Speakers Bureau Tool Box

The Art of Persuasion

When you want people to Listen, Learn and Do what you request, try this 4-step formula, instead of simply telling them what to do. People are more likely to act when they hear both the rewards and the reasons.

So That (If you want to, In order to, When you want to)
First, promise: the rewards, benefits and satisfactions people will get by doing what you suggest. Or describe negative consequences the person will avoid by doing as you say.

The secret of success is to begin with benefits, follow with advice, requests and features. Tell them what they'll gain before you tell them what to do. Leading with benefits gets results.

Do This (Try this, Would you please do this?)
Tell (or ask) the person exactly what you want him or her to do. Name the specific action you want the person to perform. this should be a precise, observable action the person has power to carry out (something a video campera could record).

Instead of (Rather than)
To clarify the request, let the person know what not to do, the exception. Sometimes, it's better to express the "instead of" first. Example: "Instead of spending all your paycheck, put 10 percent away each time, and in 10 pay periods, you'll have an extra check."

Because (For the reason that)
Finish with reasons why: logical, factual, leagal reasons why the person should take the action you suggest. This may also be the proof, specific reasons why the benefits promised are attainable. Sometimes the reason is because of a law, regulation, code or policy. "Because" is for minds, "so that" for emotions.

Example: If you want to maintain the good will of a person who has complained, instead of just apologizing, why not try to make it up to the person by offering something of value? A gift or good-faith offering (reason) may ease the pain of inconvenience the person has suffered and win back his or her trust.

Remember: To motivate, you must be ready to -- and sometimes answer -- the objections people raise about the costs of what you are proposing.

The benefits promised must outweigh the costs.

Information provided by Michael Buschmohle, professional public speaker and president of Applause Associates.