3/23/2018

PERSUASIVENESS
IN WHAT IS
COMMUNICATION PERSUASION?

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What is Persuasion
• Inducement to act by argument or reasoning Predominant Areas of Application
Persuasion in action • Communication and Leadership
• Convincing a customer to buy a product
• Advertising
• Convincing a loan officer of a bank to finance a project
• Foreman of a construction company convincing team • Conflict Management
members to observe safety precautions • Negotiation
• Group of employees presenting grievances to the
management
• Convincing for a social cause to contribute
• Company presenting the profile in a PPT
• Student presenting self to the interviewer,
convincing the company to recruit
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Technology Helps Persuasion

in web 2.0 era
• Today we have Generation C
• Younger generation want to be connected PERSUASIVE
• Explosion of “mass interpersonal persuasion”
COMMUNICATION

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Persuasive Communication
• Persuasive communication is any form of written,
verbal communication, wherein the communicator
Concept
(speaker/writer) is trying to convince the
listener/reader to his way of thinking.
of
• Make someone act in a particular way or do a
particular thing Ethos, Pathos and Logos
• Any sales presentation, business letter, sales letter is
an example of persuasive communication in
Persuasive Communication
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Aristotle the famous Greek philosopher The Rhetoric Triangle

studied the art of persuasion.
• Ethos – An Ethical or Moral Argument
Aristotle taught Alexander the Great; • Pathos – An Emotional Argument
how to properly argue and perform a
public speech. • Logos – A Logical Argument
Ethos
In approximately 300 B.C.
Aristotle, who was a famous Greek
philosopher, wrote a book entitled,
“The Art of Rhetoric.” In his book,
Aristotle identified the three methods
of persuasion. He called them ethos,
pathos and logos. Pathos Logos
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Ethos Credibility
• The word "ethos" came from the Greek word ethikos • Uses a person’s reputation to sway an audience
meaning moral or showing moral character.
• Speaker must establish moral credibility in the minds
of the audience.
• In order to do so, the speaker must show that he or
she has expertise in the subject matter of the
speech.
For example, when a trusted doctor
gives you advice, you may not
understand all of the medical reasoning
behind the advice, but you nonetheless “Smoking can cause serious “My whole family smokes,
follow the directions because you heart problems,” explained and nobody ever had a heart
believe that the doctor knows what Dr. Devi Shetty, one of the attack,” said your neighbour,
s/he is talking about. leading cardiologists of Pappu Yadav.
11 Narayana Hrudayalaya Hospital 12

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An Unethical Advertisement Pathos

• An effective use of pathos will alter the mindsets of
the audience through the use of emotional appeal.
• Appeals to pathos touch a nerve and compel people
to not only listen, but to also take the next step and
act in the world.
• Those who wish to persuade you will play with your
emotions. They may persuade you with fear, love,
patriotism, guilt, hate or joy.

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Pathos

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Logos
• Logos refers to any
attempt to appeal to the
intellect.
• Logos appeals to the left
side of the audience's
brain.
• The audience finds certain
patterns, conventions and
modes of reasoning to be
convincing and persuasive.
• The audience relies on
reasoning and facts to
make its decision.

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Persuasion – Necessary Four Steps

• Establish your credibility
– Credibility comes from Knowledge, expertise, judgment
and relationships.
– Demonstrated over a time – can be trusted to listen and
to work in the best interests of others.
• Frame your goals in a way that identifies common
ground with those you intend to persuade
– identifying shared benefits - critical to identify your
objective’s tangible benefits to the people you are trying to
persuade
• closely study the issues that matter to their colleagues
• Use meetings and conversations to listen in
• Question the trusted contacts to gain idea/ need
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• Trade off/ compromise if need be (not surrendering) 22

Persuasion – Necessary Four Steps

• Reinforce your positions using vivid language and
compelling evidence
– Supplement data with examples, stories, metaphors and
analogies to make the positions come alive
• Connect emotionally with your audience
– Show your own emotional commitment to the position
you are advocating (without overdoing it, which would be
counter-productive).
– Have a strong and accurate sense of your audience’s
emotional state, and adjust your tone and the intensity of
your arguments accordingly.

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Avoid Four Big Errors of Persuasion
• Attempting to make your case with an up-front hard
sell
– Do not set a strong position at the outset, leading to fight
• Resisting Compromise
– Compromise is essential to constructive persuasion, and it is
not surrender – audience want to see that the persuader is
flexible enough to respond to their concerns
Avoid Four Big Errors of Persuasion
• Thinking the secret of persuasion lies in presenting
great arguments
– Great arguments matter, but they are only one component.
– Others are credibility and ability to create a mutually
beneficial position (win:win)
– To connect on the right emotional level and to communicate
through vivid language that makes arguments come alive.
• Assuming persuasion is a one-time effort
– Persuasion is a process, not an event. Shared solutions are
rarely reached on the first try.

