Selling and persuading 101

Understand your audience and what they value Decide on your purpose Structure your communication into rational/logical and emotive elements Follow up

Understand your audience and what they value Are they a decider or an influencer? How have they made decisions in the past? Are they in a position to make a decision now? What is important to them? Listen very carefully Show them that you are listening

What do you hope to get from a meeting/phone-call? Decide on your purpose What do you hope to get from a meeting/phone-call? What would be a marker of success?

Stories are easier to remember than facts Structure your communication into rational/logical and emotive elements Stories are easier to remember than facts Feelings are often remembered more than facts People often need both to make a decision An assertion is not the same as evidence

Follow Up – in this order of preference: In person By phone By email