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The Art of Persuasion
- 1. THE ART OF PERSUASION Antoine Genot
- 2. AT THE END OF THIS TRAINING YOU’LL KNOW SOME USEFUL TIPS/CONCEPT KNOW HOW TO THINK AND BEHAVE IN THE RIGHT MINDSET KNOW HOW TO USE EASY COMMUNICATION SKILLS
- 4. Actually it’s all we’re doing, professionally and personally PERSUASION • ENGAGING OTHER MARKET ENTITIES Pitching for plans, money etc PERSUASION • MANAGING ACROSS Engaging Xfuntional teams PERSUASION • MANAGING DOWN Engaging your team Convincing your kids to eat their vegies PERSUASION • MANAGING UP Pitching a project to your Leadership team Convincing your wife to leave for a buddy weekend
- 5. I was not…
- 6. PREPARATION TALENT/ IMPROVISATION Persuasion requires method and practice
- 7. • Let’s kill a few clichés • Asking the right questions: the Ws • 9 reasons why they’ll say YES • Persuasion in action : SIMAC • Conclusion 1
- 8. The stereotypes of persuasion
- 9. - Charisma - Improvisation - Manipulation - Untruthfulness - A 0sum game =>Winner/loser - Push - Facts - Method - Persuasion - Truth - Win-win (Triple win) - Pull E M P A T H Y Q U E S T I O N S What persuasion actually is
- 10. From a Win – Lose mindset… Short-term Transactional It’s not a zero-sum game
- 11. … to a Win – Win mindset https://www.thoughtco.com/mutualism-symbiotic-relationships-4109634 Long-term Mutually beneficial relationship
- 12. Mutualism • Mutualism describes a type of mutually beneficial relationship between organisms of different species. • It is a symbiotic relationship in which two different species interact with and in some cases, totally rely on one another for survival
- 13. • Let’s kill a few clichés • Asking the right questions: the Ws • 9 reasons why they’ll say YES • Persuasion in action : SIMAC • Conclusion 2
- 14. WHAT – Set the right objective What do you want, i.e. what’s your end goal What level of purpose/relationship • Long-term relationship = higher purpose • Short-term = transactional What do you want them to do? • Decision • Reaction • Think about it • …. A transformation before/after your interaction a b c
- 15. WHO - Know your audience What’s their profile? Why are they here? • Do they want to be here? • What expected transformation? • What’s in it for them? What keeps them up at night? • Fears • Painpoints How can you best reach them? • Control=> preread • PPT haters
- 16. WHY (NOT) – Identify all layers of potential resistance - Practical - Time - Money - Geographic distance - Mix - Logical - Don’t understand - Don’t need - Don’t want to take risk for fear of losing job - Emotional - Moral code - Culture bias - Ego
- 17. WHEN/WHERE/WHAT FORMAT Adapting to their conditions Format/environment • Face to face/call • Ppt/word • Conditions : temperature etc Time: • Basic physicals: morning vs after lunch, 45min attention span • Right moments Ethos/ ‘decorum’ • Formal restaurant vs casual finger food • Dress code • Conditions : temperature etc
- 18. Recap on the right questions WHAT – Set the right objective WHO - Know your audience WHY (NOT) – Identify all layers of potential resistance WHEN/WHERE/W HAT FORMAT Adapting to their conditions
- 19. • Let’s kill a few clichés • Asking the right questions: the Ws • 9 reasons why they’ll say YES • Persuasion in action : SIMAC • Conclusion 3
- 21. #1 Necessity ‘I need this’
- 22. Who needed an iphone before Steve Jobs Keynote? THE ART OF CREATING A NEED #1 Necessity ‘I NEED THIS’
- 23. The V.E.D.E.T. options#1 Necessity ‘I NEED THIS’
- 24. The V.E.D.E.T. options#1 Necessity ‘I NEED THIS’
- 25. The V.E.D.E.T. options#1 Necessity ‘I NEED THIS’
- 26. The V.E.D.E.T. options#1 Necessity ‘I NEED THIS’
- 27. The V.E.D.E.T. options#1 Necessity ‘I NEED THIS’
- 28. • VALUE Are you growing in value? The V.E.D.E.T. options#1 Necessity ‘I NEED THIS’ • DE-AVERAGE Is it the success of one, or all? • EGO/BENCHMARK Are you catching up with competitors? • TREND Is the pace of growth steady? • EVERLASTING Will today’s success last?
