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Persuasion and Emotion By Tom Reilly, author of Value Added Selling (McGraw-Hill, 2003) Persuasion is a process, not an event. It is more than arguing someone into submission. It’s a full-brain, heart-and-head process. It’s about the content of your message and the context in which you present it. The content of your message is all about the practical reasons someone should own and use your product. It is the left-brain, objective argument that must appeal to the critic and the skeptic in the buyer. It makes sense to go with your product because it computes. This factual argument is chock-full of Aristotelian ethos. The context of your argument is all about backdrop. Customers call this the “look and feel” of things. It is the right-brain, subjective appeal of your offering that resonates with the buyer’s heart more than his head. It feels right to go with you and your company. This emotional appeal is a full belly of Aristotelian pathos. This is where many salespeople err; they believe that a compelling argument must be filled with facts and figures. That’s partially true. The factual part of the argument gives the buyer reasons to buy the product from the supplier with whom they feel most comfortable. If you ignore this “feel comfortable” reality, you have limited your power of persuasion. If you want to be more persuasive and present compelling arguments for your cause, use facts, figures, and proof to help the buyer justify what his heart tells him is the right decision to make. ©2006 Tom Reilly
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