persuasion - apm 偕湛國際股份有限公司 · 2009-05-24 · presentation. influence....

T H E A R T O F G E T T I N G W H A T Y O U W A N T

A R D Y2 0 0 8 . 0 3 . 0 3

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Persuasion

win - win solution2

Position Presentation Influence Persuasion

a lasting relationship

index

storytelling

persona

podcast

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P O S I T I O N

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Develop & Project ur desired persona

♥ the way you dress & the quality of the clothing you ware

♥ your personal grooming standards

♥ your perceived status as an expert

♥ the quality of your presentation skills


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Ensure your audience matches your presentation abilities


♥ you have to make sure your timing is right

♥ place - free of distraction & be receptive to ur message

♥ background research & the listener coming from

♥ the context of background information for your presentation

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Deliver your story in an engaging manner


♥ in manageable chunks

♥ customize story to needs

♥ examples & tie-ins relevant rather than theoretical

♥ engaging deliver

U N D E R S T A N D I N G

T H E T R U E N E E D S & D E S I R E S

O F T H E P E R S O N Y O U A R E P E R S U A D I N G

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Good persuasion is a practiced art

key thoughts


P R E S E N TAT I O N

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Establish relevancy & build rapport


♥ in a group setting, get a good introduction from a trusted memberof their group – carries an implied endorsement

♥ as meeting individuals ,develop familiarity by asking a fewquestions – share experiences you have in common

♥ enhance what you’re saying with some personal testimonies –where is familiar circumstances & who solved the problemsthrough the use of the product and service you want to sell

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Establish relevancy & build rapport

♥ keep in mind the primacy & recency efforts – tell them what youare going to tell them, tell them, then tell them what you toldthem.

♥ mold your stories to fit the group or individual you’re dealingwith – coming across as polished rather than stop/start

♥ think in advance what objections or potential sticking points aremost likely to be raised – if this is done, you can turn challengesinto opportunities to preempt future problems

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Give a powerful presentation of message


♥ lead off with a powerful story or idea – something your audiencewill relative to

♥ use the law of contrast – make what you’re talking about soundfamiliar and applicable to their own circumstances

♥ use only graphics, brochures or other materials as you need todemonstrate your point – and no more.

♥ beware of what your nonverbal language is saying – projectenthusiasm and happiness.

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Give a powerful presentation of message

♥ integrate a “reticular activator ” into your presentation – a symbolthat when people will think back to what you’re saying.

♥ future pace what you want your listener to do and experience – byhaving them mentally move forward in time & indentify what theywill feel like when they have made a good decision.

♥ to generate some individual persuasion opportunities after a grouppresentation, end with an engaging and emotional story – and thepeople who are highly receptive will seek you out to hear the rest ofstory.

“YOUR PITCH OR IDEA HAD BETTER BE IMMEDIATELY RELEVANT TO ME OR I WILL DESTROY YOU WITH APATHY “ – D A V E L A K H A N I

“EVERYONE LIVES BY SELLING SOMETHING” – R O B E R T L O U I S

“LEADERS DON’T FORCE PEOPLE TO FOLLOW – THEY INVITE THEM ON A JOURNEY.” – C H A R L E S S . L A U E R

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key thoughts


I N F L U E N C E

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☻ Persona

☻ Transfers of power and creditibility

☻ Storytelling

☻ Gurudom

☻ Conviction

☻ Familiarity

☻ Exclusivity

☻ Curiosity

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☻ Relevancy

☻ Permission

☻ Social Match

☻ Concurrence

☻ Empathy

☻ Inconsequence

☻ Likeability

☻ Giving to Receive

☻ Accountability


P E R S UA S I O N

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W H E N U S I N G T H E P E R S UA S I O N P R O C E S S TO S E L L , A DV E RT I S E , N E G OT I AT E O R AT T E M P T TO P E R S U A D E T H E M A S S E S

E L E C T RO N I C A L LY , T H E R E ’ R E S I X K E Y T E N E T S T H AT S H O U L D B E U S E D

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1. to persuade effectively, always have outcomes in mind that are clearlydefined.

2. the best interests of the person should always be an integral part of thepersuasive process.

3. persuasion-based professionals always tell the truth.4. set realistic time limits. if you cannot persuade within that time frame,

move on.5. form long-term relationships with those you attempt to persuade. don’t

burn through people.6. at all times, act ethically. persuade people only to do those things that

are in their best long term interests.

SELLING

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Identify qualified prospects - Spend ur time working with thosewho need your product and are a good fit.

Start your story - Make sure people are ready to listen and thatit’s good time for them before you launch into your attemptto persuade.

Educate, answer and encourage - Build curiosity by askinggood questions and then educate them as your answer thosequestions.

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Lead them to their best decision - Break the big decision downinto manageable chunks and have them agree to thoseminor points throughout the decision.

Let them buy – Don’t keep talking when the person is ready tobuy. That’s a recipe for disaster as you can talk them out ofbuying.

SELLING

A DV E RT I S I N G

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NEGOTIATING

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N E G OT I AT I N G

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1. let the other party present their proposal first.2. test your assumption about what is truly negotiable and what is not.3. once you test something, put the idea on the back burner and agree

on inconsequential items first .4. don’t respond on emotional issues. – but acknowledge them openly and

keep focused on the key issue at hand. 5. lay ur cards on the table openly and succinctly6. when you’ve come to a tentative agreement on the best way to move

forward, reiterate what the next steps will be. – and clarify what each party will do.

7. to seal the agreement, continue to persuade. – meaning do something tangible to follow up.

T H E K E Y A R E A S T O G E T U P T O S P E E D W I T H I N T E R M S O F U S I N G E L E C T R O N I C M E D I A T O

P E R S U A D E E F F E C T I V E L Y A R E :

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persuading electronically

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websites

have a website which matches ur

persona and image of ur company,

effective websites:

look professionalare quick loading and easy to navigateare laid out in ways which are conductive

to readinghave enough informationoffer follow up newsletters or other

relationship buildershave audio and video samples availablehave a great headline on each pageare interesting and informative

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blogs

can create exclusive access to you in a way that people

you’re attempting to persuade will find very alluring and compelling.

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teleseminars

are great for persuasion because they combine audio

and visual components.

the more information you

pack into ur teleseminars, the

greater the potential value it

will have…

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podcasting

effectively this a DIY radio show

broadcast over the internet.

“ Y O U M U S T M A K E T H E P R O D U C T I N T E R E S T I N G , N O T J U S T M A K E T H E A D

D I F F E R E N T ” …

“ P E R S U A S I O N I S A N A R T T H A T W I L L S E R V E U W E L L F O R R E S T O F U R L I F E . I T

I S W E L L W O R T H M A S T E R I N G . ”

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key thought

persuasion - apm 偕湛國際股份有限公司 · 2009-05-24 · presentation. influence....

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