Sales Training 101: Mastering the Recipe for Persuasive Selling

All it takes is a little talking, just a little nudge, and the oven's hot. So spice up the conversation. You can't serve it raw. It's cooking with persuasion with Emily Shaw.

Hi. I'm Emily Shaw, and this is another episode of cooking with persuasion.

To me, cooking is a form of self-expression.

It's a way to express my creativity using ingredients that I know will work together to create a great result. It's part art and part science, much like sales. Maybe you know someone who believes they can't cook. Maybe you're that someone. But just like with any skill set, all that it requires is learning some best practices, following a proven process, and having the confidence to make it your own.

Here are a few common mistakes to look out for when following that recipe.

Missing ingredients.

You cannot make apple pie without apples and cannot sell effectively with a missing skill set. If a salesperson lacks the qualifying skill set, they'll be wasting a ton of time. They'll never help the prospect uncover impact if they lack the consultative skill set. And if they lack the closing skill set, they'll spend all their time following up while missing quota.

Skipping steps. 

You can't make spaghetti without boiling the noodles first. Well, you could, but no one would eat it. Similarly, you cannot follow an effective sales process if you avoid parts that you don't like. Some salespeople skip steps because they're uncomfortable with them or they perceive their prospect will be uncomfortable with them.

If your intent is to help your prospect over anything else, you are obligated to have challenging conversations that will empower them to make good decisions.

Not having a style.

Knowing and owning your style helps you create a dish that is your own. It's an added element that creates a memorable uniqueness. It's the reason your grandmother's apple pie tastes better than yours. You can't replicate a style that doesn't belong to you.

I see this in many salespeople as a disconnect. Either they express no style and are robotic and transactional in nature, creating no authentic connection with their prospects, or they overdo their style when under pressure, attempting to differentiate themselves. They cause a distraction as they focus attention on themselves, which results in a prospect feeling unseen and unheard.

In the end, cooking and selling can be mastered by following this recipe. The key is to learn it and understand the necessary tools, processes, and skill sets. One part, know it. Combine all previous ingredients until blended smoothly. In one part, own it. Add a dash of what makes you “you.” Serve and enjoy.