Persuasion and Solo Professionals – 3 Building Blocks to Persuasive Communication For Entrepreneurs

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When I began my communication coaching and consulting for small home-based business owners, the first thing I did was ask my target audience what they wanted right now. The number one overwhelming response: persuasive communication.A full 83% of all those who responded said they wanted to know more about the sales process and communicating effectively to get people to buy their products and services.

Successful solo professionals understand the importance of knowing how to be persuasive in order to effectively communicate their messages to make more money — in any economy.  When I began my communication coaching and consulting for small home-based business owners, the first thing I did was ask my target audience what they wanted right now. The number one overwhelming response: persuasive communication. A full 83% of all those who responded said they wanted to know more about the sales process and communicating effectively to get people to buy their products and services. 

That’s because smart business people know persuasion isn’t scary or somehow manipulative. Persuasion is simply the act of motivating someone to do something. In this case, to buy or try our products and services. Of course persuasion is a process and you need to build up to the moment of the purchase decision. Here are the three building blocks you need for your clients to reach the point of “Yes!”

Building Block #1: Build Credibility

In order for people to even want to consider building a relationship with you, you have to be credible from the moment they first see you or anything about your business. That means you must maintain a level of professionalism in everything you do. You never know how or where people will come across you or information about you, so make sure it all leads to one cohesive, common, believable message about who you are. 

When discussing business success and sales with clients, I talk about how credibility is the important first step. If people don’t see you as credible they will never consider buying anything from you. According to authors Adler and Rodman in the book, Understanding Human Communication, you need to develop three C’s of credibility. They are: competence, character and charisma.

Building Block #2: Build Relationships

Once you are credible to your target market, now you will be ready to begin building a relationship with them. How do you build relationships that last? Simple. Be authentic to who you really are. Most folks can see through an act or insincerity a mile away. Further, treat others with respect. When you respect others for who they are as well as their ideas and viewpoints, you don’t always have to agree but you can still maintain a relationship. Keep in touch in a friendly way. Care. Be more interested than interesting. Listen. Pay attention. Help when you can, even when it has nothing to do with you or your business.

Building Block #3: Build a Compelling Offer

Now that you are credible, and you have a relationship with someone, you can now add the final building block: creating a compelling offer that you know your prospects want. How do you know they want it? If you have built a relationship with them, they will tell you in subtle and not-so-subtle ways, too! When you build your offer keep in mind the 4 P’s of marketing: product, price, place and promotion. Further, give people a reason to buy now. When we are given a choice of now or later, unless there is a reason to act now, its human nature to put things off for later. Examples of reasons to act now would be offering a limited time discount, having a limited quantity, or imposing some deadline on the offer. 

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Source by Felicia Slattery

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