The Art of Persuasion in the Business World

Carol Dominguez, President & CEO –

As far as I can remember…

As far as I can remember…

Persuaded Kellogg to organize the largest international food festival ever…

Persuaded an ex-fiancé that I should move to Europe… Persuaded a boyfriend to become vegetarian…

Persuaded an ex-boss to hire me in Milan…

Persuaded Indian BPOs to outsource voice operations to the Philippines…

Persuaded the HAA to hold it Asia Regional Conference in the Philippines…

Persuaded my HBS Professor to write a case on the Philippines…

Persuaded a world-class HBS professor to teach in the Philippines…

For me, persuasion is all about STRATEGY

• Have a plan

• Research

• Visualize

• Prepare

• Practice

6 Principles of Persuasion by Prof. Cialdini

•Reciprocity

• Scarcity

•Authority

•Consistency

• Liking

•Consensus

Reciprocity

• People are obliged to give back to others in the form of a behavior, gift, or service that they have received first.

Scarcity

• People want more of those things they can have less of.

Authority

• People follow the lead of credible, knowledgeable experts.

Consistency

• People like to be consistent with the things they have previously said or done.

Liking

• People prefer to say yes to those that they like.

Consensus

• Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own.

My take

• It’s personal!

• Build up relationships over a long period of time - spread your network very far and wide

• Be authentic

• If you wait at the last minute, it is too late

• Accept that techniques do not work on everyone, you are not going to have the personal relationship with everyone

• Have influence over a wide range of people - reflect on people that have different styles