Selling Snow to a Penguin
Erikson describes Yellows as persuasive people who combine energy, vivid language, gestures, and personal attention. His examples show how a speaker’s appeal can influence a listener’s response to the message.
THE IDEA
Selling Snow to a Penguin
With all their energy and optimism, Yellows are very persuasive. It’s easy for them to get carried away, seeing opportunities and solutions where others might only see a dead end.
It’s often said that there is a difference between convincing and persuading, and many Yellows cross these boundaries. But what they say sounds so good. With the help of language, they really are masters at winning over people to their side.
Regarding language: As I describe in the chapter on body language (page 106), most Yellows have a rich and varied way of gesticulating, so that they can convince you not just with their words, but with their entire bodies.
But it’s not just energy and will. Yellows have a unique way of expressing themselves that sways their listeners. They often use vivid and colorful imagery when they speak, which appeals to all five senses and creates an impression that is felt by the whole body.
Without even knowing it, many Yellows are skilled rhetoricians. They know instinctively that their ethos, the bearer of the message, is just as important as the message itself. Therefore, they are mindful of getting through to you as an individual—usually by being friendly and shaking your hand; making small personal comments; making you feel important.
Many politicians are phenomenal at this—think of Bill Clinton, for instance. He has the kind of charisma that is naturally present in many Yellows—a noticeable interest in another person, the ability to ask exactly the right questions so that others feel that they are important.
When to use it
A sales meeting where you need to convince a skeptical client by building rapport and using vivid language.
A job interview where you want to make a positive impression by showing genuine interest in the interviewer.
A political campaign rally where the candidate uses charisma and personal anecdotes to gain support.
A team negotiation where a member uses energy and optimism to push through a proposal that has little objective merit.
FROM THEORY TO EVERYDAY LIFE
In practice
Bill Clinton's Charisma
Erikson cites Bill Clinton’s apparent interest in other people and ability to ask questions that make them feel important as examples of the persuasive style he associates with Yellows.
Car Salesman's Pitch
A car salesperson uses energetic gestures, vivid descriptions, and personal attention to interest a customer in an expensive model when the customer initially wanted a basic vehicle. The customer can enjoy the conversation while checking whether the proposed purchase fits their needs.
A MOMENT TO REFLECT
Put it to work.
How do you use personal connection to persuade others?
Can you think of a time when someone sold you something you didn't need because of their charisma?
How can you guard against being persuaded by charm alone when making important decisions?
CONTINUE THE CONVERSATION
Source texts
- Surrounded By Idiots (Thomas Erikson)