People believe what they want to believe. Even if others feel they are being irrational or not considering available facts, their beliefs often hold strong. Just consider what is happening in politics these days. A simple statement of what one person believes can quickly turn into an argument.
Knowing this, we have to take a look at how we talk to prospective clients when we want them to work with us. Many can make the mistake of telling prospects why your firm is better than the firm they are currently working with,