Persuasion – Inform vs. Sell

German Approach

In the German business world to persuade means to inform persuasively. Persuasive argumentation guides an audience to its logical conclusion. Selling the conclusion is not necessary. Germans do not ask the so-called closing question in a direct and frontal way.


American Approach

In the U.S. business world to persuade means to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is then asked to make a choice. The American presenter is expected to state the so-called closing question, to ask for the sale, directly and with self-confidence.