In most training seminars, salespeople are usually led to believe that honing their ability to give a smooth product presentation is what will best move the prospect into the closing room. But that’s not necessarily true.

So says Dr. Robert Cialdini, psychologist, educator and author of several books on selling, including Pre-Suasion: A Revolutionary Way to Influence and Persuade.

Cialdini contends what a salesperson does first to create a particular state of mind in the prospect can make them receptive to the sales message and be the real key to the closing room door.

For example, look for some common ground right away. It’s not just that people want to deal with someone they like; they want to deal with someone who likes them and who is like them. Why? People who like someone are perceived as one who won’t steer them wrong.

A successful salesperson should look for any visual clues — fishing caps, college rings, sports emblems, etc. — that could signal some sort of common ground where early small talk can be channeled, Cialdini says.

Even better, if you’re dealing with a prospect who has an appointment, the door is open for some deeper premeeting research, and it’s never been easier. Check out the prospect on social media for the likelihood that you’ll find some good information around which you can build some common ground and connection.

A surprising recommendation that Cialdini offers concerns your competition: Forget them. Research has shown that there is a real advantage when the prospect can focus on the product you’re selling in isolation from a competitor’s boat. Actually, when a prospect is asked to consider a certain product, their intention to purchase actually increases. Conversely, when they’re considering the same product after any mention or comparison with a competitor’s, the impulse to purchase yours takes a nose dive.

Rather than shoot yourself in the foot by mentioning a competitor, as a sharp salesperson, you should always go to your strength and showcase your top features. The visual clues observed earlier can tell you whether a prospect most values speed, comfort, electronics or something else.

Researchers created an online furniture store with either fluffy clouds or shiny pennies on the landing page. They found that people who saw the clouds ranked comfort as more important than those who saw the pennies. The cloud group was also more likely to seek added information about comfort features and purchased more comfortable furniture at a higher price.

When questioned later, most study participants said neither the clouds nor coins had any influence on their purchase selections. Maybe, but Cialdini contends that purposely drawing attention to the prospect’s favored feature is effective not only in getting him or her to consider it fully, but also leads them to give that feature inflated significance in their purchase decision.

Two of my favorite ideas that Cialdini presents are the benefits of scarcity and/or the hot coffee technique.

First, scarcity sells products. One needs only to think about the lines of cars hoping to get gas before stations run out when facing a hurricane. FOMO, or fear of missing out, is real. Anything that plays to that fear — the only one of this model available, a boat with special features not on other models, a limited-time-offer — can create a sense of urgency and trigger the decision to buy.

Second, research has concluded that a hot beverage in the prospect’s hand will evoke “warm thoughts” about you and your dealership. The research shows people holding something warm are more open and generous. So having fresh coffee ready for your prospects could be one of those subtle things that will favorably impact the way they receive your pitch.

Over the years, several of Cialdini’s books have been named to the “Best Business Books” lists by the Financial Times.