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Persuasion Skills Basics
Persuasion Skills Basics
Writing
Explain the Rhetoric of Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
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.
Introduction
However, Gerard is
not very sure he
should take up this
offer due to various
personal reasons.
Introduction
Introduction
Let us look at a
conversation
between Frank and
Gerard with regard
to this situation.
Introduction
Works going great
Frank, but you must
have heard about
the position they
offered to me in one
of their offices in
China.
Hi
Gerard!
Hows
work
going?
Introduction
Sure, it would feel good to
discuss the situation with
someone. I cant broach
the subject at home before
I myself have a clear idea
about what I want to do.
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,
thats
right.
Introduction
I know that
but I have
certain
personal
issues that
are making
me confused
about this.
What
issues?
Introduction
Its just that my kids are in
high school and are wellsettled here in their current
school. They have a nice and
close group of friends. I do
not want to move them to a
new school especially at such
an important juncture
of their
They will
soon
school days.
be pursuing
their
graduation in
college. I do
not want them
to face the
hassles of
adjusting and
settling in a
new school in
an alien
I see; I
can
understa
nd that.
Introduction
Thats not all. My wife works
as a Senior Technical Writer at
Howard Inc. She hopes to be
promoted to the position of
Team Lead this year. She has
really worked hard for this
promotion. I just cannot ask
her to give it all up to move to
China.
Introduction
Hey! I have an idea. Why
dont you speak to the
Management and let them
know that these are the
issues that you have and
you can take up this offer
but only on certain
conditions.
Now, you can
understand
my confusion.
I am so tense;
I just cant
make up my
mind.
Introduction
You can tell them that you
would be willing to move to
China if and only if they
allow you a weeks leave
every six months to come
back and meet your family.
And what
are
those?
Introduction
Do you
think
they
would
agree to
it?
Introduction
True! Moreover, it would also
help you get into a
leadership role where you
would be handling a team of
your own. It is a golden
opportunity and one that I
think you should not miss.
Thanks Frank.
I too am
looking
forward to
getting into
such a role. It
would be such
a great move
for my career.
You would
not get a
chance to
get into a
leadership
role so
easily in this
office. You
know that,
right?
Introduction
Oh yes! I know that. There are
so many people competing
for such roles in this office. I
think I should speak to the
Management openly about
my issues and also suggest
the plausible solution that you
gave.
Introduction
Yes Frank, you are absolutely
right. Why didnt I think of all
this before? I could definitely
move temporarily for two
years to China and then come
back while my family can
My career
stay here during that
period.
would get a
fresh new
boost and their
lives would
also not get
affected. I
think it is a
great idea.
Thanks for
talking to me
Frank. I just
couldnt think
Introduction
You have seen from the
conversation between Frank
and Gerard how Frank
persuades Gerard to take
up the offer in the China
office.
Introduction
Persuasion is crucial for
success in every walk of
life whether personal or
professional.
Persuasion Skills
in detail.
Objectives
Explain
Explain What
What is
is Persuasion
Persuasion
Writing
Explain the Rhetoric of Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
What is Persuasion?
s of
s
e
c
o
r
p
e
h
is t
n
o
i
s
a
u
s
r
Pe
t is
a
h
t
n
o
i
t
a
r
o
f
communic
e
i
l
e
b
e
nduc
i
o
t
d
e
d
n
s
r
e
h
inte
t
o
g
n
i
mov
f
o
d
n
a
n
or
n
actio
o
i
t
i
s
o
p
oa
t
t
n
e
m
u
g
tion
by ar
c
a
f
o
e
s
r
r cou
a
l
u
c
i
t
r
a
p
a
or
y
l
i
r
a
r
o
p
either tem
tly.
e
b
permanen
o
t
d
e
v
e
i
b el
s
i
n
o
i
s
a
u
Pers
c e.
n
e
i
c
s
a
d
t an
r
a
n
a
h
t
o
b
What is Persuasion?
