If you have ever tried to use logic to persuade somebody to see your point of view, you may have failed. You probably think that it is because the person you were trying to convince was just too stubborn to see the logic. But, that is where you will be wrong because believe it or not, decisions are not made on logic, but emotions.
Emotions, not Logic, Drives Decisions
Emotions play a major role in our daily life and without them, we would be unable to do a lot of things including make decisions. This is what neuroscientist Antonio Damasio discovered when he studied people whose hippocampus, the area of the brain that helps people feel emotions, was damaged. He found that while all the participants who had a damaged hippocampus functioned fairly normally aside from the lack of emotions, it was much more difficult to make even the simplest of decisions. Even with weighing the pros and cons of each choice, test subjects just could not decide on things- including what they wanted for lunch.
You may be thinking that you make decisions based on logic all the time, but again, you would be wrong. Even though you may study all the facts and figures involved with a choice and go with the logically better option, your emotions likely played a role in getting you there. That is why people trying to make a career out of being a negotiator need to stray from using only reason, and look to the emotional aspect of decision making in order to find success.
Give Them a Vision
How do you do this, though? What you should try to do is create vivid imagery that will help the other party start to sway one way or the other. By appealing to their emotions more than their logic, you will be more likely to get the firm decision that you were hoping for. But, you have to avoid trying to use logic at all, because that could turn them away from you and lose them to the other side.
Creating the perfect vision, however, requires some key pieces of information: the problems, what is hurting them, and any unmet objectives. By using these sorts of things to your advantage, you can create the perfect vision for the decision you want the person to choose.
Which for you means that you have successfully done your job, and learned how to better work with a client.
Take a look back at all the decisions you have made recently and try to figure out what made you choose what you did. You may be surprised to find that there was more emotion involved in making those decisions than you realize. Next time you want a friend or loved one to agree to something you want to do, see what happens when you skip over logic and go straight to the emotional appeal. You will be surprised that it will probably work much faster than simply trying to appeal to their logic about the situation.