Persuasion

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Persuasion
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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.

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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

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Principles of Persuasion

• The Principle of Authority
• People defer to experts
• Expose your expertise dont assume its self
  evident.
• The Principle of Scarcity
• People want more of what they can have less of.
• Highlighting unique benefits and exclusive
  information.

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Elements of Persuasion

• Credibility
• Trust Expertise
• Your ideas
• You as a person
• An understanding of the audience
• A solid arguments
• Effective Communication

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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

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Expertise

• Research your ideas
• Get firsthand experience
• Cite trusted sources
• Prove it
• Master the language of your topic
• Dont hide your credentials
• Team up with credible allies
• Gather endorsements

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Understanding your audience

• Identify decision makers
• Decision makers
• Key stakeholders
• Influencers
• Analyze audience receptivity
• Monitors reactions
• Assess body language
• Talk with knowledgeable people

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• Assess categories of receptivity
• Hostile
• Neutral
• Uninterested
• Uninformed
• supportive

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• 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.

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• Neutral

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• Determine Decision making style
• Thinker
• Skeptic
• Follower
• Controller

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• Politics
• Building a case

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Winning minds and hearts

• Start with the head
• Structure
• Evidence
• Benefits
• Words

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Structure

• Problem solution
• Present both sides and a refutation
• Cause and effect
• Motivational sequence

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Heart

• Emotion evoking presentations like gripping
  stories
• Emotion helps change faster
• Responding emotionally requires less efforts
• Emotion arousing arguments distract from
  speakers intentions to persuade

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• Vivid descriptions
• Metaphors
• Analogies
• Stories

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Overcoming Resistance

• Identify resisters interests
• Understand resister's emotions
• Distrust
• fear
• Build trust
• Paraphrase
• Clarify the issue
• Be consistent in verbal and non verbal messages

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Overcoming Resistance

• Present resisters viewpoint before presenting
  your own

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Persuasion Triggers

• Contrast
• Liking
• Reciprocity
• Social proof
• Commitment and consistency
• authority

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Tactics of Influence

• Framing the issue your way
• Influence through information
• Influence through technical authority