20 Ways To Increase Influence and Sell More Boats
One of my favorite scenes from the movie Gladiator is when Proximo talks to Maximus prior to entering the arena. Here, Proximo says, ‘'win the crowd and you will win your freedom!"
A few minutes after, Maximus enters the arena and fights an epic battle. He also brilliantly wins the heart of the crowd by using the right body language, words, and attitude.
Maximus’s ability to influence the crowd saved his life from his pre-planned execution.
Influence is one of the most essential skills in life and business. It is a skill that differentiates the rich from the poor, the fulfilled from the miserable, and the superstars from the rest.
The general public often associates influence with being talkative and pushy. However, if you study the semantics and origin of the word, it mostly refers to the power of attraction of others towards us.
The word ‘Influence’ comes from the Latin word “in,” which means coming in, and “flux,” which means to flow. Together, they mean a flow coming in.
The word was first used in the middle ages in reference to an old French word, “influx”, which originally referred to an astrological term: “Streaming ethereal power from the stars acting upon our characters or destinies.” In this way, influence was seen as an exercise of personal power by one person over another, just like the gravitational forces between planets or stars that are exert on each other.
So influence is not about pushing, but about pulling instead.
As Andrew Young said, "Influence is like a savings account. The less you use it, the more you've got."
Now that we understand the origin of influence, let’s try to find out why it is so important in sales. I recently came across an interesting sales statistic from the National Association of Sales Professionals.
In 1993, 24% of sales people made 76% of sales. Today, 13% of sales people make 87% of the sales.
What does this mean?
It means that, in general, sales professionals have become worse at their craft, and at the same time, the top producers have seen an increase in their success.
I confirmed this for myself a few weeks ago.
I was on the phone with the CEO of one of the largest brokerage companies in the USA. We were chatting about broker performance, and he told me that less than 20% of his brokers were making over 80% of their sales revenue.
There are certainly a few major skills that differentiate the 13% top producers from the rest, but their core competency is without a doubt their ability to influence prospects.
Influence is something you learn and can improve. To help you become a master influencer, I decided to share with you 20 of the most important factors that will help you to influence others.
We will start with the 6 pillars of influence defined by Robert Cialdini in his best selling book, Influence. I will then share with you 14 more factors that I believe are the most important in sales. These small, practical and cost less changes will lead to significant improvements in your ability to influence others.
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Reciprocity is the principle of obligation to give back after we receive.
People are more likely to say “yes” to those whom they owe something in return.
You get a Christmas card from a family member you haven't heard from in many years and, as a result, you add them to your mailing list. You didn’t plan on sending them a card, but simply because you received one from them you feel obliged to do the same.
Businesses constantly use the principle of reciprocity to either sell you something now or by giving them your information, sell you something in the future.
Let’s see a few examples:
- Free eBook chapters on Amazon
- Free reports, free videos, etc. to get your contact information
- Free tasters at the liquor or grocery store
- Free tire pressure checks or inspection at your local auto shop
“When I see two Porsches on the same street, I begin to worry.”Martin Winterkorn, CEO, Porsche.
The luxury industry uses scarcity as one of their major tactics to influence customers to buy. Did you know that Ferrari deliberately kept its production to fewer than 6,000 vehicles a year?
In 1975, researchers WORCHEL, LEE, AND ADEWOLE asked people to rate chocolate chip cookies. They put 10 cookies on one plate, and two of the same cookies on another plate. They then asked participants to rate both types of cookies. The cookies from the two-cookie plate received much higher ratings—even though they were exactly the same!
Priceline.com and other online travel agencies are great at using the principle of scarcity. They add a popup notification saying that there are just a few hotel rooms or seats available.
The most powerful use of the scarcity principle is used every year on Black Friday to sell billions of Dollars worth of products.
Black Friday is based on 3 principles and 2 of them are scarcity based:
- Limited supply (scarcity of products)
- Limited Time (time constraint)
- Discounted price
He and a group of students were stuck in a parking lot after a football match. The parking lot was total chaos and consequently, they were stuck for hours. Suddenly, one of the students grabbed a flashlight from the glove box compartment and started imitating the gestures of a parking attendant, guiding their car to the exit. Within 2 minutes, they were able to exit the busy parking lot!
