Persuasion

1. Persuasion How to get people to do what you want. Yipsir www.yipsir.com.hk

2. Definition of persuasion Routes of persuasion Six basic tendencies to say �YES� Needs of customers Persuasive strategies and skills in customer service Form of proof Role play � be an effective salesman

3. Persuasion as defined by Webster�s The act of persuading or the power to persuade.

4. Definition of Persuasion Process that change attitudes, beliefs, opinions or behaviors. Co-creation of a state of identification between a source and a receivers.

5. 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.

6. Six basic tendencies to say �YES� reciprocation consistency social validation liking authority scarcity

7. 1. Reciprocation You are nice to me, so I will be nice to you, as well. The code of reciprocity.The code of reciprocity.

8. 1. Reciprocation Food stores ? free samples Exterminators ? free in-home inspections Health clubs, English courses ? free workouts Free XXX � then, buy!Free XXX � then, buy!

9. 2. Consistency We behave consistently ? Public commitments, even seemingly minor ones, direct future action.

10. 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 Gordon Sinclair, the owner of a well-known Chicago restaurant, was struggling with a problem that afflicts all restaurant owners. People frequently reserve a table but, without notice, fail to appear. The two words were effective because they commissioned the force of another potent human motivation: the desire to be, and to appear, consistent. Pause and wait was pivotal because it induced customers to fill the pause with a public commitment. And public commitments, even seemingly minor ones, direct future action. Another example of University in Israel ? doubled monetary contributions for the handicapped in certain neighborhoods. KEY FACTOR: 2 weeks before asking for contributions, they got residents to sign a petition supporting the handicapped ? MAKING A PUBLIC COMMITMENT TO THAT SAME CASE ? CONSISTENCY. Not on slide: Joseph Schwarzwald (Bar Ilan Univ.) Sign a petition supporting handicapped (public commitment) ? 2 weeks before the fundraising Monetary contributions for the handicapped ? doubled the resultGordon Sinclair, the owner of a well-known Chicago restaurant, was struggling with a problem that afflicts all restaurant owners. People frequently reserve a table but, without notice, fail to appear. The two words were effective because they commissioned the force of another potent human motivation: the desire to be, and to appear, consistent. Pause and wait was pivotal because it induced customers to fill the pause with a public commitment. And public commitments, even seemingly minor ones, direct future action. Another example of University in Israel ? doubled monetary contributions for the handicapped in certain neighborhoods. KEY FACTOR: 2 weeks before asking for contributions, they got residents to sign a petition supporting the handicapped ? MAKING A PUBLIC COMMITMENT TO THAT SAME CASE ? CONSISTENCY. Not on slide: Joseph Schwarzwald (Bar Ilan Univ.) Sign a petition supporting handicapped (public commitment) ? 2 weeks before the fundraising Monetary contributions for the handicapped ? doubled the result

11. 3. Social Validation We follow the lead of similar others. I want to be one of them. Taking advantage of social validation, requesters can stimulate our compliance by demonstrating that others just like us have already complied. I want to be one of them. Taking advantage of social validation, requesters can stimulate our compliance by demonstrating that others just like us have already complied.

12. 3. Social Validation (??) 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. Stanley Milgram, Leonard Bickman & Lawrence BerkowitsStanley Milgram, Leonard Bickman & Lawrence Berkowits

13. 3. Social Validation

14. 4. Liking My grandchildren are hoping to have items for the school�s auction, I should do something about it.

15. 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.

16. 6. Scarcity Items and opportunities become more desirable as they become less available. ? Available only while stock lasts.

17. 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. Although all human societies seem to play by the same set of influence rules, the weights assigned to the various rules can differ across cultures. We can apply these 6 factors when we are in a spot to be convinced, or when we try to persuade others. Although all human societies seem to play by the same set of influence rules, the weights assigned to the various rules can differ across cultures. We can apply these 6 factors when we are in a spot to be convinced, or when we try to persuade others.

18. Persuasion�s aim In today�s changing world, it aims at promoting or selling symbolic ways to meet people�s physiological and emotional needs.

19. Factors affecting a customer�s purchasing propensity

20. Factors affecting a customer�s purchasing propensity Price Tangible needs Purchase affection Salesman�s credibility After-sale service

21. 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

22. Four main�s needs of customers 1. Need for Emotional Security Afraid cheated by the company Buy fake good or receive bad service

23. 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.

24. 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.

25. 4. Need for the sense of power Be strong , handsome in outlook, seem powerful from the eyes of other people.

26. Persuasive strategies and skills in customer service

27. 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

28. 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

29. Step two: Prediction Different kinds of customers will have different kinds of needs; we can focus on their touchstones(??) in order to get a better outcome of the persuasion.

30. Step three: Focusing Lastly, we could grasp their preferences and sell our ideas confidentially.

31. Start to persuade

32. 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

33. 2.Figures of speech use some special method eg, metaphors(??) and smile during your speech 3.Use a proper tone Be gentle 4.No aggressive or impolite wording

34. Delivering your message Speak clearly and fluently Use some non-verbal skills to help your persuasions

35. 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

36. Warm-up game on persuasion (LPS/S4/A1)

39. 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.

40. Forms of proof

41. Forms of proof 2. Testimony(??) ? We can use some substances(??) to increase the credibility.

42. Forms of proof 3. Visual evidence

43. Forms of proof Comparison and Contrast hp LaserJet 1200 ??��HP ?????????, ??? ?????????? (????????????), ???????, ??????????????????????, ??????????????????????????????????

44. From of proofs ??: A.C Nielson ?????????? ? ??????? ??????

45. Reputation Use Examples or statistics to show company credibility Use personal credibility: networking, Christianity Dynamism (??) Pay attention to physical appearance Like you ? like your products / service ?????? Expertise Show professional knowledge and pass success to the customers. Others reference Other customers endorse the products / service

46. Verbal- communication ???? : ?????????????,??????????. ???????????????,????????????????,?????,???????? ?????????????? ?????????

47. Non- verbal communication Gesture(??) Eyesight(??) Standing pose (??) Petty action (???) Voice---- e.g. Tone, volume, pause 3. Proximity (????) 4. Silence ? All the above points can reflect how much confidence you got and how professional you are.

48. Scenario 1

49. 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.

50. Suggestions of scenario 1 What are Mr Man�s needs? 1.���Respect 2.���Special Discount How to fulfill Mr Man�s needs? Respect - e.g. sincerely customers, General Manager discuss the matter with the boss�. 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

51. Scenario 2

52. 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.

53. Scenario 2 ??? Non- verbal communication ??: ?? ????????? ?????? ?? ??

54. Verbal- communication ???? : ?????????????,??????????. ???????????????,????????????????,?????,???????? ?????????????? ?????????

55. Role Play on effective salesman (LPS/S4/A5)

56. 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.

57. The end

58. Social Validation, Statistical evidence, Scarcity, Price, After-sale service, VIP discount Salesman�s credibility, Emotional Security Reassurance of Worth, Intensify your uniqueness, Downplay opponents� weakness. Testimony(??) Comparison and Contrast, Expertise