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Effective Persuasion

Your ability to persuade colleagues, peers and senior leaders play a significant role in achieving success. By convincing or persuading others, you can create direction, alignment, commitment and make your vision, goals and objectives or ideas happen.

In this presentation, you will learn the principles and process developed by world renowned psychologists such as Robert Cialdini and William J. McGuire that you can deploy to improve your powers of persuasion and increase your influence. This presentation can be added as a module to your soft skills training program such as communication skills.

In this presentation, you will learn the principles and process that you can deploy to improve your powers of persuasion and increase your influence. This presentation can be added as a module to your soft skills training program such as communication skills.

LEARNING OBJECTIVES

1. Acquire knowledge on the key concepts and principles of persuasion.
2. Understand the persuasion process and the barriers to successful persuasion.

CONTENTS

1. Introduction & Key Concepts of Persuasion

2. Cialdini's 6 Principles of Persuasion
- Reciprocity
- Scarcity
- Authority
- Commitment & Consistency
- Liking
- Consensus (Social Proof)

3. McGuire's 6 Steps of Persuasion
- Presentation
- Attention
- Comprehension
- Yielding
- Retention
- Behavior

4. Barriers to Successful Persuasion

To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations

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Effective Persuasion

  1. 1. © Operational Excellence Consulting. All rights reserved.© Operational Excellence Consulting. All rights reserved. Effective Persuasion
  2. 2. © Operational Excellence Consulting. All rights reserved. 2 Learning Objectives Acquire knowledge on the key concepts and principles of persuasion Understand the persuasion process and the barriers to successful persuasion Copyrights of all the pictures used in this presentation are held by their respective owners. NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg
  3. 3. © Operational Excellence Consulting. All rights reserved. 3 Contents 2 Cialdini’s 6 Principles of Persuasion 1 Introduction & Key Concepts of Persuasion 4 Barriers to Successful Persuasion 3 McGuire’s 6 Steps of Persuasion
  4. 4. © Operational Excellence Consulting. All rights reserved. 4 Introduction § Your ability to persuade colleagues, peers and senior leaders plays a significant role in achieving success § By convincing or persuading others, you can create direction, alignment, commitment and make your vision, goals and objectives or ideas happen § In this presentation, you will learn the principles and process that you can deploy to improve your powers of persuasion and increase your influence
  5. 5. © Operational Excellence Consulting. All rights reserved. 5© Operational Excellence Consulting. All rights reserved. 5 Fable of the Sun and the Wind The wind and the sun decided to have a competition to decide once and for all who was stronger. They agreed that the winner would be the one who could persuade a man to take off his coat. The wind blew and blew, but the man only held on more tightly to his coat. Then the sun shone gently down, and within minutes, the man took off his coat. Moral of the story: You can’t force someone to do what they don’t want; instead, the art of persuasion is to get them to want what you want.
  6. 6. © Operational Excellence Consulting. All rights reserved. 6 Key Definitions Influence Persuasion The capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself. Process aimed at making someone do or believe something by giving them a good reason to do it or by talking to that person and making them believe it.
  7. 7. © Operational Excellence Consulting. All rights reserved. 7 Persuasion § Persuasion attempts to win “the heart and mind” of your target audience (e.g. customer) § In order to persuade one must bring about a change in attitude, which is basically an emotion-based change § The effects of persuasion last longer because the target audience accepts and internalizes the message § Leaders who are effective in persuasion have political savvy, create visibility, build and maintain personal trustworthiness, leverage networks, communicate clearly and motivate others
  8. 8. © Operational Excellence Consulting. All rights reserved. 8 Effective Use of Persuasion by Apple to Drive Sales § Steve Jobs took to the stage on June 7, 2016 to introduce iPhone 4 § The iPhone 4 sold 1.7 million units in its first weekend
  9. 9. © Operational Excellence Consulting. All rights reserved. 9 “The most important persuasion tool you have in your entire arsenal is integrity.” Zig Ziglar
  10. 10. © Operational Excellence Consulting. All rights reserved. 10 What Persuasion Is Not § Hard selling § Command, force, coercion or threat § Manipulating people into doing something § Behaving like a cult leader trying to build his flock § Using unethical tactics to achieve the desired outcome
  11. 11. © Operational Excellence Consulting. All rights reserved. 11 Why is Persuasion Important? § Persuasion is a powerful vehicle for change § People much prefer being persuaded both to believe and to do things than simply being told what to believe and what to do § A means to help you achieve your goals and objectives § The ability to sell your skills and ideas will help you to become more successful in your career or as an entrepreneur § People who are persuasive are influential
  12. 12. © Operational Excellence Consulting. All rights reserved. 12© Operational Excellence Consulting. All rights reserved. 12 4 Quadrants of Influence Behavior Self Everyone Belief COERCION INFLUENCE MANIPULATION PERSUASION
