I was reminded of this again today as I was hiking with my wife, Saroj, in Zion National Park. And not just any old hike, but up the Narrows, which is a hike literally up in the river that winds it's way through the canyon.



You get wet but that is more than compensated by the amazing scenery. On either side of us were magnificent, 1,500-foot red sandstone cliffs rising straight out of the water.

In one section that actually overhangs the river, the rock is black, not red. I explained to Saroj that this was probably due to the fact that the dampness of the rock and lack of sun supports the growth of mildew and bacteria that ultimately stains the red rock black. Makes sense, right?

Well, she wasn't too sure. She thought it was a different kind of rock. So I pointed out that the black blended right into the red. You could see that it was clearly the same rock.

If at that moment, a geologist had waded up the river beside us and confirmed my assertion, I'm quite sure she would have finally believed me (or not, depending on what he said).

You see, I was using logic and evidence to make my case. But Saroj much prefers authority to determine if a thing is true on not. (I know you're brilliant at marketing, but what do you really know about rocks, Sweetie?)

This, of course, is the source of many an argument. But that's another story...

The fact is, different people are persuaded by different things. I am easily persuaded by logic and observable evidence, while others much prefer to get confirmation from someone who is certified to be an expert.

This is something very useful to consider when you're trying to persuade someone of something, such as trying to get a prospect to see the value of your services.

What should you use? Logic, evidence or authority?

Simple, use all three in as many ways as you possibly can. Let's take the example of a firm, Turnaround Wizards, who is working at persuading a client that they can get the job done.

1. Use logic to build a sound, credible argument:

Explain the difference that your service makes by comparing it to other things they are familiar with. Build your argument one step at a time so that it holds together and makes logical sense.

"Turnaround Wizards offers a one-year program instead of a weekend workshop because the learning really sticks when you apply our models, evaluate the results and then fine tune performance. It's like learning anything, a musical instrument, a language or a professional skill. None of those come instantly and neither does the ability to consistently meet or exceed your business targets."

2. Use evidence to show how your service actually works:

One of the best ways to do this is to cite before and after examples. The use of case studies, especially with similar companies, is very persuasive because it clearly demonstrates that your program works, through actual, observable results.

"A large manufacturing division was losing over $10OK per month. The workers were on the verge of revolt when our performance system was introduced. But once they started to apply the Turnaround Wizard program, things turned around quickly. They are now the top performing division in their company."

3. Use authority to add weight and credibility:

For some people, logic and evidence only gets you so far. After all, you're the one presenting that logic and evidence and you have a built-in bias. But a testimonial or endorsement from a credible source is very persuasive, simply because it's from a third party who is more objective.

"We did a test program with Turnaround Wizards and, although somewhat skeptical at first, were very impressed with the final results. The profit gains were significant. The whole attitude of the division also turned around. We were so happy with their performance that we are bringing them into all our divisions."

By using all three means of persuasion, don't you think the prospect will be much closer to signing your contract?

Whether you're trying to persuade your wife why red rocks turn black in the Narrows of Zion National Park or attempting to persuade a potential client to do business with you, I recommend you use all three - logic, evidence and performance - every chance you get.

I'm still looking for that geologist!