An absolutely essential trait of a good leader is the Art of Persuasion. Persuasion is defined as “the ability to influence others to believe and engage in a common goal or idea.” Some may think that persuasion involves the use of master tactical skills or manipulation of others for personal gain. Persuasion is actually the opposite of manipulation. It flows naturally when three noble concepts converge:
1) Setting a clear outcome,
2) Creating concrete detail, and
3) Operating within an environment of trust.
It’s worth a brief examination of these components because the lack of one or more may be diluting your ability to persuade those you are currently leading.
The first component of the art of persuasion is setting and communicating a clear understanding of your destination. Determining exactly what you are trying to accomplish and what the end result will be is critical in painting an accurate and consistent future picture. Communicating that clear picture within your team will provide both direction and a common purpose. Think back to a discussion you had with people of differing opinions. Was the end goal of the discussion communicated? You will achieve a far greater success rate if each person starts with the desired outcome in mind. When leaders provide an understanding of what they really care about and want to see achieved, it is far easier to persuade like-minded individuals and attain a successful result. Knowing the desired result also reduces distractions or the tendency of some to hold on to irrelevant points.
The second component in persuading others is to provide concrete details. Include enough detail to make your goal or idea both appealing and tangible to the audience. The art of this component comes from knowing your audience and what is important to them. Imagine that you are trying to persuade a friend to attend the new movie “Blind Side.” Which argument would be more effective?
•The new movie has reaped over $125 million at the Nation’s box-office in the first two weeks of release? Or,
•This new movie is about a topic you deeply care about (at-risk youth). It tells a story about a family that adopts the homeless teen, Michael Oher, who is now a rookie tackle for the Baltimore Ravens. Astonishingly, the story has risen to number 1 on the charts over the last few weeks.
Although both examples use concrete facts, the second example is more compelling to an audience that cares about the future of at-risk youth and also wants to enjoy a well-crafted film. Someone who typically enjoys this kind of film will be persuaded by those facts much more easily than by revenue statistics. Alternatively, if you were trying to convince the heads of a large movie studio to see the movie, the first fact would be more compelling given their goal to make similar movies that earn comparable revenue. In generating concrete details, seek to consider the needs, motivations, and objectives of your audience.
The third component in persuading others is operating within an environment of trust. It is critical to build strong relationships with those you want to influence. We cannot overemphasize that relationships are foundational to a leader’s ability to engage and influence others. The key ingredients of respect, rapport, honesty, and credibility will also reap the benefits of open communication, good listening, reciprocal care, and win/win approaches. If a relationship does not yet exist, much greater effort is needed to successfully persuade others. Also, take care when persuading within relationships that have experienced hardship. Past hurts or offenses can easily lead to poor communication and self-protection. When tensions are not resolved, trust is diminished and the opportunity to successfully persuade is often unachievable.
Art is truly in the eye of the beholder. A leader’s art of persuasion will be determined by each person in the audience. As the leader develops these three core competencies, new doors of opportunity will emerge. Yes, it requires time and effort to master the art of persuasion, but without a doubt, followers will readily embrace and support a persuasive leader.
2009 Worldwide Copyright TJ Associates, LLC Diane Brown. Do not use without permission.
