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2030Module6notespersuasivecommunication.pptxWhat is Persuasion?
What it’s not:
Coercion
Education
Manipulation
Verbal and or non-verbal messages that result in instrumental effects in others.
Utilizes symbols
Effects-based
Intentional/goal driven
When to use a Persuasion
Brainstorm different business scenarios where you might need to use persuasion.
Look at each major/profession. How is persuasion used in each?
Collaboration
Working with others requires collaboration and relationship building, as does selling.
Everyone sells, whether it is persuading someone to your course of action, convincing someone you have a good idea, helping someone see your perspective, getting a job, bringing in new business, or problem solving to jointly solve a problem with someone else.
The goal of almost all business relationships is to develop a win-win solution. The sales process is a tool to achieve win-win outcomes.
Steps in Persuasion
Set a goal
Analyze the context (as relevant to the desired goal)
Understand the target
Select, develop and implement a persuasion strategy
A plan for achieving goals – includes verbal message and non-verbal cues
Goals of Persuasion
Attitude (feelings) change
Cognitive change (beliefs/knowledge)
Behavioral change
Credibility
Competence
Credentials
Evidence
Character (trustworthiness)
Values and beliefs
Link to target’s values
Goodwill
Demonstrate you have target’s best interest at heart
Argue from principle rather than circumstance.
Enhancing Persuasion
Law of Reciprocity
Law of Scarcity
Law of Authority
Law of Consistency
Law of Liking
Law of Consensus
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Strategy parallels decision process
Preparation
Get Information
Give Information
Get Commitment
Preparation
Create a master plan for achieving your desired goal
Identify the other person and what action you require from him or her… make sure you understand his/her goals and how your goal can positively connect to his/hers.
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Preparation - continued
Determine Benefits of your goal (idea, solution, product, self) to the other person
Benefits are what it can do for them
Research the other person if you don’t already know them well.
