It will give an idea of how persuasion can be managed and can be changed. What others want to listen to and how you can frame your genuine story so someone wants to hear it again and again.

1. Shreyansh Shah
shreycool5@gmail.com

2. Understand the
Persuasion
Most common
mistakes
Four foundation
of persuasion
Take home
messages

3. Text book Definition: the action or process of
persuading someone or of being persuaded to
do or believe something.
Definition in our context: your ability to
present a compelling point of view that leads
stakeholders to willingly support you and act.

4. We love our ideas (Ego) which
leads to blind our Vision.
We fail to prepare (Dialogue)
practice . We think we knows.
We practice with our self not
with stakeholders, we should
practice with our colleague for
better rehearsal.
Usually we fail to understand
the “Killer Question” always
put killer question during
presentation, it will save
attention of listener.

5. Persuasion is an idea, NO It gives
a life to your idea.
Persuasion is story telling kind of
monologue NO, It is two way
conversation where both party
contributes.
Persuasion is 90% story telling
and 10% listening. NO
Persuasion is 90% listening and
10% talking.

6. CREDIBILITY COMMON
GROUND
COMPELLING
ARGUMENT
CONNECTION

7. Credibility
 Use ambassador they can help you to
buy it.
 Take help of someone who can
advocate your idea.
 Launch pilot project to gain
credibility
 Remember you will never have
enough credibility so, always room
for it is available.
Common Ground
 Find out audience’s perspective that
how this products and services will
help them.
 Customer should think that this is
not only his issue it is mine as well.
 Steve Job’s presentation he create
conventional music player as a
enemy and people in front of them
start thinking the same, after that
he launch ipod feather touch. Same
with Iphone.

8. COMPELLING
ARGUMENT
 You have to give evidence to
customer that you are their to
support them.
 Primary effect: Customer will
remember that how things is started
with them.
 Recency effect: Last thing customer
can remember that how we can
support them, or how our product
can help them to over come the
solution.
 You should have two side engage
argument that gives power to the
talk.
 Jeff Bezos rightly argue for Kindle
book against Ipad.
CONNECTION
 Establish Connection should be with
high value, like not 10% saving but
3 Lac you can save.
 We have to build story for individual
then we can work.
 Use real people and real examples to
establish strong connection. E.g Help
Age India.
 Feel the same emotion then
customer can feel that same also
known as “Mirror Neuron”.
 Mirror Neurons means response is
similar in “Performing, Witnessing
and Hearing”

9.  You should introduce Killer question at
the beginning of presentation e.g. cost,
Investment, skill development etc.
 If you fail to introduce the same
question customer will start thinking
through out the presentation and they
may not pay attention to points and
steps.
 You should rehears with known
colleagues to get the idea of killer
questions. It will do brain storming as
well.
 List down 4-5 killer questions which
customer’s are anticipate to ask.

10.  Story should be around 2-3 individuals and simple to understand.
Issue Challenge Resolution
Follow the four step before any call
Killer question and brain storming is the key.
Having and Idea is 5% rest all is leg work you do.
Persuasion is an Art and we all can develop.

11.  Any questions