Includes material from Guffey Ch 9, Thill//bovee Ch 9, DiResta Ch 7
Persuasive Speaking
Uses for Persuasive Speaking
Sales News Releases Requests (within or
outside of organization) Complaints (requesting
adjustments, making claims)
Prepare: Audience Analysis
Analyzing purpose Anticipating reaction Adapting to the audience
Sales Audience Analysis
Direct or Indirect Pattern?
Indirect Audience is
likely to resist Information is
unsolicited
Direct Audience is
inclined to agree with your request
Information is requested
Communication Matters Discussion
5 Tips for Exciting Speeches how you can incorporate the ideas
from this article into improving your audience connection and emotional content in your next speech?
Indirect Pattern for Persuasion
Gain attention Build interest Introduce
idea/product/service Reduce resistance Motivate action
Gaining Attention Open with a brief, relevant,
and engaging statement that does not reveal the request immediately
Gaining Attention: The Hook
1. Offer something valuable 2. Promise a significant result 3. Describe a product feature4. Present a testimonial 5. Make a startling statement 6. Provide a piece of genuine
news
Gaining Attention: The Hook
7. Appeal to listeners’ emotions
8. Provide intriguing numbers
9. Include a sample of product
10. Issue a challenge11. Provide a solution to a
common problem
Gaining Attention: Example
Example: How much is sex costing your company? An incident of sexual harassment can cost millions of dollars unless preventive measures are taken.
Building Interest
Build the MOAT: Establish a need or problem, analyze deficiencies in status quo
Build the CASTLE: Relate problem to needs/desires, picture life with problem solved
Radio stations: WIIFM/MMFI
Introducing Product
Introduce your product specifically and clearly
Build the BRIDGE across the MOAT: Link your product as the solution to the audience’s problem, as the road to the CASTLE
Introducing Product Describe benefits, not features What does your product do for
audience? saves or makes money reduces effort improves health produces pleasure boosts status.
Introducing Idea/Product
Example: Our computer-based training program teaches your employees what behavior is acceptable and unacceptable, while showing you steps to reduce the risk of employer liability.
REDUCING RESISTANCE
Anticipate audience objections/concerns
Offer counter-arguments without mentioning objection/concern
Reducing Resistance
Counter reluctance with
Facts, statistics, historical data
Testimonials (particularly “experts”)
Money-back guarantees, warranties
Trial offers, free samples
Build credibility with Proof, demonstrations Performance test
results Polls, awards Be honest, but isolate
limitations (only if raised by customer)
Reducing Resistance
Example: This program has been endorsed by the Texas State Attorney General’s office as an accurate and compelling approach to sexual harassment prevention.
MOTIVATING ACTION: CLOSE
Repeat solution, benefits, and provide compelling reason to buy
Assume sale is made in your language (no “if you choose to buy”, but “when you place your order”)
Provide clear instructions for an easy action to be taken NOW. make appointment buy product agree to demonstration
Motivating Action
Example: What your employees don’t know can hurt you and your company. We will provide you with the training tools you need to keep sex - and lawyers - where they belong and out of your office! Call us today at 555-1212 to receive a free demo disk.
Example
Video: Exercise Commercial Spot the components of the indirect
pattern of persuasion.
End