The Most Important Persuasion Tool

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“The most important persuasion tool in your entire arsenal is integrity.” – Zig Ziglar

Zig Ziglar (1926 – 2012) was an American bestselling motivational author and speaker. His books and lectures focused on spiritual growth, self-improvement, effectiveness as a salesman, and raising kids in the modern age. His company named after him is dedicated to continuing his legacy by giving trainings for self-improvement.

There have been countless studies on persuasion because of its importance in business and social life. A study from CEB, a worldwide member-based advisory company, found out that customers are loyal to companies that stand for something. Whether it’s environmental or humanitarian, buyers feel good knowing that they are supporting a company that has the integrity to do what’s right.

Integrity is also one of the five possible reasons for credibility, according to Mary Munter, author of “Guide to Managerial Communications”. Morality and fairness play a big role in earning people’s trust and making them easy to be persuaded. Conversely, losing one’s integrity also loses one’s credibility and effectiveness to people. To quote Edward Murrow, “To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.”

Barbara de Angelis, author of bestselling books on relationships and personal growth, perfectly described integrity: “Living with integrity means: Not settling for less than what you know you deserve in your relationships. Asking for what you want and need from others. Speaking your truth, even though it might create conflict or tension. Behaving in ways that are in harmony with your personal values. Making choices based on what you believe, and not what others believe.”