- 30. #2 Limitation ‘I need this now’
- 31. …creating Scarcity/Urgency 2. Emphasize loss => missed opportunity / FOMO #2 Limitation ‘I need this now’ Scarcity and UrgencyScarcity and Urgency 1. Provide Reasons for limitation => limited resources/time a. There will not be enough for everybody => SCARCITY b. Limited time offer => URGENCY
- 33. #3 Reciprocity THEN +3% +13% +23% ‘I owe you’
- 34. #3 Reciprocity ‘I owe you’
- 36. #4 Likeability ‘I (‘m) like you’
- 37. #4 Likeability ‘I (‘m) like you’ The heart The eye ETHOS LOGOS 1-1 Maximum common ground 1-few PATHOS Medium common ground 1-many Minimum common ground The mind
- 39. #5 Social Proof ‘The mass can’t be wrong’
- 40. EXAMPLES • Celebrity endorsement • Likes/Followers • Customer reviews • Queue #5 Social Proof ‘The mass can’t be wrong’
- 42. #6 Authority ‘If you say so’
- 43. Experts Figures #6 Authority – Experts and figures ‘If you say so’
- 44. #6 Authority - Homework ‘If you say so’ Displaying methodology/depth of preliminary work/study upfront, to reassure the audience, discourage rechallenge
- 46. #7 Commitment & Consistency ‘I’m a man of my word’ 19% 34%
- 47. Polarization: Choosing sides PCMAC ANDROIDIPHONE HARLEYOTHER COKEPEPSI GIBSONFENDER BEATLES STONES FEDERER NADAL Forced commitment: you have to chose a side Forced consistency: you don’t want to be seen as versatile or as a ‘traitor’ #7 Commitment & Consistency ‘I’m a man of my word’
- 49. #8 Pain/Gain ‘Keep going is better than turning back’
- 50. Apple closed system PAIN switching to non Apple GAIN staying w/ Apple #8 Pain/Gain ‘Keep going is better than turning back’
- 53. The baseball bat If a baseball bat and a ball cost a total of $1.10, and the bat costs $1 more than the ball, then how much does the ball cost? #9 No-brainer ‘It’s obvious’
- 55. 4 tips #9 No-brainer ‘It’s obvious’
- 56. a. an idea #9 No-brainer ‘It’s obvious’
- 59. The US represent 60% of our global profit, which is both a strength and a weakness (depending on how you see it) #9 No-brainer ‘It’s obvious’ the human brain processes images 60,000 times faster than text
- 60. Does he even need to say a word? #9 No-brainer ‘It’s obvious’
- 65. THIN AS… AN ENVELOPPE #9 No-brainer ‘It’s obvious’
- 68. S.I.M.A.C. • Let’s kill a few clichés • Asking the right questions: the Ws • 9 reasons why they’ll say YES • Persuasion in action : SIMAC • Conclusion 4
- 69. SIMAC: FROM A MONOLOGUE TO A CONVERSATION • SELLER TALKS • BUYER LISTENS • SELLER - ASKS QUESTIONS - REPHRASES • BUYER - ANSWERS
- 70. S.I.M.A.C. – OR PERSUASIVE SELLING FORMAT PAINT THE SITUATION: • Ask the right questions • Actively listens to the answers • Rephrase and Frame the issue/need, • Get confirmation that there is an interest in a solution for it CONCLUSION: Close the deal STATE THE IDEA DETAIL THE MECHANISM How it works LIST THE ADVANTAGES: How it will answer the issue 5 4 3 21
- 71. Sequence Pitching live Prep 5 4 3 2 1 SITUATION CONCLUSION IDEA MECHANISM ADVANTAGES SITUATION CONCLUSION IDEA MECHANISM ADVANTAGES • Which attributes of the thing you want to sell do you want to bring forward? • What’s in it for the buyer? What kind of issue/need to you need to emerge?
