Articles written by Lenann McGookey Gardner are available for print and online publication. To request usage permission, contact 505.828.1788 or email Lenann@YouCanSell.com
State-of-the-Art "Strategies of Persuasion"
From a Harvard seminar "Strategies of Persuasion" which Lenann attended: Persuasion is communicating with others in a way that induces them to voluntarily think or act differently. (Insight: ethical persuasion may be the key to salesmanship!)
Though I am reluctant to label selling an "argument," it's important to remember that people will likely only retain a couple of ideas from any interaction with you. Walking into a sales conversation, do you know what two or three ideas you want your conversational partner to remember?
The 80-20 rule as it relates to presentations: We usually invest 20% of our time researching our audience and 80% crafting the message. It would be better to flip the ratio, spending 80% of our time knowing the audience.
I attended this course because people often ask me if I teach people to persuade. I'd say no. At the level at which I, and most of my clients, are selling, people persuade themselves. Our task is to listen - and to be sure our contact understands the opportunity we represent to him or her so he or she can choose whether to take advantage of that opportunity!
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