3 Keys To Persuasion

The word persuasion has a reputation it doesn’t deserve. Many people tend to associate it with advertising, propaganda or downright manipulation. On the contrary, in our interactions with others persuasion is one of the most useful tools at our disposal. Used ethically, it is at the very heart of healthy interpersonal relationships.

After all, let’s look at the alternatives. If we define persuasion as the act of moving someone to a course of action, think about some of the other ways to accomplish that goal. There’s coercion, bribery and threats. None of these is ethical and none can sustain the trust necessary in a relationship. When you persuade someone, you make a compelling case for your position. People who are persuaded, choose to agree with you.

In this program, you’ll learn the three paths to persuasion, some strategies about when to use each and some techniques that will make you more effective.

That’s right, there are three paths and only three when you seek to persuade someone verbally. I don’t care how many 16 variation types of personality you talk about, how many subliminal messages you try to plant in your conversation or how many other pseudo psyco analytical tools you try to use. These three paths were discovered by the Greek thinker Aristotle almost 2400 years ago. They are every bit as relevant today as they were then.

The first path is logic. Logic depends on evidence or data plus reasoning. If you want to make the case that a new procedure or policy will cut costs, you’ll need to provide some evidence of the cost savings. It might be that the policy has provided cost savings at an organization similar to your own. Or, it might be a logical demonstration showing that if unnecessary or redundant steps are removed from a procedure, you’ll save money. Some forms of logical evidence include statistics, examples, case studies, analogies and expert testimony.

To be most effective, don’t assume, that facts or statistics will speak for themselves. People can interpret facts in different ways. For example, one person may see cutting a staff position as a way to save money, while someone else views it as increasing the work load of the remaining staff. Also, make sure that whomever you’re talking to has enough context to interpret the facts. I remember once hearing a doctor tell a patient his hemoglobin count was 6. It never registered with the patient how serious his situation was until he learned that a normal count is between 14-18.

Finally, remember the adage “A man convinced against his will is of the same opinion still.” In other words, you can’t beat someone over the head with the stick of logic. Some people are not persuaded by logical argument and you can’t persuade them by browbeating them with how sensible your position is. Recognize this limitation and be prepared to try something else.

The second path to persuasion is emotion. It’s important to realize that logic and emotion are not opposites. After all, isn’t it reasonable to fear the consequences of unhealthy behavior? In fact, much health education is based exactly on this premise. So what are some of the things people fear within a work environment: criticism of their performance or their ideas, physical and psychological stress, unexpected or unforeseen problems, unnecessary effort or wasted time. Loss of a job or position.

The opposite of fear is confidence. The more you can do to replace fear with confidence in the future, the more successful you’ll be in persuading someone. Show them how your course of action will solve their problems. Emotional appeals must also be used ethically. You shouldn’t try to make people fear threats that don’t exist and you should only use fear when you can offer a solution to take it away.

The 3rd path to persuasion is credibility. Being credible means both being recognized for your expertise and being liked. The two are complimentary. An expert who isn’t liked has little chance of persuading someone and the well-liked person who has little knowledge will also be unsuccessful. Your expertise will come as a result of your education, training and experience. So let’s focus on some ways to increase the likeability factor.

People like us when they realize we share similar interests, goals and objectives. In other words, they see we’re on the same team as them. People also like us when they recognize that we have common dislikes or enemies. The enemy doesn’t have to be a person. It might be the bureaucracy, a policy or even a disease. The point is, that when we can demonstrate ways that we are similar, we become more likeable. Also think about paying someone a compliment for a job well done or their help on a project. Sincere praise is always appreciated. The best praise is specific, not general. Instead of saying “you did a great job with that project Mary” say Mary, you really performed well, bringing us in well ahead of the deadline and within costs.

Which of these three paths is the best? It all depends. It depends on the situation, your objectives and whom you’re trying to persuade. You can sometimes use a combination or even all three. The most important thing for you to remember is to focus on the other person. What you find persuasive personally won’t always be the case with someone else. Since you’re trying to persuade that person, you’ll need to orient your communication outward.

You might even ask someone what she would find persuasive or what it would take for her to accept your proposal. Ask what facts or evidence it would take to make her change her mind. That clarifies her thinking, gives you criteria and lays out your groundwork for persuasion.

Article Source: http://www.content.onlypunjab.com

©2006 Peak Communication Performance As a leading authority on the language of influence, Dr. Joseph Sommerville shows professionals how to increase visibility, credibility and sales through better communication. Contact him at Sommerville@PeakCP.com

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