June 30


Using persuasive language and techniques to close the sale

By Hanson Cheng

June 30, 2023

  • minute read
  • Last Updated on June 30, 2023 by Hanson Cheng

    Sales professionals are constantly searching for ways to improve their closing ratio, and one effective method is the use of persuasive language and techniques. Persuasive language refers to the choice of words and phrases that have the power to influence an individual’s thoughts and actions. Salespeople can use this approach to tailor their message to each prospect’s specific needs, objections, and motivations. Through the use of persuasive techniques, such as social proof or scarcity, sales professionals can create a sense of urgency and convince potential buyers to take action before they lose the opportunity. In this article, we explore how persuasive language and techniques can be used to close the sale.



    Using persuasive language and techniques in sales is a critical component of successful selling. It involves using language and techniques that convince a potential customer to purchase a product or service. Persuasive language is used to create a sense of urgency and need in the customer, while persuasive techniques are used to overcome objections and make the sale.


    One of the most integral components of sales is the use of persuasive language and techniques. Persuasive language refers to the use of words and phrases that are designed to persuade the listener or reader to take a specific action, such as purchasing a product or service. In order to successfully close a sale, it is important to utilize persuasive language to convince potential customers of the benefits of the product or service being offered. Additionally, persuasive techniques such as creating a sense of urgency or scarcity can encourage the customer to take immediate action and make the purchase. Without the use of persuasive language and techniques, the sales process can become stagnant and less effective, leading to a reduction in overall revenue and success.

    Types of Persuasive Language

    In using persuasive language and techniques to close the sale, it is important to have a comprehensive understanding of the different types of persuasive language and their impact on a potential buyer. One of the most effective forms of persuasive language is emotional appeals, which primarily focuses on the buyer’s emotions, feelings, and values. Emotional language works by establishing an emotional connection with the individual and can be achieved in many ways, such as storytelling, metaphors, and imagery, among others. When effectively executed, emotional appeals can trigger a sense of urgency and need, leading the buyer to make a purchase based on their emotions. Another form of persuasive language is the use of social proof, which involves demonstrating how others have benefited from the product or service being sold.

    Social proof is achieved by showcasing testimonials, reviews, endorsements, or statistics, and it creates credibility and trust in the mind of the buyer. This is because consumers tend to rely on the opinions and experiences of other people to make purchase decisions, and if they see that others have had a positive experience with a product or service, they are more likely to buy it. Another type of persuasive language is authority appeals, which involves presenting the seller or product/service as an expert or authority in the field. This is achieved by using expert endorsements, demonstrating knowledge or experience, or citing research or studies to support the product or service being sold. Authority appeals work by appealing to the buyer’s need for guidance and expertise, and if effectively executed, it can lead to the buyer making a purchase based on the credibility of the seller or product/service.

    Lastly, logical appeals are another form of persuasive language and involves the use of facts, statistics, and rational arguments to convince the buyer to make a purchase. This form of persuasion is effective for buyers who are analytical and make purchase decisions based on logic and reasoning. Logical appeals work by outlining the benefits of the product or service, how it solves a particular problem, and why it is worth the investment. When properly executed, logical appeals can help the buyer rationalize the purchase and feel confident about their decision.

    Understanding the Customer

    Identifying Needs

    Identifying the customer’s needs and wants is one of the most crucial steps in successfully closing a sale. Before presenting any product or service, it is important to have a clear understanding of what the customer is looking for. Begin by asking open-ended questions, allowing the customer to express their thoughts and needs in detail. Listen carefully to their responses and provide feedback to demonstrate that you value their input. Use reflective listening to paraphrase the customer’s statements and clarify any ambiguous points. When identifying the customer’s needs, try to connect their needs to the features of the product or service you are selling, highlighting the benefits that meet their specific needs. It is essential to identify any potential objections or concerns that the customer may have and address them honestly and transparently. By doing so, you can build trust and credibility with the customer, ultimately increasing the likelihood of a successful sale. Additionally, using active listening techniques, such as nodding, making eye contact, and providing positive feedback, can help build rapport with the customer and create a positive buying experience. When identifying the customer’s needs, always keep in mind that each customer is unique and requires a personalized approach. By taking the time to identify their needs and wants, you can show that you care about their satisfaction and create a lasting relationship with the customer.

