Adapting your arguments to other

people's motivations
Comfort: satisfaction of the 5 senses, avoidance of anything we might fear.
Your argument: “This solution will protect you against major risks.”

Attraction: desire, friendship, affection, filial love, desire to be loved.

Your argument: “This solution will help to develop all your employees’ skills.”

Reluctance: a tendency toward the least amount of effort, routine, a desire for convenience and, potentially,
a desire for productivity.
Your argument: “This solution can be implemented in under three days.”

Gregariousness: need to conform with the groups to which we belong, instinct to imitate others.
Your argument: “This solution has been adopted by your associates at some of the largest firms.”

Ownership: desire for money, what it can provide and, potentially, intellectual greed.
Your argument: “This solution will result in a 30% cost saving.”

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Esteem: need for personal development, respect and recognition.
Your argument: “This is the high-end solution for the most demanding firms.”

Safety: desire for reassurance, avoidance of sources of anxiety, need to find solutions to causes of worry.
Your argument: “The results of this solution have been guaranteed by research laboratories.”

The contents of this page are the property of CrossKnowledge.

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Any reproduction or representation for non-private use is strictly forbidden. 2