If Aristotle was your sales coach – and he should be – he’d tell you:
- Your character matters – you need to be credible, reliable, trustworthy. He called this ethos – where we get the word ethics.
- Engaging your prospects emotionally matters. Logic is not enough. He called this pathos – this what we might call passion or emotion.
- Be logical. The solution (or argument) needs to make sense to and for your prospect. Pathos is not enough. Logos is where we get the word, logic.
The balance of these are required to be an effective seller.
- Ethos – Character
- Pathos – Emotion
- Logos – Logic