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Persuasive Communication-Summarising IKEA’S FAMOUS PERSUSIVE ADVERTISEMENT

• Credibility FOR CURTAINS
• Audience Specific
• Mutual benefit
• Data Driven
• Anecdotes / Stories
• Emotional Connect
• Not one time effort, it is a process
• Trade-off
• Avoid hard-sell
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AIDA – The Master Formula
• Desire
– Create a desire to purchase the product /service
– Build on interest
– Stress the benefits and down play any negative
points or obstacles
• Action
– Stimulate the reader to lead to an action step
– Make action easy
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PRIYA VERMA’S CASE
Priya Verma has been a valued employee in the
HR department at Arihant Pharmaceuticals, in Vadodra,
Gujrat for six years. During that time; Priya has taken on
many day-to-day operational responsibilities, including
the staffing of a new research facility in Ahmadabad.
Priya has also earned the SPHR (Senior Professional in
Human Resource) certifications. The Company will be
expanding its operations significantly due to the
development and Government approval of several new
drugs and the anticipated opening of another new
research facility in Surat. Arihant will be hiring
approximately 150 new employees in the areas of sales,
marketing and R&D.
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AIDA – The Master Formula
• Attention
– Grab attention of target consumers
– Compel the receiver to read or to listen to the
entire message
– Be positive and brief
• Interest
– To generate an interest in the minds of target
consumers
– Build on attention gained in the opening and
present the benefits to the receiver
– Convince the receiver continue reading
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UNDERSTANDING
AIDA
THROUGH
AN
EXERCISE
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To accomplish the hiring goal that has been set
by the management, Mr Megnath Shah, the Vice
President of Human Resources will be asking Priya to
take on the responsibility of interviewing and hiring the
people to fill the new positions that will be generated by
the opening of this new facility and the expansion of the
product line. This new responsibility would require
Priya to spend the next six months traveling to college
campuses to interview graduating students as well as
interviewing candidates at job fairs in the major towns
of Gujrat. Arihant will reimburse Priya for all expenses,
but these recruiting trips will require her to be away
from home and her two small children for four weeks at
a time.
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EXERCISE IS TO WRITE TO PRIYA
AND
TO PERSUADE HER
TO TAKE UP THIS ASSIGNMENT
WE WILL FOLLOW AIDA
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Building Receiver’s Attention (Interest)
• After capturing receiver’s attention, building interest for
acceptance is essential
• “I envision this recruiting process will take approximately six
months. During these six months you would be traveling to
college campuses and interviewing students. You would be
working in job fairs in major towns in Gujarat. You would be
traveling and interviewing for four weeks and then have a
break before you start on your next four week recruiting trip.
You have six years with Arihant, so you know the type of
employee we are looking for and the process we go through
to recruit new employees. This assignment would not be a
promotion, but you would have all your expenses paid ”
• Is this good or poor
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Capture Receiver’s Attention
• Writing persuasive message to capture the receiver’s
attention.
• “Because we recently received Govt’s approval of
several drugs and acquired a research facility in
Surat, we need to staff approximately 150 new
positions in the next eight months. You have been
working in human resources for some time, so you
should take this temporary assignment”
• Is this good or poor
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Capture Receiver’s Attention
• Good opening is essential to get the attention of
Priya
• “Your work in our human resources department
during the past six years has been outstanding;
Arihant has benefited greatly from your knowledge
and dedication to the field of human resources.
Specifically, your recruiting and staffing work at
Ahmadabad research facility last year was
exceptional”
• Is this good or poor
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Building Receiver’s Attention (Interest)
• “As I mentioned to you in our discussion last week, Arihant is
rapidly expending its operations. A new research facility will be
opening in Surat with in next eight months and with in next six
months we will be expanding our sales force due to Govt’s
approval of several new drugs. We urgently need human
resources professional like you who has extensive experience in
all phases of human resources to recruit, process and hire
approximately 150 new employees due to the opening of new
facility and new drugs. You would be involved in recruiting
prospective employees from colleges as well as job fairs in major
towns. The opportunities for promotion to human resources
position at our new facility will be great once it is operational,
even though this temporary assignment would not mean an
immediate promotion ”
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Promote Desire in the Receiver
• Emphasize the benefits Priya would receive by creating a
desire to take action
• “I know it will be difficult being away from home for
long periods of time and not working with your
colleagues in the human resources department on a
daily basis, but I think it would be an excellent
opportunity to grow professionally and personally ”
• Is this good or poor
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Request Action from the Receiver
• Last part is requesting for action
• “Priya, please send me a letter of acceptance if you
would like to do this job. If you cannot do it, please let
me know as soon as possible so that I can contact some
one else about the job ”
• Is this good or poor
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Assignment
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Promote Desire in the Receiver
• “This reassignment will involve extensive travel which
will fully be reimbursed by Arihant. After every four
weeks on recruiting, you would have one week off (with
pay) before you start the next recruiting trip.
Arrangements will be made to have a assistant to work
with you to process the paper work generated by these
recruiting trips”
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Request Action from the Receiver
• “Priya, please accept this recruiting position for our
newly expanded operations. Your acceptance will
provide an exciting opportunity for you to participate in
the staffing of a new site and the expansion of our sales,
marketing and research and development teams. Your
experience will make a major contribution to the future
success of Arihant. Please e mail your response to me
no later than 20 Jul at mega.s@arhantpharma.com”
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Assignments
You work for Mr Ram Avtar, marketing manager of
“Delhi Retailers” a large retail group in NCR. The
company will shortly be opening a new branch in Noida
in Atta Market. The branch will open on 05 Feb 17. The
opening timings are 0900 to 2000 on week days and
0900- to 1700 on Sunday. Following are the additional
notes of Mr Ram Avtar:
Special discount for the first 50 customers. Free parking
for 100 cars. Credit facilities available at very low interest
rates.
Prepare a letter following the AIDA concept to be sent
to important customers for the signature of Mr Ram
Avtar
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PERSUASIVE LETTER
ASSIGNMENT

