Copyright

The Importance of Influence in Sales & Negotiations

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: How to Create & Deliver a Sales Presentation

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:03 What Is Influence?
  • 0:43 The Importance of Influence
  • 2:18 Application of Influence
  • 3:31 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Timeline
Autoplay
Autoplay
Speed Speed
Lesson Transcript
Instructor: Artem Cheprasov

Artem has a doctor of veterinary medicine degree.

This lesson goes over the importance of influence in sales. You'll learn how the sales context changes the way you influence, as well as get some pointers on how to influence sales.

What Is Influence?

Would you say you are influential? Actually, let's back up for a second. What does influence even mean? Influence refers to the ability of someone or something to affect the trajectory of someone or something else. That's to say, to alter the course or nature of something as a result of your actions, words, and so on. In a nutshell, that's influence.

If you're involved in sales, which naturally involves negotiation, then you probably rely on some form or degree of influence in order to conduct your negotiations and close a sale. In this lesson, we go over the importance of this influence to sales and negotiations.

The Importance of Influence

Influence is important in sales for an obvious reason: it can help change a person's mind and close a deal. But why, and, perhaps more importantly, how? Well, the way you try to influence a person's buying decision can alter their sales experience. If you're too pushy, you'll scare them away. If you're too timid, you won't convince them to change their mind. So, therefore, influence drives a customer's sales experience and that's why it's so important you play your cards right.

The opposite is true as well. This means that the context of sales and negotiations can affect how you influence someone. In the world of science, using hard-hitting facts and figures will do you a world of good at influencing a scientist to consider another point of view. However, gone are the days when such a strategy alone worked in sales and negotiations. Thanks to the internet and Google, people have easy access to contrary facts and figures that can rip your facts-based sales and negotiation strategy apart. This is why really experienced and skilled negotiators and sales professionals also rely on different strategies within the context of sales to influence others.

Key strategies include empathizing with the customer and showing them the value of a product as it applies to them, as opposed to a black-and-white fact of why the product is objectively superior. That is to say, softer, indirect, or more personalized approaches to influencing an individual are best, as they tend to lead to self-persuasion, where the client (thanks to your gentle influence) persuades themselves to do something. After all, it's much easier to believe oneself and one's own judgment than another's.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account
Support