In this very adverse and fast paced business world, certain skills are indispensable. Especially those
that would benefit one’s work ethic and educate others, such as persuasion. Persuasion is not to be confused with just selling an idea, but to be viewed as information learnt and negotiated. There are many situations that would need skilful persuasion for business. The expertise to influence an individual, whether it be to seal a deal with a client or to propose your company for partnership, is a vital ability to have. You need to be able to quickly and correctly discern and respond to the listener’s mood. For major projects, it will take a process of planning, deep insight and compromise. But first, let’s outline what persuasion really is.
According to the Business Dictionary, persuasion is the process aimed at changing a person’s attitude
or behaviour toward some event, idea or object by using written or spoken words or a combination of
both. According to Jay A.Cogner, author of the book ‘The Necessary Art of Persuasion’, credibility is the
cornerstone of persuasive communication. He said, “Credibility grows out of two sources: expertise and
relationships.” An emotional connection is needed for effective persuasion. Cogner goes on to say “…
good persuaders have the ability to accurately sense and respond to their audience’s emotional state.
Sometimes, that means they have to suppress their own emotions; at other times, they must intensify
them.” Therefore, the key principles that govern persuasion are establishing credibility, planning for
negotiation, imparting realistic evidence and the ability to connect emotionally. Further, reciprocity is imperative! This means to offer or respond to something in a mutual and positive manner. Give your subject more options that will benefit them in the long run and offer some sort of incentive, either a gift or reward.
There must be authenticity when using reciprocity or it can backfire if not correctly executed. Personalize the message in a manner so as to relate to the receiver’s situation. Be specific and avoid misleading by trying to impress. Present raw evidence relating to someone else in a similar situation, since people respond better to a proposal when they know others are also interested. Materialize your idea; individuals put more
credibility into something physical than just a word of mouth situation. It also establishes surety and will
lead to them being more interested or excited about your idea. Lastly, use contrast. Comparing two outcomes and providing factual evidence that one method was more beneficial than the other will cause the listener to sway more to the positive method. Persuasion is a skill that is tedious at times, but when mastered
can be a great benefit to business and everyday life.