J. Pierpont Morgan observed that a person usually has two reasons for doing a thing: one that sounds good and a real one. The person himself will think of a real reason. You don’t need to emphasize that. But all of us, being idealists at heart, like to think of motives that sound good. So, in order to change people, appeal to the nobler motives.
James L. Thomas says, “Experience has taught me that when no information can be secured about the customers, the only sound basis on which to proceed is to assume that he or she is sincere, honest, truthful and willing and anxious to pay the charges, once convinced they are correct. To put it differently and perhaps mare clearly, people are honest and want to discharge their obligations. The exceptions to that rule are comparatively few, and I am convinced that the individuals who are inclined to chisel will in most cases react favorably if you make them feel that you consider them honest, upright and fair.”
PRINCIPLE 19: Appeal to the nobler motives.
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