Master the Art of Persuasion to Close Sales: Transform Doubt into Decision

Closing sales necessitates persuasive techniques. that’s why we’re offering you these 4 tried-and-true methods for using neuromarketing to close sales of any good or service:

1. The Hook

It is essential to capture the customer’s attention, as well as their interest, within the first 5 seconds. Why are they so critical? Because 5 seconds is an eternity in terms of attention span.

People are saturated with ads, distractions, and messages, and unconsciously they are not willing to give more time and disconnect from what doesn’t interest them.

Capture your customer’s attention and get to the point, without distractions. The words you use must hit the mark, and should accompany them with an unusual promise. Do something different and unexpected.

You need to be aware of your customer’s needs, issues, discomforts, and desires in order to accomplish this. The promise you make must solve their biggest problem and alleviate the pain it causes; it must be something so powerful that their brain will forget everything else and focus all their interest.

2. The adventure or story

Persuasion in sales includes the chance you have once you have the customer’s attention. In this adventure, your customer is the protagonist and your product is a whip.

Remember that people buy with emotions and then justify the purchase with logic. Generate a series of emotions with a story. Let’s look at an example of a narrative story:

The history of the Fisher Space Pen

In 1965, Paul Fisher, through his company Fisher Pen Company, invested a million dollars to create and patent what is now known as the Fisher Space Pen, “the space pen.”

The pen uses a pressurized ink system and does not require gravity; it can write upside down, in space, at extreme temperatures, and even underwater. In 1967, NASA decided to use the space pen on every space mission; it equipped all the astronauts of the Apollo project.

As you can see, it is a narrative story. There are several types of stories: the narrative (origin of the product), why it is made (its moral or philosophical reason), highlighting which celebrities use the product, or narrating how your product can change your customer’s life when they have it.

Selling a pen (creating a need)

Imagine that, after months of hard commercial work with entire exhausting nights, you have finally closed the deal you were waiting for, a multimillion-dollar contract! And you didn’t know you would achieve it, you gave it your all and just broke the record in your company.

Now the day comes to sign the contract. You are alone in front of your client, and you realize that you only have a worn-out pen, with little ink and that barely costs 50 cents and that right now says a lot about you.

What will your client think? What image are you conveying to them? Think about this: you have just closed a multimillion-dollar contract in which you promise your client all the technical and human resources of your company to ensure the success of the project, and you give them this pen to sign. What credibility do you have right now?

This is an example of a story and a way to sell something. According to the sales expert, master closer Martin Alonso Aceves Custodio, it is recommended to build a story, an adventure, and transport your customer into it. In this way, you will awaken the desire to buy.

3. Credibility

Now, after telling the story, you have to demonstrate your credibility. Your client must be sure that behind those pretty words, there are good results. Do you have credibility? Does your client trust you?

The client needs you to help them justify the purchase in front of themselves and everyone around them, whether it’s their boss, partner, friends, etc. It has to be a logical and quantifiable reason to get rid of the guilt that society has instilled in them.

You must give them concrete and truthful reasons; otherwise, you will lose the client. You have two great resources to build your credibility and provide the logical reasons your client needs.

The demonstration

Give a demonstration of your product, show your customer how it works and how the product achieves the results your customer desires. Show the customer that your product delivers on your promise; it must be impressive. You must earn your credibility with the demonstration.

An example would be the iPhone 11 Pro commercial with the famous Selena Gomez. The ad was filmed with the same iPhone in 4K and 60 frames per second. Proving that the product delivers on its promises.

Social proof

Tell them how many customers are already using your product and the results they have achieved. Give concrete examples, names, and references. The best example is testimonials; they are a formidable weapon to convince and lend credibility to your product.

4. Keep the money

In order to complete the sale’s closing procedure, take these two actions:

1. Present some brief features of your product

Present the options, for example, for economical and simple service products with a single option. But for more complex products, design three options with the goal of having the customer choose the second option.

Be transparent by answering any questions your client may have in advance. That way, your client gains trust because they see that you are not hiding anything from them.

2. Make an offer that your client can’t refuse.

So that your client doesn’t reject your product or service, first offer a satisfaction guarantee and then create urgency. Look at how to do it!

Give a guarantee of satisfaction, like “if you’re not happy, you can get your money back without asking for reasons.” “This way, the customer will see that the purchase is risk-free and that you, as the seller, take on everything.

Create urgency so that the customer buys quickly. For example, you can offer a gift or a special discount only if they decide today. If appropriate, let them know that there are almost no units in stock.

By following these 4 steps, you will capture the customer’s interest, their desire to buy, gain their trust and credibility, and end up making an offer they can’t refuse.

Ask the customer, “How do you see it?” without putting them under pressure. What do you think? And when the time comes, you will be able to hear your client say “yes.”