sales training persuasion influence

Psychology Of Persuasion • How To Persuade

The Value Proposition

Each person has an internal value proposition that balances the perceived value of what you are presenting against the perceived cost.

When the perceived value exceeds the perceived cost, the decision will go in your favor!

value proposition

How To Change The Value Proposition

 Reduce Perceived Cost  Increase Perceived Benefit
  • Guarantees
  • Testimonials
  • Endorsements
  • Demonstrations
  • Price reductions / sales
  • Payment plans
  • Rebates / coupons
  • Compare to something more expensive or unfavorable
  • Reduce the unit size (cost per minute vs. total price)
  • And many more...
  • Align with high level values
  • Present using their decision strategy
  • Bonuses
  • Exclusivity
  • Social proof
  • Scarcity
  • Increased price
  • Be congruent with their identity
  • Packaging
  • And many more...


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