‘Convince’ is No Longer a Word

I’ve been working hard to eliminate the word “convince” from my vocabulary, and on today’s episode I’m telling you why.

First of all, it sets the wrong tone. 

More importantly, it represents a gross misunderstanding of what selling is.

Fundamentally, when you try to convince someone of something, it’s something akin to an argument. You’re trying to use facts and logic to make a point and that’s backward.

Remember, sales are made emotionally first, and then justified logically. When you miss the emotion, you miss out on the sale.

Carry it out a little further, and let’s say you succeed…

✧ There’s a decrease in satisfaction

✧ There’s an increase in buyer’s remorse

✧ There’s very little likelihood that these customers want to refer you to their friends

✧ If they were really a good fit, would they have needed so much convincing?

Think about what it really means when you try to convince someone, and then tell me why we should even be using that word as professional salespeople at all anymore.

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