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Presented By
F.Y.B.M.M.
Names: Amit Gawande Sheel Aurangabadkar Janmejay Singh Minal Anand Zobar Rizvi Akshita Rao Richard
Roll No: 12 04 18 02 43 42 30
Acknowledgements
OUR SINCERE THANKS GO TO RUMINA MAM WHO GUIDED US EVERY INSTANT IN COMPLETING THIS PROJECT. WE WOULD ALSO LIKE TO THANK ALL THOSE FRIENDS AND RELATIVES, WHOSE CONSTRUCTIVE FEEDBACK HELPED US COMPLETE THIS PROJECT. MOST IMPORTANTLY THANKS TO OUR PARENTS, AND GOD WHO PROVIDED US WITH THE RESOURCES FOR THE COMPLETION OF THE PROJECT.
THE HYPNOTEC HS
Index
I. Introduction
Persuasion Magic or Science The two Routes to Successful Persuasion Persuasion effect: The 4 patterns Of Influence
2. How to i. Build Trust and sell experience ii. iii. iv. v. vi. vii.
III.
Use Personality type to persuade Give words added impact Win peoples heart and mind Structure and Packaging Target the groups Outwit your opponents
THOUGHTFUL PERSUASION
Foxes, Bloodhounds, and Donkeys The Three Types of Influencers
FOXES Foxes are cunning, ruthless and competitive. They do not lose any opportunity to manipulate others. For them, life is a competition, they win and you lose. BLOODHOUNDS Bloodhounds are of the detective breed. They can turn any situation to their advantage. For them the opportunity is not good or bad, but just for mutual gain. They are very cautious and think in long term relationships. DONKEYS Donkeys lack in self confidence. They have the ability to turn a winwin situation into a lose-lose situation. They spoil everything and lack skill and techniques to manage a situation properly. TURNING DONKEYS INTO BLOODHOUNDS Yes, you can turn donkeys into bloodhounds through education, persuasion, knowledge and training. But those donkeys who are rigid and dont want to see through the worlds eye, then they will remain donkeys forever. TURNING FOXES INTO BLOODHOUNDS Foxes fall into two groups. One are those who are over-ambitious but do not have the ability to turn a win-lose haggle into a win-win agreement. This group can be converted but with intensive training. The second group of foxes may be irredeemable. These foxes lack trust, are selfish and they delight when they win and you lose. The only solution to convert them is a character transplant.
Selling Expertise
Once trust has been established, it is much easier to build the second pillar of credibility expertise. This is best appreciated by McKinsey's, the world's most profitable management consultancy group. In 1995, McKinsey's earned $1.5 billion in fees. Since1980, the McKinsey staff has churned out over fifty books. In 1981, Tom Peters and Robert Waterman, McKinsey consultants, produced a book from a McKinsey internal research project describing the practices of America's best companies. The book In Search of Excellence leaped onto the best-seller list. The Three Levels of Credibility 1) At the first level, you have to build your personal credibility. 2) At the second level, you have to sell the credibility of your ideas. 3) At the third level, you have to sell the credibility of the organization you represent. To be successful in persuasion, you normally have to be effective on all three levels.
scientific basis. Research shows it takes just two minutes to make your first impression; within four minutes people have made up their minds and the initial impressions are locked in. It can take six to eight meetings to overcome a bad initial impression. First impressions can undoubtedly mislead us. Both Winston Churchill and Neville Chamberlain didn't take Adolf Hitler seriously at first. Why? Hitler's posturing, absurd little moustache, and slicked-down hair made him look stupid. In the same way, Bill Gates was probably underrated by some of his early competitors because of his "nerd" or "geek" appearance.
