What can a Greek philosopher from 2,000 years ago teach us about closing deals in modern sales? Surprisingly, quite a lot. Aristotle's timeless framework for persuasion—Ethos, Pathos, and Logos—remains one of the most effective ways to influence and inspire action. For sales professionals, these three modes of persuasion offer a roadmap to build trust, connect emotionally, and present logical solutions.
But how can we use these principles in today’s selling environment, dominated by data-driven decisions and CRM systems? How do you make an ancient theory relevant to meet quarterly KPIs? This is exactly what we’ll unpack in part 2 of the Legends of Sales, Aristotle’s Art of Persuasion and how you can incorporate it into your sales strategy using a tried-and-true method and sizzle like BACON.
With Special Guest
Nate The Working Man
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What are Ethos, Pathos, and Logos?
Before we jump into application, let's quickly revisit Aristotle’s three modes of persuasion:
Ethos (Credibility): How do others perceive your expertise, trustworthiness, and authority? Ethos is all about convincing your audience that you—and your product or service—are worthy of their trust.
Pathos (Emotion): People may nod to logic, but they act on emotion. Pathos focuses on triggering an emotional response to connect with your audience on a personal level.
Logos (Logic): Every great argument needs a foundation of logic. Logos is about data, facts, and rational reasoning that address the "why" behind a decision.
Why Are These Core to Modern Selling?
Think about your typical sales pitch. Do you highlight your credibility? Do you frame your solution as not just practical but emotionally appealing? Do you bring in cold, hard facts that legitimately solve the prospect’s problem?
Sales isn’t about pressing for the hard close—it’s about building a relationship. And trust, emotion, and logic are at the heart of any strong relationship.
Aristotle’s framework encourages you to balance all three. Lean too much into logic, and you come off as robotic. Overdo the emotional appeal, and you might lack substance. Forget credibility, and your pitch falls apart. Balance is the key to persuasion that resonates.
The B.A.C.O.N. Method for Modern Sales
Want to start applying Ethos, Pathos, and Logos in your day-to-day grind? Turn to B.A.C.O.N., a simple acronym to break down what sales professionals can learn from Aristotle.
B - Build Credibility (Ethos): Credibility starts with your personal brand and extends to the company or product you represent.
Share testimonials and success stories to establish trust.
Highlight your track record and experience to position yourself as an authority.
Be genuine — people can spot a rehearsed, inauthentic pitch miles away.
When prospects believe you’re an expert who genuinely understands their needs, half the battle is already won.
A - Appeal to Emotion (Pathos): Remember this golden rule of selling—people buy with emotion and justify with logic.
Ask about your prospect's pain points. What’s keeping them up at night?
Use storytelling to help them envision how your solution could change their situation.
Mirror their tone and language to foster a deeper emotional connection.
Emotion is the driving force behind action. Give your pitch a personal touch that shows empathy and understanding.
C - Communicate Clearly (Logos): Don’t leave your pitch to vague promises—give them data, figures, and facts.
Quantify the benefits your product offers. For example, “This software can save your team 20 hours per week.”
Break down how your solution directly solves their problem using logic and straightforward reasoning.
Provide ROI-focused insights that show measurable impact.
When prospects see the tangible value you bring, they’ll feel confident moving forward.
O - Optimize Engagement (Blend): This step is about seamlessly weaving Ethos, Pathos, and Logos into your interactions. A good sales pitch isn't segmented; it integrates credibility, emotional appeal, and logic effortlessly.
Start your presentation with a trust-building personal anecdote (Ethos).
Connect emotionally by painting a vivid picture of your prospect’s success story (Pathos).
Close with data-backed evidence showcasing your product’s ROI (Logos).
Think of your pitch like a symphony—every note contributes to the harmony.
N - Never Stop Learning: Aristotle was a lifelong learner, and you should be, too. Consistently refine your craft to stay relevant.
Keep learning new strategies to strengthen your credibility.
Stay updated on your customers’ emotional and practical needs.
Absorb data trends to enhance your logical arguments.
Sales is a dynamic field, and continuous improvement will set you apart as a true master persuader.
Aristotle may not have had CRM tools or email marketing campaigns, but his framework for persuasion—Ethos, Pathos, and Logos—offers timeless wisdom for sales professionals. Modern selling is less about aggressive tactics and more about cultivating relationships built on trust, emotional resonance, and logic.
Remember, selling isn’t just an art; it’s the art of persuasion. By using Aristotle’s framework and the B.A.C.O.N. method, you can take your pitches from decent to unforgettable.
Start small. Next time you reach out to a potential client, ask yourself:
· Do I come across as credible?
· Am I appealing to their emotions?
· Does my pitch rely on clear logic?
With practice, you’ll find just the right balance of Ethos, Pathos, and Logos. And when that happens, the results can be transformational.
Want to refine your sales approach and see tangible results? Share your thoughts below or drop your own success stories—we’d love to hear how you blend Aristotle’s principles into your work!
Aristotle, a Legend in Sales: Master the Art of Persuasion with Ethos, Pathos, and Logos
To learn more about Aristotle, a Legend in Sales: Master the Art of Persuasion with Ethos, Pathos, and Logos go to: www.MasterHappiness.com/live or “Bacon Bits with Master Happiness” on Apple Podcast, Spotify, Amazon Music, Audible, iHeart Radio or wherever you listen to your favorite podcasts.
Or catch us LIVE on "BACON BITS with Master Happiness" on 983thelife.com, Monday Night at 7:00 PM and start making your life SIZZLE!
Marty Jalove of Master Happiness is a Company Coach, Business Consultant, and Marketing Strategist that helps small businesses, teams, and individuals find focus, feel fulfilled, and have fun. Master Happiness stresses the importance of realistic goal setting, empowerment, and accountability in order to encourage employee engagement and retention. The winning concentration is simple: Happy Employees attract Happy Customers and Happy Customers come back with Friends.
Want to learn more about bringing more happiness into your workplace and life? Contact Master Happiness at www.MasterHappiness.com or www.WhatsYourBacon.com
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