2. Persuading Individuals and Audiences
Chapter 8
Persuading Individuals and Audiences
“Persuasion is a governing power. Those who have it use it to their advantage. Those who don’t have it let it run their lives.”
~ Paul Messaris (Author)

3. Chapter Objectives
Influence others to adopt beliefs or behaviors different from current beliefs or behaviors.
Persuade co-workers or team members even when you have no direct authority.
Incorporate tactics and strategies to improve your influence and persuasion skills.
Use elements of persuasion to give an effective presentation.

4. What is Persuasion? Involves: It does not: Careful preparation.
Persuasion is a form of influence. It is a process of guiding people toward the adoption
of a behavior, belief, or attitude that the persuader prefers.
Involves:
Careful preparation.
Proper presentation of arguments.
Supporting evidence in an appropriate and compelling emotional climate.
It does not:
Rely on deceit or force.
Involve directly giving orders.

5. Why Persuasion is Important
Employees today show little tolerance for unquestioned authority.
More and more companies are adopting a nonhierarchical environment.
Today’s business world is moving toward teams and “virtual” work, where a higher authority seldom mandates decisions.
The skill of persuasion can be an effective means for achieving your goals.

6. Persuasion Theories Cognitive dissonance Inoculation theory ACE theory
This theory suggests that people use three criteria to determine whether to respond to a persuader’s arguments:
Appropriateness
Consistency
Effectiveness

7. The Persuasion Process

8. Understand Others’ Motivations and Needs
To understand others’ needs, you should:
Actively listen—not only to specific words said, but also to the feelings behind them.
Check for understanding—which involves sharing your perceptions and soliciting feedback.
Read people—learning what makes others tick may involve direct and indirect means.

9. Establish Credibility
Stems from four personal characteristics:
Positive impression or appearance
Expertise
Trustworthiness
Composure

10. Frame for Common Ground
Sets a collaborative tone and attains three interrelated objectives:
Provides a perspective we would like the other party to consider.
Provides an open-minded way for alternatives and ideas to be compared and contrasted.
Creates a logical structure by which decisions can be made.

11. Engage in Joint Problem Solving
Involving the other party in the search for a solution is one of the best ways to get his or her buy-in to the solution.
Collaborating may result in the development of new and different ideas.
Public commitment has been applied successfully in the goal-setting arena.
Effective when used with people with a high level of pride or public self-consciousness.

12. Support Preferred Outcome with Logic and Reasoning
Presenting compelling evidence is extremely effective.
Facts and data can determine whether your audience supports your argument or not.
Know the sources of your data.

13. Reinforce with an Appeal to Emotions and Basic Instincts
It is essential to appeal to people’s feelings, fears, values, dreams, frustrations, egos, vanities, or desires.
Sociologist and scholar Robert Cialdini has written extensively on influence.
Three of the universal forms of influence are:
Reciprocity/Obligation: People want to, or feel obligated to, repay favors and kindness.
Scarcity: People are more motivated to go after that which they perceive is scarce.
Consensus/Social Proof: People often decide what to do based on what they see others doing.

14. A Word of Caution
To determine whether a speaker is positively persuading or negatively manipulating, ask these questions:
Who is really benefiting as a result of this act?
Is the information being presented accurately?
Does this interaction feel like a test of wills or is it a healthy and positive debate?
Manipulation is convincing people to believe or adhere to something that is neither in their best interest nor something they would believe or do without the presence of the persuader.

15. A Word of Caution (continued)
To defend yourself against manipulation:
Be clear on your convictions and why you hold them.
Think substance, not appearance.
Doubt the truth of what is being said.
Know the source.
Consider the needs of others besides yourself.

16. Making Effective Presentations
The presenter must give information, but also get the audience to accept, believe, and act on the ideas presented.
It is crucial to determine your reason for giving the presentation and find the need behind your idea.
After determining the information, shape the message to your audience.

17. Before the Presentation
Research your intended audience
Determine appropriate dress
Prepare your remarks
Practice
Relax

18. During the Presentation
Begin with an anecdote or quote
Give your audience an organizing framework
Present the core of your argument at the beginning
Make your session interactive
Use technology, but sparingly
Be interesting but not necessarily entertaining
Summarize

19. After the Presentation
Evaluate
What went well
What can you do differently in the future
Follow up

20. Strategies for Dealing with Stage Fright
Prepare
Visit the site
Visualize success
Maintain realistic expectations
Gain experience
Talk about something that interests you
Develop a relaxation routine
Breathe deeply before a presentation
Reduce tension
Use visual aids
Use gestures

21. Summary
Persuasion can benefit you in your personal and professional endeavors.
Your ability to get what you want is influenced by your knowledge and application of persuasion theory and techniques.
Knowing what influences your persuasiveness enables you to influence others to act or believe in something that benefits them as well as you.