Sellers & marketers often try to “convince” people that theirs is the best product or service.
When in fact, that’s the wrong way to go about it…
Because all of a sudden you end up being blocked by objection after objection. People’s defences go up. They “dig in” and tend to argue.
No one wants to be “convinced…”
But they do like to be “compelled.”
Compelling is like sending them down a slippery slide.
Whereas convincing is like pushing them up a rocky hill.
Here’s why that’s so important: