IF YOU WISH TO PERSUADE ME, YOU MUST THINK MY THOUGHTS, FEEL MY FEELINGS, AND SPEAK MY WORDS (Cicero)
It is said that by selling you have to convince, but not just that. Selling is also persuading to do the business that we propose.
• Convincing moves the reason: the client recognizes the truth of something, changes his mind or behavior for reasons and logical arguments that we give him, that appeal to his intellect and critical reflection, that are tangible, provable, explicit, and move him to change his opinion or decision.
• Persuading instead moves the feeling and the will: it's not rational but emotional, almost thoughtless. The client recognizes the benefits that persuade him more, not only driven by the characteristics of the product but for psychological reasons, for emotions and feelings, moved by the heart, not by the head. Most of our decisions are made for emotional reasons, and not for pure logic.
Persuading has more impact than convincing, but if we just persuade, sooner or later, the client can reflect and conclude that he has been deceived, and that our proposal does not convince him. Therefore, combine both, convince with arguments and persuade with emotions.
Look through my eyes.
(adapted from my first book "Sell More and Better, Eternal Sales Techniques beyond Internet")
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