The concept is simple K.I.S.S. Keep it short and simple. Most presenters overwhelm the audience with massive information, which they do not even manage to absorb, let alone remember. This is also the secret behind advertisers who focus not on massive data, but a simple, direct, catchy punch line and focus on it for advertising. At the most, three to five points are enough. The most brilliant speeches in history have been short, to the point and presented with control and dexterity. The slogan of Do or Die by Netaji Subhash Chandra Bose was simple, coherent, and appealed to the masses. Another trick is the two-part contrast such as old/new etc. Such contrasts have been very successful, such as to be or not to be, that is the question in the play Hamlet by Shakespeare. It has also been observed that information is extraordinary compelling in groups of three. A large number of slogans have gone down in historys pages, like of the people, for the people, by the people by Abraham Lincoln. The best method to structure your argument is to revolve it around a single theme. The theme will be the body for crux of the argument. A deep rooted secret is to keep your main message at the beginning or end of the presentation. Information around the middle is quickly forgotten. We should speak first if the audience is to consider our message at a later date. But if the decision has to be immediate speak last. Another trick is to grab the audiences attention with a dynamic beginning. And the end has to be strong. The evidence has to be carefully chosen, from credible sources, individual case study, specific facts, fresh information etc. Dont expect to persuade the audience immediately. Keep repeating exposures, but always stress on the central point. And to conclude, dont ignore attacks from rivals. A defensive argument and an efficient rebuke should come immediately. This should be done by expressing respect for your rivals then persuading with the rebuttal.
The persuaders have following ways of achieving their aims. They can Intensify their strong points. Such as highlighting the features of that which they want to promote. And they intensify their opponents weakness. They also downplay their own weakness And lastly they downplay their opponents strengths
Tactics of Intensification
Repetition The best way to intensify good or bad features about a product or person is to repeat the same idea over and over again Association Associating a person with a certain idea is a powerful tactic. Say animal experimenters are associated with cruelty and inhumanity. Composition One of the easiest ways to intensify a message is to change the physical makeup of the message.
Tactics of Downplaying
Omission Omission is simply leaving out damaging information. The result is that we have half truths or biased evidence. Diversion It is just shifting the focus of attention from your weakness or your opponents strengths. Confusion The final way to downplay your weakness or your opponents strength is to create confusion. This is done using jargon, complicating simple issues etc.
Mindless Persuasion
The Triggers of Automatic Influence
As we already know, the mindless persuasion is when people do not think while responding. Humans are by nature lazy or dont want to think needlessly. They resort to simple logic to avoid thinking. Our minds are programmed to mindlessly refuse reasonless persuasion requests, but when a reason is given, we get persuaded without actually considering the reason.
Power of reciprocation
Reciprocation rule is very powerful, it can make us accept request from the people we dislike .Politicians are very much aware of this fact and they use this techniques to hold or to gain their voter bank. Salesmens are one of the experts in implementing these techniques, a door-knocking Fuller Brush salesmen gave householders a small, cheap brush as a gift before beginning their sales pitch.
LIKING
We always do something or the other just to please our friends even when we dont want to do it. For example, when you attend a party and your host tries to sell you something you buy it not only because you might like the product but also because you want to please your friend and host. Controlled research has identified amongst several factors that increase liking are similarity and praise. When you find something similar with others you like them more as you bond better with them. In business and politics, the best referrals are usually friends of the person you want to influence. This helps you to get your influence quietly penetrate from them as well. For example, if someone tells you of a new housing policy, you are less likely to trust him than the word of your friend, who says that the policy is actually good. Another approach is to emphasize the similarities you share with the person you want to influence. This helps by giving a personal side to the persuasion. It is wise to look for areas where you can work and socialize together. But be cautious of taking a strong stand on a controversial topic. The people whom we like usually share our ideals and morals. Discover, identify the areas wherever praise is possible, and focus on the areas where it is legitimate. For example, if a person is very good at managing the commercial aspect of any business, compliment him, and praise him in different ways yet focusing on the same topic.
Icons Of Influence -
Bibliography
1. Harry Mills - Artful Persuasion 2. Robert Cialdini - Influence Science and Practice 3. Joseph R. Plazo - Mastering the art of persuasion iinfluence and Seduction 4. Morgan n king - Introduction to Psychology
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www.persuasiontoday.com