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The Single Most Important Factor For Persuasion: by Jerry Weissman

The Single Most Important Factor For Persuasion: by Jerry Weissman

An indisputable fact of life in every company, every industry, every vertical, every geography, is that salespeople sell features when they should be selling benefits instead. This mistake is also chronic in presentations because presenters too often focus on their own message to the exclusion of their audiences, causing them to think: "Why should I care?" or "It's all about you!" Politicians fall into the same trap. A recent scientific study about persuasion in the political arena found that each side of the political spectrum tends to appeal only to the principles of their base and not to those of the opposition. Doing so not only fails to move any voters beyond those who are already committed, it also drives the wide wedge in our polarized country ever deeper. The latter problem is the equivalent of a presenter from a startup company pitching for financing only from an existing investor, or a sales person selling only to existing customers. The sales person thus gives up the possibility of gaining a new client or, better still, capturing a competitor's customers.

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