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LinkedIn Learning

Persuasive Selling

via LinkedIn Learning


Learn the eight psychological concepts that play an integral role in the sales process, and how you can use these concepts to refine your sales approach.

Understanding how people think and behave is key to the art of persuasion—and any successful sale. In this course, Brian Ahearn draws on the work of social psychologists and behavioral economists to provide concrete, actionable items for each stage of the sales process. To begin, learn the eight psychological concepts that you can employ throughout the sales workflow: reciprocity, liking, social proof, authority, consistency, scarcity, compare/contrast, and because. Next, learn how these concepts play a role in the early stages of the sales cycle, as well as how they can help you realize the qualities of your ideal client, deliver presentations, handle objections, negotiate, close, and ask for referrals. Lastly, learn how to grow from each sale and continuously refine your approach.


1. What Exactly is Persuasion?
  • The behavior behind successful sales
2. Psychology in Sales
  • Eight key psychological concepts in sales
  • Psychological concepts mapped to sales cycle
3. Prospecting
  • Why should someone want to meet with you?
4. Initial Meeting
  • Know your goals for the first meeting are
  • First impressions can help you close the sale
5. Qualification
  • Know the qualities of your ideal client
6. Presentation
  • How you present can weigh more heavily than what you present
  • Understanding the role of options
7. Objections
  • Anticipating reactions
  • Don't resist objections, embrace them
8. Negotiating
  • The value equation
  • The importance of relationships in negotiations
  • Conceding in the moment
9. Closing
  • This started with a handshake
10. Referrals
  • Don't ask, don't sell
  • When is the best time to ask?
  • Continuous learning: Three things to remember

Taught by

Brian Ahearn

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