The Subtle Art of Persuasion and Influence

Wouldn’t it be great if you could get people to do exactly what you wanted them to do? And wouldn’t it be great if they thought it was their idea? Well, believe it or not, there are people who devote their entire lives learning the art of persuasion to gain influence over others without force. Take cult leaders, for instance. Without any official authority, they manage to convince hundreds, even thousands, of people to follow their dictates to the point of taking their own lives.

Now, obviously, you don’t want to be a cult leader.  But the art of persuasion is also used by professional salespeople in the everyday practice of closing the deal. And just as with anything else, the more you practice, the better you get at convincing others with subtle cues to do exactly what you want them to do.

One of the basics of persuasion is that you must first be aware of what you’re dealing with. The better you know your audience, the better able you will be to offer a persuasive argument. Get inside their heads, research some of their background if you can. Think about what makes them think the way they do, whether from social, physical, or economic influences.

Once you have established some basic knowledge of the person you want to influence, you can show empathy for them. This is vital to the successful art of persuasion. If you cannot convince your audience you are on their side, you will not be able to convince them of anything else. So make that all important human connection by finding some common ground before you try to sell them on anything you have to offer.

You will also need to prove your credentials. You may be the nicest guy since their cousin Fred, but if you don’t know what you’re talking about, it will eventually show. Let them in on your experience and don’t be afraid to toot your own horn here a bit. You can briefly state your accomplishments without being a braggart.

Finally, make sure that you have thought through what you want to say. Going in there without a plan will only leave you flustered and scrambling for one in the moment. Give your argument a clear structure, outlining it before you start and leaving your strongest points for the end. Also consider any arguments that might come up and be prepared with soothing answers.

Remember, you are the good guy, so try not to push and you will be surprised at how much subtle persuasion can accomplish.

(C) 2006 Keith MacLean, Persuasion Seminars

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