If you want to persuade other people to do something, trying to talk them into it doesn’t usually elicit a positive response. Years ago when making a sales presentation, I discovered an approach that works like magic to reduce resistance. And there’s no manipulation or arguing involved…



The next time you’re in a situation where you need to influence someone to take the action you want, stop and think about what you can do first to learn what’s important to that person.

“I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” – David Ogilvy, British advertising executive (1911-1999)

 “If you wish to win a man over to your ideas, first make him your friend.” – Abraham Lincoln, American president (1809-1865)

“Character may almost be called the most effective means of persuasion.” – Aristotle, Greek philosopher (384 BC – 322 BC)

“You have not converted a man because you have silenced him.” – John Morely, British statesman (1838-1923)