Principles of Persuasion
The 7 Pressure Points to Press
In many cases, when giving a presentation, your objective is to persuade. But, your listener may not be open to your ideas. They may be knotted up in their own pre-conceptions.
Like a good massage therapist, you should know the key pressure points to press to release the subject. You should learn to identify these points for your given context and check your presentation to see if you’ve pressed each or some of these points.
The seven pressure points to press for persuasiveness.
Here are the 7 pressure points to press to administer a persuasive presentation.
Likability
It may not be fair, but whether someone finds you appealing, will play a factor in your ability to persuade them. The feeling they have about you will have an influence on the ideas you will present to them. In fact, our brains are conditioned to assess within a matter of seconds (even fractions of a second according to some studies*) whether we like or trust someone.
As such, we are all subject to bias. As a presenter it's better to understand this and have it work for you rather than against you.
“It may not be fair, but whether someone finds you appealing, will play a factor in your ability to persuade them. ”
So what do you do about this?
For starters, this means avoiding any faux pas. So, come prepared and be on time. Dress appropriately. Make sure expectations for your presentations have been properly set. Shake hands well (unless you’re in a pandemic - then don’t).
[Side note: if you don’t know what it means to give a good hand shake – check out this Ted Talk by Allan Pease. ]
Next, you’ll find that there is a meeting before the meeting. Generally, we want to a "get a feel for one another” before talking business. In fact, this instinct is so strong that we universally practice the perennial ritual of small talk.
So, you should get good at small talk. Research the person you are about to meet. Maybe you have something in common you. Smile. Be warm. Be polite and attentive to others. Be relaxed. Be authentic. (learn more here and here )
Mimicry is also a powerful tool. If someone is serious and formal, take their cue and address them similarly. If they are laid back and friendly feel free to loosen up, lest you come across as uptight.
Don’t disagree with them directly. If you want to bring a different view point, do so diplomatically by pointing out possible distinguishing factors. For example say “Well, that may be so, but some say that X, Y & Z.”
Orthodoxy
Convey your view point as orthodoxy.
This means that you present your idea as a conservative approach, based on best practice. Convey that your approach matches what most people are doing (or will be doing going forward). Provide evidence that it has been tested and approved. It is a safe path of action, or a necessary path of action.
Decision makers that are risk averse will be swayed by these types of arguments.
Even, if your proposal is innovative and unorthodox, you should be able to explain all the pros and cons, so that, by the end, you can submit to those susceptible to a conservative approach, that on balance not adopting this particular course of action is in fact irresponsible, unreasonable or unsafe.
Consistency
An other effective pressure point is consistency.
People don’t like to be seen as contradicting themselves. They also don’t like to be cornered. You don’t want your listener to feel like a hypocrite if he doesn’t agree with you. But ya kinda do, just a little.
So, you could try to nudge them with something like this:
"As you mentioned,…”
"This initiative would align perfectly with our ESG long term goal."
"Since employer branding is important to you, this would be a great opportunity to showcase your active investment in employee well-being."
“When we first met, you requested a solution that would accomplish A, B, and C without adversely affecting D. The solution presented today does exactly that."
"We approved the same amount the last 3 years.*
"Since you are eager to reduce risk exposure, you may well find this proposal compelling"
"This is the same order you approved last year."
Consistency, is also about developing a rigorous sequential logic.
If you get them to engage and agree on each step of your logic, the last step you want from them to get to destination will be that much shorter. In other words, if you can get them from A to B to C to D to E, and your objective is for them to agree to your proposal F, then E to F is an easier leap than A to F.
Make sure you hold their hand with consistent and clear logical steps through your reasoning.
Authority
Find an elegant way to present your credentials as an expert. Or, explain why you are presenting on this particular subject and can speak to it.
You can also established your authority on a subject matter by displaying command of the body of knowledge. So explain concepts well.
The mark of a true subject matter expert, is their ability to simplify a complex subject.
Providing compelling insight, or insider stories can also help establish your authority indirectly.
If you are not best positioned to be the expert, but your argument is sound, quote other experts, cite your sources. Present statistics and/or studies.
Alternatively, invite an expert colleague to present with you or be on hand to fill-in details.
Give your listener reasons to give credit to your ideas.
Scarcity
Some managers are less decisive than others. Pushing off a decision to an other day is a comfortable proposition. In order to tip the odds in your favour and persuade your listener you should instil a sense of urgency. For this you’ll need to describe some kind of closing window for action. This should not be pushy. Here are some examples of tactful ways do this:
“I should mention at this point, that there are only a 3 seats left for this course.”
“There has been a lot of demand due to [factor x]. I can’t guarantee this offer will still be available after Easter.”
“We have a real opportunity to reorganise our process before the IT Systems migration that will happen in October.”
“The summer time is the least disruptive time to do it.”
Give a credible explanation of the exceptional circumstance that creates a rare opportunity:
"I normally charge €5000 in speaking fees, but since I’m already due to be in town that week, and since I understand you are in the early stages of your development, I’m willing align myself to your limited budget of €2’500, if we agree on this particular calendar date."
Reciprocity
A corollary to likability is reciprocity. People have relationships with each other. They tend to like other people because they have been helpful in the past.
The urge to pay back a social credit is a most basic instinct. That sentiment gratitude comes naturally if someone got you out of a bind. Building a network of Influence in your professional ecosystem is a way to build your persuasive powers. It a powerful tool if done authentically and tactfully. Put yourself at the service of others in order to better sell your ideas and perspectives in the future.
If you are in the habit of helping others, you’ll have a lot of credit when it is time for you to persuade those same people to adhere to your cause or view point.
In the context of short relationship, like when you are taking a meeting with a prospect or potential partner, reciprocity may also be at play. For example, you could start by asking inquisitive open question to assess the concerns and priorities your prospect is having. You could then be of service to them by sharing your sense what is happening in their sector according to what your hearing from your other clients. You are likely to be in contact with their peers ( or competitors) more often than them and therefore have a valuable perspective to offer.
Your prospect will subliminally be grateful to you if you tend to be attentive, helpful and share valuable insight.
Actionability
Persuasion may be fleeting.
So, once you’ve got them on board, make it plain to them what the next steps they need to take. Essentially give them a big mental button to push, a call to action.
You could say for example:
"If this works for you, all you have to do is sign our offer and we will book a date to deliver within the next 2 weeks."
"If we agree here today, I’ll write up a formal proposal and business case based on your feedback so that we may submit it for formal board approval in November."
"We are looking for €500k investment for a 10% share in the company, with a minimum investment size of €25k."
"If you would like to support us, please visit our GoFundMe.com page called 'Support Melusina'."
So, when is your next presentation?
Prepare today. Review your presentation and check whether you adequately pressed all or some of these points.
Or get help with a presentation audit from a professional.
contact Guy Benzeno | guy@centerstage.lu | Center Stage
