Business Communication: Process and Product, 3e

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Persuasive Speaking
Includes material from Guffey Ch 9, Thill//bovee
Ch 9, DiResta Ch 7
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Uses for Persuasive Speaking

• Sales
• News Releases
• Requests (within or outside of organization)
• Complaints (requesting adjustments, making claims)

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Prepare Audience Analysis

• Analyzing purpose
• Anticipating reaction
• Adapting to the audience
• Sales Audience Analysis

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Direct or Indirect Pattern?

• Indirect
• Audience is likely to resist
• Information is unsolicited

• Direct
• Audience is inclined to agree with your request
• Information is requested

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Communication Matters Discussion

• 5 Tips for Exciting Speeches
• how you can incorporate the ideas from this
  article into improving your audience connection
  and emotional content in your next speech?

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Indirect Pattern for Persuasion

• Gain attention
• Build interest
• Introduce idea/product/service
• Reduce resistance
• Motivate action

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Gaining Attention

• Open with a brief, relevant, and engaging
  statement that does not reveal the request
  immediately

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Gaining Attention The Hook

1. Offer something valuable
2. Promise a significant result
3. Describe a product feature
4. Present a testimonial
5. Make a startling statement
6. Provide a piece of genuine news

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Gaining Attention The Hook

1. Appeal to listeners emotions
2. Provide intriguing numbers
3. Include a sample of product
4. Issue a challenge
5. Provide a solution to a common problem

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Gaining Attention Example

• Example How much is sex costing your company?
  An incident of sexual harassment can cost
  millions of dollars unless preventive measures
  are taken.

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Building Interest

• Build the MOAT Establish a need or problem,
  analyze deficiencies in status quo
• Build the CASTLE Relate problem to
  needs/desires, picture life with problem solved
• Radio stations
• WIIFM/MMFI

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Introducing Product

• Introduce your product specifically and clearly
• Build the BRIDGE across the MOAT Link your
  product as the solution to the audiences
  problem, as the road to the CASTLE

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Introducing Product

• Describe benefits, not features
• What does your product do for audience?
• saves or makes money
• reduces effort
• improves health
• produces pleasure
• boosts status.

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Introducing Idea/Product

• Example Our computer-based training program
  teaches your employees what behavior is
  acceptable and unacceptable, while showing you
  steps to reduce the risk of employer liability.

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REDUCING RESISTANCE

• Anticipate audience objections/concerns
• Offer counter-arguments without mentioning
  objection/concern

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Reducing Resistance

• Build credibility with
• Proof, demonstrations
• Performance test results
• Polls, awards
• Be honest, but isolate limitations (only if
  raised by customer)

• Counter reluctance with
• Facts, statistics, historical data
• Testimonials (particularly experts)
• Money-back guarantees, warranties
• Trial offers, free samples

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Reducing Resistance

• Example This program has been endorsed by the
  Texas State Attorney Generals office as an
  accurate and compelling approach to sexual
  harassment prevention.

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MOTIVATING ACTION CLOSE

• Repeat solution, benefits, and provide compelling
  reason to buy
• Assume sale is made in your language (no if you
  choose to buy, but when you place your order)
• Provide clear instructions for an easy action
  to be taken NOW.
• make appointment
• buy product
• agree to demonstration

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Motivating Action

• Example What your employees dont know can hurt
  you and your company. We will provide you with
  the training tools you need to keep sex - and
  lawyers - where they belong and out of your
  office! Call us today at 555-1212 to receive a
  free demo disk.

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Example

• Video Exercise Commercial
• Spot the components of the indirect pattern of
  persuasion.

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End