Welcome and Introduction
This month, we are pleased to share our PERSUASION support module.
Being able to communicate effectively is an essential part of modern business. Being able to persuade others through negotiations, is how you develop your organization. It is the key to every meeting and discussion that you have at work.
Others are trying to influence you and in return you need to influence them in order to get cooperation. It is important to know what action needs to be taken in order to persuade them about how to move forward with projects.
So what is required in order to be a good persuader? Looking back in history, great military leaders knew how to do this and convinced people to risk their lives at war, for the sake of a cause. Even in all the various religions through time, persuasion, rather than fact, is at the heart. People are convinced by religious leaders to follow their message and doctrine.
As another example, can you imagine the extensive persuasion skills it must have taken for Columbus to convince the ‘flat earth’ believers, that the earth was actually round, and that he would not simply fall off the edge on his voyages of discovery for the Spanish royalty?!
Persuasion is used widely in advertising. How else do consumers make decisions about products that are best for them? Coco Chanel did this very well and as a pioneer of elegance and fashion, she convinced women that looking good was also good for the soul, and made it ‘acceptable’ to care about your appearance. “Dress shabbily and they remember the dress. Dress impeccably and they remember the woman,” Coco Chanel.
Such prowess in persuading women to look after themselves and spend money on themselves, was also used by Elizabeth Arden. Her emphasis on skincare products being used as ‘normal’ and ‘essential everyday item’, instead of being associated with ‘luxury’, marked a significant change in societal thinking and caused her sales to soar. “Every woman has the right to be beautiful,” Elizabeth Arden.
You do not have to be the leader in a situation in order to lead the way. Everyone, whatever their position, can lead by asking a question, or making a proposal, or offering information that changes the direction of effort. Another great tool to use in the art of persuasion is storytelling. Everyone loves a good story. From early childhood, we are programmed to listen to stories. In business, storytelling is fast becoming a very strategic tool in putting forward a theory and gaining support.
Each day managers and professionals are engaged in persuasive conversations. People listen and look closely to see your direction and determination. They hear and see your philosophy by what you do, or do not do. Each of your acts aims to influence others in some way. That is part of your personal style and approach, even if you are not in a formal position of a leader.
The Margerison Communication and Problem Solving Model (CPS) can help you to improve your powers of persuasion – by using the five key skills and developing your own communication style.