    Building Rapport

    One fundamental aspect of successful sales is the ability to build a strong rapport with the customer. Building rapport refers to the process of establishing a connection with the customer that goes beyond a basic transactional relationship. It is critical because customers are more likely to purchase from those they trust and feel comfortable with. To build rapport effectively, salespeople must take the time to understand the customer’s needs, interests, and values. This process involves active listening, asking open-ended questions, and demonstrating empathy for the customer. By building rapport, salespeople can establish a foundation of trust with the customer, which can lead to a successful sale and long-term customer loyalty.

    Active Listening

    Active listening is an essential skill for any successful salesperson as it allows them to fully understand their customer’s needs and build a stronger rapport with them. Active listening involves fully concentrating on what the customer is saying without interrupting or formulating a response while they are speaking. It is crucial to paraphrase or clarify the customer’s statements to ensure that the salesperson isn’t making any assumptions about their needs. A salesperson’s body language and verbal cues should also indicate that they are actively listening. This can be achieved through eye contact, nodding, and asking open-ended questions that encourage the customer to elaborate further. The result of active listening is that the customer feels heard and valued, which makes them more likely to trust the salesperson and be open to their suggestions. Hence, it is imperative for a salesperson to sharpen their active listening skills to ensure that they can identify and address the customer’s needs effectively.

    Persuasive Techniques

    Emotional Appeals

    Emotional appeals are an important tool for sales professionals to use when persuading customers to make a purchase. By using emotions, such as fear, happiness, and excitement, sales professionals can create a sense of urgency and desire in the customer that can lead to a sale. One way to use emotional appeals is by appealing to the customer’s desires and needs. This can be done by showing how the product or service can fulfill a need or want that the customer has. Another way to use emotional appeals is by appealing to the customer’s sense of identity. This can be done by showing how the product or service can make the customer feel a certain way or how it can help them achieve a certain goal. When using emotional appeals, sales professionals must be careful not to manipulate or deceive the customer. Instead, they should strive to create a genuine emotional connection with the customer, one that will lead to a long-term relationship.

    Social Proof

    Social Proof is a powerful way to persuade potential customers to take action. Social Proof is the concept that people are more likely to trust a product or service if they see that other people are using it. When a customer sees that others have already tried the product or service, they become more confident in their decision to purchase it. There are several types of Social Proof that businesses can utilize, including customer testimonials, reviews, and social media shares and followers. Customer testimonials are a powerful way to demonstrate the value of a product or service to potential customers. Reviews, whether positive or negative, can also be used to compelling effect to persuade potential customers. Social media shares and followers can also be an excellent form of social proof, demonstrating not only customer satisfaction but also the popularity of a product or service.


    In the effort to persuade customers to make a purchase or engage in a desired action, scarcity can be a powerful technique. Scarcity involves emphasizing the limited nature of a particular product or service, implying that if the customer does not act quickly, they may miss out on the opportunity to obtain it. Scarcity can elicit feelings of urgency and fear of missing out (FOMO), which can drive customers to take action. Additionally, scarcity can increase the perceived value of a product or service, as customers may see it as more desirable due to its limited availability. When utilizing scarcity as a persuasive technique, it is important to be honest and transparent about the actual availability of the product or service – false scarcity can erode trust and damage the brand’s reputation. Additionally, emphasizing scarcity too frequently or too forcefully can desensitize customers, making the technique less effective over time. However, when used strategically and responsibly, scarcity can be a valuable tool for closing sales and driving customer action.


    The use of authority as a persuasive technique is based on the premise that consumers respect and trust experts in a given field. In this case, the salesperson must establish his or her authority as a trustworthy and credible source of information about the product or service being promoted. One way to do this is by displaying credentials, such as degrees or certifications, related to the product or service. Another tactic is to provide specific statistics and studies that demonstrate the product’s merits.

    Using authority can also be effective when it comes to resolving customer objections. By citing expert opinions, the salesperson can address concerns and reassure the customer that the product or service is a sound investment. Moreover, the use of authority can be enhanced by emphasizing the credibility and expertise of the organization that manufactures or sells the product, as this can add to the perceived value of the product or service.

