Over the years, salespeople have given themselves a bad reputation for being pushy and persistent when the customer least wants it. No matter what tools of persuasion they have under their sleeve, people try their best to resist them. The image of an annoying door-to-door salesperson is constant on their mind.
But when you think about it, we’re all salespeople. We sell products, ideas and beliefs to other people as well as to ourselves. We also use the different tools of persuasion to put our message across. Some of us are better at it than others though.
Below are some tools of persuasion you might have encountered in the past.
Tools of Persuasion # 1: Glittering Generality
Glittering generality is the art of using vague but sparkly words to make other people think your product is special.
Words like “all new!” or “new and improved!” are often employed to arouse the interest of the customer. I see these words a lot when I go to the grocery store. Shampoos, detergent powders and lotions are always using this particular persuasion technique.
But what is so new and so improved about these products? Are they really so vastly different from the old ones? That’s the thing about glittering generality.
Just seeing the words “new and improved” compels us to buy a certain product! Everyone wants to have the latest reincarnation of a product.
Tools of Persuasion # 2: Bandwagon
Have you ever heard of the phrase “joining the bandwagon?” If you know what that means, then you must have a pretty good idea of what the bandwagon technique is all about.
It’s basically telling your customers that hundreds of others have already joined the club and that you should, too!
Look at the McDonald’s campaign that says millions served. Since everybody else loves their burgers and fries, you know that you definitely will as well. There’s something so fun about the bandwagon technique that I find it to be one of the most effective persuasion techniques out there.
Tools of Persuasion # 3: Name Calling
Name calling is one way of comparing your product with another. Among all the methods of persuasion, this one is more negative as it requires you to say less than wonderful things about your product’s competition. I wouldn’t recommend this technique unless you can back it up with reliable proof and you’re not intentionally damaging another’s reputation. Nonetheless, I’m just making you aware.
I remembered an incident when I was still in college. There was some sort of catfight between two women on who a popular tennis captain should go out with. The fight went on for days with name calling left and right. Girl A was spreading “notorious” news about Girl B, and Girl B didn’t realize it until it was too late. From what I’ve heard, there was some truth to what Girl A said, and that helped the tennis captain make a decision.
There are different tools of persuasion for different people. Now that you have read this article, do you have any idea which one best suits you?
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