5 Tips for Persuasiveness
Whether you are giving a presentation to pitch a new project, writing a letter of recommendation or even trying to convince your partner what to have for dinner, the power of persuasion is critical. These six tips will help you achieve the desired outcome, or at least something resembling it.
Know your audience
Are you presenting to your no-nonsense CFO or a human resources director who’s empathetic to your cause? Is it an existing client who’s familiar with your company’s ability to deliver or a potential client? Determine what you know about the person or company culture with which you’re engaging. Diagnosing their needs will help you determine the best way to wriggle your proposal into their hearts and minds. You may be able to pick up on cues through active listening, checking them out on LinkedIn or other social media, or simply asking them what’s important to them.
Provide facts and information
Someone merely ranting, ‘Our company needs this, so you should give it to us!’ does not go over well. You must use data and projections to demonstrate why the company needs to offer this product or why you should invest in another staffer. Explain the value—how it will improve the company’s offerings and revenue or create efficiencies. If you lay out evidence for those above you who make decisions, chances are more likely to get what you want.
Your facts and data should line up to tell a story. Outline the current situation. Provide facts and data around the situation that support changing the way matters are handled or demonstrate the return on investment on the proposed project.
Tug on the heart strings
Now that you know what’s important to the people to whom you’re presenting your proposal and you have your facts aligned to tell a story, there is an emotion you want to evoke from the person to whom you’re presenting. Are they looking to advance their careers and this project will make them look sharp? Is it someone facing a similar problem and you want them to align with you on the proposal? Think about what your audience might stand to gain from the project (or dinner out).
A word of caution: Don’t overdo it. Have you ever seen the episode of “Friends” when Phoebe attempts to persuade Rachel to let her go out with the cute guy she and Rachel were fighting over?
Rachel: (checking the speed dial on a phone that was left behind by the cute guy) All right, first name on the speed dial is mom. Phoebe: Oh, I lost my mom to suicide. Rachel: Okay no way, you cannot use that to get the cute guy and the last blueberry muffin. Phoebe: Did I use that already today? I’m sorry.
Phoebe’s trying to win empathy but only annoys Rachel in the process. When you ask for too much too soon or overplay your hand, you can lose your opportunity.
Listen to the other side
Listening and truly understanding the other side of the argument is not easy, but it will improve your relationship with the other party. The other side will be prepared to state their facts and opinions on the situation. By actively listening to the other side of a persuasive argument, you make them feel heard and sometimes that’s all people are seeking. Other times, it might lead to collaboration and compromise that turns out better with more input.
Be Persistent
The outcome won’t always be what you want for a variety of reasons, but just because you got a ‘no’ this time does not mean the decision is permanent. If you followed solid logic and outlined your reasoning, there is no reason you should not to request to revisit the matter when the status quo changes and the reasons for not moving forward on a project or buying that new car are less relevant.
Be strong and confident. You’ve done your research and have a good idea. Even if it ends up not going your way that does not make it a bad idea or solution, and it does not reflect poorly on you. It also does not reflect poorly on the decision makers. Maybe the budget won’t allow for it right now or the company has other priorities it considers of higher value. You’ve still demonstrated you have ideas and know how to present them. You’re persuading the powers that be that you’re a leader.