Persuasion is more than arguing someone into submission. It is more a process than an event. It is a campaign to surround the receiver of your message with the notion that your idea is the best idea. Persuasion is one part message and one part messenger. It is one part substance and one part style. It is one part content and one part context. Persuasion plays a major role in the success of salespeople.

Successful persuaders reduce the psychological distance between themselves and the receivers of their message by focusing on the message itself. They accomplish this by making the message relevant through customization. This presumes the sender of the message understands what is important to the receiver of the message. Know your customer. Compelling messages inspire action. They excite the receiver so that he or she acts on the sender's call for action. How compelling is your sales message?

Successful persuaders also reduce the psychological distance between themselves and the receivers by focusing on the messenger. Receivers look at sellers through jaundiced eyes. They ask themselves questions like: Can I trust you? Do you have a record of success? Do I like you? Do you have credibility? Who says you're so great? Let your customer get to know you. Help them experience your knowledge, credibility and track record.

For a message to be compelling, the sender must tap into emotion and reason. Humans are emotional creatures that often use reason to justify their decisions. The message addresses emotion when it answers the receiver's question: What's in it for me personally? What is the personal win for the buyer?

The message taps into reason when it answers this question: How does it benefit the customer's organization to use your idea? “Here's why it makes sense to move forward …”

Compelling messages incite action when they have sensory appeal. Does your idea feel right? Does it sound right? Does it look right? Does it smell right (metaphorically)? Can the buyer taste the success? More metaphor. The perception that your idea is the right idea plays a role in the buyer's mind. Perceived value is the look and feel of things—based on sensory input. The buyer, the receiver, must feel it is the right idea.

Successful persuaders understand the importance of repeating a message. As the old saying goes, “Tell someone something often enough and they begin to believe it.” One exposure to a message is not likely to inspire action. Just ask the direct response experts. Repeated exposures to a message wear down the natural defenses most people use to screen out the “noise.” The belief that worthwhile messages have a shelf life beyond one exposure works to the sender's advantage if he has something worthwhile to say.

Salespeople must be master persuaders if they plan for their messages to stick. These messages must be relevant and compelling. Salespeople must be credible messengers to incite buyers to act. This comes from the buyer's willingness to trust the salesperson. Your credibility, knowledge and concern for the customer will build this trust.