1. How to get people to do what you want. Yipsir www.yipsir.com.hk
Persuasion
How to get people to do what you want.
Yipsir

2. Schedule
Definition of persuasion
Routes of persuasion
Six basic tendencies to say “YES”
Needs of customers
Persuasive strategies and skills in customer service
Form of proof
Role play – be an effective salesman

3. Persuasion as defined by Webster’s
The act of persuading or the power to persuade.

4. Definition of Persuasion
Process that change attitudes, beliefs, opinions or behaviors.
Co-creation of a state of identification between a source and a receivers.

5. Routes of Persuasion
Elaboration Likelihood Model (ELM) – Petty and Cacioppo
Two routes can be used to persuade
Central: relies on facts, figures, and thought. Changes tend to be more permanent due to effortful processing.
Peripheral: attempts to persuade you without thought occurring. Relies on emotion. Leads to superficial and temporary change.

6. Six basic tendencies to say “YES”
reciprocation
consistency
social validation
liking
authority
scarcity

7. 1. Reciprocation
You are nice to me, so I will be nice to you, as well.
The code of reciprocity.

8. 1. Reciprocation Food stores  free samples
Exterminators  free in-home inspections
Health clubs, English courses  free workouts
Free XXX – then, buy!

9. 2. Consistency
We behave consistently  Public commitments, even seemingly minor ones, direct future action.

10. 2. Consistency
Example at a restaurant  to avoid “no show” on reservation.
“Please call if you have to change your plans.”
 3 out of 10 people: no-call, no-show
“Will you please call if you have to change your plans?” + [pause and wait for the client’s response] “YES, I will.”
 1out of 10 people: no-call, no-show
Gordon Sinclair, the owner of a well-known Chicago restaurant, was struggling with a problem that afflicts all restaurant owners. People frequently reserve a table but, without notice, fail to appear.
The two words were effective because they commissioned the force of another potent human motivation: the desire to be, and to appear, consistent.
Pause and wait was pivotal because it induced customers to fill the pause with a public commitment. And public commitments, even seemingly minor ones, direct future action.
Another example of University in Israel  doubled monetary contributions for the handicapped in certain neighborhoods.
KEY FACTOR: 2 weeks before asking for contributions, they got residents to sign a petition supporting the handicapped  MAKING A PUBLIC COMMITMENT TO THAT SAME CASE  CONSISTENCY.
Not on slide:
Joseph Schwarzwald (Bar Ilan Univ.)
Sign a petition supporting handicapped (public commitment)  2 weeks before the fundraising
Monetary contributions for the handicapped  doubled the result

11. 3. Social Validation We follow the lead of similar others.
I want to be one of them. Taking advantage of social validation, requesters can stimulate our compliance by demonstrating that others just like us have already complied.

12. 3. Social Validation (做妹)
Experiment by City Univ. of New York
On a winter morning, a man stopped on a busy New York City sidewalk and gazed skyward for 60 seconds, at nothing in particular.
Stanley Milgram, Leonard Bickman & Lawrence Berkowits

13. 3. Social Validation Start Group Passersby Who Joined 1 4 out of 100 515
40 out of 100

14. 4. Liking
My grandchildren are hoping to have items for the school’s auction, I should do something about it.

15. 5. Authority
A man could increase by 350% number of pedestrians who would follow him across the street simply by wearing a suit and tie. →
Dressing style is of paramount important for a salesman.

16. 6. Scarcity
Items and opportunities become more desirable as they become less available. →
Available only while stock lasts.

17. Summary Six key factors are internationally applicable.
By understanding the six key factors, we can recognize strategies.  We say “yes” as our option.
We can effectively apply six key factors when we persuade others.
Although all human societies seem to play by the same set of influence rules, the weights assigned to the various rules can differ across cultures.
We can apply these 6 factors when we are in a spot to be convinced, or when we try to persuade others.

18. Persuasion’s aim
In today’s changing world, it aims at promoting or selling symbolic ways to meet people’s physiological and emotional needs.

