Persuade

ANDRES LARES is Managing Partner at the Shapiro Negotiation Institute and an Adjunct Professor at Johns Hopkins University. His professional focus is on coaching clients in the areas of sales, negotiation, and influencing, especially within sports and Fortune 500 organizations. Andres’ expertise in the field has led to being featured in Forbes, Harvard Business Review, CNBC, FOX, and Entrepreneur, and guest lecturing at universities all over the world. JEFF COCHRAN is one of the most sought-after negotiation speakers and trainers in the world. He has delivered high-impact sessions in over 20 countries to tens of thousands of professionals as part of customized in-house training and as a speaker at global conferences. In both cases, he has won countless awards and been rated the best speaker of international events. SHAUN DIGAN is a writer who has run a company and studied business —with an MBA and PhD—and taught in the field. As a result, Shaun brings a unique perspective to persuasion along with an academic rigor to this book.

• 1 The Art of Influence and Persuasion 1Ethics of Influencing 3The Tenets of Ethical Principles 3The Influence and Persuasion Process 42 Building Credibility 9Credibility: Trust and Expertise 10Building Trust 11Establishing Expertise 19The Influencer’s Toolbox 23Borrowing Credibility 23Show Vulnerability 27Become a Trusted Advisor 30Putting It All Together 343 Engaging Emotion 37The Linda Problem 37Emotions 39Achievement 40Fear 40Obligation 41The Influencer’s Toolbox 44Managing Emotions 44Storytelling 47Scripting 50Mirroring 58Putting It All Together 684 Demonstrating Logic 71Logic and Rational Decisions 72The Rational Decision-Making Model 73The Weighted Criteria Matrix 74The Role of Prior Belief in Reasoning 77The Three Steps in Demonstrating Logic to Persuade Others 82The Influencer’s Toolbox 95Framing 95Anchoring 98Features, Advantages, and Benefits 104Putting It All Together 1085 Facilitating Action 111Facilitating Action 111Types of Closes 113Soft Closes: Asking Questions to Yes 114Hard Closes: Making the Ask 118Creating a Sense of Urgency 120After the Close 121The Influencer’s Toolbox 122Getting the Small Yes 122Providing Options 126Creating a Safety Net 132Putting It All Together 1336 Time and Place 135The When and the Where 135The Right Time 136The Right Place 139The Right Audience 141The Influencer’s Toolbox 143The Empathy Gap 143Happy Endings 145Putting It All Together 1457 Body Language 147Reading and Understanding Body Language 147Posture 148Gestures 152Facial Expressions 154Awareness of Cultural Differences 161Body Language for Virtual Selling Environments 162The Influencer’s Toolbox 164Making a First Impression 164Body Language as a Tool for Managing Your Own Emotions 165Body Language as a Tool for Managing the Emotions of Others 167Putting It All Together 1728 Personality 175Characteristics, Traits, and Types 175Measuring Your Personality Traits 176The Big Five Personality Traits 177Altercasting 182Personality Type Assessments 183Influencer’s Toolbox 187Identifying with the Traits 187Influencing with the Traits 188Putting It All Together 1909 Putting It All Together 193A Closer Look at the Four-Step Process 194Building Credibility 194Engaging Emotion 195Demonstrating Logic 195Facilitating Action 196Time and Place 196Beyond the Four-Step Process 196Appendix 1: A Study of Decision Makers’ Decision Making 199Methods and Analysis 199Sample and Instrument 199Analysis and Results 201Summary of Hypotheses under Consideration 219Discussion 219Appendix 2: 50 Question Big Five Personality Traits Assessment 221End Notes 223Recommended Reading 229Acknowledgments 231About the Authors 233Index 235