Selling Today: Partnering to Create Value, 14/e

Need Satisfaction—The Persuasive Presentation Strategy

Many salespeople believe that, when a real need for their product exists, the stage is set for a persuasive presentation. Persuasion is a communication process by which you motivate someone else to voluntarily do something you’d like him or her to. The key word is “voluntary.” Persuasion is not compelling or manipulating others to do what you want. You must present your audience with a legitimate choice of options. True persuasion occurs when someone not only chooses your preferred option but also feels good about it afterwards.6 The major goal of the persuasive presentation strategy is to influence the prospect’s beliefs, attitudes, or behavior and to encourage buyer action. Persuasive sales ...