Tony Treacy - How to Become a Master of Persuasion: Establishing Value and Convincing Your Customers of It (ISSN)

How to Become a Master of Persuasion

How to Become a Master of Persuasion

Establishing Value and Convincing Your Customers of It

Tony Treacy

How to Become a Master of Persuasion:
Establishing Value and Convincing Your Customers of It

Copyright Business Expert Press, LLC, 2022.

Cover design by Charlene Kronstedt

Interior design by Exeter Premedia Services Private Ltd., Chennai, India All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher.

First published in 2021 by

Business Expert Press, LLC

222 East 46th Street, New York, NY 10017

www.businessexpertpress.com

ISBN-13: 978-1-63742-090-4 (paperback)

ISBN-13: 978-1-63742-091-1 (e-book)

Business Expert Press Corporate Communication Collection

Collection ISSN: 2156-8162 (print)

Collection ISSN: 2156-8170 (electronic)

First edition: 2021

10 9 8 7 6 5 4 3 2 1

Description

This book is perfect for everyone involved in sales who wants to be a better and more persuasive communicator. It is a practical guide that explains what motivates customers, how to identify the best things to talk about, how to control every pitch, and how to persuade customers to buy from you.

Keywords

pitching; presenting; business storytelling; persuading; communicating; impressing; influencing; speaking; business process; word craft

Contents

If you need to pitch for business then you really do need to read this book. Tony is a true master of both the art and science behind pitching and here he has managed to blend these into a simple, thorough, process to create compelling and winning proposals. Its practical, valuable advice and soundly based in his extensive real-world experience. Highly Recommended!Nick Dunlop, Managing Director Willis Towers Watson

Easy to read. It really simplifies pitching and sets out a process that is practical and logically structured. The case studies are interesting and useful, and it is easy to see how businesses will improve the way they pitch if they apply what it teaches.David Herbinet, Global Head of Audit Mazars

A go to communications bible for everyone involved in business development and sales. It is a logical and practical guide to building effective customer-centric communication for the virtual and physical world.Sasha Molodtsov, Director BDO LLP

A perfect companion to ensuring your communication and pitching is on point and effective. The chapters flow logically through the steps you need to take to produce effective content and improve personal presentation skills. This is a great guide to mastering the art of persuasion.Andrew Rhodes, B2b Marketing Manager Just Park

If you work for a company who sells products, services, and solutions to other companies, then youll be interested in this book, because it is all about how you persuade a customer to buy from you.

The starting point is to recognize that business is doomed unless it has a regular stream of new sales. Sales are the life blood of business. Sales are the oxygen that a business needs to breathe, and if you dont have new sales, then you dont have a business, right?

So, everyone needs customers and most of us spend a lot of time and energy trying to win new customers, so our businesses can be successful, and we can make some money.

The big question is why does a customer buy from you?

Business is won when the customer thinks you have the right answers, the right products, the right people, and the right skills. This is why they buy. Whether this happens depends on your ability to persuade them.

Persuasion means inducing or leading someone to do something through reason and argument, in this case, buying something from you, and whether you persuade a customer is not a matter of chance.

Customers are persuaded when they believe what you offer is better than anyone else, which is determined by whether your pitch is compelling and whether you communicate your value brilliantly in written proposals, at meetings, and at presentations.

If pitching and persuading a customer is an essential skill, how good are you at communicating? How good is your sales pitch? How persuasive are the reasons and arguments you put to your customers, and how often do they buy?

These questions are probably even more important than they have ever been before. The global pandemic isnt over, and although some businesses have flourished, many others have struggled through shutdowns and restrictions that have limited human contact and turned normal working practices upside down.

Its as though weve all been living in a dark tunnel, and after months and months are only now moving toward the light. When we get there, when business steps out back into the light, life will change for the better as things start to return to normal. However, when the starting gun goes off, there is a key question all business leaders need to answer: Will they be ready to sprint? Will the sales and business development teams be ready to take advantage of market opportunities? Will they be able and ready to convince customers to buy from them, or will they need to prepare for the race?

So, if you think your business needs to find better ways to win new customers and if you think you could improve the way you pitch and be better and more effective communicators, then this book helps you. It is focused on helping everyone who is involved in sales or business development and teaches you how to become a Master of Persuasion.

In short, this book helps you to become a better and more persuasive communicator. It is a practical guide to help you understand a customers goals and motivations, to identify the most relevant and important issues to talk about, to take control of every pitch situation, and to plan and then deliver proposals and presentations that will persuade your customers to buy from you.

This book is based on training courses that have been attended by hundreds of businesses over the years. It contains real-world case studies and personal insights about pitching that explain how to prepare for every step in the sales process and provides tools that will enable you to apply this knowledge immediately to your business.

As well as enhancing skills to deliver pitches and presentations, it also explains how to transfer face-to-face skills to the current work environment, where video conferencing has become the new normal.

This book helps you to:

Understand customers goals and motivations

Identify the most relevant and important issues to talk about

Predict the attitude of the audience you will be pitching to

Learn how to write benefit-focused pitches

Focus on the key issues that are relevant to the customer

Work together more collaboratively and effectively as a team

Save time producing pitch documents and presentations

Enhance your personal impact at meetings and presentations

Learn how to handle video conferencing more effectively individually and as a team

Become a better and more persuasive communicator

The author, Tony Treacy, has over 35 years of experience in business. He was a marketing director for a leading accountancy firm, ran an award-winning integrated agency working with some of the largest global brands, was a director at an international graphics business, and was a specialist for a global company in the printing and publishing industry.