CHAPTER   8   

Persuasion 360

How to Get Agreement Up, Down, and All Around

Thus far, we’ve focused on persuading just one target. Now we’re going to turn our attention to persuading groups and specific members of groups. The first thing you need to acknowledge is that group decisions don’t get made in group settings. Think about that. It’s counterintuitive but inescapably true. Groups hear and discuss, sometimes debate and argue, but they seldom decide as a unit. Rarely will you find a single decision maker. Rather, multiple decision makers—often including, but not limited to, the budget manager, a hierarchical leader, and an informal leader—are involved in the final decision.

Thus, you need to appeal to fiscal prudence, leadership responsibility, ...

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