Learn the One Argument People Find Most Persuasive

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Learn the One Argument People Find Most Persuasive
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Pushing your own viewpoint isn't an effective way to persuade someone to do something. This is.

, or the discomfort that comes from one of two situations: when reality or information conflicts with one’s beliefs and opinions, or when one’s own actions conflict with one’s beliefs and opinions. In the case of situation A, people reduce cognitive dissonance by filtering out conflicting info.

Endlessly repeating your own beliefs and opinions is what you will feel like doing. Don’t do it. It’s not effective. What’s effective is asking questions and listening— really listening—to their answers.Once you feel like you understand the other person’s viewpoint, beliefs, or values, acknowledge whatever merit you can find in what they’re saying. If they say something that may be factually inaccurate but not necessarily consequential, do not dwell there.

The second scenario is more complex. Let’s say you’ve listened to the customer and have addressed their concerns, but for whatever reason they still don’t want to buy your car today. Maybe, before coming onto your lot, they decided in advance that they were only going to look and not buy anything. Since they already committed to that decision, the act of buying your car today would be inconsistent with their previous commitment and it would cause cognitive dissonance.

What this does is show the customer that for their own reasons, which they themselves stated, if they do not buy the car, they’re being inconsistent. Sure, buying the car would be inconsistent with their earlier decision not to buy, but not buying the car would be inconsistent with their values. That’s a deeper, more serious kind of inconsistency.

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