Leaning too much on facts to persuade prospects may limit your effectiveness as a recruiter.

It’s a mistake is to attempt to convince people by finding the ‘right facts.’

Doing this usually means identifying the benefits from an authoritative source and sending them to the recipient.

But if the recipient is resistant to the idea, they just dismiss or disagree with the facts.

What’s the alternative? Here are a few options:

1. Build relationships and be seen as a credible source.

Information looks and feels different if it’s coming firsthand from someone a prospect trusts.

2. Tell a story that resonates with the prospect’s worldview.

An effective story that is based upon emotions—emotions like fear, pride, and curiosity.

3. Use emotional statements or questions to make your point.

Statements like:

This is what innovative companies like ours are doing. You’ll be left behind if you don’t start adopting   ____________.

Questions like:

Have you ever wondered why our brokerage has more $20M+ producers than anyone else in our marketplace?

There’s a time and place for facts, but they should only be part of your communication repertoire.