In so many areas – literature, music, leadership – the best practices of today are descended from classic thought, theory and work generated centuries ago. Communication is a perfect example. In the third century B.C., Aristotle identified three essential elements of effective communication: Ethos, Pathos and Logos. Not only have these concepts stood the test of time, we can clearly see their role in the foundation of sales skills we teach today:

‍Ethos refers to character and credibility. Attained by demonstrating your expertise and integrity, ethos is essential to attaining preferred position or assuming a consultative role with customers. This element of communication answers the customer’s question, “Why should I listen to you?”

‍Pathos is the emotional connection you make in your communications. The road to attaining pathos starts with effective listening and exploration (LAER is an exercise in pathos attainment) while staying aligned with, and interested in, the customer’s individual and unique interpersonal needs, thus creating rapport.

‍Logos is connecting with logic, or on an intellectual level. This is where data and analysis come to the forefront. And while we all know how powerful numbers can be, their impact will be neutralized if not communicated in a manner that is clear, concise and persuasive.

If effective communications requires ethos, pathos and logos, communications genius is the ability to seamlessly blend these three elements together and even leverage one element to strengthen another. Consider the way significant data (logos) enhances credibility (ethos). Masters of communication adjust the formula to appeal to the individual characteristics and styles of each client and each customer relationship.

One wonders which would surprise Aristotle more about contemporary communications – the myriad of communications vehicles and technology that we utilize, or the fact that the communications elements he identified 1,500 years ago are still perfectly valid and relevant today.