Professional salespeople are manipulative. And it is (often) a really good thing. In fact, that is what makes them so good at their job and so valuable to their clients! 

There, I said it.

However, before you raise an eyebrow, let's look at the definition and clarify what I mean by "manipulation."

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verb

1. handle or control (a tool, mechanism, etc.), typically in a skillful manner.

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Professional salespeople are indeed adept at controlling conversations, but here's the catch – they don't manipulate people. Instead, they manipulate the direction of the conversation, and they do so transparently, giving the person they are conversing with the option to opt out at any point, for any reason.

In the context of a sales call, a salesperson occupies a clearly defined role within a professional relationship. Their role is that of the salesperson, while the other person's role is that of the prospect. This dynamic mirrors various professional relationships, such as lawyer/client, patient/doctor, or account manager/customer.

Within this conversation, it's crucial for the salesperson to skillfully control, or “manipulate”, the conversation's direction. Why? To guide both themselves and the prospect in uncovering several critical aspects:

1. Identifying Pain: Is the person they are talking to experiencing a pain or problem?
2. Offering a Solution: Can the salesperson potentially assist in addressing that pain or problem?
3. Desired Future State: Does the prospect have a desired future state that might be achievable with the salesperson's assistance?
4. Willingness to Explore: Is the prospect open to continuing the conversation around the potential solution?

Here's the key element that makes this process work – the expectation that the salesperson is a professional. In this capacity, they adhere to certain principles:

1. No Unnecessary Sales: A professional salesperson will not sell something to someone who doesn't genuinely need it.
2. No Deception: Misleading or deceiving the prospect is strictly off-limits.
3. No Fear Tactics: Salespeople should never resort to fear or psychological manipulation to coerce a purchase.

The success of this approach hinges on the salesperson's ability to excel in the role they play. They must show up as professionals, armed with integrity and the genuine intention to help. When they maintain these standards, they build trust and credibility.

So, to all the professional salespeople out there, remember that skillfully guiding a conversation is not manipulation in a negative sense. It's a tool that helps uncover whether there's a genuine need, a potential solution, and a willingness to explore further.

In the world of sales, it's not about manipulating people; it's about skillfully influencing conversations to serve the best interests of both parties involved. When approached with integrity, professionalism, and respect, the art of professional influence becomes a valuable asset in creating meaningful connections and helping clients achieve their goals. You've got this.