The aim of this chapter is to give the reader a better understanding of the principles of influence in personal selling. Personal selling is especially important for high-involvement purchases. The chapter outlines the steps involved with special emphasis paid to effective presentation and handling of objections, including multi-attribute reframing, selling the ‘improved value’ and selling the ‘vision’. Also discussed in this chapter are the subtle, yet powerful principles of compliance seeking tactics. For long-term success, though, a sales agent needs to be trustworthy, and we discuss the factors that make a sales agent more trustworthy. We then present a model that summarises the many paths that lead to effective persuasion.
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