Some communication involves the transfer of information. It is successful once the other party knows what you know.
Other types of communication involve persuasion. I know, I know…
Some people associate persuasion with manipulation. But we are talking about persuasion, NOT manipulation.
In his book No-Fail Communication, Michael Hyatt describes 5 steps to help you persuade someone with your idea.
1. Show the benefit to them, not you
How will what you want, benefit them? Find out what the other person is most concerned about and show them how your idea will help solve that concern.
Let’s say you want to attend a conference. The content that is being presented could be used in your job at work.
That’s the place to start. Explain the topics of the conference you are interested in and how knowing this information can help the organization move forward.
By showing the benefit the organization will receive, you start highlighting why this should be important to them. Knowing this will make your boss more willing to let you attend.
2. Quantify the problem with data
Your passion is not enough to persuade others. You need them to see the value of your idea.
Use data to show how your idea will benefit them and/or the company. By showing it to them you are giving the person proof that your idea will solve their concern.
Let’s say you want to buy a new software program. Show how using the program will increase your productivity.
Because of this increase, show how much money the organization will be saving. One way to do this is by showing a graph or a table that expresses the benefits over time.
An example would be the projected Return On Investment (ROI) in year 1 and year 5. This data shows the potential results. It also confirms that the cost of the software is really an investment.
3. Describe the results
Describe the possible impact of the decision. You’ve shown your boss how attending the conference will benefit the organization.
Additionally, you’ve shown the benefit of purchasing a new software. Now describe the possible impact of the decision.
This can be presented using satisfaction ratings, cost savings, or an increase in sales. Explain what business impact, besides money, would be the result of what you are asking for.
4. Anticipate questions and objections
Decision-makers are critical thinkers and will have questions. Anticipate these and have answers for them.
Practice your pitch with a friend and let them give you feedback. What questions do they bring up that need answers? Processing these questions helps you anticipate the objections that might come up.
When giving your pitch to your boss, allow him to interrupt you. This way, you can understand the objections in the moment and alleviate them as you go through your offering.
Let the pitch be more like a conversation than a presentation. Encourage discussion and questions to allow your boss to get input into the proposal.
5. Be open to modification
Your boss is likely to improve upon what you’ve proposed. Don’t be so attached to your deal that you can’t bear to see it modified.
Allow the conversation to flow and see what good ideas blossom that you didn’t think about. You might actually come up with a better solution.
When I was going through my dissertation journey for Ph.D., the instructors told us not to be married to our topic. They said to allow your instructors to have input to make your topic great. The reality is that dissertation topics continually change until the very end.
I didn’t understand it until I went through the process. My overall idea of the topic didn’t change, but the wording and the focus did.
I saw some students on the journey have a hard time with this. They wanted what they wanted.
But the instructors knew what a good topic was. They also knew the easiest way for the student to present their idea.
Being fluid with my topic by accepting my instructors’ feedback was key. It helped me get through the dissertation writing process in a year.
Small Steps
Believe it or not, persuasion is a necessary component of communication. The people you are communicating with must understand not only what you are saying but why it matters for both parties.
If it is in business, why should they allow you to implement your idea? If it is in personal life, why should the person want to make a change or allow you to do this thing?
Think of something you want to persuade someone else to do or allow you to do. Use these steps and let us know if you were able to persuade that person to your way of thinking.