TALK At the heart of sales, there’s always a conversation. Not a pitch.
Not a script. Just a talk—between people who listen, care, and
try to meet somewhere in the middle. That’s where it all starts.
WHERE EVERY GOOD SALE BEGINS. Start
CAN CHANGE
EVERYTHING
Persuade a potential customer of
your product / service and
negotiate with them for a good
ONE deal!
CONVERSATION
According to the video, why is it unhelpful to think
of negotiation as a win/lose game and what is the
alternative mindset we should adopt instead?
negotiation as a joint problem-solving effort.
both parties focus on underlying interests, search for options that create
value, and rely on fair standards to guide decisions.
process of discovering shared gains,
negotiation as a
where the goal is not to beat the other side but
to find an outcome that is workable, legitimate,
and mutually advantageous.
WIN THE MINDS!
RATIONAL & LOGICAL
PERSUASION
• Provide logical, rationale arguments and
strong evidence for the feasibility of the
idea.
• Point out the benefits for the other of
your suggestion.
• Show that you have specific knowledge
about the product or service – show that
you are an expert.
• Give other forms of authority to prove
trustworthiness, credibility, and
competence (e.g. title).
• Give two-sided information (extreme
messages provoke backlashes), present
potential pitfalls and demonstrate how
you will deal with them.
WIN THE HEARTS!
EMOTIONAL PERSUASION
Use vivid descriptions, metaphors, and
personal stories to connect on an emotional
level
Stress common ground and common
interests and similarities between you and
the other.
Show enthusiasm for your own idea and
confidence.
Create a positive atmosphere by showing
emotions and giving compliments (if
appropriate).
UNDERSTANDING
THE CUSTOMER
READ THE OTHER TO ADAPT YOUR
PERSUASION TACTICS
Monitor reactions and
assess the body language to
understand the other’s
attitude towards your idea.
IS THE OTHER HOSTILE OR
NEUTRAL?
Use humor, stories, or personal experiences
to warm up the other.
Focus on areas of agreement.
Demonstrate your expertise and cite experts.
Stress that you are looking for a win-win
situation.
Identify benefits the other would value.
Keep it simple and present only three
compelling points.
IS THE OTHER UNINTERESTED?
• Stress your credibility.
• Keep your message simple and
straight.
• Create an emotional bond by
stressing common interests
IS THE OTHER SKEPTICAL OR RESISTING?
• Express understanding of their
concerns.
• Let the other challenge you and
show that the concerns are
uncalled-for.
KEEP YOUR
NETWORK BIG!
A big social network can help to access the following resources:
• Financial capital / cash
• Other resources such as equipment, facilities, etc.
• Information, advice, and ideas
• Reputation (prominent strategic alliance partners)
• Encouragement / (emotional) support when facing problems