Local Commissioning Advocates      Commissioning in contextPersuasive communication     Supported by UCB Pharma through an...
Campaigning           Selling     Public relations    Journalism                    Advertising                    Persuas...
How the process works
Communication process              o   Source              o   Target              o   Message              o   Channel   ...
The source (you!)o Expertise makes you credibleo Genuineness makes you trustworthyo Presentation makes you attractive.Thes...
The target (who you are influencing)o Intelligence means they are more likely to  understand your message and less likely ...
The message should beo   Simpleo   Clearo   Succincto   Repeated    Direct route: gives the arguments for (and            ...
Techniques of persuasive    communication
1. Focus on the other person’s (or theorganisation’s) needs.o   First take the time to listen and understand.o   What are ...
2. Use positive and persuasivelanguage, for example:o The benefits to you will be..........o It will help you deliver on ....
3. Stay focused and clearo Stick to a few simple messages.o Stick to the point.o Refer to sources of evidence, but don’t q...
4. Reiterateo It’s called the broken record technique:  keep saying the same thing – drive the  message home.o Find differ...
Common mistakeso Using logic, persistence and personal  enthusiasm to get others to buy into the  idea.........o ............
Things that don’t worko   Going for the “hard sell”o   Refusing to compromiseo   Basing your approach on cast iron argumen...
So what works?     Jay Conger, Professor of Organisational     Behaviour at the University of Southern     California rese...
Conger’s research indicated.........that effective persuasion involves four steps:o   Establish your credibilityo   Identi...
Establish your credibilityo Be consistent and reliable – say what you will  do and make sure that you do ito Show that you...
Identify common groundo Find out what matters to the other person or  peopleo Do this by listening, having informal  conve...
Use vivid language and compelling                evidenceo Give examples and stories that bring the  factual material to l...
Connect emotionallyo Be aware of and “own” your emotions and  let them be visible, without becoming florido Try to read an...
Local Commissioning Advocates      Commissioning in contextPersuasive communication     Supported by UCB Pharma through an...
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pp3.2

  1. 1. Local Commissioning Advocates Commissioning in contextPersuasive communication Supported by UCB Pharma through an educational grant. UCB has no editorial control on the contents. © Copyright Epilepsy Action 2012
  2. 2. Campaigning Selling Public relations Journalism Advertising PersuasiveLobbying communication Influencing Negotiating Publicity Promotion
  3. 3. How the process works
  4. 4. Communication process o Source o Target o Message o Channel Look WriteListen Read Speak Draw
  5. 5. The source (you!)o Expertise makes you credibleo Genuineness makes you trustworthyo Presentation makes you attractive.These three characteristics make it more likely you will be able to persuade.
  6. 6. The target (who you are influencing)o Intelligence means they are more likely to understand your message and less likely to be persuaded by a one-sided argument.o Self esteem - very high makes them resistant to changing what they feel is right and very low makes them feel threatened by you.o Frame of mind, mood and environment are all important.
  7. 7. The message should beo Simpleo Clearo Succincto Repeated Direct route: gives the arguments for (and against) Indirect route: emphasises the source – eg eminent professor, NICE, DH, etc.
  8. 8. Techniques of persuasive communication
  9. 9. 1. Focus on the other person’s (or theorganisation’s) needs.o First take the time to listen and understand.o What are their drivers?o What are their must-dos?o What’s in it for them?o Spell out the benefits.o Build your communication around their needs rather than your wants.
  10. 10. 2. Use positive and persuasivelanguage, for example:o The benefits to you will be..........o It will help you deliver on ....... by .......o What you will gain will be.......o This will save you money by.....o You will be able to show better value for money by.......o The evidence shows that .......is more cost- effective because........
  11. 11. 3. Stay focused and clearo Stick to a few simple messages.o Stick to the point.o Refer to sources of evidence, but don’t quote chapter and verse.
  12. 12. 4. Reiterateo It’s called the broken record technique: keep saying the same thing – drive the message home.o Find different ways to deliver the same message without sounding repetitive.
  13. 13. Common mistakeso Using logic, persistence and personal enthusiasm to get others to buy into the idea.........o .........is just not enough! But this is what we all tend to do
  14. 14. Things that don’t worko Going for the “hard sell”o Refusing to compromiseo Basing your approach on cast iron argumentso Thinking you can succeed in a one-off attempt.
  15. 15. So what works? Jay Conger, Professor of Organisational Behaviour at the University of Southern California researched over a 12-year period the characteristics of successful business leaders and agents of change and studied the academic literature on persuasion.Conger, J.A., (198) The Necessary Art of Persuasion (Reprint)http://www.annbadillo.com/leadership/files/necessary_art_persuasion_jay_conger.pdf
  16. 16. Conger’s research indicated.........that effective persuasion involves four steps:o Establish your credibilityo Identify common groundo Use vivid language and compelling evidenceo Connect emotionally/build rapport
  17. 17. Establish your credibilityo Be consistent and reliable – say what you will do and make sure that you do ito Show that you are well informedo Be trustworthy. You want people to believe in you.
  18. 18. Identify common groundo Find out what matters to the other person or peopleo Do this by listening, having informal conversations as well as formal meetingso Get to know those you wish to persuadeo Seek out ways of getting “win-win” (a shared solution or compromise). You want people to feel you understand them.
  19. 19. Use vivid language and compelling evidenceo Give examples and stories that bring the factual material to lifeo Use vivid words and pictures to communicate more succinctly than using many words.You want people to engage emotionally with the subject.
  20. 20. Connect emotionallyo Be aware of and “own” your emotions and let them be visible, without becoming florido Try to read and get a good sense of the other person’s or people’s emotional stateo Smile! You want to build a rapport.
  21. 21. Local Commissioning Advocates Commissioning in contextPersuasive communication Supported by UCB Pharma through an educational grant. UCB has no editorial control on the contents. © Copyright Epilepsy Action 2012

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