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Increase Your Ethos and Increase Your Sales

Are you frustrated by a low closing rate? Are clients often telling you that your price is too high?  Well, your sales problems most likely have nothing to do with price and everything to do with a low ethos.

According to a theory formulated by Greek philosophers Aristotle, Socrates, and Plato, there are three items necessary to persuade others.  Without all three "modes of persuasion" there essentially will be no change what the other person does or how he thinks. 

Though these three crucial pieces of persuasion were theorized hundreds of years ago, they still apply today.  So, let's discuss how this applies to you and your ability to close a deal.

• LOGOS: The first part of the equation is something the Greeks called logos.  This represents the logical part of an argument or in sales terms, the logical reason why the customer should buy. 

• PATHOS: Next is pathos, which is the emotional part of the argument or the emotional reason to buy. 

• ETHOS: Finally, and most importantly is the third element: ethos. Roughly translated, ethos means character or credibility, though it goes much deeper than that, especially when it comes to selling.  Ethos means that the audience (buyer) believes that you (the seller) are reliable, competent, and respect the audience's (buyer's) ideas and values.  In other words, the buyer has to believe that you know what you are doing and that you are acting in her best interest.

The stereotypical shady used car salesman who asks, "What can I do to get you in this car today?" often has little or no ethos with the buyer.  The buyer knows that the salesman is just trying to sell a car to reach his monthly quota and get his commission and is not putting the needs and values of the buyer first.  With such low ethos, the salesman has little to no chance of making a sale.

A great way to raise your ethos is with testimonials from past clients explaining how great it was to work with you.  These testimonials should be scattered all over your website, in your portfolio, and on all of your other marketing materials.

Also, analyze how you first engage the client and the questions you ask.  Are you doing what is best for the client or are you doing what's best for you?

For example, if you are the salesperson for a banquet facility, do you show off the property before or after you sit with the customer and find out what type of event she plans to have?  To increase your ethos, you must focus on the client and her needs.  Therefore, you should spend time finding out about the event she is planning and what items are most important to her.  Then, after you understand her needs and value, you show off your facility.

Essentially, for you to have a high ethos, the client must believe that the focus is on her.  Do that and your sales will skyrocket!

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