You are on page 1of 5

According to Conger, there are four distinct and essential steps involved in developing a

presentation to decision makers (Conger, 1998). They are:

1. Establish credibility
2. Frame goals on common ground with decision makers
3. Reinforce positions with vivid language and compelling evidence
4. Connect emotionally with the audience.
1. Establish credibility.
This is the most crucial step in being persuasive (Conger, 1998; Cialdini, 2001). Credibility develops
from two aspects of the persuader: her expertise and her relationships (Conger, 1998). Both
expertise and relationships are developed over time. This reality explains much of the frustration
new librarians feel when their energetic and fresh ideas are not immediately embraced. The new
librarian must rely on her credentials to substitute for her audiences observations of her expertise.
She must also develop a strong reputation to gain her audiences trust. The most persuasive
presenters are not known for mood extremes or inconsistent performance (Conger, 1998). A lack of
consistency represents risk, and risk is a major factor in the decision-making process.

While the credibility of the advocate is crucial, other factors are important as well. Robert Cialdini,
Professor of Psychology at Arizona State University mentions five more factors that feed into
persuasiveness. (Cialdini, 2001) He argues persuasiveness requires a combination of the following:

Liking People like those who like them. Developing a bond early in a relationship provides a
strong foundation to build on further. Additionally, giving praise has been shown to increase ones
likeability.
Reciprocity People appreciate generosity. Though gifts are a crude application of reciprocity,
they have been shown to be effective in generating goodwill, and increasing retention. Not all
generosity is tangible. Time and attention are also reciprocated in a professional setting.
Social proof This refers to the use of peer pressure, when its available. If you do not yet have
credibility with your audience, find someone who does have that credibility and is sympathetic to
your point of view. Your message has a higher probability of being well received.
AuthorityThis harkens back to the Congers expertise factor in developing credibility. Cialdini has
an excellent point when he states:
amid the teeming complexity of contemporary life, a well-selected expert offers a valuable and
efficient shortcut to good decisions. Indeed, some questions, be they legal, financial, medical, or
technological, require so much specialized knowledge to answer, we have no choice but to rely on
experts. Since theres good reason to defer to experts, executives should take pains to ensure that
they establish their own expertise before they attempt to exert influence. Surprisingly often, people
mistakenly assume that others recognize and appreciate their experience.
This expos of expertise is often difficult for librarians. The helpful, modest and trustworthy
professional image clashes with that of the competitive, effective and perhaps boorish professional.
It becomes a tradeoff between building authority and increasing likeability.

Scarcity Cialdini makes the shrewd observation that if particular information can be portrayed to
be a scarce commodity, people will often pay more attention and give it more credence that they
otherwise might.
All of these factors are commonly considered when preparing the message you wish to convey. Now
let us turn our attention from our message to our audience.

2. Frame goals on common ground with decision makers


The next step in persuasion, according to Conger, is to frame goals on common ground with
decision makers. Find the common reference points between you and your audience, and design
your message around them. Conger offers good advice when he says good persuaders often enter
the persuasion process with judicious compromises already prepared. (Conger, 1998, p.96)

3. Reinforce positions with vivid language and compelling evidence


Conger believes evidence can only be conveyed if it is given a context. Data by itself is meaningless,
and the symbolism of numbers is cold. To best way to express their meaning is through stories,
anecdotes, humor, and metaphor.

4. Connect emotionally with the audience


We often downplay the role of emotions in our modern lives, and this is a mistake. Conger states:

Good persuaders are aware of the primacy of emotions and are responsive to them in two important
ways. First, they show their own emotional commitment to the position they are advocating. Such
expression is a delicate matter. If you act too emotional, people may doubt your clearheadedness. But
you must also show that your commitment to a goal is not just in your mind but in your heart and gut
as well. Without this demonstration of feeling, people may wonder if you actually believe in the
position youre championing.

Perhaps more important, however, is that effective persuaders have a strong and accurate sense of
their audiences emotional state, and they adjust the tone of their arguments accordingly. Sometimes
that means coming on strong, with forceful points. Other times, a whisper may be all that is required.
The idea is that whatever your position, you match your emotional fervor to your audiences ability to
receive the message (Conger, 1998).

