The Unwritten Rules of Persuasion The Science Behind the Words and Actions

That Engage and Influence Others

Jamie Turner Author | Speaker | CEO

Let’s get to know one another

Let’s do some math

IntroductionsJamie Turner is an author, speaker, and the CEO of the 60 Second Marketer, a marketing website read by hundreds of thousands of executives around the globe.

Jamie also runs SIXTY, a consulting firm that solves marketing problems for businesses that want to grow their sales and revenues.

You can reach Jamie at 678-313-3472 or at Jamie.Turner@SIXTY.Company (not .com)

Question: Why is persuasion so important?

Harvard Business Review rated the ability to communicate (and persuade) the most important fact in making an executive promotable — more important than ambition, education, hard work, and even technical skill.

Where do persuasion skills come in handy?• Sales meetings • Staff meetings • Voice mail • Speeches • Updating

superiors

• Coaching • Talking with your

spouse • Job interviews • Negotiating • Social functions

• Mentoring • Dating • Brainstorming • Team meetings • Hosting an event • Questioning clients

How persuasive are you?Turn to the person next to you and tell them — on a scale of 1 to 10 — how persuasive you are.

If possible, provide evidence of your grade.

The Unwritten Rules of Persuasion

Rule #1: Recognize that there are only 4 real objections to a sale1. Need: I don’t need what you’re selling 2. Money: I don’t have money for this 3. Time: I don’t have time for this 4. Trust: I don’t trust you

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Rule #2: Convince

yourself first

Reframe Ask Jamie for a copy of these slides

Rule #3: Turn yes/no into either/or

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Rule #4: Use nouns rather than verbs when discussing an outcome you want to happen

“How important is it to you to be a voter?” outperformed “How important is it to you to vote?” by 11%.

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Rule #5: If you ask for something outrageously large that someone won’t agree to, you actually raise your chances of agreement to a second, smaller request.

Tim Ask Jamie for a copy of these slides

Rule #6: Research shows that humans often prefer confidence over expertise

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Rule #7: Sometimes the best way to win an argument is to have no point of view

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Rule #8: When you lead with facts, people

judge. When you lead with a story,

people listen.Ask Jamie for a copy of these slides

Rule #9: Use the word “But” to erase previous statements

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Rule #10: Leverage the power of the word “because” When the researcher

said “May I use the copier?” 60% said yes. When she said “because I’m in a rush” 94% said yes. Amazingly, when she just said “because” 93% still said yes.

Try to identify where the other person is coming from.

Listen to the data behind what they’re saying.

Re-state their concerns back to them.

Rule #11: Practice active listening

Rule #12: Use tag questions in order to get your first little “yes.”

“Isn’t the weather great today?” “The Olympics has been fun to watch, right?” “Aren’t you glad it’s Friday?”

Rule #13: Use MindMapping to understand your prospect

Sources: Myers-Briggs; Zarankin; Herrmann’s Whole Brain Thinking Model, Bunnell Idea Group, Shah & Turner

MindMappingAnalytical Quadrant

Collects data, analyzes facts, embraces logic, likes numbers

Sequential QuadrantOrganized, structured, detail-

oriented, process-oriented

Imaginative QuadrantHolistic, intuitive, innovative,

conceptual, big picture

Interpersonal QuadrantEmotional, supportive, feeling,

expressive, inclusive

Sources: Myers-Briggs; Zarankin; Herrmann’s Whole Brain Thinking Model, Bunnell Idea Group, Shah & Turner

Interpersonal: I’m

helpful & expressive

Analytical: I’m logical and data-oriented

Sequential: I’m organized and

detail-orientedImaginative: I’m

conceptual and

see the big picture

Do you see yourself?

MindMapping Exercise

MindMappingAnalytical Quadrant

Collects data, analyzes facts, embraces logic, likes numbers

Sequential QuadrantOrganized, structured, detail-

oriented, process-oriented

Imaginative QuadrantHolistic, intuitive, innovative,

conceptual, big picture

Interpersonal QuadrantEmotional, supportive, feeling,

expressive, inclusive

Sources: Myers-Briggs; Zarankin; Herrmann’s Whole Brain Thinking Model, Bunnell Idea Group, Shah & Turner

MindMapping

Adapted from Myers-Briggs; Zarankin; Herrmann’s Whole Brain Thinking Model, Bunnell Idea Group, Shah & Turner

Analytical

Realistic

Data-CentricConceptual

ExpressiveSupportive

Emotional

Talkative

Intuitive

Curious

Imaginative

Innovative

Process-Oriented

Organized

Reliable

Detail- Oriented

Name: __________________________________________

On a scale of one (near the center of the wheel) to ten (the outer edge of the wheel), mark your answer where 1 means no aptitude and 10 means extremely high aptitude. You are not allowed to use 5 as an answer.

Analytical Imaginative

InterpersonalSequential

MindMapping and youWe speak in the language of our most preferred quadrant and we listen with the same set of filters

When you naturally sync up with someone and can finish their sentences, that’s satisfying, but doesn’t necessarily lead to new ideas and fresh thinking

When you aren’t sure of the thinking preferences of someone, communicating in all four quadrants guarantees that you’ll always match the other person’s thought pattern

2) How do we feel

about the situation?

1) What are the facts?

4) What are next steps?3) Does this match our

strategic goals and objectives?

How to Cover Your Bases

The Language of the BrainAnalytical Sequential Interpersonal Imaginative

Logic Organized Feelings VisionAnalysis Step-by-step Teamwork Strategy

Facts Planned Culture InnovationQuantitative Detailed Partnering Global

Precision Safety Supportive CreativeRealistic Process Sensitive SynthesizingMetrics Schedule Empathy Risk-taking

Measures Timeline Listening ImaginativeData Risk reduction Values Impulsive

Bottom line Focus Helping CreativeEfficiency Priorities Mentoring Brainstorming

Trends Accountability Trust IndependentGoals Evaluation Coaching Holistic

Objectives Controls Sharing ConceptualCritical Best Practices Friendship Spatial

Sources: Myers-Briggs; Zarankin; Herrmann’s Whole Brain Thinking Model, Bunnell Idea Group, Shah & Turner

Conflict Resolution Models

Consensus (Develop a Third Way)

Want the slides? Grab your smartphone. Email me at

Jamie.Turner@SIXTY.Company (not .com).

It’s Time for a Quiz!

What are the 4 objections to a sale?1. Need: I don’t need what you’re selling 2. Money: I don’t have money for this 3. Time: I don’t have time for this 4. Trust: I don’t trust you

Catch me this weekend on CNN and on Monday morning on HLN where I’ll be talking about Super Bowl commercials.

Wave and I’ll wave back.

Catch me

Hand me your business card and I’ll email you the slides. Or email me at

Jamie.Turner@SIXTY.Company (not .com)

Jamie runs SIXTY, a consulting firm that solves marketing problems for businesses that want to grow their sales and revenues.

You can reach Jamie at 678-313-3472 or at Jamie.Turner@SIXTY.Company (not .com)

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