THE ART OF PERSUASION

PROF LEENA CHATTERJEE

WHAT IS PERSUASION?
Persuasion is a means of changing behaviour and decisions Persuasion is an influence process that enables an individual or a group to change or reinforce others attitudes, opinions or behaviour It is about positioning an idea, approach or solution in a way that appeals to others.

IMPORTANCE OF PERSUASION
In todays world, command and control have given way to more participative styles Persuasion is different from power and authority
authority limited over direct subordinates; at best leads to compliance in persuasion the choice is with the target persuasion leads to commitment and enthusiasm

ELEMENTS OF PERSUASION
Credibility
Competence/ expertise Personal characteristics: trustworthiness, sincerity, consistency, intentions, character, values and integrity

ELEMENTS OF PERSUASION
Understand your audience
Identify the decision makers, key stakeholders and the network of influence among the audience Understand their perspectives, and likely receptivity Understand the needs of the other person/ target audience

ELEMENTS OF PERSUASION
Reasoning
Build a solid argument Giving explanations/ rationale Support arguments with facts/ evidence Address the interests/ information needs of the other party

ELEMENTS OF PERSUASION
Effective communication
Structure the discussion/ presentation Provide compelling evidence Prioritize the issues Use appropriate language Create an emotional link with the audience

IMPROVING YOUR PERSUASIVE SKILLS

Establish your Credibility : Build Trust
Tell both sides of the story as you understand it Deliver on your promises Keep confidences Be consistent in your values Encourage exploration of ideas Work towards the best interests of others

IMPROVING YOUR PERSUASIVE SKILLS

Establish your Credibility : Build Expertise
Research your ideas Get first hand experience if possible Collect information from reliable sources Team up with credible allies Prove it

IMPROVING YOUR PERSUASIVE SKILLS

Communicating Effectively Use a positive tactful tone
Assume that other person is intelligent and mature be respectful, direct, sincere and tactful

Make your presentations clear

Clear objectives present arguments one at a time

IMPROVING YOUR PERSUASIVE SKILLS

Present strong evidence to support your position Tailor your argument to the listener Appeal to the subjects self-interest Use logic Use emotional appeals

PERSUASION TACTICS
Active facilitative
taking the initiative being prepared and organized stating views with conviction seeking and providing information making recommendations being willing to negotiate

Good for clarifying facts, correcting mistaken inaccurate, or incomplete beliefs and modifying priorities

PERSUASION TACTICS
Passive facilitative
doing nothing remaining silent, waiting patiently, letting others speak being an empathetic listener

Useful when you are dealing with an angry audience or if you first want to build the relationship, understand the other persons perspective

PERSUASION TACTICS
Active inhibiting
being unwilling to negotiate being aggressive discouraging feedback discouraging discussion criticizing changing the subject rejecting ideas giving advice prematurely

PERSUASION TACTICS
Passive inhibiting
withholding information not paying attention being submissive ignoring others or their views Failing to respond with empathy leaving issues ambiguous failing to give praise or appreciation refusing to grant recognition withholding help or support failing to ask for help or support