It's the one time when "being under the influence" is actually a good thing.
I'm talking about selling using influence. Influencing a prospect or buyer is a little harder than informing them, I'll grant you that. "Informing" a buyer consists of stats, claims, promises, yada yada yada...all the stuff that most buyers tune out four seconds into your barrage of information you give them.
"Influencing" a buyer is something quite different. It takes precise wording...careful planning...listening to your prospect, and then overcoming their objections and re-directing the sale towards a successful conclusion. It's interaction. It's a relationship. It's selling through conversation and logically ordered, compelling arguments for your point of view.
And it works much, much better than just "informing".
* P.S. DUI's are in no way being endorsed in this column. In fact, to illustrate the foolishness of drinking and driving, I give you this:
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