The Art of Persuasion: Key to Effective Communication

The other day I was in my favorite upscale food store and bought these perfect, glistening, deep red raspberries, the kind that make your mouth
water when you look at them. Unable to resist, in spite of the price, I bought them. A day later when I went to serve my perfect berries for
dessert, they were covered with mold! I was, shall we say, less than pleased. At this point youre probably wondering what moldy raspberries
have to do with the art of persuasion and how it is key to effective communication. ear with me.
I decided to take them back to the store and ask for my money back. ut I didnt get around to it for about three days. !hen the sales clerk
checked the receipt, she replied with disdain in her voice" #$ou bought these berries five days ago. %adam, raspberries simply do not last that
long. $ou cant e&pect us to refund your money.'
(f course, I didnt walk into the store without a plan. I had a hunch I would encounter resistance when I asked for my money back. !ith my plan
of action to the ready, I proceeded to carefully persuade her why I should be reimbursed. )irstly, I convinced her that the berries had indeed
gone off almost as soon as I had bought them. The problem was that I *ust didnt have the time to bring them back until now. +econdly, I
reminded her that I was a loyal customer, who fre,uently shopped at the store, especially for the wonderful berries they always have. Thirdly, I
assured her that I would continue to shop at the store buying berries and other fruits and vegetables were she to recompense me for my loss.
Ultimately, I walked out of the store with my money, knowing that I had achieved my goal, by being persuasive. -.o berries, but you cant have
everything./
In most areas of life we are, at some point, either persuaders or among the persuaded. The entire advertising industry depends upon the ability
to persuade people to buy a product. A relationship may depend on one persons ability to persuade the other that theres a future in it. A court
case is often won by a lawyers ability to persuade a *ury. And in business, products and services are sold because of someones ability to
persuade a client that this product or service is the best one for their needs.
The crucial aspect of persuading someone lies right there 0 identifying a need. !hen I meet with potential clients, one of the first things I try and
do is find out about whats missing for them, what their problem is, in other words, whats their need. Its not #about me,' its about them. !hat
problems do they have that I can help solve1 !hat issue do they have that I may be able to unsnarl1 Its my *ob then to persuade them that I
can, in fact, help them.
2mploying the art of persuasion in business is essential. !ithout it, we literally would not be in business. +o how, you may ask, does the art of
persuasion work1 3eres a simple breakdown of the process, whether you apply it to oral or written communication"
The 4anguage 4abs )our5+tep Art of 6ersuasion +trategy"
7. Clearly identify your goal.
)or instance"
58eimburse money for moldy raspberries
59ain the interest of a potential new client
5Improve employee productivity
5Increase sales of products or services for an e&isting client
:. Determine your approach.
)or instance"
5Appeal through reason, logic, and factual information
5Appeal through values and emotions 0 less tangible, but fre,uently crucial elements of persuasion
5Appeal through invoking higher authorities -credible studies or spokespersons who endorse your point of view/
;. Be prepared with evidence.
)or instance"
5<emonstrate proof that raspberries should not go moldy after a day
56rovide your prospective client with proof your business will uni,uely meet their needs
5+how your e&isting client the proof that demonstrates how increased use of your services will benefit their business.
=. Use compelling language.
)or instance"
58ather than saying #These berries are lousy, give me my money back,' consider" #$our produce is normally so wonderful> I look
forward to shopping here in future.'
5Instead of writing" #$our business signs are shabby, I could fi& that,' try" #!e have some beautiful, reasonably priced signage available
that would really draw attention to your business.'
5Avoid a barrage of statistics, instead simplify" #This graph shows you how your sales would rise if you use our service. Im happy to
walk you through the fine points at your convenience.'
6ersuasion, I should note, may be either a gentle or an assertive art, but it is never a #hard sell.' ombarding someone with your ideas and
information is more a #Lack of the Art of 6ersuasion.'
6ersuasion in any aspect of life works best when it is focused, calm, and determined. After all, in the end you are trying to win someone over to
your side. 2ven if it is *ust trying to get a grocery store clerk to say" #%adam, I stand corrected. 8aspberries should not go moldy after only one
day. And you should not be re,uired to pay for them.'