ADMISSION HANDBOOK - The California State University | Working for
Transcript of ADMISSION HANDBOOK - The California State University | Working for
PERSUASION: KEY TO INFLUENCING PEOPLE
Ana H. Valentín, MPH
Survey Statistician
U.S. Department of Commerce
National Oceanic and Atmospheric Administration
Objectives
The workshop will:
• Identify routes of persuasion
• Find patterns of influences
• Classify the types of influencers
• Present the credibility formula
• Demonstrate the impact of personality traits
• Show the importance of structuring your message
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Persuasion Lifecycle
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
IDENTIFY AND USE
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
3 Valentin (2014) Persuasion: Key to Influencing People
Persuasion Lifecycle
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
IDENTIFY AND USE
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
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Routes of Persuasion
Thoughtful Mindless
Sources: cardinalrealtyiowacity.com
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Routes of Persuasion - Thoughtful
Source: cardinalrealtyiowacity.com
Listening motivates them
Has high involvement
Actively processes information
Weighs pros and cons of evidence
Uses reason and logic
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Routes of Persuasion - Mindless
Source: cardinalrealtyiowacity.com
Lacks of motivation or ability to listen
Has low involvement
Uses passive processing decision triggers
Does not counter-argue
Uses little intellectual analysis
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Persuasion Lifecycle - Types
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
IDENTIFY AND USE
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
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Patterns of Influence
Persuasion
Negotiation
Fixation
Polarization
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Patterns of Influence - Persuasion
Source: www.vacationrentalmarketingblog.com
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Patterns of Influence - Negotiation
11 Valentin (2014) Persuasion: Key to Influencing People
Patterns of Influence - Fixation
Source: http://www.paulthecounsellor.com.au
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Patterns of Influence - Polarization
Source: http://4.bp.blogspot.com
13 Valentin (2014) Persuasion: Key to Influencing People
Patterns of Influence
Negotiation
Polarization Fixation
Persuasion
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Source: Valentin (2013) Persuasion : A key influencing people
Valentin (2014) Persuasion: Key to Influencing People
Persuasion Lifecycle - Patterns
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
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Foxes
Donkeys
Bloodhounds
Types of Influencers
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Types of Influencers - Foxes
Ruthless, competitive
Exploits influence opportunities
Manipulates others
Life is a contest: They win; you lose
17 Valentin (2014) Persuasion: Key to Influencing People
Types of Influencers - Bloodhounds
Detectives of influences
Recognizes influence opportunities
Builds mutual gain
Win-Win motivates them
Thinks of long-term implications
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Types of Influencers - Donkeys
Stubborn
Unwilling to learn
Inflexible
Meeting derails in confusion
Fails to convince
Negotiations turn into lose-win or lose-lose
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Persuasion Characteristics
Types of influencers
Patterns of influences
Routes of persuasion
Source: www.studyblue.com / http://education-portal.com / http://www.uncp.edu
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Persuasion Lifecycle - Credibility
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
IDENTIFY AND USE
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
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Building Credibility – Formula
Sources: www.medialib.glogster.com / http://tamagnatrainings.com
TRUST CREDIBILITY
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Building Credibility – Pillar of Expertise
Language of expertise
Selling expertise
Testimonials
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Building Credibility – Strategy Planner
High expertise
High trust
High expertise
Low trust
Low expertise
Low trust
Low expertise
High trust
Source: http://classconnection.s3.amazonaws.com
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Persuasion Lifecycle - Personalities
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
IDENTIFY AND USE
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
25 Valentin (2014) Persuasion: Key to Influencing People
Identify Personality Profile
Resolve issues by
Judgers: Decide quickly Perceivers: Keep options open
Make decisions by
Thinkers: Weigh facts and evidence Feelers: Value emotions and feelings
Pay attention to
Sensors: Want details and specifics Intuitives: See the big picture
Energized by
Extroverts: Talk first, think later Introverts: Reflect silently before talking
Source: Mills, H (2000). Artful persuasion, Wiley & Son, USA
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Use Personality Profile
• Concentrate on the evidence
• Present a step-by-step logical analysis To influence an ST
• Focus on details and relationships
• Show how details affect people To influence an SF
• Present an overview first
• Offer a series of well-analyzed and practical options
To influence an NT
• Present big picture
• Demonstrate values and feelings To influence an NF
Source: Mills, H (2000). Artful persuasion, Wiley & Son, USA
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Building Credibility
Credibility formula
Identify and Use personality profile
Strategic planner
Pillar of expertise
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Persuasion Lifecycle - Message
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
IDENTIFY AND USE
PERSONALITY PROFILE
STRUCTURE YOUR
MESSAGE
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Structure Your Message – Keep It Simple
Source: http://www.sapdesignguild.org
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Structure Your Message – Line Up Ideas
Source: matiasurzua.blogspot.com
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Structure Your Message – Assume Position
Source: http://edtalkradio.com
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Structure Your Message – Present Value
Source: beingwarrenbuffett.com
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Structure Your Message
Source: http://blogs.longwood.edu
34 Valentin (2014) Persuasion: Key to Influencing People
Persuasion Lifecycle
ROUTES OF PERSUASION
TYPES OF PERSUASION
PATTERNS OF PERSUASION
BUILDING CREDIBILITY
PERSONALITY PROFILE
STRUCTURE YOUR MESSAGE
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THANK YOU
Ana Valentín
Survey Statistician
U.S. Department of Commerce
National Oceanic and Atmospheric Administration
Email: [email protected]
Mobile: 301-404-8074
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References
Carnegie, D. ( 1981). How to win friends & influence people . Pocket Books, New Jersey, USA.
Cialdini, R.B. (2006). The psychology influence of persuasion. William Morrow and Company, Inc.,
New York, USA.
Heinrichs, J. (2007). Thank you for arguing: What Aristotle, Lincoln, and Homer Simpson can teach
us about the art of persuasion. Crown Publishing Group, Inc., New York, USA.
Kahneman, D. (2007). Thinking, Fast , and Slow. Macmillan Publishers, New York, USA.
Linden, R. (2010). Leading across boundaries, Wiley & Son, Co., California, USA.
Mills, H. (2000). Artful Persuasion, Amacom, New York, USA.
Stone, D., Patton. B., & Heen, S. (2010). Difficult conversations, Penguin Putnam, Inc., New York,
USA.
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