Transcript - Everyday Leadership

Session 3.1:
Persuasive Communication
Module 3:
Persuasive Communication &
Resource Development
Leadership and Management Course for
ZHRC Coordinators and HTI Principals,
and ZHRC/HTI Management Teams
Learning Objectives
By the end of the session, participants will be able to:
 Describe persuasive communication.
 Identify key components of persuasive speech.
 Use components of persuasive speech in
planning communications.
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Thoughts on Persuasive Communication (1)
A genuine leader is not a
searcher for consensus, but
a molder of consensus.
- Martin Luther King, Jr.
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Thoughts on Persuasive Communication (2)
If you talk to a man in a language
he understands, that goes to his
head. If you talk to him in his
language, that goes to his heart.
- Nelson Mandela
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Thoughts on Persuasive Communication (3)
A good compromise, a good piece of
legislation, is like a good sentence or
a good piece of music. Everybody
can recognize it. They say,
‘It works. It makes sense.’
- Barack Obama
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Thoughts on Persuasive Communication (4)
Words mean more than what is
set down on paper. It takes the
human voice to infuse them with
deeper meaning.
- Maya Angelou
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What is persuasion?
 Persuasion is moving people to a
position or course of action that
they do not currently hold.
 It involves active listening, as well
as talking, in order to reach a shared solution.
 Persuasion happens outside of a power dynamic.
 It is NOT about bending people to our will.
 NB: Used constructively, persuasion is a process
of learning and negotiation. –Jay Conger
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Persuasive Communication & Leadership
Inspiration
Build
Relationships
Establish
Credibility
Connect
Emotionally
Provide
Evidence
Frame
Common Ground
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Effective Persuasion
 Persuasion is not always a clear, linear process.
• It is complex, and involves discovery, preparation,
and dialogue.
 Focuses on the other person.
• Build your message around the audience
Steps for Effective Persuasion
1.
2.
3.
4.
Establish Credibility
Frame Common Ground
Use Evidence & Compelling Language
Connect Emotionally
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Step 1: Establish Credibility
 Trust
 Expertise
• Demonstrate sound knowledge
• History of success
 Relationships
• Work in the best interests of others
• Show strong character and integrity
 People buy people first, ideas second.
 NB: Character may also be called the most effective
means of persuasion. –Aristotle
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Assessing Your Credibility
 Answering these questions honestly can help
you assess your own credibility as a leader.
• How will others perceive my knowledge and
experience?
• Do those I am hoping to persuade see me as
helpful, trustworthy, and supportive?
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Discussion: Improving Credibility
 You can build or buy credibility if you are lacking
in either area.
• What are strategies for improving expertise?
• What are strategies for improving relationships?
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Step 2: Frame Common Ground
 Illuminate the advantages of
your position or approach
 Identify shared benefits
• If you do not see shared benefits,
adjust your position until you find one!
• Answer question: “What’s in it for me?”
 Know your audience
• Listen, be thoughtful and inquisitive
 NB: If you would convince others, seem open to
conviction yourself –Lord Chesterfield
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Step 3: Use Compelling Evidence & Vivid
Language
 Numbers alone rarely make
an emotional impact.
 Use examples, visual aids,
pictures, stories, and
metaphors along with
numerical data
 Tailor your examples to your audience.
 NB: A wise man proportions his belief to the
evidence. –David Hume
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Step 4: Connect Emotionally
 Do not rely on logic and
reason alone!
• Emotions are always at play!
 Show your own emotional commitment
 Know your audience’s emotional state, and
adjust your tone to fit
 NB: Those that will not hear must be made to
feel. –German Proverb
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Barriers to Effective Persuasion
 Errors in facts, language, etc.
• Distract from your message
 Too much information
 Poor presentation
• Unclear purpose, poor organization
• Monotone voice, sloppy speech
 Resisting compromise
 Assuming persuasion is a
one-time event
 Power dynamics
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Power and Persuasion
 Always be mindful about power relationships in
professional environments.
• Consider hierarchy, culture, age, gender, etc.
 Power either facilitate or create barriers to
persuasive communication.
 Strong leaders minimize the distance between
themselves and the reality on the ground.
 Power can be generous, clear-headed, and
used to foster collaboration.
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Tips for Successful Presentations (1)
 Define your purpose
• “If I am successful, my
audience will…”
 Do your homework
• Use credible evidence, & know your audience
 Plan your key points
• Stick to an outline – not a script!
 Use a dynamic opening
 Use a powerful close
• Restate purpose, summarize key points, call to action
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Tips for Successful Presentations (2)
 Use visual aids
• Pictures, photographs, films, etc.
• Materials should be easy to see,
read, and hear
• Do not rely too heavily on slides
• PowerPoint: less is more
 Keep audience engaged
• Keep it interactive when possible
 Communicate with poise & confidence
• Non-verbal communication
• Practice, practice, practice!
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Activity:
Persuasive Communication Scenario
 A development partner is offering a capital
improvement grant to your institution. The
amount is Tsch 5,000,000.
 Your group will make a 3 min presentation to
the principal. You should present a compelling
case for how the grant could be used.
• Aim: balance the interests of your
group with the interests of the institution.
 Use the handout to guide your group
work.
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Key Points
 Persuasive communication helps to influence
others, build consensus, and inspire people.
 Credibility is the foundation of effective persuasion.
 Effective persuasion requires credibility, common
ground, evidence, compelling language, and
genuine emotion.
 Power can both facilitate persuasion, or create
barriers to persuasion.
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