The Persuasion Process: Part II

When we want to persuade people, we know we must influence the five-step buying process—needs, recognition, search, evaluation, decision. You have learned a way to make this happen with a five-step persuasion process that meshes and interacts with the buying process and will cause people to take the actions you propose. Although these steps are straightforward, clear, and easy to describe, successful application requires additional study of their use. As you learn more, you will notice immediate improvements in your personal skills.

Another Look at the Five Steps of the Persuasion Process


Start by establishing the needs of your audience. These can be recognized or unrecognized, conscious or unconscious. ...

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