The Art Of Persuasion The One Fundamental Principle

Let’s just briefly consider some very simple basics that underpin all aspects of communication.

45% is how you say it

In face to face communication:

• 15% is what you say
• 45% is how you say it
• 40% is how you look
  

So clearly the manner and tone you use are as important as the words you use.

As you know people communicate predominantly by hearing, seeing, feeling.

Using the right modality

Therefore, it is extremely useful to try to gauge how best the other party likes to receive messages and to select the appropriate type of words and choice of media for communicating your message.

• AUDITORIES tend to use words and phrases such as: “that sounds expensive”; “there was a lot of noise about them last year”; “I’ve never heard of that publication”; “it rings a bell”.

So, when communicating with auditories it makes sense to:

• Use sound words
• Match their voice, level and tones
• Use written material – but explain it and talk it through

• VISUALS tend to use words and phrases such as: “I don’t see what you mean”; “I haven’t pictured it like this”.

So, when communicating with visuals it makes sense to:

• Use visual words and phrases
• Use graphs and charts
• Draw pictures
• Use your hands

• KINESTHETICS tend to use words and phrases such as: “I don’t feel it’s for us”; “it’s been a hard time”; “I think we can firm up an agreement”.

So, when communicating with kinesthetics it makes sense to:

• Use feeling words
• Be demonstrative and expressive
• Let them use, touch, feel and experience things

Using hidden persuaders: [1] Mirroring

Unlike the popular romantic view that opposites attract, people prefer to "do business" with people most like them.

You may be familiar with the art of mirroring.

This is a particularly powerful body language technique because it allows you to get directly in touch with the other party's subconscious mind.

This is an extremely simple and powerful technique. This is how it works:

• From the moment you meet the other party, mirror as many of their actions as you possibly can, as quickly as you can.
• If you are greeted with a firm handshake respond with a firm handshake. If it is a weak handshake then respond with a weak handshake. If a hug then respond with the hug.
• If you are offered a drink - have what the other person has.

I appreciate that it might sound corny or crass but the proven reality is that:

Effective mirroring sends out the powerful subconscious messages "I’m like you".

Everything you do within the course of a meeting or discussion that mirrors what the other person is doing will cement the connection very quickly.

Using hidden persuaders: [2] Mirrored Reciprocation

What do we most want as human beings? What is it that you seek in your relationships with other people?

You want to find someone that you can trust 100%, who is principled, competent, loyal and kind, forgiving, understanding and unselfish.

As Peter Kaufman puts it:

"All you have to do, if you want everything in life from everybody else, is first pay attention; listen to them; show them respect; give them meaning, satisfaction, and fulfillment.

Convey to them that they matter to you.

And show you love them.

But you have to go first.

And what are you going to get back?"

I want to conclude this first article on the art of persuasion by sharing some practical advice on how to persuade senior people in corporates to take action.

This may sound counter-intuitive but please bear with me because this stuff really works and will give you the highest probability of getting your desired outcome when dealing with senior people in large organisations.

I now want to focus on the internal political dimension in corporate life.

Whether you are aware of it or not, in corporate life, the political dimension is all important.

The higher your contacts are up the ladder, within an organisation, the greater the extent to which the internal political dimension is important.

At director level, in all large organisations, the political dimension can shape the decision making process very considerably and will often be the major determining factor.

Therefore it is of paramount importance that you recognise this dimension and that you are aware of and exploit your contacts’ political agenda.

So, here's how it works.

"Compelling Events" & "Exposures"

A compelling event in corporate life is frequently the result of changing situations that impact on an organisation's performance and a senior individual's performance.

An exposure occurs when the impact of a compelling event affects a senior individual's performance in such a way that it is highly probable that he or she will become accountable.

Generally speaking, directors and senior managers will only be motivated to make decisions if there is a compelling event that impacts them personally and that is likely to create an exposure for them.

Given the political nature of corporate life and the potential implications for both financial and job security, most directors and managers will, quite understandably go to almost any lengths to avoid experiencing such an exposure.