Moral of the story: It doesn’t necessarily take much to convey authority - All it took was a flashlight to convince everybody in the parking lot of his or her authority in the situation.
In his book Influence, Robert Cialdini shares a another great experiment.
A man was introduced alternately as a student, demonstrator, lecturer, senior lecturer and professor in a school classroom. Each student was asked to estimate his height. Researchers came to the conclusion that the greater his perceived status in society, the greater his height.
There are so many ways to display authority to your prospects. You can use your dress code, your diploma, or certificate on your office wall, write a booklet or free report, etc.
Another great way to increase authority is to have your receptionist do it for you. Instead of saying, “I’ll connect you with John,” ask them to instead say:
"Let me connect you with John, who is one of our most senior brokers, and has 30 years of experience in boat sales”.
Studies have shown that the second option has been proven to get 20% more sales leads.
People like to invest in brands that they have experienced, tried before, or are familiar with.
If you spent your teenage years fishing in a Boston Whaler boat, you are most likely to go for this same model if one day you are looking at getting your own boat.
People are driven to be consistent in all areas of life — their words, behaviors, opinions, values, habits, etc.
In behavioral psychology, "decision heuristics" can be described as our action to take a shortcut for making decisions by opting for what we are familiar with or have experienced before.
Psychologists J. Freedman and S. Fraser, explored the "foot-in-the-door" technique. This is a sales tactic that is performed by accepting an easy, small request in order to eventually gain acceptance to a much larger request later on.
A researcher disguised as a volunteer went door-to-door asking homeowners of a California neighborhood whether or not they would allow a billboard to be placed in their front yards. The homeowners were shown a photograph of the proposed billboard. The photograph depicted a house that was almost completely blocked behind a large sign with unprofessional lettering that read “DRIVE CAREFULLY.”
As you might imagine, only 17% agreed to this absurd request. However, a separate group of homeowners reacted differently. In this group, an overwhelming 76% said, "Yes." Why did more homeowners say yes in this group?
Two weeks earlier, a different "volunteer" had asked them if they would display a small 3-inch sign that read “BE A SAFE DRIVER.” This request was so small, so reasonable, and so easy to agree to, that it made it easier for the majority of them to agree to the larger sign later.
“You can make more friends in 2 months by becoming interested in other people, than you can in two years by trying to get people interested in you.” Dale Carnegie, How to Win Friends and Influence People
Have you ever bought something from somebody you didn’t like? Most likely not. We tend to buy things from people we trust and like. The reasons for liking someone could be related to physical appearance or to interpersonal likability.
In a study involving 70 male defendants, the good-looking men were twice as likely to avoid jail time because they were perceivably more likeable.
There are different ways to be appreciated by others. Remember the following 4 principles, to increase your own chances of being appreciated by others:
- People like others who are similar to them
- People like others who compliment them
- People like others who can help them
- People like others who are interested in them
People will look to the actions and behaviors of others in order to decide their own. Let me share a fascinating experiment to demonstrate this phenomenon.
Psychologists Stanley Milgram, Leonard Bickman, and Lawrence Berkowitz conducted an experiment on social proof in 1968. By having a single person on a street corner look up at the sky for 1 minute, their aim was to observe how passing pedestrians would react. The result was a very small percentage stopped to see what the person was looking at. The majority of passing pedestrians just walked past.
This experiment continued with the addition of 4 more people who looked up at the sky in a similar fashion. There was then a total of 5 people looking up at the sky on the street corner. The results from this were much different. Four times more pedestrians stopped to see what the sky gazers were looking at.
When 15 people were looking up at the sky, the number of passing pedestrians who stopped increased by 45%. The experiment continued in this fashion, until more than 80% of the passing pedestrians stopped to look up.
This experiment demonstrates the idea of social proof: the tendency for people to assume that if many do, or believe, in something, there must be a good reason why.
Social proof differs from conformity in that it does not result from peer pressure or a fear of being reprimanded.
(Source: The Wisdom of Crowds by James Surowiecki)
An example: I put around 100 of my client’s logos and 5 to 6 testimonials on the first page of my blog. These simple adjustments convey authority, and reassure my customers, influencing them to follow my blog or invest in my training programs.
7-Vulnerability & Authenticity
Never underestimate the power of vulnerability and authenticity.
