What is Ethical Persuasion and Why Does Your Sales Team Need to Know?

By Thomas Trautmann

70% of sales fail!

Why? Because people keep using old salesy persuasion  techniques have brought us to the stage where nobody is proud anymore to be called a salesperson!

In today’s fast-paced business environment, the art of persuasion is more crucial than ever. However, there’s a significant distinction between persuasion and ethical persuasion. Understanding this difference can transform your sales team and help you grow your revenue and success.

So, what exactly is ethical persuasion, and why should your sales team be well-versed in it?

I define Ethical Persuasion as “getting the decision you want from people, while they make the decision they need.” This approach ensures that persuasion is not manipulative but rather a harmonious process that aligns with what really drives one’s decisions. It focuses on targeting the decision maker in the human brain and triggering it by removing subconscious frustrations, positioning the persuader, you, as a “savior” in a win-win scenario.

The beauty of ethical persuasion lies in its ability to create more recurring customers, financial abundance, and satisfaction for both the ethical persuader and the customer. It’s not about tricking someone into a decision; it’s about guiding them to a choice that benefits both parties.

At the core of ethical persuasion is a simple yet powerful formula that revolves around four key parameters:

Trigger: Understanding what triggers people to make decisions is the first step. It’s about speaking to the subconscious part of their brain, the primal brain which is the core of the decision making process, addressing their underlying frustrations. For example, if a client is concerned about hair loss, the real issue might be their appearance at social events, not just the hair loss itself. Recognizing these triggers allows your team to tailor their approach effectively.

Trust:

Building trust is essential. Without trust, there’s no decision. Trust has it’s own hormone in the brain called Oxytocin. Your sales team must establish rapport and authenticity, demonstrating genuine care and understanding of the client’s needs. It has nothing to do with your products or services. Trust is built by being human and ready to share WHO you are. It’s about creating a safe space where clients’ brains feel confident in the decisions they are making, supported by you and your team.

Transparency:

Knowing WHY you do what you do helps clients resonate with you. This authenticity creates a connection that goes beyond mere transactions, fostering long-term relationships. Your sales team should be able to communicate the company’s values and how they align with the client’s needs, creating a shared identity. This is a perfect place to use one of the key tools to support the decision process and induce memorization: storytelling!

Tribe:

Social proof is powerful because it connects with the basic societal structure of the human species: the tribe. Encouraging satisfied clients to provide testimonials or recommendations can significantly boost your credibility and influence. People often look to others they identify to, when making decisions, so having strong endorsements can sway potential clients in your favor. It will help you and your sales team to create a recurring buyers tribe.

Understanding and applying ethical persuasion allows your sales team to build stronger, deeper – at the primal brain level, more authentic relationships with clients. This approach ensures that clients feel valued and understood, leading to increased loyalty and repeat business. Clients are more likely to return to a company they trust and feel connected to. It removes the “salesy” feeling that kills 70% of all sales attempts.

Ethical persuasion taps into the primal brain, making it easier for clients to make decisions that align with their subconscious frustrations removed This results in higher conversion rates and more successful sales outcomes. By addressing the underlying motivations of clients, your team can facilitate smoother decision-making processes.

Moreover, companies practicing ethical persuasion are seen as trustworthy and reliable. This reputation can lead to more referrals and a broader client base, as people prefer to do business with those they trust. A strong reputation can differentiate your company in a competitive market, attracting more clients who value ethics and integrity. In the long run you will be the winner!

When sales teams are equipped with the tools and knowledge of ethical persuasion, they feel more confident and motivated. This empowerment leads to better performance and job satisfaction. Salespeople who understand the principles of ethical persuasion are more adept at navigating complex client interactions and closing deals effectively.

Furthermore, today’s consumers are more informed and cautious than ever. They expect transparency and authenticity from the businesses they engage with. Ethical persuasion aligns perfectly with these expectations, ensuring that your sales approach is both effective and respectful.

To effectively implement ethical persuasion, training and continuous learning are essential. Sales teams should be encouraged to regularly update their knowledge and skills, keeping abreast of the latest developments in ethical persuasion techniques. Workshops, seminars, and coaching sessions can provide valuable insights and practical applications.

Additionally, fostering a culture that values ethics and integrity is crucial. Leadership should model ethical behavior, setting a standard for the entire team. By embedding these values into the company culture, ethical persuasion becomes a natural part of the sales process.

Ethical persuasion is not just a sales tactic; it’s a philosophy that prioritizes the needs and desires of clients while achieving business goals. By understanding and implementing the Ethical Persuasion Formula, your sales team can transform their approach, leading to more meaningful connections and successful outcomes. In an era where trust and authenticity are paramount, ethical persuasion is not just beneficial—it’s essential.

By embracing ethical persuasion, your sales team will not only boost their success rates but also contribute to building a brand that stands for integrity and respect. As the business landscape continues to evolve, the ability to persuade ethically will be a defining factor in achieving sustainable growth and client satisfaction.

Thomas Trautmann is CEO and founder of Happy Brains and creator of the Ethical Persuasion technique. A neuromarketing expert, he holds a Masters in Artificial Intelligence and Algorithmic and a PhD in Artificial Neural Networks. Thomas talks on the global circuit educating marketing and sales teams, CEOs and individuals on the science and benefits of Actionable Brain Science for commercial and personal success.