Post on 01-Jun-2018
8/9/2019 14-10-13 PGP-MC1-S-04 (Persuasion%2c ES) - Handout.pptx
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IIMB / PGP 2014 / MC2 / S0413-Oct-2014
Management Communication
Persuasion,Executive Summaries
Amarnath Krihna!am"
MC2-S-04
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P#an $or thi eion
Peruaion
%&ecuti'e Summarie
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or How to get people to do
what you want!!!
Persuasion
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(e)## co'er
*e$inition
+",e o$ Perua.er
Peruaion oute to $o##o!
Peruaion actor to ue
Peruaion - Strategie Si##
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Perua.ing '7 8egotiating '7 In$#uencing
Perua.ing
8egotiating
In$#uencing
Con'ince other to tae action or
.eciion "ou !ant
*icu reach a mutua##"
ati$actor" agreement
Com6ination o$ Persuadingan.
Negotiating
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Types of Persuaders
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+",e o$ Perua.er
oxesCharacteritic9 Cunning5 cra$t"5 #"
Peruaion mo.e9 *ece,tion5 mani,u#ation5
(in-#oe
Per,ecti'e9 Short term
!"ood#ounds
Characteritic9 *etecti'e: Can me##
out o,,ortunitie
Peruaion mo.e9 (in-!in
Per,ecti'e9 ;ong term
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$on%eys
Characteritic9 Stu66orn5 in$#e&i6#e5 un!i##ing to
#earn5 ,oor i##
Peruaion mo.e9 Kno!-it-a##
Per,ecti'e9
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Persuasion & 'outes to fo""o(
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+he Elaboration Likelihood Model enunciate. 6" Pett"
an. Cacio,,o
+!o route
Centra"
act $igure5 thought
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Persuasion & actors to use
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17 eci,rocit"
=7 Scarcit"
27 Conitenc"
37 Se#$ >a#i.ation
47 ;iing
?7 Authorit"
Peo,#e re,a" in in.
Peo,#e !ant more o$ !hat the" can)t ha'e
Peo,#e a#ign !ith c#ear commitment
Peo,#e $o##o! the #ea. o$ ,eo,#e #ie them
Peo,#e #ie thoe !ho #ie them
Peo,#e $o##o! the #ea. o$ e&,ert
= 6aic ten.encie to a" "e @Cia#.ini
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You are nice to me so Ill be
nice to you!!
Lesson)Do a favor before
asking for one!
ree am,#e then 6u"::
Lesson)
17 eci,rocation
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Beha'ior i conitent
Commitment 5 e'en minorone5 $ahion $uture action
Lesson)Importance ofgetting a commitmentLesson)
27 Conitenc"
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>a#i.ate. 6"9 At a retaurantto minimie no ho! againt
reer'ation
P#eae ca## i$ "ou ha'e to change "our ,#an7
3 out o$ 10 .i.n)t ca##5 .i.n)t turn u,
(i## "ou ,#eae ca## i$ "ou ha'e to change "our
,#an D [pause and wait for the clients response]
E%S5 I !i##71 out o$ 10 .i.n)t ca##5 .i.n)t turn u,
27 Conitenc" - 2
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I want to be one of them
Lesson) A wise manager would
use people from a
group to influence the
entire group.
o##o! the #ea. o$ imi#ar ,eo,#e
Lesson)
37 Socia# >a#i.ation
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*o thi e&,eriment: Sto,5 gae "!ar. @at nothing in
,articu#ar:: $or ome time7
Start Grou, 8um6er Foining
1
4
4 out o$ 100
1 out o$ 100
40 out o$ 100
37 Socia# >a#i.ation - 2
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*eire to Act
Be ,art o$
Moti'ation i interna#5 an. ha to 6e taena.'antage o$
Lesson:et to know the people firstbefore tr"ing to influence themLesson)
47 ;iing
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Authorit"5 characterie. 6"9A,,earance
*emeanour
Bearing
in.uce com,#iance
Lesson: Establishcredibilit" authorit"
Lesson)
?7 Authorit"
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urry! "et it while stoc#s last!