Online used car sales are exploding. A new startup called Carvana recently raised $300 million to become one of the most successful online places to buy used vehicles. I checked their website out, and realized that they were using vulnerability as one of the main techniques to gain interest from potential clients.
You can see the following advertisement on their homepage.
We often think that revealing our flaws or weaknesses will make us look worse when in reality this just gives people a better image of ourselves and increases our trustworthiness.
I heard a girl on the radio one day saying that the best pick up line one of her friends had was, “Hello, how are you? I am shy, but I found you pretty and just wanted to chat with you. Is it ok if I sit close to you?"
This is a simple pick-up line that demonstrates the power of vulnerability.
“For every sale you miss because you are too enthusiastic, you will miss a hundred because you are not enthusiastic enough” Zig Ziglar
I remember reading this definition of selling:“ Sales is nothing more than a transfer of enthusiasm.”
Enthusiasm is often one of the first traits of personality we detect when we meet new people.
Enthusiasm is contagious and will give others an overall positive image of yourself.
The Halo Effect 'is a cognitive bias in which an observer's overall impression of a person, company, brand, or product influences their feelings and thoughts about that particular entity's character or properties.'
In other words, our judgments of a person’s character are influenced by our overall impression of them. Essentially, your overall impression of a person (“He is nice!”) impacts your evaluations of that person’s specific traits (“He is also smart!”).
A fascinating dating experiment was conducted to analyze the power of enthusiasm on our capacity to influence others.
A man was asked to introduce himself on video for a dating site. He used exactly the same text for 2 different versions.
In the first version, he introduced himself with a neutral tone voice.
In a second version, he used a more enthusiastic voice.
Two groups of 5 girls were asked to review either one of the videos and give their opinion on whether they wanted to date him or no. On the neutral voice version, only 1 girl accepted and on the enthusiastic version all 5 girls agreed to meet him for a date.
This experiment clearly demonstrates the power of enthusiasm on our personality and our ability to influence others.
If you look at every iconic movie about sales like The Wolf of Wall Street, Glen Gary Glen Ross, Boiler Room, Wall Street, etc. you will find one common trait amongst the majority of the actors in these films: they carry extreme confidence.
Magic will start happening in your life if you stop staying in your comfort zone and show confidence.
The simplest way to increase your self-confidence is to remove your limited beliefs.
To understand the impact of limited beliefs in our daily lives, I like to take the example of the fleas.
Fleas are known to be the best jumpers in the insect kingdom. Fleas are born with the natural ability to vertically jump up to 200 times their height (8 to 10 inches high).
If you take fleas and place them in a 5-inch jar and close the lid, the fleas will try to escape and jump until they knock themselves on the lid. After this, they will quickly adapt and jump, almost reaching 5 inches, in order to avoid hitting the lid again.
But something surprising happens when you remove the lid. The fleas will never be able to jump the height of the jar’s lid again.
They are capable of doing it but will not jump higher than 5 inches because they have been conditioned to limit their jumping abilities to 5 inches.
Another way to increase self-confidence is to take initiative in your communication and be assertive.
We have all been raised to not impose on people, and not to make people go out of their way for us. Weak propositions like, “If there’s anything I can do for you, or if you have any questions, don’t hesitate to give me a call,” will not help you at all to influence people to buy your products.
I like the example of marketer Dean Jackson. Imagine bringing you into my home, sitting you down in the living room, and saying: “If there’s anything you want to eat or drink, there’s lots of stuff in the fridge, just feel free to help yourself. I’ll be in the other room.”
Again, I would be completely sincere in that offer, and I would love it if you would feel comfortable enough to help yourself to something in the fridge, but I know that’s not what you would do. Now, contrast that with me coming into the living room with a plate of freshly baked cookies, holding them right in front of you and saying, “Please help yourself to a cookie.”
It would be difficult for you NOT to take a cookie under those circumstances, even if they weren’t your favorite because I’ve clearly gone out of my way to make them for you and it would be rude to reject my offer.
Consumers don’t want to lead, they want someone to tell them what to do and make it EASY for them to do it.
It is just like asking a closing question during the sales process. It takes more confidence to do but it will always help you increase your closing ratio significantly.
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Several studies have identified that only a small part of our communication is actually spoken words.
In the graph below, notice that 55% of communication comes from body language and 38% comes from our voice and tone.
What does this mean?
