Page 70 - Lighting Magazine February 2018

on the mark
PERSUASION
Is NOT a Dirty Word
The skills of persuasion have go en a bad rap over the years – with many people confusing them with manipulation – however, persuasion is a vital sales tool. BY MARK OKUN
The focus of this month’s column is a topic I have invest- ed much time and e ort in; it has been gaining traction and sought a er by salespeople, business owners, and managers alike. These are the forgo en skills of in u- ence and the art of persuasion that salespeople of all
calibers need to succeed in the current economy.
Every type of showroom is approaching – or has even gone
beyond – the point in time where the need for skilled, face-to- face selling talent is a mandatory requirement.
This one communication skill will be a signi cant deciding factor in whether a showroom has success or remains in the dreaded status-quo, which will lead to failure.
Enriching a sales force with enhanced interactive skills – when used in daily client interactions – is crucial when combating the
competition either digitally or locally.
For decades, there has been a constant conversation sur-
rounding the act of selling. You probably have heard these phrases: “Selling is an art” or “Selling is a science.” The funny thing is, both comments are correct! It just boils down to how and when to use the proper method. The ability to shi a selling situation between logic to emotion and then back again can only happen with knowledge and practice.
Where have all the SkillS Gone?
The title of “salesperson” has been eroded since it became inclusive of other sta , such as clerks and cashiers, which has caused the essence of the sales position – and the associated selling skills that go with it – to be diluted.
66 enLIGHTenment Magazine | FeBRUaRY 2018
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