The 4 techniques for successful persuasion, by Pilar Ortiz
December 23, 2020

Today's topic will be influence and persuasion. How can we influence and persuade others? Usually when we say these words many things come to mind. What comes to mind when you hear the word influence?

We may think things like "have someone make a decision", "serve with purpose", "make someone interested in what I am doing". It is important to assign something positive to the word influence. It should not be given a negative connotation, as it will then function as a barrier, a bias. We must firstly believe it ourselves. Otherwise, no one will convince anyone. By influencing people, we are helping them, we are guiding them towards a better future of mutual benefit. I, for example, use persuasion techniques with my clients to persuade and serve my purpose of informing and teaching them. It is important to differentiate this word from manipulation, which has diametrically opposed processes.

Studies say that 85% of our success depends on our ability to influence. If I am genuinely interested in my client, that interest will be part of that influence. It works because this way you genuinely show and act like as you are. When we have a positive impact on people, on our clients, we are generating persuasion. We have to be aware of this fact in order to improve this area. The other 15% of success is knowledge, the content of our message and what we know.

Generating attraction is the key to influence. If we are good leaders, if we are genuine, if we appreciate what the other does, if we can be vulnerable, if we can ask questions and be there actively, it means that we are in tune with the person and the present moment. To pay attention is to create influence and persuasion. Influence begins with not being selfish. Our goal in the end is to help many people, which will benefit through our influence.

In influencing, our aim is for a person to have all the elements and then decide for themselves.

Having understood this, I will now show you the 4 techniques or steps to follow for a successful persuasion.

The first technique is, as I said before, to show genuine interest in the person you are talking to. Think, how do you tell that person that you care? How do you show a selfless interest? Asking questions is magical: “tell me about yourself”, “tell me what bothers you, what makes you suffer”. When you ask, your purpose is not to think about selling because you never know if it will be possible. First comes genuine interest in the other person: genuine interest without expecting anything in return, constantly sharing value and giving without fear.

Second: the fleeting attraction. It refers to that immediate attraction that happens with a someone. The explosion of feelings that these encounters cause creates strength in the message: a complicity that helps a lot to influence and persuade. However, one must be careful because sometimes it only becomes small talk and does not end up selling. It is necessary to be careful with people with whom we have affinity, because just as it can help us, it can also slow us down when it comes to persuasion.

Third: scarcity. It is widely used in digital marketing: "one day left", "few tickets left", "only 3 hours left". Out of fear, people act faster. This is more of a sales technique. If the person doesn't know what they need, they're in a space of scarcity. Genuine scarcity can help convince and persuade. Many times people want something but don't take a chance, they are afraid. Since we are there to influence in a good way, it is our responsibility to make them see that. For example, I can say, "I respect that you don't want to work with me, but keep in mind that your X problem is not going to go away by itself, it's going to get worse.” You have to help people understand their shortage. It's not a "hurry up, make up your mind," but more like a "look, this is what’s going on”.

Fourth: visibility through social networks. Nowadays social networks help us make ourselves known. Out of the 4 techniques, this is the one that should have more consistency. You have to let people see what you are doing. If you definitely don't use social networks, you are missing out on a big opportunity. If they don't see you, you won't be successful in sales. You must appear repeatedly. What does this mean when it comes to influence? That people think of you, they know you can help them, even if it’s 3 years later. If we want to influence and motivate others we must make ourselves visible.