1. www.execsense.com | John Runne Material in this seminar is for reference purposes only. This seminar is sold with the understanding that neither any of the authors nor the publisher are engaged in rendering legal, accounting, investment, medical or any other professional service directly through this seminar. Neither the publisher nor the authors assume any liability for any errors or omissions, or for how this seminar or its contents are used or interpreted, or for any consequences resulting directly or indirectly from the use of this seminar. For legal, financial, medical, strategic or any other type of advice, please personally consult the appropriate professional. The Art of Persuasion Every CEO Must Know

2. www.execsense.com | Persuasion is the execution of social influence and its history dates back to the ancient Greeks. Aristotle is known for his thoughts on many disciplines including persuasion which he characterized as possessing Ethos (credibility), Pathos (emotions) and Logos (logic). Chameleon Art Title | Speaker Name Persuasion is a mutable tool. When being persuasive, a CEO must deliver messaging so it resonates with each unique audience- all while keeping corporate goals in mind. The use of persuasion is not cunning but rather an adaptation to the perceived needs of each group being addressed. Persuasion is an art form. It takes skill to affect the opinions and behaviors of others. There are many theories regarding the best ways to be persuasive and influence others. What are the most crucial points to remember? Don’t push too hard. Be sincere. Evaluate your audience. Know when to say when. Overview History

3. www.execsense.com | 1 Know Your Audience Become acquainted with the general beliefs of your audience. Be aware of potential preconceived notions. 2 Be Patient and Maintain a Friendly Disposition Pushing too hard can result in negative responses. Persuasion takes time. 3 Have Your Facts Together Anticipate the audience’s questions and your responses. If possible, gather early adopters of your theory as endorsement of your persuasive argument. Title | Speaker Name Focal Points

4. www.execsense.com | A Strategy Understand the prevailing sentiment of your audience B Strategy Have a line of sight on voting patterns- what are they thinking? C Strategy Have early sign-ups with members of the group D Strategy Know how they like to be approached E Strategy Show the audience the benefits of seeing things your way Know Your Audience Tailor your messages to suit your audience’s expertise and preferences. 1 Title | Speaker Name The Target of Your Persuasion

5. www.execsense.com | Title | Speaker Name It Could Take A While

6. www.execsense.com | A Strategy Stay calm amidst initial rebuttals B Strategy Know it could take several sessions to win the majority over C Strategy Get open agreement in front of the entire group D Strategy Seriously consider strong opposition E Strategy Take time to build a “backdoor” coalition Be Patient and Maintain a Friendly Disposition Patience is a virtue not many possess. Display patience and win respect. 2 Title | Speaker Name Patience is a Virtue

7. www.execsense.com | A Strategy Have answers to the smallest details ready to share B Strategy C Provide sound and supported proof of the plan(s) D Strategy What’s in it for the audience? E Strategy Be open – it creates an atmosphere where change can be embraced Have Your Facts Together In order to persuade, you must be perceived as confident and fully knowledgeable about your topic(s) 3 Title | Speaker Name Just the Facts, Ma’am Be willing to listen to others’ views

8. www.execsense.com | 1 Know Your Audience Know the audience’s demographics Get into their mindset Be intereste. Be honest. Be trustworthy. Title | Speaker Name Win Them Over

9. www.execsense.com | 2 Be Patient and Maintain A Friendly Mindset Take your time. There’s a good chance there will be several steps involved in persuading a group Any change in mood or approach will be harmful Know what the audience wants. Title | Speaker Name Think Marathon Instead of Sprint

10. www.execsense.com | 3 Have Your Facts Together Know every detail important to your audience Double check your fact finding Keep an open mind; consider strong opposition Title | Speaker Name Maybe I Missed Something?

11. www.execsense.com | Know Your AudienceBe PatientHave Your Facts Together Title | Speaker Name What does your audience like; what does it want? It’s easier to persuade when you know. Openness, being willing to listen and positive body language will help persuade your audience Don’t get undone by a factual dispute. Know what you are talking about. Conclusions

12. www.execsense.com | The Art of Persuasion Every CEO Must Know Persuasion Success Keep it behind closed doors!

13. www.execsense.com | 3 Put in Describer for #3 Bullet-Point: Type Here Title | Speaker Name Did It All Begin Here?

14. www.execsense.com | + johnrunne@bzadvice.com John Runne www.bzadvice.com @Twitter Name linkedin.com/ Title | Speaker Name Contact the Speaker 303-674-1000

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