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How to Persuade People

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Many executives are responsible, in one way or another, for persuading people either to see or do things in one particular way – their way. Whether you are an HR executive leading the organization towards change, or a sales leader trying to convince your CEO to use a new sales strategy, or a marketing VP trying to get consumers to buy your product or complete a specific call-to-action, everyone needs to figure out how to persuade people to do something.

Behavioral economics, particularly the concepts of framing and loss aversion, can help you do this. First, let’s start with some definitions:

  • Framing – this is the way in which you frame up a situation, dilemma or opportunity
  • Loss Aversion – by nature, humans have an aversion to loss, the desire to not fail is more powerful than the desire to win

If you need to get people to believe in you and take action on what you are saying, you need to combine framing and loss aversion. In other words:

Framing + Loss Aversion = Persuasion

This might be too simplified, but here’s the main point. When trying to persuade people, make sure you frame the problem in a way that reveals to them what they’ll LOSE, in addition to what they’ll win.

  • If you are the HR executive leading the organization towards change, don’t just tell your CEO there are lots of benefits from the change; call attention to the items that will be negatively impacted if the change isn’t implemented. Tie it to lost productivity or another business metric.
  • If you are the sales leader, tell your CEO what they will lose out on by not adopting the new sales strategy, such as lost sales and lost revenue to the competition. That will get their attention.
  • If you are the marketing VP, figure out how to frame your product messaging or offers in a way where consumers will feel like they are missing out if they don’t complete the call-to-action. Make your offer so compelling they simply cannot afford to avoid it.

This article from the Wall Street Journal has some great information on this topic as well.

The post How to Persuade People appeared first on BI WORLDWIDE Blog - Driving Engagement.


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