10 savvy tips to ensure your success when persuading people

To ensure your success when persuading people, and help propel longevity in a career where you must be persuasive, you must take
the time to analyze your actions
and constantly work towards
improving yourself. These ten tips
will help you continue to build the
foundation beneath your career as
a public speaker, as a salesperson,
as a small business owner, and as
a professional in many other
vocations as you work towards a
long, prosperous career.
From Successful Persuasion Through Public Speaking , a book by John Hayes, Zig Ziglar introduces ten
concepts for us to consider that
will ensure success if followed.
These tips are primarily for people
who work in fields where they
interact with their clients, such as
salespeople or public speakers, but
can be applied to most any
profession or work relationship
where persuasion is employed.
1. Don’t dictate
People are naturally curious. When
you tell someone that your way of
thinking is the right way of
thinking, they are instantly going to
be apprehensive about believing
you. It is incredibly important to
never attempt to dictate the
thoughts and ideas of other people
because that will immediately put
them on the defensive and make it
much less likely that you will
convince them of anything. To
ensure success when persuading
people, don’t dictate.
2. Convince people you are correct
To reach success when persuading
people, you must do exactly that:
persuade. Convince people that
your idea is correct, that it is the
right way to think. In his interview
with Hayes, Ziglar told the story of
Aristotle and Galileo – a prime
example of the power of
“Many years ago Aristotle made the statement that two weights of the
same material would fall at
different rates of speed and the
larger, heavier one would hit the
ground first. This was taught at the
University of Pisa. However, many
years later a young philosopher
named Galileo said that was untrue
—that if they were of the same
material they would fall at the
same rate of speed. He was
challenged to prove it. He went to
the top of the Leaning Tower of
Pisa, dropped two weights different
in size but made of the same
material, and they hit the ground at
exactly the same time. He had
convinced everyone there that he
was right. However, guess what
happened? They continued to teach
what Aristotle had said many years
before because Galileo had
convinced them but he had not
persuaded them.”
Ziglar’s story is especially
important when learning how to
find success when persuading
people because it shows how a
scientific experiment was not
believed to be true because he did
not convince people he was correct .
You must convince people. Never
assume the facts will do the work
for you.
3. Convince people your advice is
Additionally, “In the world of
speaking, sometimes you have to
convince people that your position
is right, that the advice you have
given is good.” You must get
people to also understand that
what you are saying is good.
Sometimes an audience will
understand what you are saying is
correct, but they still may not buy
into the quality of actually
implementing the advice you give
them. Sure, they know they should
work out every day if they want to
become more fit… but is that really
good advice when they have such
pressing matters at home and work that take up their time? If you don’t
convince them that their health is
more important than their finances,
if you don’t convince them that
they need to maintain their
wellness to maintain balance in
their life – they may not ever take
action, despite agreeing that your
advice is correct.
4. Take a walk in their shoes
Sometimes, in order to get people
to “personally adopt and buy into
the concept and use it in their own
lives,” we need to see the world
from their point of view. Ziglar
uses an example of a chess match
to show how this works, saying
that in chess it is often seen that
chess masters “will frequently move from their own side of the chess
board to the opponent’s side and
look at the board from the other’s
perspective.” This can be employed
in the world of persuasion as well.
“It’s true everything is in plain
sight, but something seems to
happen when they move to the
other side and see their own board
as their adversary sees it.” To
understand where your prospect’s
life is currently sitting, and to
understand their frame of mind, you have to open yourself up and put
yourself in their shoes. “We need to
look at things from their side.” It is
vital to “better [be] able to plan…
strategy” when persuading others.
5. Give a reason
“You will also be more able to
persuade when you give the
audience a reason for following
your suggestions.” Don’t just say
you are right and that you are good
and that you understand where
they are coming from. That isn’t
enough. You must also reason with
them. Reason with your prospect
and give them reason to believe
you. After all, if they’re going to be
waking up 30 minutes early every
day… they might need to use that
reason to tell their spouse why
they are waking up so early!
6. Give an excuse
Not just a reason. “Sometimes a
reason for taking action is not
quite enough and if they use an
excuse to take action it often
means they are emotionally moved
but not logically. If you find both a
reason and an excuse, they are far
more likely to make an action
decision and later be glad they
did.” You want to give people all of
the support they need when
working towards change in their
life, when buying a product, when
doing something that is not in their
status quo. “Find both a reason and an excuse and you will be more persuasive in more cases.”
7. Remember your reputation
“Your permanent persuasion ability
depends largely on your reputation.
If you have a good one, your
persuasion ability skyrockets.” The
biggest factor in success when
persuading people is many times
your reputation. “In the world of
speaking, it’s particularly true that
your reputation makes the sale.”
People are more willing to trust,
quicker to believe, and more likely
to buy from you or be convinced of
something if your reputation
precedes you or at least is a
reliably good one.
8. Be consistent
In creating a reputation that is
quality, your consistency matters.
Ziglar notes consistency as one of
his “greatest persuasive efforts.”
His clients “know exactly what
they’re getting before I’m invited
and, over the years, I have been
able to build a very large clientele
through reputations and
recommendations through those
clients.” Consistency begets loyalty,
which begets success when you’re
in the world of sales.
9. Be honest
Honesty is always the best policy
in life and in the work world. “If
you have a reputation for shady
deals and being undependable, your
reputation can be your worst
enemy.” If you lie, if you are shady,
and if you are not an honest
person… people will discover this
and your ability to persuade will
begin to plummet downwards. The
lie is not worth the risk. Be honest.
10. Deliver on your promise
Finally, Ziglar asserts, “Deliver what
you’ve promised and the reputation
you build will be the ultimate
persuader.” It is as simple as that.
Be the person you say you are, do
the things you promise to do, and
you will find success when
persuading people.

See you at the top.


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