Life is actually a constant exercise in persuasion, wouldn’t you say? What I mean is we don’t just need to persuade people in the meeting room; actually, we are constantly using the tools of persuasion across a wide variety of situations ranging from serious to casual. In addition to formal situations, everyday persuasions include when to meet, whether to extend a deadline, and even such common things as where to have lunch or which movie to see.
So the persuasive process we learned inBEP 59 , 60 & 62 is useful not just for formal business situations, but across all sorts of contexts that come up many times every day. You don’t always want to use the indirect approach to persuasion, but it’s often very useful.
Here’s an example of the persuasive process at work in an everyday situation: Julie is persuading her husband, Steve, to try a new vacation spot.
Khi bạn lắng nghe, see if you can identify the five steps of the Monroe sequence:
1) Getting attention 2) Establishing need 3) Satisfying that need 4) Visualizing the future 5) Asking for action
Because this is an informal situation, the language Julie uses is obviously quite casual and she doesn’t include any numbers or statistical data; nhưng, as always, a convincing description of the problem in the need step is the key to successful persuasion. And it’s important to state the problem from the perspective of the audience, which in this case is Julie’s husband.
After you have established the need, you then describe the future benefits if your proposal is accepted. This is the visualization step: Talk about how accepting your proposal will have positive future outcomes or maybe how not accepting it will have negative outcomes. Cuối cùng, you need to make a concrete, specific call to action – what the audience can do right now to implement your proposal.
Let’s finish listening to Steve give his proposal to Swift management. See if you can identify the satisfaction, visualization and action steps in his speech.
Câu hỏi nghe
1. How long will it take Swift to get back the investment in air conditioning? 2. How much extra profit can Swift make per year by adopting Nick’s proposal? 3. What specific action does Steve ask his manager’s to take?
Welcome to the second in this three-part Business English Pod series on presenting your ideas presuasively.
Last time we heard abad example and a good example of persuasion.Then we covered the first step of the Monroe Sequence: We learned that to be persuasive, you first need to get the audience’s attention by establishing the relevance of the topic. We also talked about how it’s extremely important to relate your proposal directly to your audience’s needs.
In today’s show, we will be continuing on that theme by looking in detail at the second step in the Monroe Sequence, the need step.This is where you demonstrate to the audience that there is a serious problem with the current situation. This prepares them psychologically to accept your solution.
Let’s continuelistening to the good example of persuasionthat we started last time. Nhớ lại, Steve has just gotten his audience’s attention by pointing out the amount of money that Swift loses every year due to turnover. He has also posed a problem: How can we reverse the trend and turn the situation around?
Câu hỏi nghe
1. What’s the highest temperature in the welding room? 2. What does Steve present first – the problem or the solution? 3. What kind of strategies does Steve use to paint a vivid picture of the need for his solution?
Do you ever need to persuade or convince someone of your point of view? Do you need to win support for a proposal, or get backing for a project? Of course you do. Thuyết phục – convincing someone of something – is an essential part of almost everything we do, from informal discussions to formal negotiations. To be successful, you need to be persuasive. You need to get people to accept a different point view, to see things your way. How can you be more persuasive? In this three-part series, we’ll be giving you some answers.
Throughout the years, many talented speakers and researchers have been developing ways to persuade people effectively. One of the most widely used methods is Alan H. Monroe’s. In the mid-1930s, Monroe created a persuasive process called the “Monroe sequence” that has become a standard in business, media and politics. Once you know it, you’ll recognize it everywhere – in speeches, statements, proposals, advertisements. It’s popular because it is logical and effective.
Vì thế, over the next three Business English Pod episodes, we’ll be studying language and strategies for persuasion based on the Monroe Sequence.