How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 390

Values
A value is more ingrained than a belief because it is more deeply and
consciously committed to. A value is typically something that has been
very thoroughly contemplated and accepted. It is for this reason that
values are much harder to change than beliefs. Usually, a true value will
not be changed, not even by wealth, acceptance, or pressure. Be sure
when you are in a persuasive situation that your audience doesn't feel like
you're trying to attack their values. This will only make them feel
defensive toward you. As Walt Disney wisely stated, "When values are
clear, decisions are easy."
Indifference
People who are indifferent most likely have never even thought about the
issue, or they have had no reason to care about it. Indifferent people come
across as greatly apathetic because the topic you are presenting is
something they've never had to cognitively process before. People who
are indifferent don't want to be bothered. These people usually don't care
about you or your message. Often they're only there because they have to
be, or their indifference is just a general lack of interest or boredom in
general. An indifferent audience needs attention, empathy, and a reason to
care.
Monitoring the Ability to Change: Getting Inside the Closed Mind
Life is change; persuasion is change. You must be able to create and
motivate change. Understanding human nature is knowing that most
people will resist change and burrow into their comfort zones. We tend to
follow the path of least resistance. However, change is the only thing that
can lift us up from where we currently lie. Oliver Wendell Holmes said,
"Man's mind, stretched to a new idea, never goes back to its original
dimensions." We all want to become a better person and to be "stretched"
to accomplish more things, but we are stuck in our daily patterns.
As you go through the Persuasion Checklist, find out how resistant to
change your audience is likely to be. Will persuading them be like
breaking through a brick wall or a cardboard box? Are they ready to make
changes because of their circumstances and surroundings? Are they
already trying to change? Some of your prospects will oppose you and
blatantly resist your persuasive message. This is great news — this means
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