  13. 13. © Operational Excellence Consulting. All rights reserved. 13 Persuasion vs. Manipulation 1. Positive intentions for ourselves and others 2. Predicated on open and respectful relationship 3. Value all teams members as equals 4. Active listening 5. Convince not impose 6. Build respect, rapport and relationship 7. Use their “power” to empower others 8. High emotional intelligence 1. Uses position, power and coercion 2. Singular self-interest 3. Communication isn’t respectful, open or transparent 4. Rigidity and lack of flexibility 5. Impose rather than convince 6. Punish rather than reward 7. Poor to non-existent listening skills 8. Low to no emotional intelligence PERSUASION MANIPULATION
  14. 14. © Operational Excellence Consulting. All rights reserved. 14© Operational Excellence Consulting. All rights reserved. 14 3 Modes of Persuasion Logos Ethos Pathos 3 Modes of Persuasion Ethical appeal Emotional appeal Logical appeal
  15. 15. © Operational Excellence Consulting. All rights reserved. 15 To Tailor a Persuasive Message, Understanding the Target Audience is Key
  16. 16. © Operational Excellence Consulting. All rights reserved. 16 Communication-based Persuasion Model Sender ReceiverDecodingChannelEncoding Feedback Context A two-way communication process is used to convey the persuasive message.
  17. 17. © Operational Excellence Consulting. All rights reserved. 17 “Our best evidence of what people truly feel and believe comes less from their words than from their deeds.” Dr. Robert Cialdini
  18. 18. © Operational Excellence Consulting. All rights reserved. 18© Operational Excellence Consulting. All rights reserved. 18 Cialdini’s 6 Principles of Persuasion Scarcity We value information and commodity that are scarce more than when they are abundant. Reciprocity We feel obligated to return favors to people who have done favors for us in the past. Authority We believe what trustworthy and credible experts say. Liking We say yes to people that we like. Similarity, compliments and cooperative effort. Consistency We are most likely to do what is consistent with what we have done in the past. Consensus (Social Proof) We trust the power of the crowd and like to be associated with popular things. Source: Robert Cialdini
  19. 19. © Operational Excellence Consulting. All rights reserved. 19 ‘Reciprocity’ Principle of Persuasion: As a Japanese tradition, gifts are exchanged to show gratitude to those who have helped you throughout the year.
  20. 20. © Operational Excellence Consulting. All rights reserved. 20 ‘Scarcity’ Principle of Persuasion: COVID-19: Herd mentality drives many people all over the world into panic buying of toilet paper although it offers no protection against the coronavirus. Photo credit: South China Morning Post
  21. 21. © Operational Excellence Consulting. All rights reserved. 21 Applying the Principles of Persuasion Forming or improving relationships § Reciprocity § Liking Dealing with the unknown and uncertainty Motivating for action § Consensus (Social Proof) § Authority § Consistency § Scarcity
  22. 22. © Operational Excellence Consulting. All rights reserved. 22© Operational Excellence Consulting. All rights reserved. 22 McGuire’s 6 Steps of Persuasion Source: Adapted from William J. McGuire Presentation Presentation of persuasive message Comprehension Understand arguments conveyed in the message Attention Receiver pays attention to message content Yielding Receiver agrees with message argument Retention Message is retained or stored in memory Behavior Receiver behaves in line with the message argument 31 2 4 5 6
  23. 23. © Operational Excellence Consulting. All rights reserved. 23© Operational Excellence Consulting. All rights reserved. 23 Activity 3: Persuasion process role play 1. Put two people in a circle of approximately two meters in diameter. 2. In under 4 mins, each person must use the McGuire’s 6-step Persuasion Process to convince or persuade the other person to leave the circle. 3. No physical contact is allowed. 4. Observers from outside the circle may give encouragement to both people. Time: 4 mins ACTION!
  24. 24. © Operational Excellence Consulting. All rights reserved. END OF PREVIEW To download this presentation, please visit: www.oeconsulting.com.sg

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Your ability to persuade colleagues, peers and senior leaders play a significant role in achieving success. By convincing or persuading others, you can create direction, alignment, commitment and make your vision, goals and objectives or ideas happen. In this presentation, you will learn the principles and process developed by world renowned psychologists such as Robert Cialdini and William J. McGuire that you can deploy to improve your powers of persuasion and increase your influence. This presentation can be added as a module to your soft skills training program such as communication skills. In this presentation, you will learn the principles and process that you can deploy to improve your powers of persuasion and increase your influence. This presentation can be added as a module to your soft skills training program such as communication skills. LEARNING OBJECTIVES 1. Acquire knowledge on the key concepts and principles of persuasion. 2. Understand the persuasion process and the barriers to successful persuasion. CONTENTS 1. Introduction & Key Concepts of Persuasion 2. Cialdini's 6 Principles of Persuasion - Reciprocity - Scarcity - Authority - Commitment & Consistency - Liking - Consensus (Social Proof) 3. McGuire's 6 Steps of Persuasion - Presentation - Attention - Comprehension - Yielding - Retention - Behavior 4. Barriers to Successful Persuasion To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations

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