The Gentle Art Of Persuasion
Posted: Monday, November 23, 2009
by Bob Malloney
VideoCoaching.tv
Some things we can easily accomplish by ourselves. We don't need to involve anyone else. Other things we want to achieve, involve others. If we want to sell something, get buy-in to an idea or a project or motivate others to be enthused about something, we need to persuade them that it is in their best interest to do what we want them to do.
Stage 1 - Prepare
Whenever you propose something to someone, their only response is to constantly think "what does that mean for me?" In other words, we all see things according to our own agenda. Therefore, the more you can find out about what the other person's agenda may be regarding your proposal, the more likely it is that you will be to anticipate their reaction. What concerns or objections may they have about your proposal? If you can anticipate these responses beforehand, you will be much more likely to be able to deal with them effectively. For example, if price is a potential problem, you can think through your explanations to justify the price you desire. Forewarned is forearmed!
Stage 2 - Discuss
By preparing effectively, you can anticipate likely responses, but you cannot be sure of them until you actually meet the person. Start your discussion by asking them questions to ascertain their broad view on the area you intend to persuade them about. Ask open questions (ones that begin with how, where, why, what, who, when) to gain an overview and then drill down into pertinent areas by asking probing questions like "Why do you feel that way?" or "That's interesting, how important is that to you?" By finding out their agenda and how they feel about it you now have the information to pitch your proposal in the most acceptable manner to the other person.
Stage 3 - Propose
The golden rule here is to concentrate on the benefits the other person will enjoy by going along with your proposal. The information you have gained at the discussion stage allows you to rank the benefits in the order that they will be most likely to positively respond to them. Resist the temptation to talk about the features of your offering. Recently, someone selling to me made a big play about the fact that their company had 50 offices nationwide. Clearly they were proud of this fact, and whilst it was important to them, they didn't bother to tell me why it might be important to me. It was only when I questioned them that it transpired that their network of offices meant that they could offer me a local, personal service wherever I was in the country. Keep your proposal brief. Don't go into too much detail. People like talking but are not so keen on listening. Constantly check with them that what you are saying is OK.
Stage 4 - Commitment
Once you have their agreement, or it seems likely that they will agree, you need to specify what should happen next. Be specific. If someone says to you, you must come over for dinner sometime; the chances are it will never happen. It's far better to say, "We must get together for dinner, how about next Wednesday evening?" So, tie them down to specific actions and agree dates and times for things to happen.
By adopting this 4-stage strategy you should greatly increase your chances of persuading someone to your point of view. You are giving them the impression that their agenda is important to you and you are able to 'press the right buttons' to enthuse them about your proposal.
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