hich a
w
n
i
s
y
a
w
e v e ral
s
e
r
h as
a
c
e
u
r
s
e
d
e
Th
d
a
persu
e
b
y
a
m
n
perso
cts or
e
p
follows:
s
a
c
ifi
c
spe
suade
r
e
p
Choosing
ld
u
o
that w
s
e
u
iq
n
h
c
te
y o ur
o
t
the person
e
e
r
g
a
meone
o
s
g
n
i
k
a
them
M
k
s
a
u
o
y
n
he
to y o u
s
requests w
e
y
y
a
s
meone
o
s
g
n
i
k
a
ttitude
a
M
ir
e
h
t
g
angin
h
c
o
ls
a
t
u
b
ue s t
q
e
r
r
u
o
y
to y o u
o
s
t
e
y
y
a
s
meone
o
s
g
n
i
k
a
M
g their
n
i
g
n
a
h
c
and also
s
to y o u
s
perception
e
y
y
a
s
omeone
s
g
n
i
k
a
M
their
changing
Objectives
Explain
Explain How
How Persuasion
Persuasion Works
Works
Writing
Explain the Rhetoric of Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Persuasion
Attempt
Messag
e
Audience
Factors
High
motivation &
ability
to think about
message
Low
motivation &
ability
to think
about
Processing
Approach
Persuasion
Outcome
Deep
Processing:
focused on
the quality of
the message
arguments
Lasting
change that
resists fading
and counter
attacks
Superficial
Processing:
focused on
surface features
such as the
communicators
attractiveness
or no. of
Temporary
change that is
susceptible to
fading and
counter
attacks
Objectives
Describe
Describe the
the Importance
Importance of
of Persuasion
Persuasion
Writing
Explain the Rhetoric of Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Importance of Persuasion
Persuading people can be beneficial to you in several ways
such as:
It helps to deal with people so that they feel important and
appreciated.
It helps to handle people without making them feel
manipulated.
It helps you to make someone want to do what you want
them to.
It helps in arousing a want to follow you and your
instructions in others.
It will help you to learn how to make people like you.
It can help you to win people over to your way of thinking.
It helps to change people without causing offense or
arousing resentment.
We have to adopt
the attitude we want
others to express.
Confidence breeds
confidence. If we
believe in our self,
and act as if we
believe in our self,
Remember to be
enthusiastic because
enthusiasm is
contagious and
spreads from one
person to another and
so does indifference
and lack of
enthusiasm.
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continu
Objectives
Explain
Explain the
the Steps
Steps of
of the
the Persuasion
Persuasion Process
Process
Explain the Role of Communication in
Persuasion
Explain How to Use AIDA for Persuasive
Writing
Explain the Rhetoric of Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Objectives
Writing
Explain the Rhetoric of Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Effectivel
y
engaging
an
audience
is
dependen
t on the
speaker's
ability to
sound
interestin
g and
convey a
positive
attitude.
Developin
g good
speaking
skills
involves
an
increased
awareness
of your
voice,
language,
body
language
and tone
while
speaking.
Voice
Language
Body Language
Tone and Humor
Voice
Voice
Projection
Pace
Modulation
Voice: Projection
Voice
Projection
Projection
Pace
Modulation
Voice: Pace
Voice
Projection
Pace
Pace
Modulation
Voice: Modulation
Voice
Projection
Pace
Modulation
Modulation
Language
Language
Language:
o
Body Language
Body Language
Body Language:
o
o
o
o
o
o
11
Ineffe
ctive
/Neg
at
i ve D
elive
ry
Effective/Positive Delivery of
Persuasion Pitch
Objectives
Writing
Writing the Rhetoric of Persuasion
Explain
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Attention/Attract
Interest
Interest
Gaining the reader's
interest is a deeper
process than grabbing
their attention. Help
your readers to pick out
the messages that are
relevant to them
quickly by using bullets
and subheadings, and
break up the text to
make the points stand
out.
