Persuasion is an Art: Master it! (Part 7)

This is the seventh part in a ten part series of mini articles about persuasion and the mastering of the art. If you were unfortunate enough to miss the first article, you can find it here.

Use “We”

Ok, I’d really like to know who commissioned this study but there have been studies which show that you if you use the word ‘we’ it is a sort of assurance which persuades individuals to make compromises. Seriously? You had to do a study for that?

Anyone who has been in sales or marketing for more than a week knows that if you are pitching anyone you would use we in order to let them know that you are taking on the project not simply as a contractor, but that you are adopting the project as your own. In essence you are telling them that you belong to the group and support their cause.

Basically, when you utilize this option you are telling your prospect, “Hey, let’s work through this together and see what we can achieve.” Sounds much better than “Here’s what I will do and then you can do this.” Doesn’t it?


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