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Appreciation – a persuasive sales technique

01 Feb 2010

Showing your appreciation when selling technology is very persuasive. We all crave to be appreciated and when someone does, we are automatically attracted to them.When you show a prospect your appreciation of them, you will influence them in two ways. Firstly, your prospect will be automatically attracted to you and they will be more open to a discussion on how you can help them. Secondly, your prospect will start to like you – people like those who appreciate them, and   we all know that people buy from those they like.Instead of trying to impress your prospects with your technology products and services, go all-out to show them how much they are appreciated. This way they will automatically be more impressed by you and more open to being impressed by your products and services. Go on a mission to find something you can truly appreciate about your prospect, and lead the conversation by commenting on it. Amazingly, 68% of customers find alternative suppliers because they do not feel appreciated. Being appreciated by you is more important to them than how good your technology products and services are.If you want to keep your customers, then showing your appreciation of them is mandatory, not optional.In doing so, they will not only become loyal customers and keep buying from you, but they will also go out of their way to give you referrals and testimonials. Here are a few examples to demonstrate just how well a  little bit of genuine appreciation can work:

  • David Frey, a well-known marketer, increased his book and product sales by 300% using appreciation.
  • A financial advisor landed an account that generates over $60,000 per year as a result of sending an appreciation card.
  • Joe Girard, who holds a Guinness Book of Records citation for being the World’s Greatest Salesman, attributes his success to sending out cards of appreciation every month to all his clients and prospects.
  • Mary Kay, who founded the $1.2 billion Mary Kay Cosmetics Empire, understands the power of expressing gratitude and using thank-you cards.
Although showing appreciation is proven beyond a doubt to increase sales, it seems it remains a secret sales strategy. I say that because so few people use it, and even those who regularly do, tend to mostly use impersonal technology such as email. When you last received a thank-you or happy birthday email, what did you do? I have a hunch that you read it quickly, then hit the delete key and soon forgot about it. Am I right? Although showing appreciation via email is quick for you to do, it’s just as quick for the receiver to delete and forget. There is very little that is special about receiving yet another email. Email is a relatively ineffective method for showing appreciation, particularly as a one-time action.For appreciation to be effective in selling technology, it needs to be done in a regular and consistent manner that has high impact. Some high-impact ways include in-person conversations and sending personalised paper cards in the post. Also, for your appreciation to be effective you must come over as sincere and genuine with no expectation of a return. Most people can sense insincerity, and if that is the case, I can assure you that your plan will backfire and people will not be attracted to you. So, if you want to increase your technology sales, implement a sincere appreciation strategy!

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