For an individual director or senior manager an exposure is greatly increased where a perception of under performance may be exploited by to the detriment of the company by third party activists.

The intensity of the exposure to a senior individual may be greatly increased if it is exploited by his/her rivals and political enemies within that corporate.

So you may be saying - what's all this got to do with me?

The power of exploiting exposures

Understanding these corporate decision-making dynamics is important because you can exploit them and benefit from them when you need to persuade someone in a senior position to do something!

It is generally pointless appealing to their better nature or any other form of positive encouragement to take action.

The skilful persuader will do everything within their power to increase the perception of an exposure within the mind of their senior contact.

In my experience, and in non-sales situations, the best way to persuade a corporate contact into action is to show them as graphically as possible  their reputational, legal and financial exposures.

Spell it out as specifically as possible with as much supporting reference to legislation, damaging consequences, bad PR etc as possible.

You would be surprised how fast these people can and will move when handled in this manner.

The greater the perception of an exposure, the faster the decision will be made.

Persuading senior people by exploiting the political dimension in the manner I have outlined is very effective.

An example

Some years ago there was flash flooding that occurred near to our house and which was a hazard to local residents and especially young mothers collecting their small children from the adjacent primary school.

The problem was caused by the underground collapse of a medieval drainage system. The council were resistant to undertaking the required work for reasons of cost.

My neighbours had made unsuccessful representations to the local council.

So I prepared a brief for them comprising a portfolio of pictures [2 of which I include below] of the flooding and a draft document to be subsequently personalised and sent to the CEO of the local council reminding him of his exposures. I have reproduced the full text of that draft below:

Attention of CEO Local Council

Dear Sir

As you can see from the accompanying photograph’s the area outside Pound Cottage, St Mary’s School & School House at the lowest end of Castle Street floods! The water level was 3 inches higher at the peak than is captured in my pictures!

I have lived at School House for nearly 7 years and we have experienced flooding from time to time – but not to this extent. Over the last 12 mths, the situation has deteriorated. We seem to be experiencing more heavy downpours and they see to be generating more water than before.

School House does not currently flood thanks to the remedial action undertaken by your engineer Alan Irons last year in creating a raised ramp at the entrance to our side gate. Prior to this our house was always at serious risk of flooding.

Pound Cottage and the Pound Building are currently at risk. On the day I took these photographs, it was fortunate that I happened to check my neighbour’s house (as they were away). The floodwater was about to flow over the top of the 2 sandbags that were already placed across their gate. Fortunately I managed to locate 3 more sandbags and secure the property. Without this protection, Pound Cottage would have been flooded to a depth of 2-3inches.

The disturbing feature of all this is that it all happens very quickly. There is now way of knowing when it is going to happen. The water rises within 10-15 minutes and starts to subside within 5 –10 minutes of the rain stopping – although it takes 30-60 minutes to completely drain away. So the Pound properties are at risk for a critical period of a several minutes – enough to do significant damage!

As you can see from the pictures half of the road floods and the whole of the area at the foot of the path to St Mary’s School is submerged beneath several inches of water.

THE ISSUES

• The Pound properties need to be fully protected from flooding – for obvious reasons.
• Measures need to be taken to put floodwarning signs to traffic – to avoid road traffic accidents.
• Warnings need to be given to parents of pupils at St Mary’s re danger and risks when path submerged, and alternative plans made for collecting children in these conditions.
• The Council need to properly address the drainage issue – and undertake the required work.

THE EXPOSURE TO THE COUNCIL

It doesn’t need me to remind the Council that it faces considerable liabilities if as a result of its negligence or failure of a duty of care, any of the following events happen:-

• A small child, handicapped person or elderly person stumbles and drowns (yes it is deep enough at 6-9inches!)
• Road traffic accident
• Pedestrian accident
• Flood damage to the aforementioned properties

Yours Faithfully

The result was that within a short space of time council engineers were on site and the remedial work was undertaken very quickly!

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