The Art of Persuasion

For success in any meeting or information exchange, the following four steps are essential:

1. Build trust and rapport with your audience and thus set the scene to your advantage.
   • The quickest and easiest way to build rapport is to assume that you already have it.
   • Simply imagine that the persons with whom you’re speaking are very dear and close old friends. As the result, your body language and attitude will change subtly and without overtly trying, you’ll make your audience feel comfortable and at ease.
   • Smile and make eye contact in a non-threatening and confident manner.
   • The more confidence you inspire in your audience, the more willing they are to respond positively to your suggestions.
2. Fix the desired outcome for the meeting firmly in your own mind.
   • Be very clear regard exactly what behaviour you desire from the others as the result of the meeting – i.e. sign here, go there, or simply, accept this or agree with me.
   • Ensure that everything you say do during the meeting is aimed at bringing them to that final result (see below for ideas) and then ensure you overtly ask them to do whatever it is that you want them to do.
3. During the course of the meeting deliver at least one hook or incentive designed to appeal to each attendee.
   • Although you may not know much about your attendees, you have statistics and astrology on your side. Each person must fall into one of the 12 zodiac signs – cover them all – at least briefly – in your delivery:
     1. Aries – appeal to her need to take action now.
     2. Taurus – appeal to her need for simple, practical solutions.
     3. Gemini – appeal to her natural curiosity. 
     4. Cancer – appeal to her need to feel safe and secure.
     5. Leo – appeal to her need to take centre stage.
     6. Virgo – appeal to her need to get it done and done right.
     7. Libra – appeal to her need to maintain harmony.
     8. Scorpio – appeal to her need to get to the bottom of things.
     9. Sagittarius – appeal to her need for exploration and personal adventure.
     10. Capricorn – appeal to her need to earn responsibility and respect.
     11. Aquarius – appeal to her need to challenge the status quo.
     12. Pisces – appeal to her need to help someone.
4. Carefully choose the words you will deliver – keeping in mind the benefits of the following techniques: 
   • Develop YES sets – get them on a roll with answering a series of simple questions with a ‘yes’ and chances are they’ll keep rolling on in the affirmative.
   • Anticipation Loops – keep them paying close attention through the entire meeting by delivering only partial explanations with a promise to explain more fully, later.
   • Agreement Frames – everyone feels better when others agree with them – so meet any objections with the following – ‘I agree with you and (not but) I add this…’.
   • Awareness Patterns – innocuous little words like NOTICE, REALISE, EXPERIENCE, SEE, and AWARE are all great for slipping in ideas under the radar. For example, ‘’I’m certain that you realise that our numbers aren’t great this quarter and that means some redundancies.” If they question anything here, it’s more likely to be either (1) whether they did realise the numbers weren’t great or (2) whether in actual fact – the numbers weren’t great. This leaves them much more likely to accept (as a given) whatever comes after that, i.e. your main aim – redundancies.