    However, it is important for the salesperson to strike a delicate balance when attempting to use authority as a persuasive technique. While creating an air of expertise can be effective, becoming too technical or using jargon that is not understandable to the customer can backfire. The salesperson must be able to convey information in a language that the customer can easily understand. Additionally, the salesperson must be able to empathize with the customer, acknowledging that the customer’s concerns are legitimate and then offering information that can address those concerns. By doing so, the salesperson can establish trust and build a rapport with the customer, which can ultimately lead to a successful sale.


    Consistency is a powerful persuasive technique that involves using the customer’s past behavior or statements to sell the product. This technique is based on the idea that people have an inherent desire to maintain consistency in their beliefs and actions. By using consistency, a salesperson can persuade a customer to make a purchase by reminding them of their previous decisions or statements that support the purchase.

    One of the ways to use consistency in sales is to ask customers about their past experiences with related products or services. For example, a salesperson selling a new phone can ask the customer about their experience with their current phone, and use their response to highlight the features of the new phone that will satisfy their needs. This technique works because people tend to rely on what they have done in the past when making decisions, and are more likely to make a purchase based on what they have done before.

    Another way to use consistency is to remind customers of their previous statements or commitments. This is particularly effective when the customer has previously expressed interest in the product, but has not yet made a purchase. By reminding the customer of their previous interest, the salesperson can use their commitment as a way to motivate them to make the purchase. This technique is based on the principle of commitment and consistency, where people are more likely to follow through with a commitment when it aligns with their values and beliefs.

    Consistency is also an effective way to overcome objections and close the sale. When a customer raises an objection, the salesperson can use consistency to address the objection by reminding the customer of their previous statements or behavior. For example, if a customer objects to the price of a product, the salesperson can remind them of their previous statements about the value of the product and how it fits their needs. By doing this, the salesperson can help the customer overcome their objection by using their own words and behavior to persuade them.

    In conclusion, consistency is a powerful persuasive technique that can be used by salespeople to motivate customers to make a purchase. By reminding customers of their past behavior or statements, salespeople can use consistency to persuade customers to make a purchase, overcome objections, and close the sale. When used correctly, consistency can be a valuable tool for any salesperson looking to increase their success rate and boost their sales.

    Closing the Sale

    Trial Close

    Trial close is an effective technique used by skilled sales personnel to gauge the level of interest of a customer. It is essential to carry out a trial close before attempting to close a sale fully. Making a trial close involves asking the customer a question that prompts a response to determine their level of interest in the product or service being offered. It is crucial to carefully listen to the customer’s response and use the information obtained to tailor the sales pitch to fit their needs and desires. The technique enables the salesperson to adjust the approach towards a specific customer rather than utilizing a generic method. It also helps in building a relationship with the client since it portrays a caring attitude and the willingness to fulfill their needs. Mastering the use of the trial close technique requires practice, patience, and the ability to read the body language and emotions of the customer. The trial close technique aims to build trust and rapport with the customer and encourage them to take affirmative action towards a complete sale.

    Overcoming Objections

    Overcoming objections is an essential skill in the sales process. It involves addressing any concerns or reservations that the customer may have about the product or service being sold. One effective way to do this is by acknowledging the objection, empathizing with the customer’s concerns, and then providing a solution or alternative that meets their needs. Another technique is to use social proof, demonstrating how other customers have overcome similar objections and benefited from the product or service. Additionally, it is important to stay calm and confident during objections, avoiding becoming defensive or dismissive. By using these techniques, sales professionals can effectively overcome objections and move closer to closing the sale.


    Creating a sense of urgency is a vital technique for closing a sale. By emphasizing the time-sensitive nature of the offer, the salesperson can persuade the customer to act quickly to avoid missing out on an opportunity. Urgency can be created in several ways, such as highlighting limited stock availability or expiration dates. Additionally, the use of time-limited promotions, such as discounts or bonuses, can motivate customers to make a purchase sooner rather than later. Another way to create urgency is to appeal to the customer’s sense of FOMO (fear of missing out) by emphasizing the potential benefits of the product or service and highlighting its exclusivity. The use of urgency should be strategic, however, as overuse can make the customer feel pressured or manipulated. Effective salespeople balance urgency with a positive, customer-focused approach, ultimately helping the customer to see why they need the product or service now rather than later.

