I often attempt to use data to make my point.
But according to Richard Millington, leaning too much on this tactic may limit my effectiveness.
A typical mistake is to try and convince people by finding the ‘right facts’.
This means identifying the benefits from an authoritative source and sending them to the recipient.
The (sad) reality is if the recipient is resistant to the idea, they just dismiss or disagree with the facts.
What’s the alternative? Here are a few options:
Build relationships and be seen as a credible source. Information looks and feels different if it’s coming from someone a prospect trusts.
Tell a story that resonates with the prospect’s worldview. An effective story that is based upon emotions—emotions like fear, pride, and curiosity.
Use emotional statements or questions to make your point. Statements like: ‘This is what innovative companies like ours are doing.’ ‘You’ll be left behind if you don’t start adopting ____________.’ Or ‘Have you ever wondered why we have more $20M+ producers than anyone else in our marketplace?
There’s a time and place for facts, but they should only be part of your communication repertoire.