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Objectives • Explain What is Persuasion • Explain How Persuasion Works • Describe the Importance of Persuasion • • Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion • Explain How to Use AIDA for Persuasive Writing • Explain the Rhetoric of Persuasion • Explain the Major Principles of Persuasion • Explain How to Persuade Different Personalities • Explain the Use Positive Body Language for Persuasion • • Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills • Explain the Storytelling Technique of Persuasion • • Explain the Steps for Building Rapport List the Characteristics of a Good Persuader Introduction Gerard works as a Senior Sales Executive at Leonia Inc Frank Smith is Gerard’s Regional Manager at Leonia Inc Introduction • Gerard has been recently offered a position in one of Leonia’s overseas offices in China for years • However, Gerard is not very sure he should take up this offer due to various personal reasons Introduction • He has two children who study in high school and are well settled and happy in their current school and among friends • Also, Gerard knows that his working wife would not be too happy to leave her job to move abroad to live in an unknown culture Introduction • Frank’s boss has given Frank the responsibility of convincing Gerard of taking up the position in China • Let us look at a conversation between Frank and Gerard with regard to this situation Introduction Work’s going great Frank, but you must have heard about the position they offered to me in one of their offices in China Hi Gerard! How’s work going? Introduction Sure, it would feel good to discuss the situation with someone I can’t broach the subject at home before I myself have a clear idea about what I want to Oh yes! I know about that and I have wanted to speak to you about the same Is this a good time to discuss it? Introduction So, I heard that you have been offered a position as Area Manager Yes, that’s right Introduction So, why are you thinking twice about such a great offer? You know it would take you at least another five years to get to that position in this office This place is just so saturated in terms of opportunities to grow I know that but I have certain personal issues that are making me confused about this What issues? Real Life Example Hence, you can see that Brutus cleverly uses ‘Ethos’ to build trust in himself and then uses this trust as a base for justifying his action of killing Caesar Let us see the words that Brutus used as ‘logos’ in rhetoric: LOGOS Real Life Example Romans, countrymen and lovers! Hear me for my cause, and be silent, that you may hear: believe me for mine honour, and have respect to mine honour, that you may believe: censure me in your wisdom, and awake your senses, that you may the better judge If there be any in this assembly, any dear friend of Caesar’s, to him I say, that Brutus’ love to Caesar was no less than his If then that friend demand why Brutus rose against Caesar, this is my answer: Not that I loved Caesar less, but that I loved Rome more Had you rather Caesar were living and die all slaves, than that Caesar were dead, to live all free men? As Caesar loved me, I weep for him: as he was fortunate, I rejoice at it; as he was valiant I honor him: but, as he was ambitious, I slew him There is tears for his love: joy for his fortune; honor for his valor: and death for his ambition Who is here so base that would be a bondman? If any, speak; for him have I offended Who is here so rude that would not be a Roman? If any, speak: for him have I offended Who is here so vile that will not love his country? If any, speak; for him have I offended I pause for a reply Real Life Example Hence, you can see that Brutus cleverly uses ‘Logos’ to appeal to the logical sense of the audience and then uses reasoning as a base for justifying his action of killing Caesar MCQ Q Which of the following words means 'suffering'? Click on the radio button to select the correct answer! MCQ GGooooWhich dd!! TThhaof Q att'the 'ss RRfollowing iigghhtt!! words means 'suffering'? CCoorrrreecctt Ans Answ weerr:: TThhee GGrreeek ek w word ‘s‘suuffffeerriinng ’ ord ‘‘PPaatthhooss’’ m meeaannss tthhee wor g ’ wordd re to Click he ! continue MCQ TThhaaWhich tt''ss N Q the tt Q Nooof uuiitfollowing Q ee RRiigghhtt!words t ! means 'suffering'? TThhee GGrreeek ek w word ‘s‘suuffffeerriinng ’ ord ‘‘PPaatthhooss’’ m meeaannss tthhee wor g ’ wordd re to Click he ! continue Objectives • Explain What is Persuasion • Explain How Persuasion Works • Describe the Importance of Persuasion • • Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion • Explain How to Use AIDA for Persuasive Writing • Explain the Rhetoric of Persuasion •• Explain Explain the the Major Major Principles Principles of of Persuasion Persuasion • Explain How to Persuade Different Personalities • Explain the Use Positive Body Language for Persuasion • • Explain the Framework Theories for Applying Persuasion Explain Strategies for Developing Persuasion Skills • Explain the Storytelling Technique of Persuasion • • Explain the Steps for Building Rapport List the Characteristics of a Good Persuader Major Principles of Persuasion The following are the major principles of persuasion: Principle of Consistency Principle of Consensus Principle of Reciprocation Principle of Liking Principle of Scarcity Principle of Authority Let’s look at each in detail Principle of Consistency The following are the key principles of influencing people: Principle of Consistency: Until a person is committed, there is Principle of hesitancy, the chance to draw back and Commitment Consistency always ineffectiveness & Consistency Also, consistency is important because Principle of repetition of the same thought or S o c ia Principle of l Proof Consensus physical action develops into a habit