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… influencing people

  1. People do things for their own reasons, not yours.  So, if you want to persuade someone, you have to see things from their point of view.
  2. Everybody has needs. Some needs are technical (e.g. a car that takes four people) and people will usually tell you about these if you ask.  Some needs are more emotional (e.g. a car with status).  People may not tell you directly about their emotional needs but they are powerful and may be the deciding factor in their decisions.
  3. The better you understand someone’s needs, the more easily you can influence them.
  4. So investigate what their needs are. Then work out how your your idea can be used to satisfy each of these needs. That tells you what benefits your idea has for the other person.
  5. Tell them about these benefits.  Start with how your idea satisfies their biggest need.