Persuasion

How to get people to do what you want.

Yipsirwww.yipsir.com.hk

1. Definition of persuasion

2. Routes of persuasion

3. Six basic tendencies to say “YES”

4. Needs of customers

5. Persuasive strategies and skills in customer service

6. Form of proof

7. Role play – be an effective salesman

Schedule

Persuasion as defined by Webster’s

• The act of persuading or the power to persuade.

Definition of Persuasion• Process that change attitudes, beliefs, opinions

or behaviors.

• Co-creation of a state of identification between a source and a receivers.

Routes of Persuasion

• Elaboration Likelihood Model (ELM) – Petty and Cacioppo

• Two routes can be used to persuade– Central: relies on facts, figures, and thought.

Changes tend to be more permanent due to effortful processing.

– Peripheral: attempts to persuade you without thought occurring. Relies on emotion. Leads to superficial and temporary change.

Six basic tendencies to say “YES”

1. reciprocation

2. consistency

3. social validation

4. liking

5. authority

6. scarcity

1. Reciprocation

• You are nice to me, so I will be nice to you, as well.

1. Reciprocation

– Food stores free samples

– Exterminators free in-home

inspections

– Health clubs, English courses

free workouts

2. Consistency

• We behave consistently Public commitments, even seemingly minor ones, direct future action.

2. Consistency

• Example at a restaurant to avoid “no show” on reservation.

– “Please call if you have to change your plans.” 3 out of 10 people: no-call, no-show

– “Will you please call if you have to change your plans?” + [pause and wait for the client’s response] “YES, I will.” 1out of 10 people: no-call, no-show

3. Social Validation

• We follow the lead of similar others.

3. Social Validation (做妹 )

• Experiment by City Univ. of New York

–On a winter morning, a man stopped on a busy New York City sidewalk and gazed skyward for 60 seconds, at nothing in particular.

3. Social Validation

Start Group

Passersby Who Joined

1 4 out of 100

518 out of

100

1540 out of

100

4. Liking

• My grandchildren are hoping to have items for the school’s auction, I should do something about it.

5. Authority

• A man could increase by 350% number of

pedestrians who would follow him across the

street simply by wearing a suit and tie. →

• Dressing style is of paramount important for

a salesman.

6. Scarcity

• Items and opportunities become more desirable as they become less available. →

• Available only while stock lasts.

Summary

• Six key factors are internationally applicable.

• By understanding the six key factors, we can recognize strategies. We say “yes” as our option.

• We can effectively apply six key factors when we persuade others.

Persuasion’s aim

• In today’s changing world, it aims at promoting or selling symbolic ways to meet people’s physiological and emotional needs.

Factors affecting a customer’s purchasing propensity

Factors affecting a customer’s purchasing propensity

1. Price

2. Tangible needs

3. Purchase affection

4. Salesman’s credibility

5. After-sale service

Needs of customers• Before persuade the customers, we need

to find out the needs of customers

• We can therefore have the direction for us to persuade customers

Four main’s needs of customers

1. Need for Emotional Security

Afraid cheated by the company

Buy fake good or receive bad service

2. Need for Reassurance of Worth

• feel valued for what they do

• get the feeling of respect from other people Promote their self-esteem Don’t give the aggressive service to our

customers.

3. Need for the high quality of product

• receive good service or buy the high quality product.

• aim to use lowest price to buy the highest service.

4. Need for the sense of power

• Be strong , handsome in outlook, seem powerful from the eyes of other people.

Persuasive strategies and skills in customer service

Step one: Listening

- Know your customers’ needs:• → you may get the critical information of your

customers e.g.

• age, • income, • social class, • occupation & • their preferences

Personality type and persuasion

• Where we get our energy– Extrovert or introvert

• What type of information we pay attention to– Sensor or intuitive

• How we make decisions– Thinker or feeler

• How we resolve issues– Judger or Perceiver

Step two: Prediction

Different kinds of customers will have

different kinds of needs; we can focus on their touchstones( 標準 ) in order to get a better outcome of the persuasion.

Step three: Focusing

Lastly, we could grasp their preferences and sell our ideas confidentially.

Start to persuade

Verbal communication

1. Wording your message– Use stylish speech and exciting language

choices

− Don’t use the dull speech− Variety in word choice↑ Attention of the audience

2.Figures of speech– use some special method eg, metaphors(暗諭 ) and smile during your speech

3.Use a proper tone − Be gentle

4.No aggressive or impolite wording

Delivering your message

• Speak clearly and fluently

• Use some non-verbal skills

to help your persuasions

Other skills

• Foot-in-the-door technique

• “Poor product first” strategy

• VIP discount → respect → esteem booster

• Intensify your uniqueness / strength

(decoration, view, peripheral service,

support service, after-care service)

• Downplay opponents’ weakness

Warm-up game on persuasion

(LPS/S4/A1)

Parties Task to do

Intensify own good(Team A1)

Identifying the strengths of travel agent: Long term customers Advanced payment / Cash payment large no. customers high class customers late check-in, early check-out

Downplay own bad(Team A2)

Identifying the weaknesses of travel agent: Very low marginal profit

Intensify others’ bad(Team A3)

Identifying the weaknesses of 4-star hotel Remote location, Limited facilities no view, haunted hotel low reputation, cheaper price of similar hotels small size of bedrooms, poor decoration

Downplay others’ good(Team A4)

Identifying the strength of 4-star hotel A little cheaper than its counterparts good location but

Parties Task to do

Intensify own good(Team B1)

Identifying the strengths of hotel: clean, spacious, abundant rooms, good reputation, professional trained staff…

Downplay own bad(Team B2)

Identifying the weaknesses of hotel: …..

