What's the most important sales skill of all?

Published: Wed, 12/11/24

Updated: Mon, 12/16/24

December 11, 2024

TOGETHER WITH

Welcome back, sales readers of all stripes. You should be prospecting right now, which you’ve delayed in order to do your holiday shopping, which you’ll put on hold to read this newsletter. But, guess what? Permission granted! In this week’s issue, we’ll take a look at Robert Cialdini’s six psychological hacks of persuasion, and much more. Let’s go!

NUMBER OF THE WEEK

64% of sales professionals say they would leave if offered a similar job elsewhere with better pay

Source: Salesforce

SALES ROUNDUP

Here’s what’s happening in the sales world this week:

Salespeople are stressed, but there’s something employers can do about it, according to a recent editorial in Fast Company by sales author Keenan. Keenan says that reframing your own understanding of your role as a helper, as well as support from your employer that includes positive customer stories, can make the difference. You can read more about it here.
A North Carolina woman was arrested after allegedly stabbing a car salesman during a test drive. Demika Porterfield, 52, was given a $250,000 bond on Monday, Dec. 9, in connection with multiple charges brought against her over the weekend. According to Mooresville police, Porterfield was test driving a 2024 Cadillac Escalade with a salesperson in the vehicle. She reportedly took out a knife and stabbed the employee during the drive. You can read more about it here.

FEATURE

Photo by Milad Fakurian on Unsplash

Robert Cialdini’s 6 Psychological Hacks to Close More Deals

Meet Robert Cialdini, the pioneering researcher who decoded the psychology of influence in his seminal 1984 book Influence: The Psychology of Persuasion. His six principles aren't just academic theory — they're a blueprint for understanding how humans make decisions. As a salesperson, your job is to understand the hidden psychological triggers that make people say "yes," so these are important things to know.

1. Reciprocity: The "You Scratch My Back" Principle

Humans are hardwired to return favors. Give your prospect something valuable first — and no, company swag does not count or move the needle early in the sales process. What you give doesn’t have to be something big or expensive, it’s the gesture that counts. In the food service industry, it was found that waiters who leave a mint with the bill increase their tips by 3%.

In sales, you want to give your prospect personalized, unexpected value. Send a thoughtful industry report. Offer a no-strings-attached consultation. Make them feel indebted before you even pitch.

2. Scarcity: Leveraging FOMO

Humans want what they can't have. Limited editions. Exclusive offers. "Only 3 spots left!" These aren't just marketing buzzwords, they're psychological triggers. But customers are smart and they won’t always bite just because you’re offering a time-based discount, they’re going to buy when they want to buy.

Instead, create FOMO through the potential of missing out on something transformative. Frame your solution as a unique opportunity with clear, time-bound benefits — not arbitrary discounts.

3. Authority: Credibility is Currency

People trust experts. Period. Why do dentists wear white coats in toothpaste ads? Because uniforms and credentials scream "I know what I'm talking about." Authority is about demonstrating genuine competence. Prospects want to work with professionals who deeply understand their challenges and solve their problems.

The most compelling authority comes from demonstrating understanding, not just claiming expertise. Show how you've solved complex problems for others in similar situations.

4. Commitment and Consistency: The Incremental Approach

Humans have a profound psychological need to appear consistent with their previous actions and self-image. Small commitments create a pathway to larger decisions. Get prospects to make small commitments, and they'll naturally slide towards bigger ones.

Start small. Create low-risk initial interactions that build confidence and show you can follow through on promises. The goal is helping prospects see your solution as a natural progression of their current thinking, not a radical departure.

5. Liking: Build Genuine Rapport

Here's a shocker: people buy from people they like. But liking isn't about being everyone's best friend — it's about genuine human connection. People are more likely to engage with those who understand them, share similar values, and demonstrate authentic interest. But do this before you start selling. Authenticity is critical, while manufactured friendliness can quickly backfire.

6. Consensus: Social Proof in Action

Humans are inherently social. We look to peers and trusted networks to validate our decisions.