It means that if you were to only use listening and transcribe the words from a conversation with someone, you would miss 93% of the message.
Therefore, listening doesn’t just mean listening to the words spoken to us. Listen with your eyes, your body, your heart, your touch, etc. so that you gain 100% of your communication with others.
When your prospective client feels like they’ve been heard (verbally or non-verbally), they will genuinely be more interested in you.
We saw earlier that 55% of our communication comes from our body language.
Welcome clients with open body language. Standing with open body language will make prospective clients feel more welcome and more comfortable in your presence. This will increase your chances of closing sales.
Open body language includes:
- Not having your arms or legs crossed;
- Making eye contact;
- Showing comfort in your clothes (i.e. removing your jacket);
- Speaking confidently;
- Showing assertiveness without looking intimidating;
- And smiling.
People decide within seconds whether they like you or not, so make sure to make a good first impression.
Just like influence, being aware and in control of our body language is another interpersonal skill that we don’t learn about in school, but it can have a massive benefit in our lives.
Let me share with you 3 examples of tiny tweaks in body language that will help us understand others and become a better influencer.
One of the best investments you can make is to read a book or take a course on body language in order to help you understand others. This will also allow you to become a better influencer and better communicator. You absolutely need to invest in learning your own body language. There is so much that can be said about it so let me just give you 2 or 3 examples for now:
Standing in a posture of confidence, even when we don’t feel confident, can affect testosterone and cortisol levels in the brain, and have an impact on our chances for success.
Want somebody to say yes? Nod your head.
Nods are contagious, and spread good feelings. Allan Pease, an Australian body language expert, states that if you nod your head as you ask a yes or no question or as you listen to responses, others will begin to nod along and start to feel positive about what you are saying. Nod your head!
Easily establish rapport
Match body language to establish a rapport by being aware of things like you and your client’s seating position, eye contact, and breaking pattern. This will make your client feel comfortable. Remember, the more comfortable your client is, the more he or she will be willing to like you and the more you’ll be able to influence them.
People like people who are like them. If your client speaks quietly, adapt your voice volume. If they are loud and aggressive, you can mimic this as well.
Finding if someone is interested?
Most people know to keep their facial expressions in check, but they don’t pay attention to what their feet are doing. If somebody’s feet are pointed directly toward you, this is a sign of genuine interest. Pointing at the door - not so much.
“Believe nothing of what you hear, and only half of what you see” - Unknown
When it comes to influencing people, showing is an extremely important aspect. I recently came across an interesting study of Aaron G. Newman’s, a professor at the Victoria University of Wellington. He proved that images, any images, make claims more believable.
In other words, if you put an image, any image, next to a claim, even if it is a decorative image, that claim will become more believable in the eyes of your ideal customer.
700 students were gathered and asked to rate a statement as either true or false. These were statements like the liquid inside a thermometer is made of magnesium. Regardless of the statement, they were more likely to believe the statement was true when an image was placed close to it.
Therefore, showing pictures helps you to influence and sell more. Similarly, your prices will more likely be accepted as fair when you show them on a written table or price list.
How many times did you laugh today?
I remember reading a study stating that a child laughs an average of 400 times a day, whereas adults laugh an average of 25 times a day.
We all know that kids are the best influencers in life.
In a study discussed in Francesca Gino’s recent book, Sidetracked: Why Our Decisions Get Derailed, and How We Can Stick to the Plan, a group of college students were asked to view a series of photographs after being encouraged to take part in a beverage-tasting study afterward. The series of photographs included a 16 millisecond “subliminal prime” – a single photograph that goes by so quickly, that the students were not able to consciously recognized the photo. The subliminal prime, in this case, was a picture of someone expressing an emotion.
Most of the students that were subliminally primed with an angry face, decided not to take part in the beverage tasting study (a mere 24%). Among those who were primed with a neutral face, 41% decided to participate in the beverage tasting. What is interesting to know is that 62% of the students who were primed with a smiling face decided to participate in the beverage tasting. Moreover, these students also drank more.
You’ve probably heard that smiling is contagious. Well, this is absolutely true. When you smile, it creates an emotion that spreads towards others so that they end up smiling back.
When others smile, they are often not even consciously aware that they are doing it. This subconscious mimicking causes the person to experience the emotions that are caused by smiling, which then influences their decisions. Smiling and positive emotions have the same pulling effect on people that was discussed earlier. Smiling gives you the power of influence.
