So, what can you do to master the art of persuasion? Read on to discover the three building blocks of effective persuasion as outlined by the Greek philosopher Aristotle in his book “Rhetoric.”
The Greek word that Aristotle uses for authority is Ethos. This refers to the perceived credibility of the individual or business. We tend to be persuaded by people we perceive to be an established authority and will defer to them when making purchase decisions.
Advertisers leverage this principle by having your favorite celebrity in their commercial driving the car they want you to buy. Your accountant may tell you it’s not in the budget, but the authority of the celebrity could sway you to make the purchase anyway!
At your shop, getting five-star internet reviews, writing blog posts (the root word for authority is author!) and being interviewed on your local TV and radio stations, are ways you can position yourself as the automotive authority in your community.
The Greek word for logic is Logos. This is where data, facts, and reason are used to persuade. Yes, logic does factor into the persuasion equation. However, my previously mentioned Honda and Toyota salesmen would agree that attempting to persuade solely on logic is a recipe for failure.
In a selling situation, the features of a product or service represent the logic, while the benefits tie back to the emotion.
Here’s the most common mistake I come across when I role play selling scenarios with service writers: They use what I’ve coined as, “The all AND nothing approach!” They run down the list of ALL the features and say NOTHING about the benefits to the customer.
I recommend using the 30/70 rule of selling by talking about the features 30 percent of the time and spending 70 percent of your time FOCUSED ON THE BENEFITS!
The Greek word for emotion is Pathos. This involves persuading through emotion and empathy. The BMW salesman convinced me to purchase the car by focusing on my favorite radio station: WIIFM: What’s In It For Me!
He recognized that I wasn’t just buying a car. I was investing in status and prestige. Your customer listens to WIIFM as well. As a result, she’s not really buying what you may think. For example, she’s not just buying front brakes. She’s investing in her daughter’s safety while she’s away at school. She’s not just buying four tires. She’s buying a secure trip to soccer practice.
This makes visiting the car with the customer a critical step in the process. At the car, you have a golden opportunity to ask questions to discover what she really wants, and to tailor your conversation accordingly.
We’ve already established that emotion is the ultimate driving machine. Focusing on what they really want will ensure that you make an emotional connection with your customers.
So, there you have it. Making an emotional connection by leveraging the three building blocks, will allow you to master the art of persuasion!
I’m living proof that this works. Recently while shopping for a car, my wife persuaded me to buy a shiny, silver Toyota Camry!
Do you want to get better at the art of persuasion? Do you want to have better communication with your staff and customers? Then you need to get your copy of the “7 Triggers to Yes Checklist.” To get your free copy, simply go to www.ationlinetraining.com/2019-04 for a limited time.