Principles of persuasion

If you work in Sales, effective communication should be your primary goal. Whether it’s a one-on-one interview, a motivational speech to your team or a keynote address, your success will be defined by your ability to persuade with clarity and passion. If you want to stand out in the crowd, get promoted or develop an award winning sales team you need to polish those communication and persuasion skills.
Whether you’re on a commission or a salary, your income and career advancement are linked to your ability to communicate and persuade. You could be selling insurance or setting targets for your reps but if you want to capture someone’s interest and gain consensus, you need to conjure images with your words.
Vivid language transports the listener and you should be using analogies, metaphors, stories and anecdotes to focus and stimulate the mind and keep your listeners emotionally involved.
Not only will you need to have vivid language at your command, you must know how to tailor it to the audience. One theory, which has its roots in the four humors theory adopted by Greek philosophers, suggests that humans have one of four temperaments; aggressive, expressive, passive or analytical. If a leader is to influence colleagues and customers, he or she must be able to quickly and accurately recognize these and adapt their language accordingly.
The aggressive style is results oriented. They ask "what" questions, value achievement and fear loss of control. When presenting to this buying style, mention: control, flexibility, bottom line, power, challenge, speed, money, functional, results, goals, options, hands-on, quickly, freedom, immediately.
The expressive, emotional style is people oriented. They ask "who" questions, value recognition and fear loss of prestige. When presenting to this buying style, mention: fun, entertaining, creative, friendly, simple, incredible, exclusive, improved, prestige, new, ultimate, spontaneous, exciting, enjoyable, cash, adventure.
The passive, harmonious is service oriented. They ask "how" questions, value appreciation and fear conflict. When presenting to this buying style, mention: support, service, family, harmony, dependable, caring, cooperation, helpful, easy, sincere, love, kindness, concern, considerate, gentle, relationship.
The analytical, cautious style is quality oriented. They ask "why" questions, value accuracy and fear being viewed as incompetent. When presenting to this buying style, mention: safe, scientific, proven, value, learn, guaranteed, save, bargain, economical, quality, logical, reliable, accurate, perfect, security, precise, efficient
Audience specific language can be further reinforced with what marketing researchers have coined "magic words". These power phrases create interest, generate enthusiasm and motivate people to take action: guaranteed success; live your dreams; fast, easy access; unlock your potential; accept no substitute; time tested; go with a winner; the results are in; extra savings; one-stop shopping.
Some people are born communicators but most of us will have to work on our communication skills. Developing the ability to speak with power and passion takes time and effort to master, but the dividends will more than justify your dedication.