A Convincing Argument
I just finished reading a book by Scott Adams, author of the Dilbert cartoon, and was browsing through the list of his best quotes, as picked by his fans. There was one recurring theme, which I think was best expressed in the quote:
If you think that offering excellent reasons for your thinking will change anyone’s mind, you might be new on this planet.
In business, it’s important that you understand this because it relates to how you turn prospects into customers. That is, what type of arguments should you be presenting to convince someone that your product or service is worth spending their time and money on?
The key is that while facts cannot be ignored, they’re also not the most important piece of your marketing and sales pitches. Purchases are driven by emotion, and so you have to connect with your prospects at an emotional level. Sure, you need the facts to back you up, but they should not be the basis of your arguments.