FUNDAMENTALS OF PERSUASION
The Definition of PERSUASION
'Helping other people to get what they want.'
'The best way to get what you want is to help a lot of other people get what they want.'
Zig Ziglar
What Persuasion Involves
Successful persuasion involves understanding the other person's wants and needs and tailoring the presentation or argument in line with their opinions, beliefs and values. This requires careful preparation and audience research. By developing an emotional ma 929e43j tch with the audience we are more likely to successfully influence and persuade. Small changes to our communication approach can make a big difference to the results we get.
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How to Fail Fast
Many people approach persuasion in the wrong way ie:
they assert their own opinion without listening or understanding the other person's position
they fail to realise that persuasion is about working towards a shared solution
Four Persuasion Traps
From a study in the Harvard Business Review the results included the four most common mistakes made by business people who are attempting to influence or persuade others.
The four traps:
Attempt to make your case with an upfront hard sell.
Resist compromise.
3. Think that the secret of persuasion is to present great arguments.
Assume persuasion is a one-shot effort.
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The Essential Ingredients of Effective Persuasion
discovery, preparation
plan your audience
consider your position from every angle
supporting evidence
knowledge of audience opinions, concerns and
perspectives
negotiation and compromise
invite feedback
listen actively
shared solution
willing to adjust your view point and incorporate others'
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Personal Power Versus Positional Power
If today's businesses are run more by cross-functional teams of peers, then gone are the command and control days of executives managing by decree.
What are the key differences between positional and personal power?
(i) Positional Power
relies on authority
commands and demands
little or no justification or explanation of delegated
tasks
tell style
rigid, non-flexible
(ii) Personal Power
wins hearts and minds
sells rather than tells
involves others in decision process
earns respect and credibility
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People Buy People First
People buy people first and most other things second, so if this is the case, before we can sell our idea or persuade others to follow a certain route we must be able to sell ourselves first.
People buy people who are like they are:
use your identification skills to build rapport
find out about the person's:
- opinions
- beliefs
- values
- requirements
AGREE, EMPATHISE and UNDERSTAND LIFE AS THEY SEE IT
This will say to the other person, at a subconscious level:
"This person
thinks like I think"
"This person
feels the same as me ..."
"This person is on my wavelength ..."
We are now beginning to build rapport and credibility and therefore will be in a stronger position to persuade or influence.
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The Art of Persuasion
To successfully persuade another person we must remember our selling skills.
Consider the features and benefits of your presentation.
What does your audience want to hear?
WIIFM? - What's
in it for me?
Remember to link features to benefits with 'which
means that...'
Tell your audience how they will benefit - what the
value is, what problems this will solve and so on.
If we can ask 'so what?' to any part of your presentation we are NOT selling.
Questions not Reasons
Use your questioning skills to find out as much as possible about your audience in advance, and throughout the persuasion process.
Without constant feedback and input from others you will find it difficult to precisely match THEIR needs and therefore may not achieve the support you are seeking.
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Energy is Important
We must be able to show that our commitment to a goal is not just in the mind but in our heart and gut as well.
Without this demonstration of feeling, people may wonder if you actually BELIEVE in the position you're championing.
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(OUTER)
FEELINGS
(INNER)
FEELINGS
Level 1 Questions
These are questions which obtain basic facts and information
(who, where, what, when etc):
"What do you do?"
"Tell me about your new job."
"What products do you sell?"
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Level 2 Questions
These questions identify values, interests and feelings:
"How do you feel about ...?"
"What's important to you?"
"What do you value in a job?"
"If you had to choose between 'X' and 'Y', which would you choose?"
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