Description: To persuade successfully and non-manipulatively, it's important to understand five key principles of influence. Principle #5: A person will more likely be influenced if you help them get to the heart of the matter.

Description: No matter what you do, you are in sales in some way. The word, "sales" or "selling" brings up negative connotations for many people. It may be helpful to think of it as "influence". Whether you're a sales professional, coach, consultant or executive - there are key stakeholders in your world you need to influence. To persuade successfully and non-manipulatively, it's important to understand five key principles of influence. Principle #3 is covered here.

Description: To persuade successfully and non-manipulatively, it’s important to understand five key principles of influence. In this four-part series, I’ll be covering these five principles that are based on human psychology and behavior. Let’s look at the first two now.

Description: Principle #4: People make buying decisions based on emotion and justify these decisions with logic. To be influential, we need to take into account both logic and emotion. Of the two, emotion is a much more powerful motivating force. Unfortunately, too many people ignore the emotional component and focus solely on logic - neglecting what compels people to buy.