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Published by Rahul Doshi

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Published by: Rahul Doshi on Oct 20, 2010
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INDEX 1. 3. 2. 4. Definition of persuasion Routes of persuasion Six basic tendencies to say ³YES´ Persuasion in Corporate 2 .

PERSUASION AS DEFINED BY WEBSTER¶S  The act of persuading or the power to persuade Process that change attitudes. opinions or behaviors.   3 . beliefs. Co-creation of a state of identification between a source and a receivers.

ROUTES OF PERSUASION   Elaboration Likelihood Model (ELM) ± Petty and Cacioppo Two routes can be used to persuade ± ± Central: relies on facts. figures. Leads to superficial and temporary change. Relies on emotion. and thought. 4 . Peripheral: attempts to persuade you without thought occurring. Changes tend to be more permanent due to effortful processing.

Reciprocation Consistency Social Validation Liking Authority Scarcity 5 . 5. 6. 2. 4.SIX BASIC TENDENCIES TO SAY ³YES´ 1. 3.

1. as well. ± ± ± Food stores Exterminators free samples free in-home inspections free workouts Health clubs. English courses 6 . so I will be nice to you. RECIPROCATION  You are nice to me.

direct future action. 7 . CONSISTENCY ‡ We behave consistently Public commitments.2. even seemingly minor ones.

no-show ³Will you please call if you have to change your plans?´ + [pause and wait for the client¶s response] ³YES.´ 3 out of 10 people: no-call. ³Please call if you have to change your plans. I will.´ 1out of 10 people: no-call. CONSISTENCY  Example at a restaurant ± to avoid ³no show´ on reservation. no-show ± 8 .2.

SOCIAL VALIDATION ‡ We follow the lead of similar others.3. 9 .

3. a man stopped on a busy New York City sidewalk and gazed skyward for 60 seconds. SOCIAL VALIDATION  Experiment by City Univ. at nothing in particular. 10 . of New York ± On a winter morning.

4. 11 . LIKING  My grandchildren are hoping to have items for the school¶s auction. I should do something about it.

AUTHORITY  A man could increase by 350% number of pedestrians who would follow him across the street simply by wearing a suit and tie. Dressing style is of paramount important for a salesman.  12 .5.

13 . SCARCITY   Items and opportunities become more desirable as they become less available.6. Available only while stock lasts.

PERSUASION¶S AIM  In today¶s changing world. 14 . it aims at promoting or selling symbolic ways to meet people¶s physiological and emotional needs.7.

GOLDEN RULES OF PERSUASION Use open questions to: ± ± ±  involve the other person search for areas where your offering will benefit them probe so you & they can understand the full benefits they will receive from your offering.  Present what you have to offer in terms of those benefits 15 .

6. 7.SELECTED PRINCIPLES OF PERSUASION 1. 4. The Three P¶s: Power. 5. Payment. 2. 3. and Persuasion Simplicity/Clarity Know the audience and its predispositions Salience Storytelling Reciprocity/Concession Liking: Similarity and Empathy 16 .

Persuasion is too hard. Persuasion is unethical. but not in practice. It is mere manipulation. Persuasion is an innate skill.BIGGEST CHALLENGES TO PERSUASION 1. are neither inherently good nor evil. 3. Some people are natural born persuaders. Answer: That is true. Answer: The techniques of persuasion. 17 . Persuasion principles are self-evident. like many other technologies. and that may be decisive. They can be used to advance noble or pernicious purposes. most aren¶t. selfAnswer: Conceptually that is true. Persuasion is too easy. 2. However with sustained practice most of us can improve our persuasion skills.

18 . I¶m really sorry to bother you. Smith. I could call back later if you want. I¶m calling to verify the dose on Mrs. the pharmacist at Village Pharmacy. Smiths prescription for Prozac. this is Susan Stone. Dr. I know you are very busy. this is Susan Stone. But. I wanted to ask you about Mrs. Smiths prescription for Prozac. Smith. the pharmacist at Village Pharmacy.EXAMPLE Dr.

IN CONCLUSION: What do we do next? Where do we go from here? y The two responsibilities of persuasion: To be ethical and to be effective y An answer to the biggest challenge: Is persuasiveness fundamentally innate? 19 .

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