The power of persuasion

Many times, when we think about selling, we think about building rapport, saying the right words, asking pointed questions and using techniques like mirroring and the like. Too often, we don't even think of the most fundamental sales function that is to convince.

That's right, the act of convincing is something that demands that we plant ourselves right in the midst of the soul of the person we want to win. It means that we must first identify, then understand the individual main concern and speak to it in terms capable of literally turning that human being around.

More on that crucial subject later, and of course, easier said than done!