Persuasive Influencing

© 2003 by Michelle Lee, http://www.UltimateResourceBarn.com

A very key skill that a business owner should process is
influencing others. This skill is essential, as you will
constantly be using it to gain competitive edge, whether
you are consciously aware that you are using it or not.
From dealing with customers, suppliers, employees, or
prospective clients, you are influencing them to take a
certain action.

While it may be possible to arm-twist people and force them
to do something, you know that it IS impossible to do that
in the business world. Another method to get people to do
what you want them to is to "buy" the co-operation of the
individuals by offering something in return, usually at a
sufficiently high price so that the person is prepared to
do what is required.

The better way is to persuade people or to give them
sufficient information so that people understand how they
can benefit from it. You must help people see things in a
way that they had not noticed before.

The secret to successful persuasion is preparation and a
systematic approach to presenting the arguments
influentially.

1. Make Ready

Always define your objectives and get all the facts. Make
sure that you yourself believe in what you are doing to
persuade someone to do. Understand what your prospects or
target audience want because people will only do what they
see as benefiting them.

The benefits can be as simple as improving their own self-
image but it could also be something more tangible. In the
discovery process, find out the interests, aims and the
ambitions of the other persons so that what you will be
proposing will coincide with these. 

The next step in the "make ready" stage is to prepare your
presentation and ensuring that your proposition is easily
understood by your targeted audience. Take note of the
language use; and the body language if you will be
presenting your proposition face to face. You should also
get ready for any counter-arguments that may arise. Always
anticipate ahead.

2. Offer Benefits

Remember to always offer benefits. There are many things
that will make the listener sit up and pay attention. There
are also things that will make your targeted audience
switch off as you begin your "speech". This switching off
will seldom happen if what you are proposing contains 
specific advantages to the individuals. The more benefits
you can offer, the better. 

3. Be Enthusiastic

Once you have someone listening, the next stage is to
influence him or her to be a party to your own ideas. You
have the person's attention, try to get them excited about
your proposal by talking specifically about their own part
in it. If it is something tangible that you are selling,
such as a product, let them experiment with some of the
features, let them see part of product, let them touch it,
feel it, try it. If it is not tangible, such as a service,
give them FREE trial of part of the service. Call upon
their imagination, let them see for themselves how they can
benefit from it.

The enthusiasm created at this point will be sufficient to
carry over the next stage, which may possibility have less
benefits. Remember, you must be an enthusiast if you are to
receive enthusiastic responses.

4. Convey the Facts

Inevitably, there is always a price to pay for getting an
advantage. This may not be a financial price in terms of
dollars and cents; it could be some additional work for a
short period, or a change in the way one always work, or a
change in location, for example.

People always expect that there is a catch. Therefore,
there is no point in avoiding this stage. If the enthusiasm
you generated in the person is sufficient, then the
disadvantage i.e. the price to pay, will be perceived as
less than the advantages. You need to be honest in your
influence approach. Please do no pretend or worst, lie.

5. Tackle Objections

Once the facts have been told, it is possible that some
"buyers" will see difficulties. You can minimize these if
you are prepared to "pre-empt" objections by showing that
you have considered them. List down all the possible
objections, showing them that you know what they are
thinking and you are "with" them on their side. At this
point, emphasize the benefits they will receive again. Show
that you have considered their objections and that you have
thought through ways of overcoming their objections on
their behalf.

6. Request Action

Finally, the last and most important step to influencing
people - have a prompt follow-up action. Request for the
other party to take the action you want him or her to take.
It is no use telling an attractive story and then does not
prompt for an action. The other party may not know what he
or she has to do unless you explicitly ask! Therefore, do
not assume the other party knows what to do.

Any delay or lack of action has a negative effect on
enthusiasm you have created. This involves not only the
action of the person to whom you are talking to, but also
your own action. For example, you may need to follow-up
with the prospect with an email via auto-responder, or set
up a face-to-face meeting subsequently to address any
concerns that the other party may have.


Persuasive influencing, if done correctly, can do wonders.
Follow these steps and you will be successful in
influencing others. Always be prepared, do your home work,
and you will emerge a winner!

© 2003 by Michelle Lee

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