Ebc10e ch08-instructor ppt-final

8

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ©denphumi/ThinkStock

Instructor PowerPoint

1

Learning Objective

1

Copyright ©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2

Explain digital-age persuasion

and identify time-proven

persuasive techniques.

Many managers try to influence others instead of issuing commands.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia

Ch. 8 / Slide 3

Understanding Persuasion in the Digital Age

• Leaner corporate hierarchies

• Blurring lines of authority

• Reliance on teams

• Savvy, well-informed consumers

Persuasive skills are ever more important:

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Marina Zlochin/Fotolia

Ch. 8 / Slide 4

How Has Persuasion Changed in the Digital Age?

The volume and reach of persuasive messages have exploded.

Persuasive messages spread at warp speed.

Organizations of all types are in the persuasion business.

Persuasive techniques are more subtle and misleading.

Persuasion is more complex and impersonal.


Ch. 8 / Slide 5

Effective Persuasion Techniques

Establish credibility

Make a reasonable,

specific request

Tie facts to benefits

Recognize the power of loss

Expect and overcome resistance

Share solutions and

compromise

Learning Objective

2

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 8 / Slide 6

Craft persuasive messages

that request actions.

Opening – Capture attention.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © helen cingisiz/Fotolia

Ch. 8 / Slide 7

Writing Plan for Persuasive Requests

• Ask a thought-provoking question.

• Describe a problem.

• Make an unexpected statement.

• Suggest reader benefits.

• Offer praise or compliments.

Body – Build interest.


Ch. 8 / Slide 8


• Anticipate objections, offer counterarguments.

• Explain purpose of the request.

• Prove its merit.

• Use facts, statistics, expert opinion, examples, details.

• Focus on direct and indirect benefits.

Closing – Motivate action.


Ch. 8 / Slide 9


• Ask for a specific action.

• Make the action easy to take.

• Show courtesy, respect, gratitude.

Learning Objective

3


Write compelling claims

and deliver successful

complaints.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia

Ch. 8 / Slide 11

Writing Effective Persuasive Claims and Complaints

Develop a claim message logically.

Perhaps open with praise or a point of agreement.

Review what you have done to resolve the problem.

Explain precisely what happened or why your claim is valid.

Enclose copies of relevant documents.

Close with a clear action statement.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © raven/Fotolia

Ch. 8 / Slide 12

Writing Effective Persuasive Claims and Complaints

Develop a claim message logically.

Adopt a moderate tone.

Calmly express your disappointment.

Appeal to receiver’s sense of responsibility.

Avoid rancor.

Learning Objective

4


Understand interpersonal

persuasion at work, and compose

persuasive messages within

organizations.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia

Ch. 8 / Slide 14

Crafting Persuasive Messages in Digital-Age Organizations

Managers no longer serve as primary information providers.

Many supervisors view themselves as collaborators and mentors.

Executives increasingly rely on persuasion to achieve buy-in from subordinates.

Shift in authority is affecting the strategies and tone of workplace persuasive messages.


Ch. 8 / Slide 15

Persuading Employees: Messages Flowing Downward

Participating in volunteer projects

Joining programs to stop smoking, lose weight, or start exercising

Persuasive requests may

include the following:


Ch. 8 / Slide 16

Persuading Employees: Messages Flowing Downward

Instructions or directives moving downward from supervisors usually require little persuasion.

Paying attention to tone is necessary. BUT:


Ch. 8 / Slide 17

Persuading the Boss: Messages Flowing Upward

Focus on evidence such as facts and figures.

If possible, quantify the benefits of your idea in dollar terms.

Be confident and appear competent when pitching your idea.

Be sensitive to tone; use words such as suggest and recommend, not you must or we should.

BUT:

Learning Objective

5


Create effective and ethical direct-mail

and e-mail sales messages employing

the AIDA strategy: gaining attention,

building interest, developing desire,

and motivating action.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Iadam/Fotolia

Ch. 8 / Slide 19

Writing Plan for Sales Messages

• Offer something valuable or promise a benefit.

• Ask a question.

• Provide a quotation, fact, or product feature.

• Start with a testimonial or startling statement.

Opening – Gain attention


Ch. 8 / Slide 20


Body – Build interest.

• Describe central selling points.

• Make rational and emotional appeals.

• Elicit desire; reduce resistance.

• Consider money-back guarantees, free samples, performance tests.


Ch. 8 / Slide 21


Closing – Motivate action.

• Offer a gift.

• Promise an incentive.

• Limit the offer; set a deadline.

• Guarantee satisfaction.


The AIDA Strategy for Sales Messages

Attention

Interest

Desire

Action

Capture attention, create awareness, make a sales proposition, prompt audience to read on.

Describe central selling points; focus not on features of product/service but on benefits relevant to the reader’s needs.

Reduce resistance, reassure the reader, elicit the desire for ownership, motivate action.

Offer an incentive or a gift, limit the offer, set a deadline, make it easy for the reader to respond, close the sale.

Opening

Body

Body

Closing

STRATEGY CONTENT SECTION

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © Neokryuger / fotolia

Ch. 8 / Slide 23

Anatomy of a Sales Message Applying AIDA

AttentionSure, times are tough, but does that mean you have to give up your vacation altogether?

If taking a cruise this year involves penny pinching, why not consider a cruise on a line known more for value than for the latest splashy features? BahamaBound offers remarkable value plus fabulous food in four restaurants, live entertainment, movie screens, a spa, a swimming pool, and even a dance club.

Asks personalized question.

InterestBuilds interest with rational appeals plus emotional appeals about the cruise features.


Ch. 8 / Slide 24


You don’t have to skimp on amenities with our two-night cruise embarking from Miami with base rates as low as $99 a person. One first-time cruiser said, “It was a blast! We were treated like royalty, spoiled almost rotten.”

Includes a testimonial and highlights one outstanding feature to generate desire. Desire

Action


Ch. 8 / Slide 25


You can enjoy the vacation of a lifetime, feast on fabulous cuisine, and be pampered at a spa–all on a budget with BahamaBound. If you are among the first 25 to respond, your reservation will be upgraded to an ocean-view stateroom with a balcony. For more information on surprisingly affordable cruise vacations, visit our website at BahamaBound.com.

Motivates action by repeating key benefits plus offering an incentive to act quickly.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia

Ch. 8 / Slide 26

Writing Successful E-Mail Sales Messages

Craft a catchy subject line.1

Keep the main information “above the fold.”

2

Make the message short, conversational, and focused.

3

Convey urgency.4

Sprinkle testimonials throughout the copy.

5

Provide a means for opting out.

6

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © leremy/Fotolia

Ch. 8 / Slide 27

Writing Successful E-Mail Sales Messages


Ch. 8 / Slide 28

Writing Short Persuasive Messages Online

Business communicators use social media to promote their businesses, further their causes, and build their online personas—not primarily for overt selling.

1

Many of the principles of persuasion also apply to micromessages (online posts or tweets) although only parts of the AIDA strategy may be used.

2


Ch. 8 / Slide 29

Types of Persuasive Posts and Tweets

Updates of events, experiences, thoughts, and exploits

Promotional offers such as an invitation to participate in games

Announcements of interesting events, publications, and media links

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ©denphumi/ThinkStock

Ch. 8 / Slide 30

Education

Ebc10e ch08-instructor ppt-final