Often there is a need to deal with difficult people. The consensus builder must identify underlying emotions and needs and find a way to satisfy enough of individual needs to gain support for the good of the whole. Sometimes just listening and acknowledging needs and ideas is enough. Again, it is a matter of satisfying emotional needs. Selling intangibles such as professional services is based on relationship building.
Prospects are more interested in the benefits than the features.
Surveys have indicated that emotional benefits are more highly valued than functional benefits. Since what people remember is 90 percent visual and voice impression, the actual words are much less important in being persuasive than how they are conveyed. The most effective speakers, whether in the courtroom, at a seminar, conference or banquet, or at an internal firm meeting use techniques that connect emotionally with listeners. They use vocal and visual techniques that stir emotions, speech patterns and non-verbal communications that connect with the audience. Loyalty and Retention .