Transcript Webinar: Session 1 - The Anatomy of Persuasion

Webinar: Session 1
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Primary Objective
To introduce a proven, lifetime skill that will
significantly increase your powers of persuasion
and therefore give you an outstanding ability to:
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Get others to accept your ideas, plans, proposals…
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Leverage innovations or creative effort
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Strengthen your leadership skills
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Enhance your career and life
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Make things happen!
Three ways to motivate people
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Command
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Negotiate
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Persuade
Program Overview
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2 Important principles of communication
Understanding and targeting the buying mind
Managing the buying mind
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Persuasion Process
 Build the tool
 Demo the tool
 Use the tool
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Benefit from a lifetime skill!
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Two questions:
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What persuasion tasks do you face at
work?
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What makes these persuasion tasks
difficult?
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Types of Persuasion Tasks
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Getting approval
Getting funding
Getting buy-in — general
Getting buy-in for joint activities
Dealing with change
Multi-level persuasion tasks
Miscellaneous
What Makes These Tasks Difficult
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Identifying decision makers
Problems with decision makers
Needs
Money
Political Issues
Miscellaneous
Strategic Communication
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A new awareness…
Strategic Communication
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A new awareness…
Strategic Communication
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A new awareness…
Strategic Communication
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A new awareness…
Strategic Communication
Two Principles that Most People Ignore!
1.
When you are the communication sender
you must take 100 % of the responsibility
for the creation, transmission and delivery
of the message.
2.
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The sender must structure messages to
mesh and interact with the thinking
process of the receiver.
Strategic Communication
Conclusion:
If your message is to persuade, you must be
able to structure it to fit the thinking process of
the buying mind.
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Strategic Communication
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Most people think of communication
from a “speaking” perspective
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However, the truly critical skills are:
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Planning
Probing
Listening
A conscious plan for influencing how people “feel”
about you and your ideas [implied message is key!]
A conscious plan to ask the RIGHT questions…
A conscious plan to strategically listen
A conscious plan to persuade
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The Buying (or Buying Into) Process
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1.
_____________
2.
_____________
3.
_____________
4.
_____________
5.
_____________
The Buying (or Buying Into) Process
1.
NEEDS
2.
RECOGNIZE
3.
SEARCH
4.
EVALUATE
5.
DECIDE
The Buying (or Buying Into) Process
When our RECOGNIZED NEEDS motivate us,
we SEARCH for ways to fill those needs.
Once we find opportunities we EVALUATE
them and finally make DECISIONS.
Frustrate someone in this process and you will
fail to persuade.
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Faulty “Selling” Formulas
A
= Attention
I
= Interest
D = Desire
A
= Action
C = Conviction
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The Presentation Process
1. NEEDS
2. PLAN
3. HOW-IT-WORKS
4. RESULTS
5. NEXT STEP
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The Presentation Process
NEEDS Wants, wishes, goals, responsibilities
PLAN What you propose that will satisfy your audience’s needs
to your advantage
HOW IT WORKS Explain plan in principle only
RESULTS What the audience will get in terms of benefits to satisfy
his or her needs
NEXT STEPS Ask for specific action by specific time
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What are Needs?
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Any requirement a person has,
recognized or unrecognized.
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A collection of thoughts, ideas,
motivations, priorities.
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Conscious Needs
These are the needs we usually talk about—
economic, political financial.
In a corporate setting may include:
 Production goals
 Budget goals
 Sales goals
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Basic Needs
The needs we don’t usually talk about. . .
Maslow's Hierarchy of BASIC NEEDS:
5- Self Actualization (Fulfillment)
4- Esteem
3- Belonging & Love
2- Safety
1- Physiological
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Problems with Needs
Sometimes people will not acknowledge their
needs—or may not even know they have them!
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Hidden Needs
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Awakening needs
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Unrecognized
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It is often best to assume people do not have
sufficient information to fully recognize their
needs…
Uncovering Needs
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L
LISTEN
A
ASK & ANALYZE
U
UNDERSTAND
R
REMEMBER & RESPOND
A
ASK AGAIN
Please Note:
If you cannot identify and confirm your
audience’s needs, it is best to stop or delay
your persuasion efforts until you can.
To proceed without understanding needs sets
you up for failure.
It is also important to get agreement from
your audience that the identified needs can
be acted upon now.
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Session Summary
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Persuading others to take action is different
from negotiating or commanding others to act
1st step is to apply strategic communication
skills – take the responsibility!
2nd step: understand buying/selling processes
3rd step: gain perspective on needs
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Conscious and basic needs
Uncovering needs
For our Next Session:
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Connecting these processes
Skill definition / improvement
Features, functions & benefits
The Persuasion process
Date & time: Thursday 9/17 4:30pm EST
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