Intensify others’ bad(Team B3)

Identifying the weaknesses of hotel poor manner of tour escorts, low quality customers cancellation at short notice record

Downplay others’ good(Team B4)

Identifying the strength of travel agent…..

Forms of proof

We need to use some good evidences to

proof what we have suggested is good for the

customers and change the attitudes and

beliefs of them.

Forms of proof

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1. Statistical evidence

Forms of proof

2. Testimony(證明 )

→ We can use some

substances(實物 )

to increase the

credibility.

Forms of proof

3. Visual evidence

After keeping fit

Before keeping fit

Forms of proof4. Comparison and Contrast

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From of proofs

• 例如 : A.C Nielson 市場調查公司的大型調 查

• 和其他健身中心    比較設施多少

4. Comparison and Contrast

• Reputation– Use Examples or statistics to show company credibility– Use personal credibility: networking, Christianity

• Dynamism (活力）– Pay attention to physical appearance– Like you → like your products / service                        愛屋及烏效應

• Expertise – Show professional knowledge and pass success to the

customers.

• Others reference– Other customers endorse the products / service

From of proofs5. Building your credibility

• Verbal- communication

• 游說對話  : –我地公司係同行之中聲譽最好，顧客最放心既健身中心．

–絕對唔使擔心我地既服務貨不對辦，兼且我地仲會提供一個禮拜免費試玩，如果唔滿意，我地絕對唔會收錢 

–我地考慮到好多女士要湊小朋友 –為左體貼你地既需要 

From of proofs6. Deliver your message

1. Non- verbal communication– Gesture(手勢 )– Eyesight(眼神 )– Standing pose (站姿 )– Petty action (小動作 )

2. Voice---- e.g. Tone, volume, pause

3. Proximity (人際距離 )

4. Silence

→ All the above points can reflect how much confidence you got and how professional you are.

From of proofs7. Wording your message

Scenario 1

- You work at a 5-star hotel.- Last week, there was a corporate client, Mr Man

who wanted to hold its annual staff dinner party at your hotel.

- This is the fourth year that the client has held such a function at your hotel.

- From your experience, you know that the client will ask for a lot of concessions such as discounts, payment by installment, free flower bouquet, free valet parking etc.

- You know that the gross profit for this function is minimal.

- However, they are a heavy user of the hotel rooms and you do not want to upset them.

As a marketing officer of the hotel, you have to persuade this customer to accept your offer.

Suggestions of scenario 1What are Mr Man’s needs?1.   Respect2.   Special Discount

How to fulfill Mr Man’s needs?1. Respect - e.g. sincerely customers, General

Manager discuss the matter with the boss….2. Special Discount - e.g. Free Drink per round,

20% off discount for extra drinks….

Others: value his support, express to him you have done what you can

Scenario 2

You are recently appointed as the Sales Manager of a medium-sized health and fitness centre. Your major responsibility is to recruit new members to join your company. According to the record, the number of membership growth is declining. It is because of the keen competition in the fitness market, the other factor contributes to the decline is the limited services provided. In the past, the fitness centre concentrates on providing facilities for weight training and sports activities. To cope with the changing customers’ need, the company has renovated the premises and introduced a number of new services that include facial service, body message, spa service, and yoga. In addition, there are different packages offered to satisfy the needs of different clients. As a customer relation officer of this health and fitness centre, you have to persuade potential customer to become the member of your centre.

Scenario 2 的結論• Non- verbal communication

例如 : 請坐               顧客與服務員的距離              服務員的手勢              眼神              站姿

• Verbal- communication

• 游說對話  : –我地公司係同行之中聲譽最好，顧客最放心既健身中心．

–絕對唔使擔心我地既服務貨不對辦，兼且我地仲會提供一個禮拜免費試玩，如果唔滿意，我地絕對唔會收錢 

–我地考慮到好多女士要湊小朋友 –為左體貼你地既需要 

From of proofs6. Deliver your message

Role Play on effective salesman

(LPS/S4/A5)

Select one of the following products:

• insurance package

• flat to be rent

• mobile phone

Perform a role play to persuade a customer to buy your product in order to illustrate the basic skills of an effective salesman.

The end

1. Social Validation, 2. Statistical evidence, 3. Scarcity, 4. Price,5. After-sale service, 6. VIP discount7. Salesman’s credibility,8. Emotional Security9. Reassurance of Worth, 10. Intensify your uniqueness,11. Downplay opponents’ weakness.12. Testimony(證明 )13. Comparison and Contrast,14. Expertise