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The Five Basic Elements
of Persuasion |
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Source: the quality and credibility of source
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Message: what, when and how you say; repeat your key points
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Medium: use the right channel to
reach your audience
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Public: you must know your
audience
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Effect: Did the persuaded audience do what you wanted it to do?
Yin-Yang of Influencing People
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Three Prerequisites of
Effective Persuasion1 |
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Trust
(Ethos).
Trust is the expectancy of people that
they can rely on your word.
Trust can precede you implicitly in your job title, your
credentials, or your reputation.
It can also be built through integrity
and consistency in relationships.
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Logic
(Logos). Your point
must make perfect sense.
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Emotion (Pathos). Your argument must appeal to
the emotional man - to his or her imagination, and thus to the
emotions.
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Roadblock to Change2 |
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The barriers that exist which inhibit the
other party from shifting from from "no" to "yes" or going from
reluctance to acceptance:
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Fondness for the Known.
While the existing situation has its problems and difficulties, your
prospects have accustomed to it, knowing its routines and
proprieties. Such familiarity and investment gives people a stake in
continuing things as they are.
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Anxiety Inherent in Risk Taking.
Though people accept the maxim that all progress entails risk, most
of them are pragmatic and innately conservative.
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The Threat to Vested Interests.
The presumption that "the way things are, is the way they are
supposed to be" makes people hesitant to change.
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The Desire to Conform. Being in
harmony with customs and standard practices makes most of people
comfortable. The deeply rooted instinct to go along with the herd
causes them to accept opinions and procedures that have been
repeated over time.
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Order is Preferable to Disorder.
Any change has the potential to produce the unforeseen and
unanticipated. Because life itself is so unpredictable, people
welcome areas or times of stability and tranquility.
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The
GE Leadership Effectiveness Survey (LES)
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Uses facts
and rational arguments
to
influence and persuade...
More
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Persuasion Defined
Persuasion is about getting people to
want to do what you want them to do. "It's how you tap into
people's dreams and link your products or services or causes to the
realization of their dreams – it's how you make them see it, hear it, and
want it, " says Nicholas Boothman.1
The entire world is composed of the results of
your ability to persuade others or their ability to persuade you. "Anytime
we are doing anything, it's because somebody persuaded us to do it. We don't
lie, cheat or steal, because somebody persuaded us to adopt a set of moral
and ethical standards. We are surrounded by the things that people persuaded
us buy."3
Your People Skills 360
10 Great Communication Quotes
Three Prerequisites
Aristotle posited that for persuasion to be
truly effective, three elements must be present:
trust, logic, and
emotions.
"In modern terms that means that to be
persuasive, you need to
make good first impression by
establishing trust through
attitude (body
language, voice tone) and personal packaging; you have to present your
case with indisputable logic; and you have to give a tug to the emotions."1
Same Reality, Different Perceptions
Cultural Differences
4 NLP Perceptual Positions
Sell Your Ideas to Other Stakeholders
Great ideas are one thing; getting them into
the minds of others is another. Use various selling techniques to sell your
ideas to others. Remember,
marketing is a battle of perceptions, not ideas. All truth is
relative – what people perceive to be true that is
the truth. Your task is to establish or change your prospect's perceptions,
because if they don't you will not win the battle. The ugly truth is that
you'll get further with a mediocre idea supported by a skillful marketing
campaign than with a great idea alone...
More
Selling Is Problem Solving
Yin-Yang of Communication
Yin-Yang of Effective Listening
Use Prototypes to Sell Your
Ideas to Others
"Good
prototypes don't just communicate – they persuade," says Tom Kelly.4
Prototypes beat words and pictures. If a picture is worth a thousand words,
then a good prototype is worth a thousand pictures. "It if easy to reject a
dry report or a flat drawing. But models often surprise, making it easier to
change your mind and accept new ideas. Or make hard choices, such as
forgoing costly and complex features. Give your management team a
report, and it's likely they won't be able to make a crisp decision.
But a prototype is almost like a spokesperson for a particular
point of view, crystallizing the group's feedback and keeping the things
moving."
How To Make Great Presentations
Socratic Questions
Socratic questioning is at the heart of critical thinking –
they enhance your critical thinking skills. Socratic questions
challenge accuracy and completeness of
thinking in a way that acts to move people towards their
ultimate
goal...
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