Desire
Desire
The Interest and
Desire parts of AIDA
go hand-in-hand.
Simultaneously to
building the readers
interest, you have to
also tell him how your
message can help
them. The main way
of doing this is by
appealing to their
personal needs and
wants.
Action
Action
Be very clear and
specific about what
action you want your
readers to take. Give
them specific
information about the
action to take rather
than leaving it to
them figure out what
to do for themselves.
Objectives
Writing
Explain
Explain the
the Rhetoric
Rhetoric of
of Persuasion
Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Ethos
Pathos
Logos
Ethos
Ethos
Ethos in rhetoric is a
show of the speakers
character and/or
credentials.
TRU
ST
Ethos
Ethos
Ethos in rhetoric is a
show of the speakers
character and/or
credentials.
TRU
ST
TRU
ST
Pathos
Pathos
Pathos in rhetoric is an
appeal made by the
speaker to emotions of
the audience.
Pathos
Pathos
Pathos in rhetoric is an
appeal made by the
speaker to emotions of
the audience.
Logos
Logos
Logos in rhetoric is an
appeal made by a writer
or speaker to the reader
or listeners logical
reasoning.
G
O
L C
Logos
Logos
Logos in rhetoric is an
appeal made by a writer
or speaker to the reader
or listeners logical
reasoning.
G
O
L C
As per Aristotle,
Ethos is the most
important
attribute of any
communication.
Hence, while
using Ethos in
rhetoric for
persuading a
person, the
speaker
demonstrates his
own power and
authority.
So, a speaker
using Ethos has
to create a sense
of credibility and
trustworthiness
for himself in the
minds of the
Only when the
audience.
audience can trust
and believe in the
writer or
speakers
character, only
then will they be
persuaded by
such a writer or
TR U
ST
H
T
E
OS
Let us now
understand how
Ethos and
Logos can be
used for
persuasion
through a study of
a classic piece of
English Literature.
The play
describes the
assassination of
Julius Caesar for
his growing
ambitions.
Caesar is
stabbed
23 times
by the
conspirato
rs
including
Brutus in
the
Let us
carefully
study a
speech
that Brutus
makes after
Caesars
assassinatio
n to the
citizens of
Rome.
Observe
how
he
uses ethos
and
logos in
Let us now
see the
words that
Brutus
used as
ethos in
rhetoric:
ETHOS
Let us see
the words
that Brutus
used as
logos in
rhetoric:
LOGOS
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continu
Objectives
Writing
Explain the Rhetoric of Persuasion
Explain
Explain the
the Major
Major Principles
Principles of
of Persuasion
Persuasion
Persuasion
Explain Strategies for Developing
Persuasion
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
Lets look at each in detail.
Principle of Consistency
Principle of Consistency:
The following are the key principles Until
of influencing
a person ispeople:
committed,
there is hesitancy, the chance to
draw back and always
Principle
ineffectiveness.
Commitme
of
nt & Also, consistency is important
Consistenc
because repetition of the same
Consistenc
Principle
y
thought or physical action
of
y
S
o
c
i
a
Principle
l Proof
Consensu
develops into a habit which,
s
of
Reciproca
repeated
frequently enough,
Reciproca
tion
becomes an automatic reflex.
tion
The commitment and
consistency rule states that
Principle of
Principle of
once
we make a decision, we
Scarcity
Likin
g
Liking
Scarcity
will experience pressure from
others and ourselves to behave
Principle of
Authority consistently with that decision.
As per this principle, a person
Authority
can be pressured into making
either good or bad decisions
depending on his commitment
Lets look at each in detail.
Principle of
Principle of Reciprocation
Reciprocation:
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
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
Principle of Scarcity
Principle
of
Consistenc
Principle
y
of
Principle
Consensu
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
Principle of Scarcity:
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
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
Principle of Liking
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
Principle of Liking:
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
Principle of Consensus
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
Principle of Consensus:
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.
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