Persuasion is not the same as Influence.

Whilst the objective is the same i.e. trying to convince someone to make a change in their stance or actions, persuasion is a technique more used by pushy salespeople; whereas influence is a technique more used by salespeople who pull rather than push people into buying.

Salespeople are not trying to sell to a client’s big toe or elbow. Yes, they look them in the eye, but they are communicating as best they can with what lies between their ears. However, during our training workshops when we ask salespeople, “Would it be true that your greatest wish is to have the ability to influence the minds of your clients so that they make up their minds to buy from you?”  They readily agree, but then when asked, “So what do you know about the minds of your clients?” Silence prevails.

By comparison, would surgeons operate without knowing what’s under the knife? Would pilots take-off without any knowledge of their plane? Of course not, and if they did they would be branded incompetents!

Why then do salespeople, whose job it is to influence clients to buy from them, remain so uninformed on the workings of the mind? Well to be fair, the subject is complex, highly mysterious, and bubble wrapped in scientific gobbledegook. To the extent that until now it has been damned difficult for most to learn.

However, with recent advances and scientific breakthroughs, Drummond has simplified the process of understanding the minds of clients, providing an opportunity to bring ‘Mind Skills’ into the selling arena, which creates spectacular improvements in sales closing results.

Those who stop using persuasion, which is anyway a form of mental arm-twisting, and instead learn to apply this brand-new ‘cephalic knowledge’ will have a decisive edge over the competition and win much more business; so long as they use this new-found skill in conjunction with those five other and more traditional sectors of influential skills in selling.