16 Principles of Influence in Sales

Sellers know they can help buyers succeed if they would only buy. And if they don't buy, you can't really help, can you?

Thus it's contingent upon us--when we know that what we bring to the table will make a great and positive difference for customers--to do whatever we can to influence them to buy.

If you want to increase your ability to influence, you must first understand the underlying components of it. The best sales people employ sixteen influence principles. We list them below, somewhat in the order that they flow in sales.

For our purposes here, we only outline what the influence principles are; we don't cover how to succeed in each one. As you read, you should ask yourself, "Do I need to be better at this principle?" If the answer is yes, you have some exploring to do.

16 Principles of Influence

Attention. You must capture the attention of today’s busy buyers. You can’t influence someone if they’re focused on something else.

Curiosity. People know what they have, but they want to know what they are missing. Give them the sense they might be missing something and they’ll naturally want to know more.

Desire. When buyers start to see what’s in it for them, they start to become emotionally involved in wanting whatever it is. Develop that into dissatisfaction and you’ll see action in sales.

Envy. If you can get your buyer to want something that other people have, their unhappiness will eat away at them until they get it.

Emotional Journey. People remember how they feel. Top sales people take prospects on an emotional journey using stories that help prospects to feel the pain of where they are, and feel what the happiness and fulfillment will be like in their better future.

Belief. The more convinced they are that your solution will succeed, the more willing they will be to move forward.

Justification. People buy with their hearts and justify with their heads. Emphasize your value using a return on investment (ROI) argument.

Trust. Belief is faith that something will work. Trust is faith in you. Trust is the foundation of sales. No trust, no sale.

Stepping Stones. Think of buying as a leap of faith. If you’re always trying to sell something “big” then that leap can be too much. Shorten the leap of faith with stepping stones first, like smaller projects and propositions that buyers will perceive as less risky.

Ownership. Until an individual takes ownership over decisions, actions, and results your ability to influence them is limited. Your job is to make it the buyer’s agenda to move forward, not your own.

Involvement. When you have a hand in creating something, you’re more likely to be a passionate advocate for its success. Involve your buyers in in the selling process, and they’ll be much more attached to implement the solution.

Desire for Inclusion. People don’t want to be left out. If you can show that others are doing it, the more they’ll want to move forward.

Scarcity. People value things that are rare and hard to get. Highlight differentiation, and make sure that buyers know when they may miss out on an opportunity if they don't act now.

Likeability. People pay attention to, talk to, and buy from people they like. They want to see people they like succeed.

Indifference. The more you seem like you need the sale, the less likely a buyer will view you as a peer, and the more difficult it will be to sell. Maintain equal business standing, and be prepared to walk away if a sale at good terms is not in the cards.

Commitment. Written and public commitments are stronger than verbal and private commitments. Gain written, public commitment for each next step in the buying process to ensure a close of the deal.