Sales Management

Jedi Mind Tricks: The Psychology of Sales Persuasion

Jedi Mind Tricks - The Psychology of Sales Persuasion

Telemarketing is basically a ping-pong of words, and whoever has the strongest “spin” usually wins the conversation. Successful sales people would tell you that this battle is not so much about what the content of your dialogues are, but more on how you deliver them.

Naturally, people would start using methods of persuasion in their sales tactics. While others view them as “manipulative”, people who stand by it claim that it’s just a matter of understanding human instincts and using them to achieve your goals.

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There are quite many different persuasion techniques being used in sales, and here are some of them:


Framing is the approach where the persuader uses certain strategic words and sentence structures to give a new positive meaning to an idea. For instance, instead of pushing a prospect to agree to a meeting, a telemarketer can instead “re-frame” his arguments by focusing on other positive notions, such as the coffee shop where they would meet, the things that would be presented, or other benefits he may gain by agreeing. Politicians execute great examples of framing in their open speeches. They’re usually skillful in restructuring their sentences to turn unpleasant news into something that’s publicly acceptable.


The concept of scarcity is used to conjure an idea that the product or service being pitched is in high demand, thus triggering a sense of “need” on the part of the prospect. Although this may be construed as deceptive, it can be done without actually violating any ethical principle. Instead of saying “Our brand is in high demand these days”, you can say “More people are getting interested in products like these because….”


Reciprocation is one of the most basic of human instincts, and it’s no wonder why it is being used to persuade people. People usually agree to deals when they see something to be gained in exchange. Though sometimes the deal may not be equal for both sides, one of the parties may have to learn to compromise and take the risk based on potential.

Fluid speech

At least once in your life, you’ve probably talked to a terrific salesperson at your local mall or over the phone and found yourself surprisingly swayed by his words and tone of voice. You suddenly became interested in a product that you would otherwise normally ignore. But what if the salesperson stuttered with a lot of “umm”s and would occasionally scratch his head whenever you asked a question? Your chances of being persuaded would probably range from almost impossible to impossible.

This content originally appeared at Marketing Appointment Setting Blog.

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