So what about Aristotle? Aristotle’s the Art of Rhetoric contains the ‘Three Means of Persuasion’ which are Ethos, Pathos and Logos.
- Ethos - The moral cause to agree or the audiences perceived character/reputation of you
- Pathos - Emotional, can be either negative or positive, fear of loss > fear of gain
- Logos - The logical justification to make a choice, the cold hard facts, figures, specs and data
In most selling situations you will have to rely on all 3. The trick is finding the right combination that is suited to the person you are trying to convince. So what about YOUR processes and YOUR management decisions. How are they made? How are you persuaded and how do you persuade others? A Moral Cause / Reputation, Emotion, or Logic.
Let’s use your advertising as an example.
There are really two sides to consider. How your advertising persuades the customer and how your organization is persuaded to sell it. Let’s focus on your team, because if they can’t sell it your customers won’t buy it. Apply the right combination of the 3 means of persuasion to get your team on-board with the right mix to each person. Think about how each of your employees, employee groups, managers, top managers are persuaded. Here are some examples.
What’s the Moral Cause behind your message?
- Community-driven: food drives, local sponsorships your company can believe in
- A better customer experience: no hassle transparent sales process – your sales people want this
- The competition: who are your current primary competitor? Is everyone in your organization aware of their strategies?
- Honestly cultivated brand advocates: Testimonials from true fans. A clearly visible sterling reputation the customer can feel.
Does your advertising elicit a positive Emotional reaction?
- Defining how the current course of action creates a great future of opportunities for everyone
- Allowing your team the opportunity to help in its development. Give them emotional ownership in its results (intrinsic motivation)
- Explaining the expected result from the plan and how that affects their performance and compensations (extrinsic motivation)
How are you using Data Driven Logic to measure your results?
- Establishing one version of the truth in your reporting.
- When possible establish your own business intelligence as opposed to relying solely on your vendors.
- Developing an overall advertising dashboard with ALL of your top metrics.
- Sharing all of your metrics with your team, regularly and honestly.
- Installing clean data processes through the sales funnel.
- Automate process where possible and enforce proper technology usage at all levels.
- Flow chart each high value process that effects sales. Ensuring each person understands them and their role.
By Jon Berna
Data Driven Consulting