Persuasion has four elements:
1. Credibility: Credibility is built on trust and expertise, and it must be earned. People will believe you have expertise and are worthy of their trust if you exercise sound judgment and demonstrate a history of success.
2. An understanding of the audience: Identify the decision makers and centres of influence. Determine their likely receptivity and personal agendas.
3. A solid argument: What is perfectly sensible to you may elude others — especially those who are already opposed to your ideas and prepared to resist.
You can improve your chances of persuading them when your case:
You can improve your chances of persuading them when your case:
a. Is logical and consistent with facts and experience
b. Strikes an emotional cord
c. Favorably addresses the interests of the parties you hope to persuade
d. Neutralises competing alternatives
e. Recognises and deals with the politics of the situation
f. Comes with endorsements from objective and authoritative third parties.
4. Effective communication: Don't mistakenly think that logic and rationality will win out and persuade people to your side. Effective communication appeals to people’s emotions, tapping into universal human values and desires. Appeal to both hearts and minds.
Reference: Bill Lane: Jacked up – The Inside story of How Jack Welch talked GE into becoming the World’s Greatest Company.
