Once we create that initial connection with our potential clients, we need to think about the next stage in the sales process. We cultivate a relationship by understanding the needs of our clients and connecting with them on a deeper level. To connect with our clients, we use Aristotle’s modes for persuasion, otherwise known as rhetorical appeals. Your relationships will be stronger, the investment in your business will increase, you will have more transactions with an ideal match for your business, your return and referral service will be consistent and you will just have more clients.

In Aristotle’s work “Poetics,” he said:

Of the modes of persuasion furnished by the spoken word, there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, or apparent proof, provided by the words of the speech itself.

Aristotle describes how we connect with others when he describes his appeals. These speaker appeals enable us to build relationships with potential clients. These three methods are ethos, pathos, and logos.

Ethos

Ethos is an appeal to credibility. Connect with your clients by displaying your expertise in the field. When you educate your client, stay transparent through the business process, and have a clear offer, you establish your expertise.

To help increase the ethos in your sales process, actively showcase tools of credibility online. This consists of reviews, testimonials, case studies, social media communities, and more. The greater you are at proving your business claims through a third party by using these tools, the more people will trust you and your credibility.

Pathos

Pathos is an appeal to emotion. Connect with your client using emotional appeals. Point your clients toward the benefits of working with you. We are all emotional beings and seek that human connection where we share experiences.

Emotions can play a huge role in your sales strategy. However, you need to make sure you’re using it wisely and combining it with ethos and logos. There are four basic emotions that can be effective in marketing: happiness, sadness, fear, and anger. Each will elicit a different response in your audience. For this reason, you must be careful with what emotion you evoke in your audience to develop a connection with them.

Logos

Logos is an appeal to logic. Use logic to reason with your client. When you are able to create that connection between your service and the client, the value proposition is complete.

This strategy is based upon a client’s need to justify a purchase. To create a connection with your clients, include fact sheets, statistics, or other forms of logical and scientific reasoning. Try creating a “logic sandwich”. In your marketing, start with presenting an emotionally-charged problem to hook the audience’s attention, follow it with a logical explanation of how your product can help them, and return to the previously established emotional theme.

Business is about building relationships. Determine the best way to connect with potential clients by thinking about these three methods.Let’s develop your custom strategy together. Contact me at shelby@shelbyjolongcoaching.com

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