The first step to changing someone s mind is to identify the exact nature of his b

lindspot.
Objective resistance a simple misunderstanding, or a real problem can be cleared up
with
facts or further explanation.
Subjective resistance, however, is based on emotion or skewed perceptions and wi
ll not
respond to fact. It is your client s conceptual blindspot, what he cannot or will
not see, no
matter how much factual explanation you offer.

Think of a client you re having a tough time winning. What objections, if any, has
he voiced?
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Which of these objections can you take at face value and clear up with a simple
explanation or compromise?
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Which one is hiding a subtext a skewed perception based on emotion or experience o
r strongly held belief?
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