Reciprocation Reciprocation which, repeated frequently enough, becomes an automatic reflex The commitment and consistency rule states that once we make a decision, we Principle of will Scarcity experience pressure from others and LikingPrinciple of Liking Scarcity ourselves to behave consistently with that decision As per this principle, a Principle of Authority person can be pressured into making either good or bad decisions depending Authority on his commitment and consistency of behavior Let’s look at each in detail Principle of Reciprocation Principle of Reciprocation: Principle of Consistency Principle of Consensus Principle of Reciprocation Principle of Liking Principle of Scarcity Principle of Authority Reciprocation is important in order to persuade others because when you give yourself, you receive more than you give This is because trying to get without first giving is as fruitless as trying to reap without having sown When the requester first presents the other person with an initial favor or initial concession, the requester will have enlisted a powerful ally in the campaign for compliance People generally succumb to the reciprocity rule and comply with the requester's wish The rule of reciprocation states that humans have an inherent desire to return favors By doing a favor you can persuade a person to return the favor in the form of agreeing with you or buying your products or services Principle of Scarcity Principle of Scarcity: Principle of Consistency Principle of Consensus Principle of Reciprocation Principle of Liking Principle of Scarcity Principle of Authority The principle of scarcity states that we are more easily persuaded when the resource is limited The primary reason scarcity is so effective for persuading people is that generally we are more motivated by loss than gain Scarcity implies rarity, high quality, and high demand, all influences that increase our demand for the resource You can adapt the same scarcity principle in everyday conversations for persuading people Tell the person there is “limited time”, “a rare opportunity”, or “high demand because it's popular” Scarcity phrases appeal to both the left and right brain functions because they are verbal and mathematical numbers (left brain) but also contextual and focus on the future (right brain) Principle of Authority Principle of Authority: Principle of Consistency Principle of Consensus Principle of Reciprocation Principle of Liking Principle of Scarcity Principle of Authority Authority plays a major role in persuading people However, you should remember that you don't have to hold a position in order to be a leader The principle of authority states that we are more easily persuaded by those with authority There are symbols of authority you can use to increase your authority and persuading power The three typical symbols of authority are title, clothing, and perceivable wealth Title can be the occupation's prefix like “doctor” and “professor” The second symbol of authority is clothing which consists of all the clothing a person wears Lastly, perceivable wealth can consist of the respective person's house, jewelry, business, and any other wealth the person being persuaded can see Principle of Liking Principle of Liking: Principle of Consistency Principle of Consensus Principle of Reciprocation Principle of Liking Principle of Scarcity Principle of Authority An important principle of persuading people if that leadership comes through respect and a large part of respect comes from liking someone This is because each man is led by his own liking The principle of liking says that people will say “yes” more often to those they like If there was a situation of choosing who would likely follow your request between a complete stranger versus a friend, you can be very confident in knowing your friend is more likely to comply with your request than the stranger There are six principles of liking: physical attractiveness, familiarity, compliments, association, cooperation, and similarity Principle of Consensus Principle of Consistency Principle of Consensus Principle of Consensus: Principle of Reciprocation Principle of Liking Principle of Scarcity Principle of Authority You should remember that men are like sheep, of which a flock is more easily driven than a single one The sixth principle of persuasion, consensus, states that people look to others and follow what they are doing Hence, in order to persuade people, it is better to create an impression and persuade a mass of people to follow you, which leads the other people to follow you automatically ManagementStudyGuide.co m Learn Learn Management Management the the Easy Easy Way Way –– A A Continuous Continuous Learning Learning for for People People of of Any Any Age Age Group Group –– Learn Learn At At Your Your Own Own Pace… Pace… You You have have Completed Completed the the Course Course on on Basics Basics of of Persuasion Persuasion Skills Skills To To view view the the Complete Complete Real Real Life Life Example Example and and Learn Learn more more about about the the Persuasion Persuasion Skills Skills (269 (269 Slides), Slides), Join Join Premium Premium Membership and and Get Get Access Access to to Complete Complete Course Course on on Assertiveness Assertiveness Skill Skill + + 140 140 Other Other ... is is Persuasion Persuasion • Explain How Persuasion Works • Describe the Importance of Persuasion • • Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion. .. Explain What is Persuasion • Explain How Persuasion Works • Describe the Importance of Persuasion • • Explain the Steps of the Persuasion Process Explain the Role of Communication in Persuasion •... Objectives • Explain What is Persuasion •• Explain Explain How How Persuasion Persuasion Works Works • Describe the Importance of Persuasion • • Explain the Steps of the Persuasion Process Explain