BUSINESS COMMUNICATION

1. Persuasive Speaking

2. Uses for Persuasive Speaking
 Sales
 News Releases
 Requests (within or
outside of organization)
 Complaints (requesting
adjustments, making
claims)

3. Prepare: Audience Analysis
 Analyzing purpose
 Anticipating reaction
 Adapting to the audience
Sales Audience Analysis

4. Direct or Indirect Pattern?
Indirect
 Audience is likely
to resist
 Information is
unsolicited
Direct
 Audience is
inclined to agree
with your request
 Information is
requested

5. Indirect Pattern for Persuasion
 Gain attention
 Build interest
 Introduce idea/product/service
 Reduce resistance
 Motivate action

6. Gaining Attention
 Open with a brief, relevant, and
engaging statement that does not
reveal the request immediately

7. Gaining Attention: The Hook
1. Offer something valuable
2. Promise a significant result
3. Describe a product feature
4. Present a testimonial
5. Make a startling statement
6. Provide a piece of genuine news

8. Gaining Attention: The Hook
7. Appeal to listeners’
emotions
8. Provide intriguing numbers
9. Include a sample of product
10. Issue a challenge
11. Provide a solution to a
common problem

9. Gaining Attention: Example
Example: How much is sex
costing your company? An
incident of sexual harassment
can cost millions of dollars unless
preventive measures are taken.

10. Building Interest
 Build the MOAT: Establish a
need or problem, analyze
deficiencies in status quo
 Build the CASTLE: Relate
problem to needs/desires,
picture life with problem
solved
 Radio stations:
 WIIFM/MMFI

11. Introducing Product
 Introduce your product
specifically and clearly
 Build the BRIDGE
across the MOAT: Link
your product as the
solution to the
audience’s problem, as
the road to the CASTLE

12. Introducing Product
 Describe benefits, not features
 What does your product do for
audience?
 saves or makes money
 reduces effort
 improves health
 produces pleasure
 boosts status.

13. Introducing Idea/Product
Example: Our computer-based training
program teaches your employees what
behavior is acceptable and
unacceptable, while showing you steps
to reduce the risk of employer liability.

14. REDUCING RESISTANCE
 Anticipate audience
objections/concerns
 Offer counter-arguments
without mentioning
objection/concern

15. Reducing Resistance
Counter reluctance with
 Facts, statistics,
historical data
 Testimonials
(particularly “experts”)
 Money-back guarantees,
warranties
 Trial offers, free samples
Build credibility with
 Proof, demonstrations
 Performance test
results
 Polls, awards
 Be honest, but isolate
limitations (only if raised
by customer)

16. Reducing Resistance
Example: This program has been
endorsed by the Texas State Attorney
General’s office as an accurate and
compelling approach to sexual
harassment prevention.

17. MOTIVATING ACTION:
CLOSE
 Repeat solution, benefits, and provide
compelling reason to buy
 Assume sale is made in your language
(no “if you choose to buy”, but “when
you place your order”)
 Provide clear instructions
for an easy action
to be taken NOW.
 make appointment
 buy product
 agree to demonstration

18. Motivating Action
Example: What your employees don’t
know can hurt you and your company.
We will provide you with the training
tools you need to keep sex - and
lawyers - where they belong and out of
your office! Call us today at 555-1212
to receive a free demo disk.

19. Sales Presentation
 EXAMPLE

20. End