“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.” – Dale Carnegie
As much as we want them to be, people are not logical. Sure, we buy things based on budget, cost, and ROI, but we also (more often than we think) buy things based on feel. It’s frustrating when we throw information and logic at a prospect and get turned down because of pre-conceived bias. But that’s human nature. We can wait and hope that people change or we can change how we tell our story.
Since we first learned to talk, we’ve been captivated by stories. It’s how we learned to communicate. It’s how we learned to get what we want. It’s how we learned right from wrong. Yet somewhere along the way, we traded story for PowerPoint. We traded drama for bullet-points. We traded emotion for logic. If you want to change someone’s mind, do it with a story aimed at their heart and their mind. Get them emotionally involved and make them part of the decision. We can’t count on people being logical, but we can count on them being emotional.