The most powerful consensus comes from specific, contextual examples that resonate with a prospect's exact situation. You can leverage social proof through detailed case studies, published research, thought leadership content, or recommendations from respected industry figures.

The Dark Art of Ethical Persuasion

These principles aren't manipulative tricks — they're insights into human decision-making. The most successful sales pros use psychological understanding to solve real problems, create genuine value, and build long-term relationships.

Master these principles not to close a single sale, but to become a trusted advisor who consistently helps clients. Remember, your job isn't just selling a product. It's helping clients see a better version of their future — with your solution as the bridge. Now go forth and persuade!

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MEME OF THE WEEK

Source: Instagram -- Sales Humor

QUIZ

Which famous actor sold cars at a Ford dealership before pursuing an acting career?

A. Matt Damon
B. Samuel L. Jackson
C. Danny Devito
D. Richard Gere

SALES FAILS

Each week, we bring you the most cringe-worthy sales moments from across the web. To submit your sales fail story for consideration, click here. (Don't worry, you'll remain completely anonymous).

This one's a lesson. I used to work selling equipment to ports and harbours back in the day when I was young and green. I landed a meeting with the Assistant Procurement Manager for a large European port on the back of successfully selling to a sister operation of theirs. So I drove several hours for this meeting, was greeted by this guy in reception, and was led by him into what I thought was going to be his little office. But instead, he led me into a conference room where they had the port CEO, the maintenance manager, their marine contractor etc. etc. — about 10 people in total.

I then got asked if I had a presentation to share with them, which I didn't because I'd rocked up with a brochure and a notepad to speak to one lower-level guy and then maybe, just maybe, get into a meeting like this a few months down the line if all went well. But it turned out to actually be that meeting...

I riffed through it as best I could, got a few nods here and there along the way, but realized I hadn't done the opportunity justice. And then, on the way out the door, I saw one of my competitors sitting in reception and it suddenly clicked that I'd been involved in a beauty pageant without even realizing it. I didn't get the business, but since then, I always qualify who's going to be in the room and what the agenda looks like before I confirm a meeting so I can prepare properly, which has served me well.

Anonymous United Kingdom

GRAPH OF THE WEEK

Source: LinkedIn Poll -- December 2024

WORTH A PEEK

What is the most important sales skill of all? This question was asked in a recent Reddit thread, where the answers ranged from confidence, to empathy, to consistency, and more. Check out the full conversation here.

ASK THE QUOTA

Want to submit a question and be featured in our advice column? Click here. (Don't worry, you'll remain completely anonymous).

I'm having a rough December. I sell to enterprise, so sales cycles are long, and the fastest I've ever closed a deal has been 4 weeks. I had three different deals in play and I was counting on at least one of them to close by EOY so that I could hit my number. Two of them decided they wanted to hold off and continue the conversation into the new year, and the other one just informed me last Friday that they decided to go with another vendor.

Basically, my year is shot. I don't have any other opportunities in the pipeline that seem closeable before EOY. This will be the 2nd year in a row where I'll miss my quota at this company. There's little to no chance that I can get a new deal in play before the end of year as everyone is pretty much checked out at this point. Honestly, I'm feeling a bit depressed and have no motivation to keep pushing. I'm not even sure if sales is right for me anymore… Should I just quit?

Devastated in Location withheld

Dear Devastated,

Here’s the thing: that feeling of failure you’re experiencing is just part of the sales game. Understand it. Embrace it. Then push on. You said there's little to no chance that you can get a deal in play before EOY. Well, one thing’s for sure: if you don't believe in yourself and don't put in the effort, you're absolutely right — there is no chance. The last end of year push is where great salespeople are made. Can you incentivize one (or both) of the two learners to close this year? If you try, you might win. But if you quit, you will lose, no exceptions.

Quiz Answer: C. Danny DeVito sold cars at a Ford dealership before pursuing an acting career (you can read the source article here)

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Today's email was written by Ken Kupchik, Erica Furgiuele, Steve Rado, and Emily Hill.

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