their success. It also makes it easy for them to share with other stakeholders and get buy-in.

When combined with why-based persuasion emphasizing the ease and outcomes of partnering with you, process breakdowns can be highly effective for moving buyers to a yes.

Tactic 4: Share Why-Based Insight Snippets

Why-based persuasion is all about showcasing value. One of the best ways to do this is by sharing relevant insights that speak to the buyer‘s priorities and challenges.

Insight snippets are short, data-driven points that hint at the benefits of your solution. Rather than overtly pitching your product, they highlight compelling industry trends and statistics that align with your offering‘s value prop.

For example, say you sell project management software and you know the buyer cares about increasing productivity. An effective insight snippet might look like:

"Did you know that knowledge workers spend an average of 20% of their week on routine task management and status reporting? By automating these tasks, best-in-class teams are able to increase productivity by 30% and focus on higher-impact work."

This insight introduces a problem the buyer likely faces — wasted time on task management — then hints at a solution — automation. It implies that your software could help them achieve similar productivity gains as leading teams, without directly saying so.

Insight snippets are persuasive because they allow buyers to connect the dots themselves. Research shows that people are more likely to be influenced when they feel like they‘ve reached a conclusion on their own.

To generate effective why-based insights, look for compelling data points that speak to your solution‘s value and the buyer‘s goals. Sources like industry research reports, analyst findings, and your own customer data are all great places to start.

Tactic 5: Provide a Persuasive Point-Of-View

Effective salespeople don‘t just react to the buyer‘s needs — they proactively shape their point of view. Providing a strong opinion on the buyer‘s challenges and how to solve them is a powerful way to persuade.

Your perspective should be rooted in a deep understanding of the buyer‘s situation and goals. It should also be unique, going beyond surface-level observations to provide a fresh take.

For example, say you sell marketing software and the buyer has expressed frustration with their current tool‘s reporting limitations. A bland response would be to simply tout your superior reporting capabilities.

A more persuasive reply would be to share a point of view on why reporting matters for Marketing‘s ability to prove impact:

"You‘re right to be concerned about reporting. In today‘s economic climate, Marketing leaders are under immense pressure to show ROI. CFOs are scrutinizing every dollar spent. Without robust, accessible reporting, it‘s extremely difficult to justify your budget and get the resources you need. Your team risks being seen as a cost center vs a growth driver."

"That‘s why we believe Marketing teams need a reporting solution that‘s powerful yet easy to use. One that lets you quickly build the reports and dashboards you need to show your impact, without pulling you away from more strategic work. And one that integrates with Sales & Finance tools to show full-funnel performance. That‘s the key to earning credibility with the C-suite."

This perspective does a few persuasive things:

1. It validates the buyer‘s concern, showing you understand their challenge
2. It raises the stakes by connecting reporting to executive perceptions of Marketing
3. It shares a strong opinion on what capabilities matter most in a reporting tool
4. It hints at how your solution aligns with that ideal state

When crafting your point of view, consider the buyer‘s goals, the barriers in their way, and where your offering fits in as a solution. Don‘t be afraid to respectfully challenge their assumptions or introduce new ideas. Buyers want to work with salespeople who have a strong, informed perspective.

Tactic 6: Use How & Why in Tandem

The most persuasive salespeople artfully combine how and why throughout their sales process. By appealing to both logic and emotion and toggling between the details and big picture, they craft a holistic narrative on the value of their solution.

How and why work best in tandem. How-based tactics provide the proof buyers need to justify a purchase, while why-based tactics tap into their desired outcomes and motivate them to solve their challenges.

Consider an example of how this might play out across a typical sales process:

• First meeting: Focus on why, zeroing in on the buyer‘s pain points and the impact your solution could have
• Demo: Shift into how, showcasing key functionality and guiding the buyer through specific use cases
• Business case: Combine how and why, detailing exactly how the buyer will get up and running while painting a picture of the results they‘ll achieve
• Proposal review: Reinforce the big picture why with ROI data and success stories, while giving another look at how your solution works with a technical deep-dive
• Closed won: Bring it back to why by sharing a personalized video on how excited you are to deliver the outcomes discussed

The key is to use how and why strategically based on the buyer‘s needs at each stage. The specific mix will differ for every prospect — the important thing is to incorporate both in a way that addresses their unique priorities and decision criteria.

Tactic 7: Reinforce with Social Proof

No matter how compelling your how- and why-based persuasion tactics are, you‘re still only one voice. Buyers will always be at least a bit skeptical of salespeople‘s claims. Highlighting what others say about you is a powerful way to reinforce your persuasive arguments.

Social proof refers to people‘s tendency to follow the lead of others. It‘s why we read reviews before buying products and why we‘re more likely to try a restaurant if it comes recommended by a friend.

In sales, social proof often takes the form of case studies, testimonials, and referrals. These persuasive elements provide objective evidence that your solution delivers on its promises.

According to LinkedIn, 84% of B2B decision makers start the buying process with a referral. And a study published in the Journal of Marketing found that referred customers have a 16% higher lifetime value than non-referred customers.

To amplify the persuasive impact of social proof:

• Seek out testimonials and case studies from customers similar to your prospect in terms of industry, role, or pain points
• Share the most relevant social proof at key moments of doubt or indecision in the sales process
• Coach your customers on how to give compelling referrals and recommend your solution to their peers
• Invite prospects to chat with current customers to get their candid take on your offering

By combining the voice of the customer with your how and why persuasion, you‘ll have a much easier time convincing buyers to choose you.

The Art & Science of Sales Persuasion

Mastering how and why persuasion is both an art and a science. It requires a keen understanding of human psychology and decision making, as well as the creativity to craft compelling narratives.

The most effective salespeople are able to flex their persuasive approach based on each buyer‘s unique needs and context. They know when to lean into how to satisfy the logical brain, and when to tap into why to inspire action.

Ultimately, persuasion is about understanding what motivates each buyer and tailoring your message accordingly. By applying the tactics above and continually refining your approach, you‘ll be well on your way to closing more deals.