19. Factors affecting a customer’s purchasing propensity

20. Factors affecting a customer’s purchasing propensity
Price
Tangible needs
Purchase affection
Salesman’s credibility
After-sale service

21. Needs of customers
Before persuade the customers, we need to find out the needs of customers
We can therefore have the direction for us to persuade customers

22. Four main’s needs of customers
1. Need for Emotional Security
Afraid cheated by the company
Buy fake good or receive bad service

23. 2. Need for Reassurance of Worth
feel valued for what they do
get the feeling of respect from other people
Promote their self-esteem
Don’t give the aggressive service to our customers.

24. 3. Need for the high quality of product
receive good service or buy the high quality product.
aim to use lowest price to buy the highest service.

25. 4. Need for the sense of power
Be strong , handsome in outlook, seem powerful from the eyes of other people.

26. Persuasive strategies and skills in customer service

27. Step one: Listening - Know your customers’ needs:
→ you may get the critical information of your customers e.g.
age,
income,
social class,
occupation &
their preferences

28. Personality type and persuasion
Where we get our energy
Extrovert or introvert
What type of information we pay attention to
Sensor or intuitive
How we make decisions
Thinker or feeler
How we resolve issues
Judger or Perceiver

29. Step two: Prediction
Different kinds of customers will have different kinds of needs; we can focus on their touchstones(標準) in order to get a better outcome of the persuasion.

30. Step three: Focusing
Lastly, we could grasp their preferences and sell our ideas confidentially.

31. Start to persuade

32. Verbal communication 1. Wording your message
Use stylish speech and exciting language choices
Don’t use the dull speech
Variety in word choice
Attention of the audience

33. 4.No aggressive or impolite wording
2.Figures of speech
use some special method eg, metaphors(暗諭)
and smile during your speech
3.Use a proper tone
Be gentle
4.No aggressive or impolite wording

34. Delivering your message
Speak clearly and fluently
Use some non-verbal skills
to help your persuasions

35. Other skills Foot-in-the-door technique “Poor product first” strategy
VIP discount → respect → esteem booster
Intensify your uniqueness / strength (decoration, view, peripheral service, support service, after-care service)
Downplay opponents’ weakness

36. Warm-up game on persuasion
(LPS/S4/A1)

37. Parties
Task to do
Intensify own good
(Team A1)
Identifying the strengths of travel agent:
Long term customers
Advanced payment / Cash payment
large no. customers
high class customers
late check-in, early check-out
Downplay own bad
(Team A2)
Identifying the weaknesses of travel agent:
Very low marginal profit
Intensify others’ bad
(Team A3)
Identifying the weaknesses of 4-star hotel
Remote location, Limited facilities
no view, haunted hotel
low reputation, cheaper price of similar hotels
small size of bedrooms, poor decoration
Downplay others’ good
(Team A4)
Identifying the strength of 4-star hotel
A little cheaper than its counterparts
good location but

38. Parties
Task to do
Intensify own good
(Team B1)
Identifying the strengths of hotel:
clean, spacious, abundant rooms, good reputation, professional trained staff…
Downplay own bad
(Team B2)
Identifying the weaknesses of hotel:
…..
Intensify others’ bad
(Team B3)
Identifying the weaknesses of hotel
poor manner of tour escorts,
low quality customers
cancellation at short notice record
Downplay others’ good
(Team B4)
Identifying the strength of travel agent

39. Forms of proof
We need to use some good evidences to proof what we have suggested is good for the customers and change the attitudes and beliefs of them.

40. Forms of proof 1. Statistical evidence
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41. Forms of proof 2. Testimony(證明)
→ We can use some substances(實物) to increase the credibility.

