A brief guide to sell in a better way

1. 1
P E R S U A D I N G o r M A N I P U L A T I N G
H o w s h o u l d w e s e l l ?

2. 2
- ALEN MAYER
“Both persuasion and manipulation are methods of
convincing people to do something, react favorably to
your ideas or change their thinking to match yours.
They are based on some principles of human action and
interaction . Though the two are similar to some extent,
they follow different styles and their results are usually
different

3. 3
BRIEF
INTRODUCTION
“ M a n y o f u s a r e n o w a ff e c t e d m o r e t h a n s u s p e c t , a n d o u r
d a i l y l i v e s a r e s u b j e c t t o c o n t i n u o u s m a n i p u l a t i o n s w h i c h
w e d o n o t r e a l i z e . F o r c e s a r e w o r k i n g o n a l a r g e s c a l e ,
u s i n g m e t h o d s b o r r o w e d f r o m p s y c h i a t r y a n d t h e s o c i a l
s c i e n c e s . I t ' s s i g n i f i c a n t t h a t t h e s e f o r c e s s e e k t o a c t o n
u s w i t h o u t o u r k n o w l e d g e , s o t h a t t h e w i r e s t h a t t h e y a r e
o f t e n m o v e , i n a s e n s e , o c c u l t . ” –
C o n t a i n e d i n t h e s e Va n c e P a c k a r d w o r d s , t e a c h e r o f
j o u r n a l i s m a t N e w Yo r k U n i v e r s i t y, t h e r e w a s t h e t h o u g h t
o f w h o l e e p o c h , t h a t a t t h e t u r n o f t h e f i f t i e s , a n d
e s p e c i a l l y t h a t w h i c h c o u l d b e c a l l e d a d v e r t i s i n g t h e d e e p
a n d t h a t w a s t o i n f l u e n c e t h e b e h a v i o r o f c i t i z e n s , w a s
u s e d i n m a n y f i e l d s a n d p r e s e n t e d a v a r i e t y o f i n g e n i o u s
t e c h n i q u e s .
W R I T E M E F O R F U R T H E R D E T A I L S
- M A U R O Z E N T I L E

4. 4
Today, the debate between persuasion and manipulation rages on.
In fact, many confess that they have a hard time distinguishing
between the two.
THE DISTINCTION IS VITAL BECAUSE IT WILL GUIDE YOU IN
INFLUENCING OTHERS ETHICALLY AND EQUIP YOU WITH THE
KNOWLODGE TO RECOGNIZE MANIPULATIVE MESSAGES
M O R E I N F O S O N
w w w . h o f f e l d g r o u p . c o m
PERSUADING or MANIPULATING

5. 5
3 MAIN
DIFFERENCIES
P E R S U A D I N G O R M A N I P U L A T I N G
P E R S U A S I O N I S E T H I C A L , M A N I P U L AT I O N N O T
P E R S U A S I O N I S A B O U T I N F L U E N C I N G P E O P L E A B O U T
S O M E T H I N G T H E Y N E E D , M A N I P U L AT I O N I S A B O U T C O N V I N C I N G
P E O P L E A B O U T S O M E T H I N G Y O U WA N T
P E R S U A S I O N A I M S T O S E R V E , M A N I P U L AT I O N A I M S T O C O N T R O L

6. 6
PERSUASION
SALES RESULTS
L O Y A L T Y
T R U S T
R E P E A T P U R C H A S E S
L O N G - T E R M S A L E S

7. 7
MANIPULATION
SALES RESULTS
L O Y A L T Y
T R U S T
O N E - S H O T B U S I N E S S
S H O R T - T E R M S A L E S

8. 8
THEREFORE, HOW SHOULD WE
INCREASE OUR SALES RESULTS?

9. 9
3 STEPS FORWARD
When trying to make a sale you
should ask questions to
understand your customer’s
situation
1 S T S T E P

10. 10
You need to be open and present
the facts of your products in a
positive light and to show how they
will benefit the users
2 N D S T E P
3 STEPS FORWARD

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An understanding of persuasion
techniques will not only increase your
sales, but it will also help grow strong
bonds with your customers, thus winning
their trust and loyalty
3 R D S T E P
3 STEPS FORWARD

12. 12
While both manipulators and persuaders understand the
importance of motivation in influencing decision making,
manipulators use this knowledge to their advantage while
persuaders use it to the advantage of their customers
“
- ALEN MAYER