the importance of persuasion and influence in Marketing and how can you develop them?
Persuasion and influence are essential components of marketing. They are used to create a positive impression of a product or service, build relationships with customers, and ultimately drive sales. Persuasion involves convincing customers to buy a product or service by presenting it in a favorable light. Influence is the ability to shape customer behavior by providing information, incentives, and rewards. Both persuasion and influence can be used to create an emotional connection with customers that leads to loyalty and repeat purchases. By understanding the power of persuasion and influence, marketers can create effective campaigns that drive sales and build long-term relationships with customers.
The art of persuasion, persuasion skills, or Persuasion Skills in English, is the ability that some people have that enables them to change the behaviors, convictions, and actions of another person or group towards an individual or group of individuals, events, or a specific idea. Persuasion often takes place by conveying a specific message, feelings, information, or logic to the other party, or a combination thereof.
Why do we fail to persuade?
Many of us fail in the process of persuasion, because they do not realize that it is a skill that must be learned and trained. It is true that some master the art of persuasion and influencing others by instinct, but others need to work hard in order to acquire this skill.
Thus, the lack of persuasion skills may sometimes lead a person to follow wrong methods in order to change the views of other parties, such as:
Intimidation, intimidation or blackmail are all ineffective methods of persuasion. Many global studies and research prove that productivity is always higher when we accomplish tasks with our desire. Others may do what you ask of them if you use force with them, but trust that it will only be for a short period while you are around them. And the moment you walk away, productivity drops and everything goes back, because there’s a lack of personal motivation.
Some believe that constantly reminding others of the need to do something will eventually motivate them to do so. But this method is completely wrong, and it is far from the art of persuasion. Even if some do what you ask of them after reminding and insisting, they will do so with the aim of getting rid of you and your urgency! While others may get angry with you and push you back strongly.
3- Overestimating your persuasion abilities
When you are so confident in your powers of persuasion, you will most likely stop trying to improve your persuasive and influencing skills. So, with the changes in our world, you must evaluate your skills from time to time and determine if they need further improvement and enhancement.
4- Exaggerated enthusiasm
Some imagine that showing enthusiasm and passion is the only way to convince and influence others. No one denies, of course, the importance of having passion and enthusiasm in achieving goals, and influencing the opinions of others, but exaggerating and exaggerating them will inevitably backfire.
It also depends on different cultures and societies, each with its own standards regarding etiquette and professional circles, and the enthusiasm that is encouraged in one company may not be welcomed in another.
5- Speaking without listening to the other party
Some people continue to speak for long periods in an attempt to convince the other party of their points of view, without taking into account this party or what it wants to say, which is a common situation that we notice among many sales and marketing employees, which backfires on them, as it turns them away from customers instead of turnout to purchase the services they offer.
6- Misunderstanding the other party
Misunderstanding the other party you want to persuade leads you to give him wrong notes or information, which may cause you heavy losses. Because this party will either be convinced of what I said, then discover after some time that the information you provided was not accurate and change its mind again. Or he will not be convinced at all because your information does not satisfy his needs and is not of interest to him.