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The art of persuading through listening. Part A


As sales associates face increasing pressure to deliver short-term results, the ability to persuade and convince is becoming an essential trait.

Yet many people wrongly believe that a persuasive sales associate is someone who talks a lot, occupies center stage and delivers a well-honed argument to customers.

But is this really what customers want?

Is this really beneficial for a long-term business relationship?

These are the questions that we will address in this module.

Module Objectives

By the end of this module, you will know:

  • How and why you need to listen to your customer to be more persuasive.

Module Program

  • Incorporating the five stages of persuasion into your arguments.
  • Using the benefits of listening to help you persuade others.
  • Reassuring your customer that they are being listened to and understood.

Key Advantages

Full immersion in the customer’s world, to understand the importance of sincere, effective listening and to master the art of persuasion.

Target Audiences

All sales associates. Any professionals who need to persuade customers.


This is one of two learning modules on this topic. On completion it its recommended that you progress to Part B.