Persuasion Process

Persuasion Process

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

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.

Credibility factors - Expertise

• Well informed
• Studies issues thoroughly
• Clearheaded/reasonable in beliefs
• Provides reasons/evidence in response to objections
• Avoids foolish/exaggerated opinions
• Is own person/not easily misled
• Has specialized training/experience

• Credibility Factors: Relationship\

• What’s said matches what’s done
• Truthful/admits mistakes
• Acts out of conviction, not expediency/opportunism
• Concerned for others rather than self
· Emotionally stable
• Not intimidating, domineering, submissive, lacking conviction
• Has emotional/personal stake, not “just business”