The Science of Selling: Part 4 - Consistency

In the previous instalment of our mini-series we explored ways to make it clear to your potential customers that you are qualified, experienced experts in your field.

Now we are going to discuss the power of the fourth principle of persuasion, consistency, and how you can take advantage of it to win more new business where others fail.

“Consistency; consistent behaviour or treatment”

When you see the word consistency your first thought might be “I know, I know. Do what you say you’re going to do and follow up with the prospect.”

This is one of the first things you learn in sales – you must follow through with what you have promised to do for the prospective client in order to build and maintain trust.

But when we’re talking about the principles of persuasion, we are talking about a different kind of consistency – the consistency of the individual you are selling to, not you.

As human beings we like to be consistent, even if we don’t realise it. So, one decision can have a significant bearing on the next decision, in a bid to achieve this consistency.

Understanding this can give you a huge advantage in the sales process as you are moving an individual from being a prospect through to a paying customer.

Look for opportunities to have your prospective client make small decisions in your favour, moving them a small way towards your goal of agreeing a deal.

These small decisions in the right direction will lead to more and quicker decisions that consistently move further things closer towards your goal.

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Part 5 of our mini-series will explore the principle of liking.

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