It’s all Greek to Me

Your sales and marketing investments are intended to persuade and move buyers to action?  However, 60% of your pipeline is likely not moving towards closure, instead stalled at “Do Nothing”. 

With this "Do More with Less" economy, where frugal buyers reign, the majority of your prospects are choosing to remain with their legacy practices and solutions versus saying “Yes” to your proposal.

So what can you do to ignite buyers to take action?

Believe it or not, the ancient Greek philosopher Aristotle documented the perfect way to ignite buyer cycles over 2,300 years ago.  The secret lies with Pathos, Logos, and Ethos:

Pathos – appeal to the emotions. To make a more emotionally charged impression, clearly quantify the pains and risks of the status quo, such as the “cost of doing nothing”.  Make it visual and personal.  Show contrast.

Logos – appeal to logic and reason. Address the strategic and financial benefits that can be gained, including the ROI, key performance metrics and quantified improvements within reach.  Make it specific, relevant and measurable.

Ethos – appeal to credibility. Provide proof points with evidence that the benefits are tangible and achievable.  Include 3rd party validation of data and success stories.

Persuasive sales and marketing needs to challenge current thinking, convincing buyers to abandon the status quo and take action on your proposal. In order to do the convincing, you should follow Aristotle – delivering a combination of emotion, logic, and credibility – Pathos, Logos and Ethos is the guide.

The Bottom Line

“There's two kinds of people: Greeks and everybody else who wish they were Greeks (1)”.  

To ignite buying decisions and deliver a winning sales and marketing strategy, you indeed need to be Greek, or at least think like one!



Thanks to Mark Schlueter for contributing to this article!
(1) My Big Fat Greek Wedding –Gus Portokalos

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