    Call to Action

    In sales, it is essential to use a call to action (CTA) to close the sale. A CTA is a prompt used to motivate the customer to take the desired action, which is typically to make a purchase. Typically, the CTA is placed at the end of the sales pitch, after the product or service benefits have been explained. The CTA should be strong, clear and specific, and it should encourage the customer to act immediately. Additionally, the CTA should remind the customer of the urgency of the situation and the benefits of taking action now, rather than later.



    The use of persuasive language and techniques is essential in closing a sale. It is through the use of these techniques that the salesperson can effectively guide the customer towards making a purchase. By using persuasive language, the salesperson can trigger an emotional response in the customer, which can lead to a positive association with the product or service. Additionally, persuasive techniques can help overcome any objections the customer may have, as well as highlight the benefits and value of the product. The use of persuasive language is also important for building rapport and trust with the customer, creating a positive and long-lasting relationship between the salesperson and customer.

    In terms of future implications, the use of persuasive language and techniques will become even more important in the digital era, as customers increasingly turn to online shopping. With the prevalence of social media and other digital channels, salespeople must adapt their techniques to effectively engage customers across multiple platforms. Furthermore, as customers become more informed through online research, salespeople must utilize persuasive language to differentiate themselves from competitors and demonstrate the unique benefits of their products or services.

    Future Implications

    The future implications of using persuasive language and techniques in sales cannot be overstated. As technology continues to advance and online sales become more prevalent, the ability to effectively persuade customers will become increasingly important for businesses. One future implication is that the use of artificial intelligence in sales will rely heavily on persuasive language techniques. AI-powered chatbots and virtual sales assistants will need to be programmed with effective persuasive language to close sales. Furthermore, as social media continues to be a major platform for marketing and sales, the use of persuasive language in social media posts and advertisements will become more critical. Another future implication is that the importance of emotional intelligence in sales will continue to grow. The ability to understand and empathize with a customer’s needs and emotions is crucial for using persuasive language effectively. Additionally, the rise of ethical consumerism means that customers are increasingly concerned with the ethical and moral implications of their purchases. Businesses that can effectively communicate their ethical and socially responsible practices using persuasive language will be more successful in the future. Finally, the use of persuasive language will become even more important in face-to-face sales interactions. As customers have more access to information online, salespeople will need to use persuasion techniques to differentiate their products and services from competitors.

    1. What is persuasive language?

    Persuasive language is a set of techniques used in communication that aims to convince someone to take a particular action or decision. It involves using reasoning, emotions, and evidence to persuade the listener.

    2. How can persuasive language be used in sales?

    Persuasive language can be used in sales to convince potential customers to make a purchase. Salespeople can use persuasive techniques such as social proof, scarcity, authority, and reciprocity to close a sale.

    3. Why is it important to use persuasive language in sales?

    Using persuasive language in sales is important because it helps salespeople to increase their conversion rates and revenue. Persuasive language can help to build trust with potential customers and address their objections, leading to a successful sale.

    4. What are some common persuasive techniques used in sales?

    Some common persuasive techniques used in sales include social proof, scarcity, authority, reciprocity, commitment and consistency, and liking. By using one or more of these techniques, salespeople can increase their chances of closing a sale.

    5. How can salespeople use social proof in their sales pitch?

    Salespeople can use social proof by providing evidence that other customers have purchased and enjoyed their product or service. This can include testimonials, case studies, and reviews. By using social proof, salespeople can demonstrate credibility and build trust with potential customers.

    6. What is scarcity, and how can it be used in sales?

    Scarcity is a persuasive technique that involves creating a sense of urgency or limited availability. Salespeople can use scarcity by highlighting time-limited or limited quantity offers to create a sense of urgency and encourage potential customers to make a purchase. This technique works by motivating customers to act before they miss out on an opportunity.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

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