The fact is that all people you meet have a high regard for themselves and like to be fine and unselfish in their own estimation.
"A person usually has two reasons for doing a thing: one that sounds good and a real one." - Pierpont Morgan
The person himself will think of the 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.
"When no information can be secured about the customer, 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. People are honest and want to discharge their obligations. 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." - Mr. Thomas
Principle 10: Appeal to the nobler motives.
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