Persuasion 101

As promised, we begin a series on persuasion.  Why would knowing and applying persuasion techniques be important?  Isn't persuasion "bad"?

Being a trainer of NLP, I have on more than one occasion heard a person say, "NLP is about manipulation (a more nefarious perspective of persuasion)."  Indeed, NLP has been branded with the low-energy of persuasion or manipulation in some groups.  I submit to you that NLP is the essence of fine communication and, persuasion and manipulation are essential tools - so long as your ethics are clear.

I think it is important to begin with the idea in mind that persuasion is really about effective communication.  We are constantly trying to persuade people all the time.  We attempt to persuade our boss to give us a raise.  We attempt to persuade our customer to sign off of the order.  We attempt to persuade our spouse to spring for that vacation or big-screen TV.  We attempt to persuade our children to [insert your long laundry list of moral behaviors here].  Persuasion is simply selling our ideas and getting others to buy into them.

Assuming your ethics are in the right place, knowing persuasion techniques is all about empowered communication. 

Let's look at it from a sales perspective.  Your customer comes to you in order for you to sell them something.  They wouldn't be there otherwise.  They want you to make it easy for them to make a decision to buy your product.  With effective communication skills you can assist them in making the decision to buy from you.  Ineffective persuasion skills can result in a lost sale.  You don't get the sale and the would-be customer walks away without the product.  That is a lose-lose situation.

Persuasion techniques include establishing rapport, learning about how your listener thinks about their world and learning how they arrive at a decision.  Most people leave these out, choosing to focus on the benefit of their product or point of view, yet they are the essential components to truly help (persuade) someone to make a decision.

Rapport is the first and most essential skill.  It involves creating an unconscious bond between you and the listener so what you say is readily accept with a minimum of critical analysis.

Next week, how to create rapport.  Stay tuned!