Business Comn

PERSUASIVE LETTER Monroe’s Sequence of

FOR
DELHI RETAILERS Persuasion

Name: ___________
Roll No: _________

Date of Submission: 22 Feb 2017

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Monroe’s Sequence of Persuasion Monroe’s Sequence of Persuasion

• In the 1930, John Monroe developed a series of • Attention
steps to persuade another individual: – Aim is to get someone listen to your argument
– Attention – Can do this in several ways
– Need – Use their name with tone that conveys importance and
– Satisfaction urgency
– Visualisation – Use emotion to demonstrate your position : smile, frown
– Action – Physical touch if appropriate- forearm or shoulder
– Bring topic that receiver is passionate
– Commence with statement that benefits of your position for
the receiver

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Monroe’s Sequence of Persuasion Monroe’s Sequence of Persuasion

• Need
– Once you gained the attention, you need to work to keep it
– To keep the attention you need to know what is important to
the receiver
– That is – what do they want? What do they value? Why should
they care about your side of argument?
– Once you have the answers, you can ‘hook’ the listener by
focusing on what they care about
• Satisfaction
– In this step, how your position will meet listener’s need
– Will your solution solve their problem?
– Will it prevent them to deal with additional problems?
– What benefits will the listener receive if they are persuaded by
your argument?
• Visualisation
– Creating a picture for the listener what the future situation will
look like if they accept your argument.
– Use language like …Imagine what will be like …., Can you see
how it will solve your problem …..,

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Monroe’s Sequence of Persuasion Monroe’s Sequence of Persuasion

• Satisfaction • Action
– In this step, how your position will meet listener’s need – Once you sense that you are approaching agreement, you
– Will your solution solve their problem? need to suggest the next step or action that will put your
– Will it prevent them to deal with additional problems? solution in motion
– What benefits will the listener receive if they are persuaded by
your argument?
• Visualisation
– Creating a picture for the listener what the future situation will
look like if they accept your argument.
– Use language like …Imagine what will be like …., Can you see
how it will solve your problem …..,

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Few principles of Persuasion Few principles of Persuasion

• Integrity principle • Sincerity
– When you are persuading or influencing another, you are – Also called authenticity
assuming a position of leadership – Do not put up a false front
– You will be perceived as a leader, only when you exhibit the – Accept responsibility for the commitments and strive to meet
trait of integrity them
– Integrity is being true to your word, being authentic in your – Honest about your own limitations
actions and speech, demonstrating the behaviour that you – Tell the truth
expect others to have.
– Accept responsibility for your mistakes
– Integrity is something that you have to practice continually
– Comprises of sincerity, consistency and substance

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Few principles of Persuasion Establishing basis for persuasion in sales

• Consistency
– Treating people equally as much as possible
– Following through on promises
– Having same expectations or rules for yourself as you have for
others
• Substance
– Refers to integrity becoming part of you
– Keeping private information private
– Not gossiping or complaining about team members to other
team members
– Giving credit where credit is due
– Care about the development of your subordinates
– Clear communication and solve conflicts
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• Before you can persuade a customer, you need to
establish a basis for doing so
• Demonstrate your understanding of their business
– Demonstrate that you are well informed about their business
– How your organisation can help them in effectively doing their
business
• Generate a friendly, responsive environment
– Do not under estimate being friendly and responsive, that is
how quickly you can respond
– One good rule of thumb is to ‘under-promise’ and ‘over-
deliver’
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Establishing basis for persuasion in sales

• Provide Evidence, more evidence
CONCLUSION
– Need to demonstrate your customer that your organisation ,
your product and your service are the best choice for the
customer
– Explain how your benefit offers are better than competitor
– Give customer testimonials- adopt story telling
– Anything you share should be verifiable
• Demonstrate your expertise
– Work with customer rep who also understand your industry,
then you will be able to instill confidence in the customer

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Thank You
for
Your patience listening

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