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