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The Necessary Art of Persuasion

By Jay A. Conger

By Hari Udhodas Rajai Harini S Harish R Haritheji A Hema Priya Elumalai Palani Indrajit Banerjee

PERSUASION
Effective Persuasion Negotiating and learning process through which a persuader leads colleagues to a problems shared solution. What ? More than selling products, closing deals or manipulation. Opposite of deception Why ? Gone are the command and control days Electronic communication has eroded the traditional hierarchy

4 STEPS IN PERSUASION
Establish Credibility
Frame Goals on Common Ground Vividly Reinforce your Position Connect Emotionally

4 WAYS NOT TO PERSUADE


They attempt to make their case with an up-front,

hard sell. They resist compromise They think the secret of persuasion lies in presenting great arguments They assume persuasion is a one shot effort

4 WAYS NOT TO PERSUADE


They attempt to make their case with an up-front,

hard sell. Managers strongly state their position at the outset and then through a process of persistence, logic and exuberance, they try to push the idea to a close.
They resist compromise

Too many managers see compromise as surrender, but it is essential for constructive persuasion.

They think the secret of persuasion lies in

presenting great arguments Great arguments persuade people but only one part. Other factors like connect to right emotional level with an audience and communicate through vivid language that makes argument come alive.
They assume persuasion is a one shot effort

Persuasion is a process not an event. Persuasion involves listening to people, testing a position, developing a new position that reflects input from the group, more testing, incorporating compromises and then trying again.

ESTABLISH CREDIBILITY
In order to advocate a new idea, the persuader

should have sufficient credibility to get people to listen to him in the first place. Credibility grows out of expertise and relationships. An expert is one who has sound knowledge on the subject, successful stints in the past in the domain and a thorough knowledge about their proposals. When people feel that they can trust the persuader to act in the best interest of others, has strong emotional character and who has shown integrity in the past is credibility born out of sustained good relationship with people.

WAYS TO ESTABLISH CREDIBILITY


Assessment in the area of expertise and relationship

with colleagues. To increase expertise in subject matter, you can:


o Hire an external expert like an industry consultant or

SMEs within your organization. o Use respected business periodicals, reports and lectures by experts. o Test the idea in a small scale-Pilot project.
To build relationships and increase the level of trust,

you can:
o Get to know people and their views during one-on-ones. o Try to find some common coworkers to help reach out

to the audience.

FRAME GOALS FOR COMMON GROUND


Emphasis the benefit the audience is going to

receive if they were to listen to your idea. If the mutual benefits are illustrated, the audience would be more willing to listen to your idea. Striving for and establishing a common ground will ensure the audience wholehearted participation and will generate a genuine interest in the subject. Sometimes, rationalizing a decision isnt enough to persuade the audience. The common ground can also be in the form of an emotional connection.

HOW TO ESTABLISH COMMON GROUND


Frame a solid understanding of your audience.

Use conversations, meetings to collect essential


information. Be an attentive and sensitive listener. Test your ideas with trusted confidants. Pilot projects can be used to demonstrate an idea as real time experience. Case Study: Monica Ruffo Case.

VIVIDLY REINFORCE YOUR POSITION


Provide numerical evidence Support with examples, stories, metaphors that

have an emotional impact. Analogies can help understand better. Karen Fries and Barry Linnett - Microsoft BOB Super Market & Restaurant Analogy Makes the purpose concrete and memorable

CONNECT EMOTIONALLY
Show emotional commitment towards the goal
Adjust your tone with the audiences emotional

state Study how colleagues have interpreted some of the past events in the organization. Robert Marcell Chrysler Neon. We couldnt compete.

The Force of Persuasion


Not Convincing & Selling But Learning and Negotiating Art form that requires commitment and practice Deemed more necessary by todays business

contingencies

THANK YOU

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