Closing the Sale

How Persuasion Shapes the Sale

What is Persuasion?

Influence
 Power to change or sway behaviour or thinking.

Manipulation
 Controlling or influencing someone unfairly or dishonestly.

Types of Negotiation

Positional
 Parties take a stance and try to “win”.
 • Short‑term focus
 • Often damages relationships
 • Losing party may feel resentful

Integrative
 Focus on cooperation and mutual gain.
 • Long‑term view
 • Builds trust
 • Creates win‑win outcomes

Examples

Reciprocity
 • Example: Giving a free consultation or helpful advice.

Liking
 • Example: People are more likely to buy from someone they like.

Commitment
 • Example: Getting someone to agree to a small step first.

Unity
 • Example: Shared goals, values or identity.

Scarcity
 • Example: “Only 3 left in stock.”

Understanding Needs and Interests

Understanding Needs and Interests

• Outcomes
 • Wants
 • What do you really need?
 • Why do you want this?
 • What will this give you?

Needs and Interests

Needs
 • What they must have
 • The key driver for the decision
 • Often linked to risk or necessity

Interests
 • What they would like
 • Often emotional or preference based
 • Can change during the conversation

Handling Objections with Confidence

Features with Benefits

Customers buy BENEFITS that INTEREST them.

Features describe what the product or service does.

Benefits explain what that feature means for the customer.

FEATURE → “Which means that…” → BENEFIT

PETE objections

PRICE
 EFFORT
 TIME
 EFFECTIVENESS

Overcoming objections

• Acknowledge the objection
 • Clarify the concern
 • Respond with relevant benefits
 • Check understanding

Preparing responses

How can you position your solution to be:

Productive
 Efficient
 Profitable

Overcoming objections is not about arguing—it’s about understanding what is holding the customer back and addressing it clearly and calmly.