4 Keys To Being Assertive And Not Aggressive

Have you ever met anyone that was overly aggressive? Too pushy? That car salesman that approached you before you even got out of your car? Did that person come on too strong, too fast? Kind of a turnoff huh? Being aggressive, or overly aggressive has its time and place.

However, we must all be assertive at times. Assertiveness is an essential quality in business. Being assertive does not necessarily mean we are overly aggressive. Even the most mild-mannered, soft-spoken people have to be assertive at times. Being assertive, in my opinion, is expressing yourself in order to show the value in whatever it is your promoting.

How do you assert yourself without coming off as push, overly aggressive or rude?

1 - Don't Make False Assumptions. Failing to be assertive for fear it may offend your prospect is pre-judging that prospect. This is usually due to a fear of the presenter. Just because you may think one way or the other doesn't mean your prospect thinks that way. For example, lets say you are in the business of selling copy machines. Your copy machine cost $8,000 and cost $2,000 more than your nearest competitior. So, naturally, you form a belief that your copier is overpriced. However, your prospect may see all the extra benefits your copier has that the competitor's doesn't and feel your price is fair. So never assume or pre-judge your prospect.

2 - Pre-Plan Your Presentation. Always think your presentation through thoroughly before you say it. Think of the possible objections you will receive and how to respond to those objections. Try to eliminate as many objections, misunderstandings, or misconceptions before they arise. You can't control the outcome but you can control your presentation. When you try to control the outcome you are being aggressive. When you try to control, YOU ARE OUT OF CONTROL!

3 - See Your Prospect's Point Of View. Communication is a 2-way street. There is always another side to every story. Listen intently on what your prospect has to say and focus on solving their problem. Try to focus on whatever problem they may have. Whether that problem is on you, or your product, or your company, or whatever. You must listen. Chances are your prospect may be feeling a certain way about your product or you due to a lack of understanding. Ask questions and let them talk. Listen intently to the responses. This puts you in a better position to handle their misconceptions.

4 - The Transaction Has To Be A WIN-WIN. Whatever your transaction, whether business or personal, has to be a win-win for all parties involved. The win-win may require a sacrifice from either party, whether time, money or effort. Let the prospect know that you will be there to service their needs. Nobody wants to be a hit-and-run prospect, left all alone once the transaction is made. So commit to solving their problem and follow through with your commitment. Then, and only then, will you have a prospect, or a relationship, for life.