Persuasion

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

2. Schedule • 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.

8. 1. Reciprocation • Food stores  free samples • Exterminators  free in-home inspections • Health clubs, English courses  free workouts

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

11. 3. Social Validation • We follow the lead of similar others.

12. 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.

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.

18. Persuasion’s aim • In today’s changing world, it aims at promoting or selling symbolic ways to meet people’sphysiological 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 orPerceiver

29. 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.

30. Step three:Focusing Lastly, we could grasp theirpreferencesandsell our ideasconfidentially.

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(暗諭) 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 1. Statistical evidence 更多图片| 图片上传各地市场价：3230 - 5200元[ 价格详情 ]

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

42. Forms of proof 3. Visual evidence Before keeping fit After keeping fit

43. Forms of proof • Comparison and Contrast hp LaserJet 1200 系列• HP 的個人鐳射打印方案, 具備同 級產品中最優秀的功能 (在打印速度和打印質素方面), 且具充足的彈性, 可擴充成為一部適合小型工作組使用的網絡打印機, 或一部多功能的多合一個人文件管理器材。打印、擷取和管理桌上高質素文件 hp officejet 4110 all-in-one• 實惠而功能超卓的打印 機、傳真機、掃描器及影印機，適合家居及公司業務使用。纖巧實惠的多合一解決方案。 hp officejet 5110 多合一事務機• 外型纖巧的多合一產品, 備有先進的傳真功能藉使用 office jet 5110 工作更多, 創作更

44. From of proofs • Comparison and Contrast • 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

45. From of proofs 5. Building your credibility • 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

46. From of proofs 6. Deliver your message • 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

47. From of proofs 7. Wording your message • Non- verbal communication • Gesture(手勢) • Eyesight(眼神) • Standing pose(站姿) • Petty action (小動作) • 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.

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