How often do you struggle to get people to buy what you’re selling?
I’m not suggesting you are a sales person, per se. However, all of us are selling something whether it’s seeking the boss’s permission to proceed on a project, persuading a co-worker to do something in a particular way, convincing your spouse to vacation in a certain location, or cajoling the kids to do their homework and clean their rooms.
This form of persuasion takes place in each of our lives every single day, and some of us are more successful at it than others.
In this age of message bombardment, it’s important to recognize that people selectively tune out the noise in order to hear what’s important to them. Because they are inundated with both wanted and unwanted to information, they fortify themselves to listen selectively.
So given this resistance, how do you get your message across?
In Mark Goulston’s book, Just Listen: Discover the Secret to Getting Through to Absolutely Anyone, he explains the importance of successful communication through the Persuasion Cycle, illustrated above. Goulston says all persuasion moves through the steps of this cycle and therefore it’s important to to speak to people in a manner that moves them from:
- Resisting to Listening
- Listening to Considering
- Considering to Willing to Do
- Willing to Do to Doing
- Doing to Glad They Did and Continue Doing
The secret to getting through to anyone is by having them buy in. This occurs only when you are able to get people to stop “resisting” to “listening” to “considering” what you are saying.
“Ironically, the key to gaining ‘buy-in’ and then moving people through the rest of the cycle is not what you tell them, but what you get them to tell you—and what happens in their minds in the process,” says Goulston.
As the title to his book implies, listening is a huge part of successfully persuading others. And effective listening requires seeking to understand before being understood as Stephen R. Covey described in his seminal book The 7 Habits of Highly Effective People.
It also requires hearing what is unspoken yet conveyed through tone of voice, eye contact and other body language. This requires you to be curious, and using all of your senses to truly tune into the other person.
Getting people to reveal their resistance involves not only listening, but asking the right questions. No matter how many facts and details you share about your perspective, until you ask the right questions to uncover resistance you will fall on deaf ears. And learning to ask good questions is perhaps the most important leadership tool you can master.
You can also help persuade others by exercising your empathy muscle to make the other person feel heard. The gift of being heard is all too rare and goes a long way towards successfully connecting with other people. When they feel heard, they are much more willing to open up and reveal what’s most important to them.
Though most of us will say we are good listeners, the reality is we are not. If we are truly honest with ourselves, we will admit that instead of actively listening, we are distracted or thinking about what to say next. This is counterproductive to moving through the Persuasion Cycle.
If you really want to enhance your ability to persuade others to buy what you’re selling, follow the steps in the Persuasion Cycle and improve your ability to truly listen.