Persuasion
Principles of Persuasion The principle of Liking People Like those who like them Uncover real similarities and offer genuine praise. The principle of reciprocity People repay in kind Give what you want to receive.
Principles of Persuasion The principle of Social proof People follow the lead of similar others Use peer power wherever its available The principle of consistency People align with their clear commitments Make their commitments active, public and voluntary
Principles of Persuasion The Principle of Authority People defer to experts Expose your expertise; don’t assume its self evident. The Principle of Scarcity People want more of what they can have less of. Highlighting unique benefits and exclusive information.
Elements of Persuasion Credibility Trust + Expertise Your ideas You as a person An understanding of the audience A solid arguments Effective Communication
Trust Tell both sides of the story as you understand it. Deliver on your promises. Keep confidences. Be consistent in your values. Encourage the exploration of ideas. Put others’ best interest first
Expertise Research your ideas Get firsthand experience Cite trusted sources Prove it Master the language of your topic Don’t hide your credentials Team up with credible allies Gather endorsements
Understanding your audience Identify decision makers Decision makers Key stakeholders Influencers Analyze audience receptivity Monitors reactions Assess body language Talk with knowledgeable people
Assess categories of receptivity Hostile Neutral Uninterested Uninformed supportive
Hostile Use humour or a story to warm them up to you Focus on areas of agreement Demonstrate your expertise and cite experts Support statements with solid evidence Identify benefits that they would value.
Neutral
Determine Decision making style Thinker Skeptic Follower Controller
Politics Building a case
Winning minds and hearts Start with the head Structure Evidence Benefits Words
Structure Problem solution Present both sides and a refutation Cause and effect Motivational sequence
Heart Emotion evoking presentations like gripping stories Emotion helps change faster Responding emotionally requires less efforts Emotion arousing arguments distract from speaker’s intentions to persuade
Vivid descriptions Metaphors Analogies Stories
Overcoming Resistance Identify resister’s interests Understand resister's emotions Distrust fear Build trust Paraphrase Clarify the issue Be consistent in verbal and non verbal messages
Overcoming Resistance Present resister’s viewpoint before presenting your own
Persuasion Triggers Contrast Liking Reciprocity Social proof Commitment and consistency authority
Tactics of Influence Framing the issue your way Influence through information Influence through technical authority