THEIR WORDS AND PERCEPTIONS ARE MORE IMPORTANT THAN YOURS This brings up the second point about the list on this page: Listening to the other side and asking questions. Validating their perceptions. What you say is less important than what they say. What you think you said is less important than what they think they’ve heard. In order to persuade them, you need to listen to what they are saying, verbally and nonverbally. The more you try to blame them, the less they will listen. The more you value them, the more they will listen.