- 72. ADVANTAGES: What’s in it for me?
- 73. SITUATION: Bringing forward an issue/need to be adressed ADVANTAGES SITUATION
- 74. IDEA: Simple, exciting ‘An ipod and a phone, the iPhone’
- 76. CONCLUSION: Closing down the transaction • ALTERNATIVE • SILENCE • CLOSING • COMMITMENT / NEXT STEPS ‘Do you want to eat your Brocoli?’ Focus on the CHOICE => Yes/No ‘Do you want Brocoli with or without butter?’ Focus on the ALTERNATIVE => Yes/Yes
- 77. • Let’s kill a few clichés • Asking the right questions: the Ws • 9 reasons why they’ll say YES • Persuasion in action : SIMAC • Conclusion 7
- 78. One last thing: THE COLUMBO TRICK Or the art of drowning a key matter into small talk
- 79. S.I.M.A.C. The master of the art: Steve Jobs and his iphone keynote in 2007
Editor's Notes
- I have 2 caveats
- Remora are small fish that can attach to sharks and other large marine animals. Remora receive food, while the shark receives grooming. Measuring between 1 to 3 feet in length, remora fish use their specialized front dorsal fins to attach to passing marine animals, like sharks and whales. Remora provide a beneficial service for the shark as they keep its skin clean of parasites. Sharks even allow these fish to enter their mouths to clean debris from their teeth. Remora also consume unwanted scraps left over from the shark's meal, which helps to keep the shark's immediate environment clean. This reduces the shark's exposure to bacteria and other disease-causing germs. In exchange, the remora fish get free meals and protection from the shark. Since sharks also provide transportation for remora, the fish are able to conserve energy as an additional benefit.
- Clownfish live within the protective tentacles of the sea anemone. In return, the sea anemone receives cleaning and protection. Clownfish and sea anemones have a mutualistic relationship in which each party provides valuable services for the other. Sea anemones are attached to rocks in their aquatic habitats and catch prey by stunning them with their poisonous tentacles. Clownfish are immune to the anemone's poison and actually live within its tentacles. Clownfish clean the anemone's tentacles keeping them free from parasites. They also act as bait by luring fish and other prey within striking distance of the anemone. The sea anemone provides protection for the clownfish, as potential predators stay away from its stinging tentacles. Oxpeckers are birds that eat ticks, flies, and other insects from cattle and other grazing mammals. The oxpecker receives nourishment, and the animal that it grooms receives pest control. Oxpeckers are birds that are commonly found on the sub-Saharan African savanna. They can often be seen sitting on buffalo, giraffes, impalas, and other large mammals. They feed on insects that are commonly found on these grazing animals. Removing ticks, fleas, lice, and other bugs is a valuable service, as these insects can cause infection and disease. In addition to parasite and pest removal, oxpeckers will also alert the herd to the presence of predators by giving a loud warning call. This defense mechanism provides protection for the oxpecker and the grazing animals.
- Nancy Duarte
- Ex asking for a raise
- I don’t need anything is the #1 objection
- Creating the need = creating an issue, something that could be better. And it can always be better Let’s say a customer is growing in volume => They don’t need you
- Objection #2: Let me think about it
- When members of the Choctaw Nation heard about the struggles of the Irish in the Great Famine in 1847, the tribe gathered up about $170 — $5,000 in today’s dollars — to send overseas for “the relief of the starving poor of Ireland.” That 170-year-old act is being remembered, and, in some ways, returned, during the coronavirus pandemic. Small donations from places like Cork, Limerick, and Dublin have poured in after a GoFundMe to support the Navajo and Hopi nations went viral in Ireland earlier this month. https://www.vox.com/2020/5/13/21251420/choctaw-ireland-navajo-hopi-gofundme-coronavirus
- Ethos: Same school Logos: Same business KPIs in a team Pathos: Same values
- Not stuck in details Hard to disagree to ideas like being happy, making a world better etc It stays / sticks / doesn’t die
- Expensive => Good Rare => Good French => Refined German => Quality/solidity
- Small talk One last thing