Selling for Results: Convince, Influence, or Engage?

Traditional sales training has led us to believe that we need to convince prospects to buy our services. We've also been told that we should influence prospects into buying. These two words—convince and influence—are negative, however, and will bring you negative sales results. It is time for a non-traditional, results-oriented, approach. That approach is engaging customers to buy.

Think about it. Do you like to be convinced or influenced? I suspect, neither.

How do you feel after you have been convinced of a service, influenced by a sales approach, or even sold on a product? Does buyer’s remorse set in? Do you question whether you made the right decision? Are you happy you made the purchase, or are you concerned about the decision you made?

Whenever we are convinced of or influenced to do something, buyer’s remorse and regret always follow. Is that something you want your prospect to experience with you?

Sales is a relationship based on trust. When you convince or influence someone, it is your idea, not the prospect's idea. You become an external influence, and the trust is never lasting.