Corporate Visions – Persuasion and Content

corporate-visionsAnother fantastic event by Corporate Visions!  Learning very practical approaches to selling and persuasion in general is always valuable, for business and personal needs.  Practical approaches based on research that defies common sense are rare in the field and incredibly useful.

Which approach of persuasion will work better:

  1. Stated need – response with the service matching the need
  2. Stated need – response with the service matching the need plus additional value added service
  3. Stated need – response with the service matching the need plus explanation of unconsidered need and additional value added service to satisfy this need
  4. Stated need – response starting with explanation of the unconsidered need and the service to satisfy it (the service matching the stated need mentioned later)

Starting with unconsidered need is the most effective approach (statistically significant).  Unconsidered need increases persuasion only if it is introduced first.  Hmmm…

Effectiveness of this approach should not be dependent on the language – as decisions are based in the “survival” part of the brain, which developed evolutionary prior to the language parts.  However, neocortex, which has the capacity for speech, is location in the “justification” part of the brain…  so, justification of the decision made might be just a rationalization of the decision rather than the reason why the decision has been made.

We call them “solutions.”  But they are “change management projects.”

Unconsidered need creates demand for additional services.  However, if the services are just offered as an additional options, they can imply excessive pricing.

picPicture superiority effect

Yes, it is understandable, that visual materials are better than just text… but, what kind of visual materials?

In an experiment between “white board-type drawing,” a standard PPT slide, and a “zen” type image, the concept was remembered better after “white board-type drawing” demonstration.

What is the most valuable content?

Many companies are trying to provide “content,” but how effective these efforts are?


Based on four types of content, the least effective content is more common in the business environment, but the least common content and the most difficult to produce has the most value.


Just passing the data is not helpful.  Develop a distinct point of view that creates urgency and uniqueness.  Conduct unique primary research.

What executives values and sales people present?

Interestingly (and not surprising), executives value 4 times more business expertise that the sales person can provide.  However, fewer sales people are comfortable with this type of conversations, what creates “business value gap.”



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