The Only Truth in Persuasion

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“In persuasion, there is only one truth.  Theirs.”

–     Lee Hartley Carter  from her book “Persuasion: Convincing Others When Facts Don’t Seem to Matter” — as seen in the Branding Strategy Insider blog

And, for the 37th time, I am reminded that I should have written the danged book.  Sigh.

Lee Hartley Carter wrote it, though and she wrote it well!

Back in 2012, I began to focus, write and speak on this topic, but it was really implanted in my brain back in the ’80s.  Most of the traditional sales, negotiating and persuasion training programs were focused on getting what we wanted out of the deal.  At a Zig Ziglar seminar, I heard for the first time that we ought to help people get more of what they want.  In these times, that has gone from being a philosophy to a fundamental requirement for success in business.

People buy differently, and therefore we have to sell differently.  More research is available to clients, prospects, and customers today via The Google than they used to have in their entire procurement and research teams.  The idea that our story will stand on its own is simply outdated.  So, our story matters only in the context of theirs.

We talk often in this forum about the difference between truth and facts.  In matters of Faith, I believe there is only one Truth.  In matters of business, the same is true, as Carter captures beautifully in her book.  In business, however, the one truth has a lower-case “t” — and it belongs to the party we’re trying to persuade.  Period.  End of sentence. Beginning of book.  Check it out.  Tell Lee I sent you…

 

 

 

 

 

 


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