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Persuasion and Influence:
Necessary Skills for Today’s Leaders
Jeanette BordelonMBA, PMP, CTM
www.thePersuasivePM.com
PMI Minneapolis PDD Event September 2011
Persuasion
♦Persuasion – what exactly is it?
♦Hierarchy of Persuasion
♦ 12 Laws of Power Persuasion
♦ 5 “C’s” of Trust
♦The 3+ “R’s” of Resistance
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Persuasion – What is or isn’t it?
Negotiation
Compromise
Motivation
Power
Coercion Influence
Copyright 2011 PMI Minneapolis PDD Event – September 2011
XX
Persuasion - Definition
The process of changing or reforming attitudes, beliefs, opinions or behaviors toward a
predetermined outcome through voluntarycompliance
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Six P’s of Success
♦Psyche
♦Persistence
♦Personal Development
♦Passion
♦Positive Attitude
Copyright 2011 PMI Minneapolis PDD Event – September 2011
There is very little difference in people – but that little difference makes a big difference. The little difference is ATTITUDE. The big difference is whether it is positive or negative.
(W. Clement Stone)
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Six P’s of Success
♦Psyche
♦Persistence
♦Personal Development
♦Passion
♦Positive Attitude
♦Persuasion
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Persuasion
Influence others with integrity
Dark Side
Bright Side
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Persuasion
Effective persuaders:
1. Use adaptation and make a lasting impact.
2. Recognize two paths to persuasion:Conscious and Sub-conscious.
3. Understand that we are persuaded by reason and moved by emotion.
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Hierarchy of Persuasion®
Long Term Benefit
Short Term Benefit
CommitmentCooperation
Compliance
Coercion
Control
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Value of Persuasion
Basic “rut” syndrome
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Value of Persuasion
Opportunity for change: Forced or Self-Initiated
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Value of Persuasion
External or Internal?
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Value of Persuasion
Positive Impact to life-time project value,
Sustained business and personal success
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
♦ Dissonance
♦ Obligation
♦ Connectivity
♦ Social Validation
♦ Scarcity
♦ Verbal Packaging
♦ Contrast
♦ Expectations
♦ Involvement
♦ Esteem
♦ Association
♦ Balance
*Maximum Influence: The 12 Universal Laws of Power Persuasion by Kurt Mortensen –The Persuasion Institute
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#1 - Dissonance(Internal pressure)
• Denial
• Reframing
• Modification
• Ignore
• Acknowledge and Comply
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#2 - Obligation(How to get anyone to do a favor for you)
• Gifts
• Favors
• Secrets & Intimacy
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#3 - Connectivity(Contagious cooperation)
• Smile, use humor• Sincere Interest in others
(ask questions)• Body Language (55/38/7)• Mirror/Matching• Halo Effect
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#3 - Connectivity(Contagious cooperation-Halo Effect)
• Grounded• Relaxed• Alert/Aware• Connected• Energetic
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#4 – Social Validation(The art of social pressure)
• Group setting
• Trusted source(s)
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#5 – Scarcity(Get anyone to take immediate action)
• Limited time
• Limited exposure
• Limited offering
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#6 – Verbal Packaging(The Leverage of Language)
• Positive
• Use stories to paint a vivid picture
• Emotion packed words
• Value of silence
Copyright 2011 PMI Minneapolis PDD Event – September 2011
Video
12 Laws of Persuasion
#6 – Verbal Packaging(The Leverage of Positive Language)
BUT
IF
PROBLEM
Copyright 2011 PMI Minneapolis PDD Event – September 2011
AND
WHEN
OPPORTUNITY
12 Laws of Persuasion
#7 – Contrast(How to create extra value)
• Alternative recommendations
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#8 – Expectations(The impact of suggestion)
• Self-fulfilling prophecy
• Parkinson’s Law – work expands to fill the time available
State What You DO Want . . .
not what you don’t want!
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#9 – Involvement(Create and awaken curiosity)
• Increase participation
• Ask for advice
• Use “yes” questions
• Direct conversation through questions
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#10 – Esteem(How sincere praise releases energy)
• Build up team
• Give credit where due
• Criticize in private
• Ask for opinions
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#11 – Association(Create the climate)
• Branding-Bonding
• Use senses
• Respected sponsor
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
#12 – Balance(Logical Mind versus Emotional Heart)
• Specific
• Examples
• Emotional stories
Copyright 2011 PMI Minneapolis PDD Event – September 2011
12 Laws of Persuasion
♦ Dissonance
♦ Obligation
♦ Connectivity
♦ Social Validation
♦ Scarcity
♦ Verbal Packaging
♦ Contrast
♦ Expectations
♦ Involvement
♦ Esteem
♦ Association
♦ Balance
*Maximum Influence: The 12 Universal Laws of Power Persuasion by Kurt Mortensen –The Persuasion Institute
Copyright 2011 PMI Minneapolis PDD Event – September 2011
What Do People Want?
S
E
X
Copyright 2011 PMI Minneapolis PDD Event – September 2011
What Do People Want?
S
E
X
ecurity
ssentials
-tras
Copyright 2011 PMI Minneapolis PDD Event – September 2011
“Become a Magnet”The 5 “Cs” of Trust
♦Credible
♦Confident
♦Congruent
♦Character
♦Competent
Rate Yourself!
Copyright 2011 PMI Minneapolis PDD Event – September 2011
The 3+ “Rs” of Resistance
♦Reason
♦Resources
♦Representative
♦Lack of self-confidence
Copyright 2011 PMI Minneapolis PDD Event – September 2011
“A positive mental attitude is an irresistible force that knows no such thing as an immovable body.” (Napoleon Hill)
“What you believe, you will achieve. If you’re not achieving what you want, perhaps your internal beliefs are leading you to achieve something else!” (Jeanette Bordelon)
Copyright 2011 PMI Minneapolis PDD Event – September 2011
The Persuasive PM
Jeanette Bordelon, MBA, PMP, CTM
(773) 456-6246
www.thePersuasivePM.com
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