Steps in Persuasion Process

Steps in Persuasion Process

Persuasion is an essential proficiency for all individuals. According to Professor Jay
Conger, “effective persuasion involves four distinct and essential steps.” 

1. Establish credibility - Credibility grows out of expertise and relationships. A persuader
needs strong emotional characteristics and integrity. The need to listen carefully to other
people’s suggestions and establish an environment in which they know their opinions are
valued. They should prepare by collecting data and information that both support and
contradict their arguments through – surveys, focus groups, interviews, sounding boards
with colleagues/experts and personal hunches.

2. Framing common goal with colleagues- Effective persuader must be adept at
describing the position in terms that illuminate the person’s point advantages that he/
she is trying to persuade. It is a process of identifying shared benefits. This requires
conversations to collect essential information by asking thoughtful questions. This
process will often prompt to alter the initial argument or include compromises.

Peter Sandman identifies four kinds of colleagues or public with varying levels of
‘involvement’ with a persuader’s issue of interest that managers should learn to cope:

• Fanatics: Persuader’s issue is their main interest aside from job and family.
They can not turn their interests.
• Browsers: Persuader’s issue is on their ‘worry list’, but way at the bottom.
• Attentive: Persuader’s issue is on his/her top-10 list.
• Inattentive: They do not know and they do not want to know.

3. Reinforce positions with vivid language and compelling evidence:

Persuasion requires presentation of evidence — strong data in multiple forms (stories,
graphs, images, metaphors and examples). Persuaders need to make positions come
alive by using vivid language that complements graphics.
In most cases, a rock-solid argument:

• Is logical and consistent with facts and experience
• Favorably addresses your audience’s interests
• Eliminates or neutralizes competing alternatives
• Recognizes and deals with office politics
• Receives endorsements from objective, authoritative third parties

4. Connecting emotionally with audiences: Good persuaders are aware of primacy
of emotions and are responsive to them. They know how to maintain a balance between
professionalism and their own emotional commitment to the position they are
advocating. Their connection to their audience demonstrates both intellectual and
emotional commitment to their position. Successful persuaders cultivate an accurate
sense of their audience’s emotional state, and they adjust their arguments accordingly.
Whatever their position, they must match their emotional fervour to their audience’s
ability to receive their message.

Proven Approaches for Strengthening Emotional Connection

• Go for the heart of the audience
• Use highly descriptive and involving stories and illustrations
• Use visuals to illustrate your points
• Show how the issue has touched you personally