"When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion, creatures bristling with prejudice and motivated by pride and vanity."
- DALE CARNEGIE
"The object of oratory is not truth but persuasion."
— Thomas Babington Macaulay
"Agreement is brought about by changing people's minds - other people's."
— S. I. Hayakawa
"Get your facts first, then you can distort them as you please."
"To be persuasive, we must be believable. To be believable, we must be credible. To be credible, we must be truthful."
— Edward R. Murrow
"The truth isn't the truth until people believe you."
— Bill Bernbach
Trust + Expertise = Credibility
Winston Churchill once asked Cockran(his mentor): "Bourke, what is the secret of eloquence?" Bourke replied: "Believing in what you are talking about." Cockran summed it up: "Sincerity — never speak what you don't believe"
"One of the most effective ways to get into a prospect's mind is to first admit a negative and then twist it into a positive."
"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly."
"The law of candor must be used with great skill. First your negative must be widely perceived as a negative. It has to trigger instant agreement with your prospect's mind. Next you have to shift quickly to the positive. The purpose of candor is not to apologize. The purpose of candor is to set up a benefit that will convince your prospect."
Never assume that people trust you. Take every opportunity to prove that your word is your bond
"You don't get a second chance to make a first impression"
One of the best ways to build rapport through mirroring is to use the specialist vocabulary or jargon of the person whom you are trying to influence. Most great sellers consciously use their client's vocabulary or jargon when presenting.
Here are examples of a stockbroker selling to an accountant and to an architect; notice how the stockbroker weaves the vocabulary of her client into the conversation:
Example one: Selling stocks to an accountant. "I've analyzed your portfolio and think you should consider selling some stocks. The figures show that some of your holdings are weak. When you add up my ideas I'm sure you'll agree."
Example two: Selling stocks to an architect. "I've analyzed your holdings and see some need to change the structure of your portfolio of stocks. I've a few ideas that will give you a better foundation and better support. As you review the blueprint, I'm sure you'll agree."