14-Make People Feel Important
One common trait of influential and successful people is their ability to easily communicate with others.
I remember meeting billionaire, John Paul DeJoria, at an event during the Miami Boat Show 2 years ago. I had watched a documentary about him a few months earlier, so I decided to go see him to tell him how much I was inspired by his story. It took a while for me to have a chance to talk to him, but as soon as I was finally able to approach him, I was fascinated by how much he really listened to me made me feel important. He was saying thank you over and over and I really felt respected and appreciated.
This taught me a very valuable lesson. I knew at that point that one of the reasons for his incredible success was his ability to communicate with people and make them feel important.
Author Maya Angelou remarkably summarizes this:
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
15-Remember People’s Names
“A person’s name is to him or her the sweetest and most important sound in any language.” – Dale Carnegie.
A person’s name is their greatest connection to their own identity and individuality. You might even say it is the most important word in the world to them. This is why it is important to remember their name.
Remembering someone’s name is a sign of courtesy and will make a positive and lasting impression.
Many people believe they are “not good” at remembering names. There are no good excuses for not remembering names. Practice every day and you will notice great results in the quality of your communication with others.
16- Show Genuine Interest
A socialite lady had a chance to have dinner during the same week with both British Prime Minister contestants Gladstone and Disraeli. She reportedly said: "After dinner with Gladstone, I thought he was the most interesting person in the world...But after dinner with Disraeli, I thought I was the most interesting person in the world..."
Disraeli won the election.
Being interested in others will always bring you the best dividends in life. I experienced it during my first big marketing project.
I was helping a client named John sell one of his boats. I also told him that I started a side marketing company with a friend and we were offering marketing services like websites, brochures, etc.
One Saturday afternoon, he came by my office, and started talking to me about his new charter company he was starting with his brother. He needed a full marketing package with brochures, a website, and photos. I spent over an hour talking to John, telling him what we could do for him and how much we wanted to help for this project.
Until then, we had only done small projects like $250 brochures or $500 websites, etc. When it was time to talk about money he finally asked, “How much will it cost?”
This was my first time quoting a price this high for a professional service, and moreover, I feared he would try to negotiate my price.
I responded, “For the whole package, it will be $2000.”
There was a long and uncomfortable moment of silence until finally, he responded, “I am not going to pay you $2000.”
And a second uncomfortable moment of silence John added: “I will pay you $3000.”
I was shocked. But the reason he was willing to pay more was because he saw how much I was genuinely interested in helping him succeed. He knew he was getting a great deal at 2k. He knew how much we could do for him so he increased our price by 33%.
Let me share with you another great example.
Ever wonder why you get a mint or a sweet when your cheque comes at a restaurant? Restaurants know that by giving their customers a small gift, they will be rewarded with a larger tip!
A recent study found that offering a mint to a client increases tips by 3%. It jumped to 14% when two mints were gifted. And when the waiter gave one mint, left, turned around and said “For you nice people, here’s an extra mint,” tips increase by 23%.
Tips skyrocket when the service was genuine and personalized.
One of the keys to a successful sale is to develop a compelling offer that will influence prospects to make a buying decision.
To compel can be defined as something that evokes interest, attention, or admiration in a powerfully irresistible way.
Compelling is like when you are stuck in traffic because of an accident. You are upset because everyone is driving slowly, but when you pass in front of the scene, you can't not look. In the same way, you should position your message to be so compelling, that people can't not be influenced by it.
Many successful businesses use the constant need for curiosity to develop a successful brand.
All the new large traffic websites like Buzz Feed, Viral Nova, etc. are always using curiosity in their article titles to influence people to click on their links.
The biggest ads copywriters have always used curiosity on their ads titles to encourage readers to look at their ads.
18-Storytelling & choice of words
We have been conditioned to believe that effective and persuasive sales communication should be clear, objective and rational, with little place for emotion.
Great influencers know that the best way to inspire, persuade and motivate others is to leverage the power of storytelling and bring a human element into our interactions.
Stories will help you to get attention, gain trust, increase connections, and influence people.
A story doesn’t necessarily need to be long. You can leverage the power of a metaphor to bring an imaginary element to your message in just a few words.
