appealing to the rational and emotional

People have rational and emotional sides.  The rational side attempts to reign in the emotional side.  Some people have strong control mechanisms and others do not.  I’m reading Switch, by Chip and Dan Heath.  They refer to the rational side as the ‘rider’ and the emotional as the ‘elephant’.  It’s hard work for a rider to control an elephant, and when the elephant wants to take over the rider often doesn’t have a chance.  When presenting an idea you have to tap the audience’s elephant.  It's the only way to break through and create an urgent need. I have a dominant rational trait, and I tend to base my presentations on analytics, research and cold-hard facts.  I have been the champion of pursuing a CRM system for my company for nearly four years.  I've faced nothing but resistance.  I have presented the system from a cost benefit perspective; presenting a logical ROI.  I’ve tried to base my case on facts, but only now I realizing that I haven’t played to my audience's emotional side.  I’ve built my case rationally, but need to get the elephants involved.  I'm working on how to do this.  Right now my best idea is to produce a video presenting a dramatic example of how our customers perceive our company with the current systems we have in place.  My thought is the misery the customers and our employees face will hit home with my audience.  Their emotional side will take control of the decision and we’ll be able to move forward with the project.