Hector_LaMarque_-_Importance_of_Closing_-_02_Persuade_People_Emotionally_Not_Logically

The key to persuading people is appealing to their emotions rather than using logic. Everyone, even computer geeks, make decisions based on emotions and then justify them logically. To effectively close a deal or convince someone, you need to talk about how it will affect their family, help them achieve their goals, and make them feel good. By selling the vision of a positive outcome, you can easily persuade others. This is why getting into business or making more money is important because it can change your life and allow you to live your dreams. You know, one of the keys is you've got to persuade people emotionally, not logically. People make decisions emotionally, and then they justify them logically. Nobody makes decisions logically and justifies them emotionally. It's the other way around. And I don't care who you are. Even computer geeks, they get all excited emotionally about the new latest gadget, and they want to get it, and they want to be able to brag to their friends about they got this or that, and I got a faster this or that, and I got the cooler this or that. Even computer geeks do that. They do it emotionally, and then they justify how it's going to make everything more effective and efficient logically later. But they always make them emotionally. I don't care who you are. You make every decision emotionally, and then you justify it logically. So you've got to understand that when you're dealing with people. You've got to close emotionally. You've got to talk about how it's going to affect their family, and how it's going to get them to accomplish their dreams and goals, how it's going to get them where they want to go, how it's going to make them feel, how they're going to look in front of their peers or their friends. You've got to sell the vision of how they're going to end up and where they're going to be and how it's going to impact their lives in a positive way, and then you're not going to have any problem closing if you want anything. That's why you get in the business. Why would you recruit somebody in the business? Because you could accomplish your dream life. You could live in that house on the beach, Martin. You could drive that Continental GT. You could go on that vacation to Fiji and Europe, man. You can do all that. You can send your kids to college of their choice. If they qualify to get into Harvard and it's $50,000 a year, and you're making a million bucks a year, you can send them there and not worry about it, man. How awful would it be if you had a kid that came home and said, Dad, I got into Harvard, and you go, you know what? I'm sorry, son, but I can't afford to send you there. You're going to have to go to the community college. Would that be horrible? That would be awful to have that situation happen. You've got to talk to people out there. That's why you need to get in this business. That's why you need to make more money. That's why you need to do this, man, because your life can change. You can live the way you've always dreamed of living. You're better than you think you are. Man, look, you can do anything. You've got to do it emotionally.