Har.er to get 77 Greater the .eire to get it:
Lesson:Make them feel that
the" are the select
few
Lesson)
=7 Scarcit"
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= e" $actor $oun.ation $or a
trateg" $or ,eruaion
+ai#or the trateg" to get a "e
.e,en.ing on the $actor that
$igure mot
Summar" - #earning
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Persuasion & Strate*ies +
S%i""s
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Peruaion - Bai
A ucce$u# ,erua.er mut 6e
e"ieved
Peruaion tart !ith cre.i6i#it"
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Ho! #ong i the ,erua.er no!n
e,utation
Pat e&,erience !ith the ,erua.er
In$ormation got $rom other ource on the
,erua.er
Aement o$ moti'e
actor that eta6#ih cre.i6i#it"5 trut
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Ke" ,oint i to con'ince the ,eron that the action
i not tota##" in the ,erua.er) e#$ interet
Hi..en Peruaion Create $ront grou, @%7g7 %&,ert on +>
In.irect Peruaion Con'ince ,eo,#e that no ,eruaion i inten.e.
@%7g7 Hint .ro,,e. caua##"
Bui#.ing cre.i6i#it"5 trut
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+urn 8egati'e into Poiti'e @%7g7 $%is& 'ere No() * we try harder!
Become an e&,ert Pu6#ih
Get en.ore.
Other ationa#
e#ia6#e9 *on)t o'er-,romie
Bui#.ing cre.i6i#it"5 trut - 2
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Peo,#e are .i$$erent reuire .i$$erent trategie
%entia##" 3 tarting ,oint
Su,,orti'e 8eutra#
8ot in.i$$erent
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%ach tarting ,oint nee.the an!er to each o$ 3
uetion
(hat .oe the target no!
a#rea."
*oe the target @or ho! much
.oe the target agree !ith the
,ro,oition
(hat are the interet o$ the
target
Strategie $or .i$$erent t",e o$ ,eo,#e - 2
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+he" 6e#ie'e the")re rightJ "ou)re !rong7
(rong tactic ma" reu#t in a $i&ation
Mut 6e im,#e5 non-threatening
Start9Get them to #iten
Mut ee "ou a a ,eron5not a ,eron !ith a.i$$erent 'ie!,oint
Area that "ou agree on5 thing in common %ta6#ih commona#it"
Start9
Perua.ing the hoti#e
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C#a""en*in* vie(points9
(hen tating o,,oing 'ie!,oint enure "ou
ha'e in.e,en.ent @,re$era6#e5 cre.i6#e u,,ort
Hoti#e target !i## e&,#oit an" #oo,ho#e the" $in.
Stre a !in-!in en.ing In cae !in-!in i not ,oi6#e5 u,,ort gi'en mut 6e
'er" trong
Perua.ing the hoti#e - 3
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utcome9
are $or hoti#e target to a.mit origina#
'ie!,oint !a $au#t"
Poi6#e to neutra#ie5 o that the" are not
hoti#e are that target e&hi6it cogniti%e dissidence
I$ thi ha,,en5 6e ,re,are. to hang in $or a #ong time
Perua.ing the hoti#e - 4
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8eutra# are un.eci.e.5 an. the" cou#. !ing either!a":
Goo. o,,ortunit" to tet ,eruai'e i##:
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Persuasion strate*y
Start9 State 6ene$it #ine. to their interet: (hat) in it $or them
Persuadin*) ;imit to 2 to 3 c#ear an. com,e##ing main ,oint /reaon
Mut 6e ea" to un.ertan.
*on)t gi'e too much in$ormation7 (i## con$ue7
Mut 6e cre.i6#e7 Gi'e e'i.ence @!hat the" are$ami#iar !ith
8eutra# But not in.i$$erent
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*i$$icu#t:
Start9 Get attention ,rime im,ortance:
Stor"5 anec.ote5 !hate'er: Moti'ate them to hear "ou
Persuasion9 Simi#ar to neutra# au.ience
Perua.ing the uninterete.
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2-3 (ee-Sur'e" an.Meaurement
3 Month Com,#ete +heProect o$
A.minitrati'eParing
1 Eear Com,#ete the
Proect 5 1Month e'ie!Perio.
P .i th i $ .
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;ac no!#e.ge5 e&,ertie to mae anin$orme. .eciion
Can gi'e in$ormation that i 6iae.:
Start9 %ta6#ih cre.i6i#it"
(i## enure that target !i## ,#ace greater 'a#ue on !hat"ou a"
Persuasion9 Argument/,oint nee. not 6e 6a#ance.
Perua.ing the unin$orme.
P .i t
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%aiet: Start9
eignite interet
Pat uccee
Persuasion9
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(i##iam5 Mi##er Strategie $or ,eruaion
Type C#aracteristics Strate*y
C#arismatics
T#in%ers
S%eptics
o""o(ers
Contro""ers
Ba#ance.ie! $rom e&,ert
ee. in$ormation
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T#e Executive Summary
+ ti - i i##
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+,ecuti%e -ummaries!i## co'er
(hat i an +,ecuti%e -ummary
(hat an +,ecuti%e -ummary!i##5 an. !on)t5
.o7
+he writing process $or an +,ecuti%e
-ummary
(hat i an +,ecuti%e -ummary.
