When you seek to convince a group of something, convert them one by one. Discover what each individual is looking to gain from the transaction and play on that interest.
The incremental conversion technique allows you to connect and build unique relationships with each individual. This can be extremely helpful if you foresee that future transactions will occur. Trust will have already been established with each member of the group.
Example
My husband’s day job is selling promotional products to mid-sized corporations. Shirts, hats, pens—anything that you can stick a logo on, he offers. When calling on a new client, there are usually several people he must “sell” in order to close a deal. Assistants, marketing department, accounting, and sometimes even CEO’s need to O.K. the initial order.
Putting the foot work in the first time ‘round makes subsequent orders a piece of cake. Especially after he ensures the client is satisfied with their purchase. Developing these one-on-one business relationships ensures that repeat business is possible and makes the individuals that comprise the larger group feel they are part of the process.
