Hey, it’s Jesper!
Are you making the following mistake?
You explain when you should really persuade.
Here’s what I mean:
When something is significant to you, and you need the other person to agree — to see your point of view — perhaps trying to sell a product or signing a new client — how do you convince them?
Not sure what I mean?
Let’s use Apple as an example.
When people buy the latest iPhone, is it because of the device’s specifications, or is it the overall feeling associated with it?
If they reduced the resolution of the camera somewhat, would that make a big difference?
Or if the processor speed were 0.1 GHz slower, would that turn away a significant amount of people?
Or if the storage size would go down from 256GB to 250GB, do you think sales would go way down?
Not likely. Apple has persuaded you(no, not everybody likes them) to feel a certain way about the iPhone. They do that by appealing to your values and your identity.
And because most decisions are emotion-based, it’s easier to make a case for the latest model, even though the improvements over last year’s model are minimal.
If they tried to explain logically why a battery life of 19 vs. 17 hours is a big deal, well…it would be a much harder sell.
So, my question for you again: are you persuading or explaining?
To your success