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Genera# or Stan.ar. Summarie
A6tract
%&ecuti'e Summarie
Summarie to recommen. a ,eci$ic coure o$ action
Summarie that high#ight the maor ,oint o$ a #ong
,iece
(ritten main#" to a##o! the rea.er to .eci.e !hether to
rea. the #onger te&t
Summarie o$ omeone e#e) ,u6#ihe. !or
(ritten $or a 'ariet" o$ ,ur,oe
(hat i an +,ecuti%e -ummary.
+h + ti -
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A na,hot o$ a re,ort5 or ,ro,oa#5 to gi'ethe rea.er a uic ,re'ie! o$ it content
Pur,oe@9 +o cono#i.ate the ,rinci,a# ,oint o$ a .ocument
in one ,#ace
+o a'e time an. e$$ort in .eciion maing
+arget Au.ience9
Senior manager an. .eciion maer
+he +,ecuti%e -ummary
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An %&ecuti'e Summar" (i##9
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An %&ecuti'e Summar" (i##9
%&,#ain !h" "ou !rote the re,ort
Inc#u.e 6rie$5 re#e'ant 6acgroun. in$ormation
reuire. to mae the .ocument tan.-a#one
State an" critica# aum,tion ma.e
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An +,ecuti%e -ummary !i##9
Cou#. re$er to re#e'ant ection in the main
6o." o$ the re,ort $or .etai#
Be accurateJ .eciion !i## 6e ma.e 6ae. on"our ummar"5 6" ,eo,#e !ho ha'e not rea.the origina#
Summarie5 in ,recie term5 the conc#uionor recommen.ation ma.e
Pro'i.e a 6rie$ uti$ication $or the .eciion orrecommen.ation
An +,ecuti%e -ummary !i##9
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An +,ecuti%e -ummary !i##9
*o o in 'ie! o$ the hort #ong termo6ecti'e ought to 6e achie'e.
Ha'e a ca## $or action)
Pro'i.e an o'er'ie! o$ the action an. time
$rame
Pro'i.e in$ormation on ri aociate. !ith
the recommen.ation
An +,ecuti%e -ummary !on)t9
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An +,ecuti%e -ummary !on t9
;it the a#ternati'e or o,tion generate.
Inc#u.e e&hi6it a anne&ure +he %S cou#.5 ho!e'er5 inc#u.e ma## ta6#e or
chart
Pro'i.e .etai#e. ana#"i or uti$ication o$
recommen.ation
Intro.uce an" ne! in$ormation that i not in
the re,ort : :
+he !riting ,roce 1
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+he !riting ,roce - 1
Scan "our re,ort9 Content5 tructure5 #ength
High#ight e" ,oint
Centra# theme
Grou, i.ea in #ogica# euence to $orm
out#ine Kee, re,ort tructure intact
%.it out#ine to e#iminate econ.ar" or minor
,oint
+he !riting ,roce 2
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+he !riting ,roce - 2
*eci.e on $ormat5 an. #oo-an.-$ee#ont 9 +",e / Sie 7
Paragra,h 9 In.ent / S,acing 7
Hea.ing 9
Su6-hea.ing 9 77Page num6ering 9 77
*i$$erent:
Write the summary in your own words !
Same
Same
Same
+he !riting ,roce 3
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+he !riting ,roce - 3
+oneece,ti'e au.ience
Hoti#e au.ience
Har. hitting
8eutra#
N St"#e
Organization
Relationship with reader(s)
8ot !hat "ou)'e 6een taught:
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8ot !hat "ou 'e 6een taught:
!oy"e.s /a(
The success of any venture will behelped by a prayer even in awrong denomination!
/a( of !ureaucracy
(hen a ,ro6#em goe a!a"5 the ,eo,#e
!oring to o#'e it .o not7
!usiness Maxim 01
+he more "ou cut "our ,rice to get
6uine5 the more #ie#" "ou are to go
out o$ 6uine7
or the ne&t eion
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or the ne&t eion
C"ass) MC2-S-0) Conductin* Meetin*s
Monday, ctoer 23, 2014
Topic for t#e meetin* ot# re"atin* to 55M!6
Section 79
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Out o$ the ,ar:
A## the 6et $or
the mi.-term::
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Thank
you!