For instance, Steve Jobs had a great metaphor about the iPod. He said the iPod has 1GB of memory – that’s enough storage to listen to music on a plane ride to the moon and back!
Choose your words wisely as they will have a huge influence on your persuasion. I came across a great example of this recently while reading the book Brainfluence by Roger Dooley.
Let’s take a look at the Panera sandwich menu. Which sandwich would you order between the two listed below?
- Ham, egg and cheese on wheat bread sandwich
- Our breakfast Power Sandwich starts with lean hardwood smoked ham and a freshly cracked egg. Then we add Vermont white cheddar for a tangy sharpness. Finally, we grill everything on our freshly baked whole grain bread to bring out the grains’ nutty smooth flavor.
From this example, we can see that compelling emotional rich adjectives can hugely increase interest in our products. Adjectives can turn an average sandwich into a mouthwatering, tantalizing sales magnet. All those small changes will make a big difference in a product’s value perception.
Remember that ‘you will rarely lose a sale by a few dollars but often lose a sale by a few words.’
Do you know who the most persistent individuals out there are?
I love to use my 2-year-old son, Luca as an example to explain our level of persistency in life.
My son learned to walk over a year ago. When he was still learning to walk and falling over and over, my wife and I were cheering and encouraging him after each fall. Those encouragements were motivating him to be more persistent and to try further until he succeeded. The failure was accepted with joy and encouragement, and as a result, persistence became natural to him.
Unfortunately, the more we grow in life, the less we accept failure and the less persistent we become.
A few years after learning to walk, we enter the school system and our relationship to failure takes a total opposite direction. If we get an F on an exam, our teachers and parents will blame us for the poor result. Unlike when we were trying to walk, our parents or teachers will not let us try over and over again until we succeed.
This rejection of persistence comes from our constant cultural exposure to negativity. A recent study in Child Development showed that 2 and 3 year olds argue with their parents 20 to 25 times an hour!
By the time we are 17, an average teenager has heard the words "No you can’t" over 150,000 times, versus the 5000 "Yes you can" responses.
That is a ratio of 30 no’s to a single yes! So instead of having a NO preventing you from being persistent, remember the golden rule in sales: No is the most important word.
Yes, you hear it right, “NO” and not “YES” is the most important word in sales.
Imagine you were looking for gold. Gold would be the “yes”, and “no” would be the dirt. Would you be able to find gold without digging in dirt? No. So the more dirt you remove, the more gold you will find.
Start counting the “no” and not the “yes”. Remember this: The money is in the follow up.
So every time you get a “NO”, just imagine it as a future “YES” and follow up with your clients until you get the sales. Be persistent and accept rejection. REJECTION = SUCCESS.
Empathy might be one of the most important elements in influence.
I was reading an amazing book called The Go Giver by Bob Burg and John David Mann.
The book is a fictional story of a sales person seeking the advice of an imaginary mentor called Pindar. The authors brilliantly identify 5 extraordinary laws of stratospheric success and explain their importance and impact on a business.
One of them is called The Law of Influence. This law states that influence is determined by how abundantly you place other people’s interest first. The best way to place other people’s interests first is to put yourself in their shoes, which is known as the practice of empathy.
I built a worldwide business based on this idea of empathy. When every business book or business guru was telling me to practice the “win-win” in business, I didn’t focus on my win and was obsessed with giving a 100% win to my clients.
We were over-delivering, and providing as much value as we could. I was getting 10 times more work than my competition with this model.
As a result, I quickly became one of the top virtual tour companies in the world, and did projects for over 250 shipyards worldwide and several Fortune 100 companies. We placed their interests first and it paid off nicely.
The author, salesman, and motivational speaker, Zig Ziglar, once said that ‘you can get everything you want in life if you help other people get what they want.’
Billionaire and Amazon founder, Jeff Bezos, is known for leaving an empty chair at the conference table and stating that it's occupied by the “the most important person in the room” – the customer.
Remember these 20 ways and you will increase your influence in boat sales significantly.
Avoid the typical stereotype or belief that we need to talk and push a lot of information in order to persuade people to purchase something from us. Listening and empathy will always bring more influence than being pushy and too talkative.
Apply those principles regularly in any of your communications and you will master the art of influence.
Exclusive Bonus Material: Click Download to receive a free summarized checklist of 20 Ways To Influence In Sales