Gauteng Business News

Send  Share  RSS  Twitter  05 Jul 2011

SALES: Sales Teams: Turn ‘No’ Into ‘Yes’


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For sales teams everywhere, five letters control their business lives – three heralding their success, two their failure. ‘Yes’ and ‘No’ – one of the instances where more, albeit only one letter more, really means ‘more’, and not less.

But what does it take to get someone to say ‘yes’?

According to a man who has been identified as one of the top ten sales trainers in the world by US-based Selling Power Magazine, Dr Tom Sant, the key is the art of persuasion.

“This is a critical question for everyone who needs to persuade others to accept a recommendation, buy a product or service, or make an investment. And in a tough economy, it's particularly important to understand how persuasion works so you can close business that's profitable,” he said.

“People who master the art of persuasion know how to use the insights of cognitive psychology, neurolinguistics, and neuroeconomic behavior to make their points clearly and effectively; and they win proposals.

“The beauty of it is that this art is not difficult to master.”

Sant will be in South Africa to address the Association of Proposal Management Professionals’ annual general meeting in July this year. But he’ll also be hoping to explain to South Africa’s business people the way persuasion occurs in the decision maker's mind.

Said Sandy Pullinger, chairperson of APMP SA and MD of proposal consultancy nFold, the company that represents Sant’s best practice in South Africa: “Tom will show you how to embed your recommendation in a structural sequence that matches the pattern hard-wired in human brain for decision making.

“He will demonstrate the importance of delivering a client-centered message, based on two key concepts from psychology: the primacy principle and the phenomenon of cognitive dissonance.

“He will show you how to pinpoint value that actually has value to the decision maker, and he will show you how to avoid the kind of language—Fluff, Guff, Geek and Weasel—that destroys the decision maker's trust in your recommendations.

“We’re delighted that Tom has agreed to visit South Africa to pass on his knowledge; this is a powerful session that will unleash your potential to deliver persuasive messages in any environment.”

A former college professor, stand-up comic, and founder of two successful firms, Dr. Tom Sant has had a revolutionary impact on the way business people communicate. Named the world's foremost authority on winning sales proposals by the American Management Association, he is the author of the best-selling Persuasive Business Proposals, The Giants of Sales, and The Language of Success. He was named the first ever Fellow of the Association of Proposal Management Professionals in recognition of his contributions to the field.

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