“Check out the blind study results.” “Look at this list.” “These are the facts.” If this is how you’re presenting evidence during your sales calls, you’re limiting your effectiveness. When you support your case solely with facts and statistics, you’re using o­nly o­ne of the five forms of evidence at your disposal. It’s easy to rely o­n this kind of presentation, but it’s totally devoid of the “flesh and blood” element that can dramatically improve your persuasiveness

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