The Power of Persuasion

Presentation based on the research by persuasion strategist,

Anthony McLeanCommunication Author Allan Pease

The CEO Magazine - July 2013 Prepared by Sukanya Patwardhan/sukanya.Patwardhan@gmail.com

While many executives equate the act of persuasion with manipulation or deception, experts are reclaiming the importance of ethical persuasion.

You must first understand the drivers of the person, group, or organization that you are attempting to influenceBy understanding the individual’s drivers, you will know whether to focus your efforts on appealing to their sense of 1) the right thing their desire to 2) want to do what you asking or to 3) defuse the negative sentiment of have to

Dr Cialdini’s six universal Principles of Persuasion LikingWe prefer to say yes to those we know and like.Reciprocity We give back to those who have given to us first. ConsensusWhen we are not sure of what we should do, we look to the behaviour of othersAuthorityWhen we are not sure of what we should do, we look to the knowledge and wisdom of a recognised authority. ConsistencyWe are intrinsically motivated by the commitments we make.Scarcity we are also motivated by what we stand to Lose.

One of the greatest tools to boost your persuasive skills is to genuinely listen. If people see you are listening to them, you have a greater chance of discovering what you need to persuade them. All too often, people attempt to persuade others from a point of logic or reason.for example, if you have researched the problem or have the technical knowhow to get the job done, you tend drown others in facts, figures, or irrelevant details.

If the influenced person is coming from an emotionally invested position, you need to understand this because you will fail every time if you counter their emotion with your logic. Pick up the cues that demonstrate the other person is engaged, listen to them, and ask good questions to elicit their motivation.

If there are any deviations from this, notice the cluster of behavior that tells you that a ‘cold button’ has just been triggered and remedy that.

Like any skill, building your persuasive capabilities involves continuous practice.

Mirror other person’s body language and what they’re saying and doing creates a persuasive rapport very quickly,

Mirror whatever posture or gestures they use. This will make them feel at ease and ready to listen to what you have to say because they subconsciously see themselves reflected in you.

While this may seem forced, we simply need to practise.

When you first start to use these types of skills, you will often feel self-conscious or awkward and think that others are aware of what you are doing.

Speakers who show their palms in an upward position when talking are more believable, more trusted, and more fondly remembered.

Those who talk with their palms down are perceived as more authoritative and pushier, and listeners recall less of what was discussed.

Those who point their fingers evoke the least recall from the listener and are remembered with the least fondness.

Other people are so intent on creating their own impression that they are consciously unaware of your changed body-language techniques.

By practising each skill every day for 14 days, they will become an integral part of who you are and you will no longer need to consciously think about them.

When dealing with people who are vehemently opposed to an idea, listen to what they have to say and engage them in a positive discussion.

Just like a bomb technician defuses a bomb, you need to look at the issue, the context, and the individual drivers before you start cutting wires.

Provide them with an opportunity to give their perspective, validate their opinion, provide input, and then explain your perspective. If you listen to them, invite them to have a say, and treat them with respect, you will get the same in return.

The foundation of respect, empathy and engagement lies at the heart of persuasion and separates the mere manipulators from the successful, productive persuaders

Thank you

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