Using the lessons


In looking back at my successes and failures, I find much wisdom in the advice given by Conger and
Cialdini. Our profession has important work to do. My hope is that you will find this summary of their
ideas helpful as you prepare your next presentation that furthers our important mission
Effective persuasion features the following steps

1) Careful preparation

2) Proper framing of arguments

3) Presentation of vivid supporting evidence

4) Finding the correct emotional match with the audience

Ineffective persuasion features the following steps

1) Most people think persuading is a straight forward. They strongly state the position.

2) Outline supporting arguments followed by a highly assertive data based exposition

3) Enter a deal making stage and work towards a close.

Persuasion involves a learning process and a negotiating process. There are phases of discovery,
preparation, and dialogue involved. Persuasion may take weeks or months of planning as you learn
about the audience and the position you intend to argue.

Factors which need to be addressed during persuasion

1) Time, Money, & Effort Resources required to accomplish what the persuader is trying to
recommend

2) Strength of supporting evidence

3) Choice of alternative positions that need to be examined.

A dialogue has to be established both BEFORE and DURING the persuasion. A dialogue before is used to
learn about audiences opinions, concerns, and perceptions. A dialogue during the persuasion helps to
debate on the merits of position and offer feedback and alternative solutions.

Effective persuasion is all about testing and revising ideas in concert with colleagues concerns and
needs. Persuasion demands and involves compromise. Persuaders are open minded and non-dogmatic.

Four essential steps in persuasion:

1) Establish credibility: Credibility in workspace grows out of two resources

a) Expertise

b) Relationship

High expertise can be demonstrated by

i) Sound judgment

ii) Proven knowledge in his/her field

iii) Well informed on proposals

For e.g. to persuade on a product idea, it is important to demonstrate


i) Thorough understanding of the product specification

ii) Knowledge of the target market

iii) Customers

iv) Competing products

Strong relationship can be demonstrated with

i) Strong emotional character and integrity

ii) Honesty and being steady

iii) Reliability

iv) Trustworthyness

Questions to ask oneself on expertise:

i) How will others perceive my knowledge about strategy and product or change.

ii) Do I have track record in this area that others know about and respect?

Questions to ask oneself on Relationship:

i) Do those I am hoping to persuade see me as helpful, trustworthy, & supportive?

ii) Will they see me as someone in sync with them emotionally, politically, & intellectually.

Weakness in expertise & relationship can be managed by

i) Addressing it through formal or informal education

ii) Conversations with knowledgeable individuals

iii) Asking to get assigned to a team that would increase insight into particular markets or products.

iv) Hiring someone to bolster your expertise recognized expert or an industry consultant

v) Utilizing outside sources such as respected business/trade periodicals, books, reports, & lectures by
experts.

vi) Performing Pilot projects to demonstrate expertise and value of ideas.

vii) Making concerted effort to meet one on one with all key people you plan to persuade

viii) Involving like minded coworkers who have strong relationship with your audience

2) Frame goals to identify a common ground: Few people jump on board a train that will bring them to
ruin or even mild discomfort. Persuaders are adept at describing their positions that illuminate their
advantages. Frame benefits of taking a journey. It is a process of identifying shared benefits in work
situations. It is critical to first identify objectives and tangible benefits to the people you are trying to
persuade. Heart of framing lies in solid understanding of audience. Use meetings, conversation and
other form of dialogues to gather information so as to solve issues that matter to colleagues.
3) Reinforce position using vivid language and compelling evidence : Use of languge in a particular way.
Supplement numerical data with examples, stories, metaphors, and analogies. Stories and vivid
language leave an impact. Cite similar examples which worked.

4) Connect emotionally with audience : Good persuaders are aware of the primacy of emotions and are
responsive to them in two important ways

i) Emotional commitment to position they are advocating Emotion in heart and gut.

ii) Have a second sense of how colleagues have interpreted past events in organizations and how they
will probably interpret a proposal. Good pulse on mood and emotional expectation of those about to be
persuaded.

Strategy is involved in both presenting the position and in the position itself.

Four ways not to persuade

1) Attempt to make the case with an up-front hard sell.

2) Resisting compromise persuasion is not a one way street. Persuasion involves give and take.

3) Thinking that the secret of persuasion lies in presenting great arguments.

4) Asuming persuasion to be a one shot effort. It is rarely possible to arrive on a shared solution on first
try.

Persuasion involves listening to people, testing a position, developing a new position, more testing,
incorporating compromises, and trying again

You might also like