When to persuade and when to sell!

When should I try to persuade and when should I try to sell – and what is the difference?

Knowing when to persuade and when to sell depends on the context, your goals, and the needs of your audience. Here’s a detailed look at when each approach is appropriate and the key differences:

When to Persuade:

Building Long-Term Relationships:

Context: When the goal is to establish trust and a long-term relationship.

Example: Convincing stakeholders of a new strategic direction for the company.

Reason: Persuasion helps build trust and credibility, fostering a sense of collaboration.

Changing Beliefs or Attitudes:

Context: When you want to change someone’s beliefs or attitudes about a topic.

Example: Advocating for a social cause or policy change.

Reason: Persuasion uses logical reasoning and emotional appeals to shift viewpoints.

Encouraging Commitment:

Context: When seeking a deeper, more engaged commitment.

Example: Motivating employees to adopt a new workflow or company culture.

Reason: Persuasion allows for dialogue and addressing concerns, leading to genuine commitment.

Educating or Informing:

Context: When the audience needs to be informed or educated about an issue or product.

Example: Introducing new technology to potential users.

Reason: Providing information and answering questions helps the audience understand and accept the idea.

When to Sell:

Transactional Focus:

Context: When the primary goal is to complete a specific transaction or sale.

Example: Retail sales, where the objective is to sell a product to a customer.

Reason: Selling techniques are designed to highlight benefits and overcome objections quickly to close the sale.

Immediate Need:

Context: When the customer has an immediate need for a product or service.

Example: Selling a solution to a business problem that needs urgent resolution.

Reason: Selling directly addresses the immediate benefits and solutions, catering to the urgent needs of the buyer.

Product or Service Promotion:

Context: When launching a new product or running a promotional campaign.

Example: Promotional events, discounts, and special offers.

Reason: Selling focuses on creating excitement and urgency, driving quick purchase decisions.

Clear Value Proposition:

Context: When the value proposition is clear and straightforward.

Example: Selling a well-known product with established benefits.

Reason: Selling highlights the direct benefits and value, making the decision easier for the buyer.

Key Differences:

Objective:

Persuasion: Aim to change beliefs, attitudes, or behaviours.

Selling: Aim to complete a transaction.

Approach:

Persuasion: Uses logical arguments, emotional appeals, and dialogue.

Selling: Uses direct promotion, benefits highlighting, and closing techniques.

Interaction:

Persuasion: Often a two-way interaction with more dialogue and less pressure.

Selling: More one-way with a focus on convincing the buyer to make a purchase.

Outcome:

Persuasion: Success is a change in belief or behaviour, possibly over time.

Selling: Success is the immediate completion of a sale.

Summary:

Try to Persuade: When aiming for long-term relationships, changing beliefs, encouraging commitment, or educating your audience.

Try to Sell: When focusing on immediate transactions, addressing urgent needs, promoting a product, or presenting a clear value proposition.

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