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Principles of
Persuasion | |
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Whether you're conducting a one-on-one interview, motivating your sales team
or delivering a keynote address, your success as a leader is defined by your
ability to persuade with clarity and passion.
by John Boe
Contributing Author
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Whether you're conducting a one-on-one interview, motivating your sales team
or delivering a keynote address, your success as a leader is defined by your
ability to persuade with clarity and passion. In fact, you might say that
leadership is synonymous with effective communication. According to Harvey
MacKay, author of the book Swim With the Sharks, The No. 1 skill most
lacking in business today is public speaking the ability to present oneself.
If you want to stand out from the crowd, get promoted or develop an award
winning sales team, you need to polish your communication and persuasion
skills.
(article continued below ...)
Throughout history, our most admired leaders are remembered primarily for
their ability to instill courage and inspire confidence. Just think how
different this world might be without the calming reassurance of FDR's
fireside chats or Churchill's defiant eloquence. President Kennedy once
remarked that Winston Churchill had the ability to take the English language
to war. Churchill clearly understood the power of words and said that he had
the English language deep in his bones. He would spend hours at a time
rewriting and rehearsing his speeches. As a result, Churchill galvanized a
nation with his words.
When We Communicate Effectively We Succeed.
Whether you're in commission
sales or on a salary, your income and career advancement are directly linked
to your ability to communicate and persuade. The higher you climb the
corporate ladder, the more you will be called upon to speak. It doesn't
matter whether you're an agent selling an insurance policy or a manager goal
setting with a sales rep, if you want to focus attention and gain consensus,
paint word pictures. In her book Knockout Presentations, communications
coach Diane DiResta suggests using vivid language. Metaphors transport the
listener to a different dimension" she writes. "They grab hold of the mind
and stimulate the imagination. The brain thinks in pictures, not words.
Analogies, metaphors, stories and anecdotes all work together to help you
create vivid word pictures to keep your listeners emotionally involved.
Communication Strategies.
Psychologists tell us that we are born into one
of four primary temperament styles: aggressive (Worker), expressive
(Talker), passive (Watcher) or analytical (Thinker). Each of these four
styles requires a different approach and communication strategy. For
example, words that would appeal to a person with the aggressive style may
alienate and actually destroy rapport with the passive style and vise versa.
If a leader is to influence colleagues and customers, he or she must be able
to quickly and accurately recognize each of these distinct behavioral styles
and adapt accordingly. During your next presentation, make an effort to
identify the temperament style you are presenting to and use as many of
these emotionally charged words as possible.
The aggressive, bottom line Worker style is results oriented. Workers ask
what questions. They value achievement and fear loss of control. When
presenting to this buying style, use these words:
- Control
- Flexibility
- Work
- Bottom line
- Power
- Challenge
- Speed
- Money
- Functional
- Results
- Goals
- Options
- Quickly
- Freedom
- Immediately
The expressive, emotional Talker style is people oriented. Talkers ask
who questions. They value recognition and fear loss of prestige. When
presenting to this buying style use these words:
- Fun
- Entertaining
- Creative
- Friendly
- Simple
- Incredible
- Exclusive
- Improved
- Prestige
- New
- Ultimate
- Spontaneous
- Exciting
- Enjoyable
- Cash
- Adventure
The passive, harmonious Watcher style is service oriented. Watchers ask
how questions. They value appreciation and fear conflict. When presenting to
this buying style, use these words:
- Support
- Service
- Family
- Harmony
- Dependable
- Caring
- Cooperation
- Helpful
- Easy
- Sincere
- Love
- Kindness
- Concern
- Considerate
- Gentle
- Relationship
The analytical, cautious Thinker style is quality oriented. Thinkers ask
why questions. They value accuracy and fear being viewed as incompetent.
When presenting to this buying style, use these words:
- Safe
- Scientific
- Proven
- Value
- Learn
- Guaranteed
- Save
- Bargain
- Economical
- Quality
- Logical
- Reliable
- Accurate
- Perfect
- Security
- Precise
- Efficient
Magic Words and Power Phrases
Over time marketing researchers have
consistently found that certain magic words used in phrases and combinations
were so compelling that sales followed the ads just as predictably as spring
follows winter. Here are some power phrases that will create interest,
generate enthusiasm and motivate people to take action!
- Guaranteed success
- Live your dreams
- Fast, easy access
- Unlock your
potential
- Accept no substitute
- Time tested
- Go with a winner
- The results are
in
- Extra savings
- One-stop shopping
While it might be true that some are born with a silver tongue, most
people, like Churchill, have to work at developing their communication
skills. A good way to improve your public speaking is to engage the services
of a communications coach, attend Dale Carnegie training or join a local
Toastmasters Club. Developing the ability to speak with power and influence
with passion takes time and effort to master, but it will pay off in big
dividends.
About the Author:
John Boe presents a variety of training and motivational programs for
meetings and conventions. With a black belt in body language and a PhD in
people skills, John brings over twenty years of experience as an award
winning sales trainer to the platform. To have John speak at your next
event, visit www.johnboe.com or call 831 375-3668.
October 8, 2004
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