He cautions that the chance of misunderstanding is ever present between two people with different backgrounds, experience, intentions, prejudices and points of view. Making what you say attractive is possible by talking benefits and not just features and facts, Forsyth counsels.

And, tailor the description of benefits to the situation. For example, “someone buying a high-performance, prestige car such as Ferrari might well not care how far it goes on a litre of fuel, though he would be interested in other benefits – high-speed cruising being quieter, and more comfort in the fifth gear.” Your case becomes convincing when you infuse credibility by quoting past experience, listing the metrics, and mentioning standards and testimonials. Prescribed study.

D. Murali

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