Don't argue, discuss.

I've read some article recently. The author mentioned that if we want to persuade someone, discuss the matter with him would be more effective than argue with him. The logic behind demonstrate psychology of human beings. Basically we human beings make decisions not only by rationality but emotion. And most of time emotion plays greater role. To discuss not argue shows others our intention to respect his idea and himself. And this cognition makes persuasion more easily. People who always have to persuade others should remember this concept.