42. Forms of proof
3. Visual evidence
Before keeping fit
After keeping fit

43. Forms of proof Comparison and Contrast
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44. From of proofs 例如: A.C Nielson 市場調查公司的大型調 查 和其他健身中心 比較設施多少
Comparison and Contrast
例如: A.C Nielson 市場調查公司的大型調 查
和其他健身中心
比較設施多少

45. From of proofs 5. Building your credibility Reputation Dynamism (活力）
Use Examples or statistics to show company credibility
Use personal credibility: networking, Christianity
Dynamism (活力）
Pay attention to physical appearance
Like you → like your products / service
愛屋及烏效應
Expertise
Show professional knowledge and pass success to the customers.
Others reference
Other customers endorse the products / service

46. From of proofs Verbal- communication 游說對話 : 我地公司係同行之中聲譽最好，顧客最放心既健身中心．
6. Deliver your message
Verbal- communication
游說對話 :
我地公司係同行之中聲譽最好，顧客最放心既健身中心．
絕對唔使擔心我地既服務貨不對辦，兼且我地仲會提供一個禮拜免費試玩，如果唔滿意，我地絕對唔會收錢
我地考慮到好多女士要湊小朋友
為左體貼你地既需要

47. From of proofs 7. Wording your message Non- verbal communication
Gesture(手勢)
Eyesight(眼神)
Standing pose (站姿)
Petty action (小動作)
Voice---- e.g. Tone, volume, pause
3. Proximity (人際距離)
4. Silence
→ All the above points can reflect how much confidence you got and how professional you are.

48. Scenario 1

49. You work at a 5-star hotel.
Last week, there was a corporate client, Mr Man who wanted to hold its annual staff dinner party at your hotel.
This is the fourth year that the client has held such a function at your hotel.
From your experience, you know that the client will ask for a lot of concessions such as discounts, payment by installment, free flower bouquet, free valet parking etc.
You know that the gross profit for this function is minimal.
However, they are a heavy user of the hotel rooms and you do not want to upset them.
As a marketing officer of the hotel, you have to persuade this customer to accept your offer.

50. Suggestions of scenario 1
What are Mr Man’s needs?
1.   Respect
2.   Special Discount
How to fulfill Mr Man’s needs?
Respect - e.g. sincerely customers, General Manager discuss the matter with the boss….
Special Discount - e.g. Free Drink per round, 20% off discount for extra drinks….
Others: value his support, express to him you have done what you can

51. Scenario 2

52. You are recently appointed as the Sales Manager of a medium-sized health and fitness centre. Your major responsibility is to recruit new members to join your company. According to the record, the number of membership growth is declining. It is because of the keen competition in the fitness market, the other factor contributes to the decline is the limited services provided. In the past, the fitness centre concentrates on providing facilities for weight training and sports activities. To cope with the changing customers’ need, the company has renovated the premises and introduced a number of new services that include facial service, body message, spa service, and yoga. In addition, there are different packages offered to satisfy the needs of different clients. As a customer relation officer of this health and fitness centre, you have to persuade potential customer to become the member of your centre.

53. Scenario 2 的結論
Non- verbal communication
例如: 請坐
顧客與服務員的距離
服務員的手勢 眼神 站姿

54. From of proofs Verbal- communication 游說對話 : 我地公司係同行之中聲譽最好，顧客最放心既健身中心．
6. Deliver your message
Verbal- communication
游說對話 :
我地公司係同行之中聲譽最好，顧客最放心既健身中心．
絕對唔使擔心我地既服務貨不對辦，兼且我地仲會提供一個禮拜免費試玩，如果唔滿意，我地絕對唔會收錢
我地考慮到好多女士要湊小朋友
為左體貼你地既需要

55. Role Play on effective salesman
(LPS/S4/A5)

56. Select one of the following products:
insurance package
flat to be rent
mobile phone
Perform a role play to persuade a customer to buy your product in order to illustrate the basic skills of an effective salesman.

57. The end

58. Social Validation,
Statistical evidence,
Scarcity,
Price,
After-sale service,
VIP discount
Salesman’s credibility,
Emotional Security
Reassurance of Worth,
Intensify your uniqueness,
Downplay opponents’ weakness.
Testimony(證明)
Comparison and Contrast,
Expertise