Persuasion is the single most important business leadership and personal skill. Without the skill of persuasion, leaders would be unable to lead: salespeople would be unable to sell. Persuasion is the key to success in every facet of life. Most people do not understand the key elements of persuasion and fewer still apply the process. Studies show that most people use a process that researchers label “a sure fire way to fail” persuasion.
Current neurological brain research shows how the mind reacts to logic and emotion. By integrating age-old knowledge with modern science we can help people make quick, non-analytical decision using their own built in short cuts to making decisions.
So what is Persuasion?
- Persuasion is the art of getting someone to do something he or she wouldn’t do if you didn’t ask.
- When one influences another’s thoughts, attitudes, feeling, behaviors and actions, persuasion has occurred.
- “Persuasion is the language of business leadership”- Harvard Business Review
Persuasion is a Process for leading others to a Shared solution and desired action.
Research has shown that most people break the persuasion process into three main parts. 1) State your position, clearly, with conviction. 2) Present your supporting data, arguments and facts. 3) Structure your “deals” and move on to conclusions, closure.
There are three key building blocks that support the persuasion process. This process was defined by Plato and Aristotle thousands of years ago, they remain valid today.
These building blocks are common to every persuasion situation:
Ethos- Authority, Credibility
Every persuasion process involves one or more of these building blocks. To decide which tool to use, logic or emotion, you need to understand how people respond to persuasive proposal.
They respond one of two ways:
- Analytical (logical)
- Automatic (emotional)
“WE ARE NOT THINKING MACHINES..WE ARE FEELING MACHINES THAT THINK.”