1. Listen First
Listening is a two-step process. First, research the person or demographic you are persuading. If it is an individual, check out their LinkedIn profile or personal website. It’s easier to persuade someone with whom you have a relationship than a person you just met.
When you meet, give them your full attention. Use culturally appropriate eye contact. Use their name. Don’t interrupt.
Good listeners demonstrate genuine personal interest and get to know the needs of the other person. Be curious. Use open-ended questions to gain more information.
*You may also wish to read Listen Up! and Successful Leaders Ask Better Questions
2. Present All Sides
Be unbiased in your delivery. Be forthright with the advantages and disadvantages of choosing the course you are recommending.
It’s about them, not you. Use their language with meaningful benefit statements and real-life application. Avoid jargon and technical info outside of their vocabulary.
Structure your presentation. Do you have a hook? A solid introduction? Use three or four main arguments or supporting points. Plan a powerful conclusion. If possible, practice your arguments in advance.
Start with a powerful introduction. Do you have a startling statistic or thought-provoking rhetorical question. Get creative. Can you employ a simulation or use a video or exciting presentation technique? (Think beyond PowerPoint.)
3. Be Passionate
Whether speaking to a client or colleague, you should fully believe in your idea. Be calm and not over the top. Genuine excitement will incite curiosity.
4. Use Assertive Body Language
Be considerate of your conversation partner’s communication preferences while appropriately asserting yourself. Don’t be bombastic and aggressive, but don’t apologize for your opinion and downplay the validity of your idea either. Keep an open posture, don’t cross your arms. Don’t point fingers. Keep your palms up most of the time. Show that you have nothing to hide and are confident in your proposal.
5. Use Your Voice
Review the steps for creating an outline as this will help you gather your thoughts and ensure you cover the essentials. It will also improve your voice quality. To be persuasive one must speak clearly, fluently, and avoid filler words. Pause and speak slowly rather than adding in “ums” and “ahs.” Plan what you will say. Deliver it with conviction and confidence.
6. Tell a Story
Because they tie an idea to an emotion, stories persuade. Some people need facts and figures to make a decision, but many are persuaded by the narrative alone.
For years my parents had a booth at the Wisconsin State Fair next to Vita-Mix. These overpriced blenders are of very high quality (we bought one!), but I don’t imagine the company sells many of them in stores or online if the consumer hasn’t seen a demonstration.
The demonstrators persuade people of all types by using facts: motor speed, lifetime warranty. And stories: This lady brought in her grandmother’s blender and it still works! This person lost 50lbs because they ate more whole fruits and veggies with Vita-Mix.
Include something for everyone. If you’ve done your listening, you know exactly who your audience is and what will speak to them. Connect what they already think and believe with what you want them to do.
7. Use Examples
Do you have a case study that supports your idea? Make it as relatable to your audience as possible. Tie each case or example to your main supporting arguments. Make sure you have specs and numbers for your analytical audience.
8. Answer Questions
Your potential client may ask questions without your prompting them. If you need to draw them out, try, “What questions do you have?” rather than, “Do you have any questions?” The former implies there are questions, the later makes questions seem like the exception.
Even if they don’t ask questions, consider their current worldview. Address those concerns. What matters most to them? Allay potential frustration and address confusion.
Remember, you won’t entirely change someone else’s beliefs, that’s an internal process. There are no handles on the outside of the heart, it has to be opened from within.
Respond to feedback graciously. Thank them for their question. Repeat it to ensure everyone heard and to give yourself time to answer. Take into account their motivation. Crystalize your thoughts before you open your mouth.
If you don’t know the answer, it is okay to say so! Show that you take them seriously by writing down their question. Promise to do research and return.
9. Be Empathetic
Recognize you can’t fix every problem, but try to understand their pain and perspective. Consider their feelings and motives. If you’ve had a similar experience, don’t say, “I know exactly how you feel.” You don’t. But do share your story.
10. End with a Call to Action
The right argument will lead to a natural desire for your audience to respond. But don’t leave them guessing about what you want them to do. Provide a clear call to action. Ask them to do something.
