The Process of Persuasion

The first philosopher of note to break down the process of persuasion was Aristotle.
He determined that there are three components necessary to effective persuasion:

• Logos – which is the application of a logical argument
• Ethos – which is basically the integrity of the messenger
• Pathos – which is the emotional connection that that drives the action

So logos is logic, ethos is ethics, and pathos is emotion.

There are many ways to apply this formula, but as my coaching clients and I are speakers who do back of the room sales I look at it this way:

In order to inspire your customer to take action you must deliver a logical reason for him to do so. Since people don’t buy based on logic though, it is necessary to infuse your sales message with an emotional appeal. And in order for them to even consider your message in the first place you must be perceived as a person of integrity from whom they would want to buy.

To make a sale you must inspire your potential customer to take action. He must decide to do this on his own, you can’t push him into it and expect the decision to stick. That’s where buyers remorse comes from.

To make a legitimate sale that lasts long after you are gone all that is necessary is to create conditions that make it easy for your prospect to naturally say yes to your proposal in the first place.

Why should they buy?
That is where the logic in your pitch comes in.

Why should they buy from you?
That is where your own integrity comes into play.

Why should they buy now?
That is where your emotional connection with them builds up desire until you give them the release valve of a buying action.

These three elements must be present in any sales presentation you make in order to consistently make sales. Simple? Yes. Everything worth knowing is. Like Othello, it only takes a minute to learn but a lifetime to master.

Integrity is something we must work at maintaining every day. Empathy for our customers is something we must value and convey. And a logical reason to buy now must always be constructed in such a way that the message matches your chosen market.

Popularity: 56% [?]