There are many elements to making the sale including a captivating opener, good communication and presentation skills, and strong closing tactics. Perhaps one of the most crucial factors in making the sale is your power to persuade. Persuasion should be apparent all of the elements mentioned above, the opening, the presentation and even the close. Persuading successfully means creating language, presentations and an overall tactics that all lead to your prospect saying “yes.”

In this article we will discuss how you can make your language more persuasive. Improving your communication skills in this way will result in your giving a more effective sales presentation.

Do you speak on the same frequency on which your prospect listens? Many sales professionals have a rigid routine from which they never deviate, they suspend talk of benefits they reach a certain point, every time. The problem with this strategy is that you will likely lose your prospect by the time you start to talk about things that actually matter to him or her.

From the very beginning of your presentation, you need to speak in terms of WIIFM, What’s in it for me? You cannot wait until you have reached a special point in your presentation: in a warm sales situation your prospects will quickly lose interest, even if he or she continues to listen politely, it will be hard to bring them back. In a cold calling situation, you may not even have this much, a click of the dial tone will shortly follow an opening that doesn’t include WIIFM.

Desired End States
This is a concept that goes beyond the movement that took us from features to benefits. Certainly, it is a great deal more effective to tell a prospect about the whiter whites a special chemical in your detergent will bring, rather than actually describing the chemical in scientific terms. However, you get one step closer to the sale when you focus on the desired end states.

To describe desired end states I will use the detergent example above. My time working at a large consumer packaged goods corporation made me privy to one of the most important discoveries that the sales profession has ever seen, and the detergent companies were among the first to apply it

Do you remember a long time ago when detergent ads looked like something from a science class? There would be an official looking man wearing a white coat pointing at a graphic illustration that showed the inner workings of some mysterious chemical that would make your clothes sparkle. Today, these ads are completely different. You will see a happy looking family doing cartwheels in a meadow or a popular young man arm in arm with a beautiful woman.

Why the change? Instead of telling us about benefits, these clever sellers decided to base their ads around desired end states. The term refers to the feeling a person gets when he or she is using the product in question. This goes far beyond benefits. It is simply more persuasive to conjure the feeling a person will get when using your product or service as opposed to just discussing the technical steps involved.

So using our example of detergent, they will show a woman who does laundry for her family having fun with them in an open field, conjuring the feeling of a wonderful day spent with her family in a beautiful, clean environment. Also, they may show a man with lots of friends and a beautiful girlfriend who doesn’t have to worry about not receiving social acceptance because his clothes are always fresh and clean.

If you can create sales presentations that focus on the WIIFM and desired end states from the very beginning, you will have your prospect’s attention from the very beginning. The result of this will be a more persuasive presentation.

Author's Bio: 

Alvin Day's Sales Training and Self Improvement Advice have helped many sales professionals and success-seekers reach and exceed their goals. For more of Alvin Day's FREE resources, visit