admission handbook - the california state university | working for

PERSUASION: KEY TO INFLUENCING PEOPLE

Ana H. Valentín, MPH

Survey Statistician

U.S. Department of Commerce

National Oceanic and Atmospheric Administration

Objectives

The workshop will:

• Identify routes of persuasion

• Find patterns of influences

• Classify the types of influencers

• Present the credibility formula

• Demonstrate the impact of personality traits

• Show the importance of structuring your message

2 Valentin (2014) Persuasion: Key to Influencing People

Persuasion Lifecycle

ROUTES OF PERSUASION

TYPES OF PERSUASION

PATTERNS OF PERSUASION

BUILDING CREDIBILITY

IDENTIFY AND USE

PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE




TYPES OF PERSUASION



IDENTIFY AND USE

PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE


Routes of Persuasion

Thoughtful Mindless

Sources: cardinalrealtyiowacity.com


http://cardinalrealtyiowacity.com/how-to-price-your-home-right-for-the-iowa-city-real-estate-market/

Routes of Persuasion - Thoughtful

Source: cardinalrealtyiowacity.com

Listening motivates them

Has high involvement

Actively processes information

Weighs pros and cons of evidence

Uses reason and logic



Routes of Persuasion - Mindless

Source: cardinalrealtyiowacity.com

Lacks of motivation or ability to listen

Has low involvement

Uses passive processing decision triggers

Does not counter-argue

Uses little intellectual analysis



Persuasion Lifecycle - Types


TYPES OF PERSUASION



IDENTIFY AND USE

PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE


Patterns of Influence

Persuasion

Negotiation

Fixation

Polarization


Patterns of Influence - Persuasion

Source: www.vacationrentalmarketingblog.com


http://www.vacationrentalmarketingblog.com/8-persuasion-lessons-that-guarantee-more-bookings/

Patterns of Influence - Negotiation


Patterns of Influence - Fixation

Source: http://www.paulthecounsellor.com.au


http://www.paulthecounsellor.com.au/

Patterns of Influence - Polarization

Source: http://4.bp.blogspot.com


http://4.bp.blogspot.com/

http://4.bp.blogspot.com/

Patterns of Influence

Negotiation

Polarization Fixation

Persuasion

14

Source: Valentin (2013) Persuasion : A key influencing people

Valentin (2014) Persuasion: Key to Influencing People

Persuasion Lifecycle - Patterns


TYPES OF PERSUASION



PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE


Foxes

Donkeys

Bloodhounds

Types of Influencers


Types of Influencers - Foxes

Ruthless, competitive

Exploits influence opportunities

Manipulates others

Life is a contest: They win; you lose


Types of Influencers - Bloodhounds

Detectives of influences

Recognizes influence opportunities

Builds mutual gain

Win-Win motivates them

Thinks of long-term implications


Types of Influencers - Donkeys

Stubborn

Unwilling to learn

Inflexible

Meeting derails in confusion

Fails to convince

Negotiations turn into lose-win or lose-lose


Persuasion Characteristics

Types of influencers

Patterns of influences

Routes of persuasion

Source: www.studyblue.com / http://education-portal.com / http://www.uncp.edu


http://www.studyblue.com/

http://education-portal.com/




http://www.uncp.edu/

Persuasion Lifecycle - Credibility


TYPES OF PERSUASION



IDENTIFY AND USE

PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE


Building Credibility – Formula

Sources: www.medialib.glogster.com / http://tamagnatrainings.com

TRUST CREDIBILITY


http://www.medialib.glogster.com/

http://tamagnatrainings.com/

http://tamagnatrainings.com/

Building Credibility – Pillar of Expertise

Language of expertise

Selling expertise

Testimonials


Building Credibility – Strategy Planner

High expertise

High trust

High expertise

Low trust

Low expertise

Low trust

Low expertise

High trust

Source: http://classconnection.s3.amazonaws.com


http://classconnection.s3.amazonaws.com/

Persuasion Lifecycle - Personalities


TYPES OF PERSUASION



IDENTIFY AND USE

PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE


Identify Personality Profile

Resolve issues by

Judgers: Decide quickly Perceivers: Keep options open

Make decisions by

Thinkers: Weigh facts and evidence Feelers: Value emotions and feelings

Pay attention to

Sensors: Want details and specifics Intuitives: See the big picture

Energized by

Extroverts: Talk first, think later Introverts: Reflect silently before talking

Source: Mills, H (2000). Artful persuasion, Wiley & Son, USA


Use Personality Profile

• Concentrate on the evidence

• Present a step-by-step logical analysis To influence an ST

• Focus on details and relationships

• Show how details affect people To influence an SF

• Present an overview first

• Offer a series of well-analyzed and practical options

To influence an NT

• Present big picture

• Demonstrate values and feelings To influence an NF

Source: Mills, H (2000). Artful persuasion, Wiley & Son, USA


Building Credibility

Credibility formula

Identify and Use personality profile

Strategic planner

Pillar of expertise


Persuasion Lifecycle - Message


TYPES OF PERSUASION



IDENTIFY AND USE

PERSONALITY PROFILE

STRUCTURE YOUR

MESSAGE


Structure Your Message – Keep It Simple

Source: http://www.sapdesignguild.org


http://www.sapdesignguild.org/

Structure Your Message – Line Up Ideas

Source: matiasurzua.blogspot.com


http://matiasurzua.blogspot.com/2012/10/pee-structure-we-have-been-doing-lot-of.html

Structure Your Message – Assume Position

Source: http://edtalkradio.com


http://edtalkradio.com/

Structure Your Message – Present Value

Source: beingwarrenbuffett.com


http://beingwarrenbuffett.com/a-glossary/adjusted-present-value-apv/

Structure Your Message

Source: http://blogs.longwood.edu


http://blogs.longwood.edu/



TYPES OF PERSUASION



PERSONALITY PROFILE

STRUCTURE YOUR MESSAGE


THANK YOU

Ana Valentín

Survey Statistician

U.S. Department of Commerce

National Oceanic and Atmospheric Administration

Email: [email protected]

Mobile: 301-404-8074


mailto:[email protected]

References

Carnegie, D. ( 1981). How to win friends & influence people . Pocket Books, New Jersey, USA.

Cialdini, R.B. (2006). The psychology influence of persuasion. William Morrow and Company, Inc.,

New York, USA.

Heinrichs, J. (2007). Thank you for arguing: What Aristotle, Lincoln, and Homer Simpson can teach

us about the art of persuasion. Crown Publishing Group, Inc., New York, USA.

Kahneman, D. (2007). Thinking, Fast , and Slow. Macmillan Publishers, New York, USA.

Linden, R. (2010). Leading across boundaries, Wiley & Son, Co., California, USA.

Mills, H. (2000). Artful Persuasion, Amacom, New York, USA.

Stone, D., Patton. B., & Heen, S. (2010). Difficult conversations, Penguin Putnam, Inc., New York,

USA.


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