Influence and Persuasion Skills
© Persuasive Presentations, March 2013
E = Emotional Connection
In these times of austerity, it’s getting increasingly difficult to separate decision
makers from their budgets.
Before they’ll consider loosening the purse strings, buyers want to know their
money is in safe hands.
They don’t have the luxury of making a mistake. Businesses, jobs and livelihoods
are on the line with every penny they spend.
Generating a good feeling about you is crucial for getting the buy-in you need to
take your sales relationship with your audience to the next level.
In a way this whole eBook is about creating the right emotional connection with
your audience – the certainty that you can deliver what they want.
In this section we will deal with one of the most powerful ways of creating this
certainty. The delivery of valuable insights that they can use immediately to
achieve some of what they want.
Achieving this certainty means resisting the temptation to sell and moving beyond
the features and benefits of your products and services.
Features and benefits are cold comfort to the modern buyer. They rarely help
prospects to differentiate you from your competition.
Nor do they provide certainty that you have the ability or experience needed to
help them.
While there’s pressure on you to bring back prospects, your audience is under
equal pressure to show that their time listening to you was time wisely spent.
