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 in BEP 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.
当你听, 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; 但, 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.
In the first two ESL lessons (BEP 59 & BEP 60) in this three-part series on persuasion, we saw how getting your audience’s attention 和 demonstrating a clear need were essential to the persuasive process. We learned that in the indirect method of persuasion you should demonstrate the problem before you offer a solution. This mirrors the psychological process of decision-making: First we feel a need, and then we look for a way to satisfy that need.
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. 最后, 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.
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 a bad 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.
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. 劝说 – 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.