Persuasion Power

People make two major mistakes when trying to persuade others:

1. Using the argument that would work best on themselves

2. Overestimating the power of logic and rationality

Instead of researching what makes people buy or make decisions, they ask themselves, “What would motivate me to participate in this program or buy this product?”

The fact is, persuasion can be defined, learned and successfully incorporated into anyone’s communication abilities. It doesn’t matter if you work in sales, marketing or another field directly related to persuasion. Every leader or manager depends on getting things done through others.

Getting Things Done Through Others

Your boss may give you specific powers, but execution and results come from successfully influencing others.

So, what does brain science tell us about the natural processes of decision-making and being influenced?

• With the recent advent of real-time brain-imaging technology, we can now look at what happens inside the brain as we process information, make decisions and respond to others. 

Feelings First, Logic Later

Most of us try to persuade by using our best arguments, best data, logical flow charts and rationality to generate the thinking, decisions and actions we seek.  Business leaders still believe everyone relies heavily on logic and reason to make decisions.  We’ve traditionally believed that emotion wreaks havoc on rationality, especially in business.

As science evolves, we’re starting to realize that emotions come first.  Not only do they guide our decisions and actions, but we’re incapable of making decisions without them.

We use the emotional parts of our brain to make rational decisions.  Emotional context helps us make the best choices, often in a split second, long before the rational centers of the brain are even activated.