Andres Lares is the CEO of Shapiro Negotiation Institute and author of Persuade. Selling is perceived as persuading, but to be truly effective, sellers must instead influence. Andres shares the why behind influencing from a psychological standpoint, as well as the massive gains in credibility by practicing empathy. 
By freely providing recommendations to buyers that truly help them get closer to their goals, sellers create trusted relationships that can last far longer than what would have otherwise been a simple sales cycle. Andres also discusses the value of continuous learning as you go through your own professional development.


HIGHLIGHTS

Lead with price and be convinced of your value to your buyer

Video, along with audio and written, has its place as a communication tool

Persuasion vs influence: Build credibility and practice empathy

Continuous learning and increasing openness to try new things



QUOTES
Build credibility by giving recommendations on best fit - Andres: "We know some really successful salespeople we've trained and worked with or partnered with where they have said, you know what Andy, I think in this situation I'm really not the best fit for you. And if you think of the way you can get the most credibility with someone, I can't think of a better way to authentically, genuinely say look, in this situation this is not a right fit. I actually recommend you do A, B, and C with a different group."
Sell through the buying process, not the selling process - Andres: "I put empathy as one of the most important skills. As time goes on, it continues to become more and more important in management positions, in sales positions, in all of these, and I think that's a perfect other example. If we're selling to the sales process, we're thinking about us. If we are working with the buyer to work through the buying process, that's a completely different perspective."

Find out more about Andres in the links below:

LinkedIn: https://www.linkedin.com/in/andreslares/


Website: https://www.shapironegotiations.com/


Amazon book link: https://www.amazon.com/gp/product/B0964JQ5VT/



More on Andy:
Connect on LinkedIn
Get Andy's new book "Sell Without Selling Out" on Amazon
Learn more at AndyPaul.com

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