How to Find the Right Words to Convince a Client? 2020 -

Finding the right words to convince a client puts the odds on their side to transform your prospects into a potential buyer. Convincing is often a false impression of forcing the sale. To convince is in fact to use tools of persuasion. But it is also based on its power of influence …

To convince, it’s not just about having the right arguments. It is also necessary to listen, to respond correctly to objections, and to establish your expertise in the field of activity in which you act.

To transform your prospects into customers more easily, you will have to take a step back from the problem of your prospects, and also focus on their interests to trust you.

Separate people from the problem to convince

Too often forgotten by many entrepreneurs, I wanted to emphasize this point from the start, because it is a crucial element to convince your future customers.

To separate the individual from the problem he has, you need to listen to him. If you don’t listen to the needs of the person in front of you, you won’t have the right arguments to convince them.

A person purchases your product:

  • If that person has the right feeling with you;
  • If your product suits his needs.

So to convince a customer, focusing on people rather than the tickets they have in their pockets is the first element to take into account.

As a negotiator, we have two interests in listening to his message.

One, the substance. That is to say the message to get across.

Two, the relational. So the relationship to maintain with the person.

Convince a customer, 4 levels of understanding


Perceiving the intentions of the person on the other end of the phone or in front of you is working. By working this “sixth sense”, you will deduce more and more brilliantly the intentions of your interlocutor.

To do this, all you have to do is listen to the fears of the person you are talking to. Thus, you will perceive his intentions. You will avoid watching the opportunities to convince him to run away while they are right under your nose. You will make your proposals consistent with what is most important to him.


Recognize and understand the other person’s emotions, as well as your own. Pay attention to its main concerns and give them life.

Emotions are an excellent communication vehicle to convince a client. Recognize them as legitimate.

Do not react to their emotions, but rather use them for your purposes as strong arguments to tip the scales.


Listen carefully and agree with what has been said.

To convince, always keep these 3 objectives in mind. Speak :

  • To be understood;
  • Of you, of their problem, not of them;
  • Really, not to say the least.


Be smart in building the relationship with your buyer. First, your number one focus is to build a healthy working relationship. Then think about dealing with the problems he has, not the personality of your buyer.

Focus on interests to convince a client

Your client, if he contacts you, it is because he has an interest in doing so. He is certainly looking for something special that he hopes to find in you.

We all have different interests, needs, concerns and fears. His interest in you defines his problem. No more no less.

Each of the situations you encounter in your life will lead you to make this or that decision.

But how do you identify the situations, fears or concerns of your interlocutor to convince him?

3 actions to carry out for this:

  • Ask yourself “Why”. Put yourself in their place;
  • Ask yourself “Why not”. Think about their choice;
  • Realize that each of the parties has different interests.

Also, you are certainly wondering how to identify the interests of your interlocutor.

The most powerful interests are basic human needs.

And for that, I refer in particular to the pyramid of Maslow which you can find here. To put it simply, humans need:

  • Security ;
  • Economic well-being;
  • Sense of belonging;
  • Recognition;
  • Control over his own life.

If you target one or other of these needs (even better, many), you make sure you convince them more effectively.

To do this, make a list. It helps to write. It’s a great stimulus for ideas.


This blog post is the tip of the iceberg. If you want to go further, refer to this Podcast? Negotiate and Convince, Without Giving Up? We detail in more detail what we saw here. And we define together ways to invent options for mutual gains between you and your buyer.

So a tip, go continue your learning on the podcast.

And also consult this one: 5 Golden Rules Of Sale That Will Boost Your Business

In addition, I wrote this article to communicate and have an impact with your audience.

Personally, I have gone so far as to create a standard document that I use for all my meetings with a potential client.

This frame allows me to:

  • Show that I have prepared my interview;
  • Keep a written record;
  • Take a look from time to time on my pitch.