Persuade

9Putting It All Together

By now, we hope that you have learned the steps in the Four-Step Process of Influence and Persuasion (Building Credibility, Engaging Emotion, Demonstrating Logic, and Facilitating Action). These are the cornerstones of influencing and persuading. Use them each and every time you are trying to persuade.

1. Building Credibility: To build credibility, you need to establish Trust and Expertise. Trust is created by balancing Connection, Value, and Reliability with one's own self-interest.
2. Engaging Emotion: Emotions are powerful motivators. Remember to tap into Achievement, Fear, and Obligation.

   

   Figure 9.1

3. Demonstrating Logic: To demonstrate logic, communicate natural and logical consequences. Add Social Proof, which is proof from the masses, peer proof, and thought leader proof. Back it up with Documented Proof, which is your evidence.
4. Facilitating Action: Finally, you need to make a plea for action. Employ soft and hard closing techniques to overcome objections and lead people you are trying to influence to a yes.

There is also a fifth overarching component to the process of influence and persuasion: the Time and Place of the opportune moment. Be aware of the when, where, and who. These matter in finding the opportune moment to influence and persuade.

The purpose of this book was not to simply teach you this model. It was to become a master influencer, ...