Business Strategy and Planning

The Art of Persuasion: What Could Be the Secret?

The art of persuasion occurs through the presence of authenticity, that is, without manipulation or forcing the other party to buy your products or services. It is considered an art since it involves a deeper understanding of human behaviour, emotions and how to approach them better.

What’s the key to persuasion?

Clients or customers will choose your brand if you show your credibility and gain their trust. Before that, you need to be proven for:

  • Delivering high-quality products or services
  • Transparent about your business processes
  • Having testimonials or feedback from your satisfied customers
  • Consistent image of your brand (e.g. messaging, branding, customer experience)
  • Brand’s authenticity

What are the ways to persuade and influence them?

Other than focusing on your business, you need to understand your clients or customers first. To do that, a study need to be done. Find out what their challenges are and identify recurring patterns of areas in which they face difficulties.

Never assume what they want

Since every client has different wants and preferences, you should never assume what they want. Assumptions can result in miscommunications and missed chances. Challenges are never the same throughout the years. We never know what kind of new issues they encounter while trying to find the best solutions. If you offer old solutions, it may satisfy the overall expectations of the client. To them, assumptions will show that your team is not willing to provide a better solution but only provides them with what you already have. This can make them look like a less important client or customer.

Identify their pain points

In persuading others, the secret lies in understanding their problems or worries. By knowing what area bothers them, you can offer solutions that really make a difference. As a business, listening carefully to their concerns can show that you are genuinely wanting to help them with their solutions, which can gain trust. Then, show how your ideas or products can help them feel better and that their issues can be solved easily. When you’re able to do this well, you become more convincing and influential in your communication.

Figure out their patterns and where they face difficulties

By figuring out the patterns, this can help them identify the recurring patterns, which could significantly solve their problem. When we get to know their exact recurring challenges or common issues. From this, it is easier for us to provide customers with effective solutions that are tailored for them. In addition, we could also learn and adjust the way we talk to persuade them better.

Use the art of storytelling

When it comes to business, you will have to storytell all the way through the journey. This is because one of the most effective ways to gain people’s attention is through their emotions. Attracting clients or customers through their emotions can get them engaged with the contents that you share about your products and services.

Find the right time to follow up

Some studies show that the best time is during the working hour, when it is not too late or too early from the time getting into work and off work. However, different businesses might encounter challenges that vary. For example, in sales or business situations, following up within a few days to a week after an initial meeting or conversation can be appropriate. This allows enough time for the other party to consider the discussion and provides an opportunity to address any questions or concerns they may have.

Some businesses might also require many follow-ups before closing a deal and some might even need a few. Instead of that, businesses can measure their follow-up effectiveness. According to experts, response rate, engagement level, conversion rates, revenue generated, customer satisfaction level and follow-up ratio are the important metrics. However, the key is also to strike a balance between being proactive and respectful of the other party’s time and priorities. Paying attention to cues such as the urgency of the matter, the tone of the conversation, and any agreed-upon timelines can help determine the right timing for follow-up.

Ask for their feedback

After showing them all the best solutions that you could provide for them, ask them to let you know if it is up to their expectations. Also, ask if there are any suggestions or objections, no matter how small, to show that you really want to help them. To add more, ask them what products or services they are really interested in and what they find hard to follow through with. This is especially true if it involves technical solutions, which require a more clear approach to understand how they might help them. Through this attentive method, it will enhance the likelihood of creating successful, tailored solutions for their challenges.


Developing trust, being aware of other people’s needs, and providing appropriate solutions are necessary for effective persuasion. Refrain from assuming anything and pay close attention to what they say. Learn what’s upsetting them and how you can support them. Understanding their issues enables you to provide suitable solutions. Moreover, telling narratives and choosing the right time to follow up can have a significant impact. Asking for their opinions is also crucial. Ultimately, the key to properly convincing others is to be genuine and valuable.

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