Chapter 3
Establishing an Emotional Connection
In This Chapter
Activating your head and your heart
Letting others speak and express themselves
Demonstrating that you care
Pursuing win–win outcomes
Years of scientific research reveals that emotion rather than rational thought propels consumer behaviour. Emotions similarly guide you to establish connections with people and things. Your feelings drive you to act on your decisions, and then your intellect kicks in to justify your behaviour. As I note frequently: People buy on emotion and justify with fact.
Pure logic, dogged persistence and personal enthusiasm are not guaranteed persuaders. While adopting a top-down authoritative approach – where privilege and power are conferred on those in senior positions – may work in the armed forces and bureaucratic organisations, you can have more success in a commercial environment – as well as in any environment where you need to persuade others – if you make an emotional connection with the people you want to win over by demonstrating that you care about them as individuals and not just as ...
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