Cheesecake Training

The Art of Persuasive Communication

Have you ever wished you could share information in a way that really motivates the listener to act, to buy or to use you and your services? It’s not secret. It’s just The Art of Persuasion.

The Art of Persuasive Communication

There are volumes written on the subject, but let’s break it down to 3 basic components.

First, what is your unique proposition or point you are trying to get across? Want a travel agent to carry your package or use your service? You need to prepare some valid reasons why your service, product, package AND why YOU are worth more or will bring a higher return. Do NOT tell the people listening to you all the details or all the facts. EVERY travel supplier will do that and you will just another lump of ‘something’ in the rojak.  Instead, focus on what the listener will get out of using your services or how much more they can make with you; how much easier it will be to resell your product or service. For example:

What can you do that no others can do?

What have other travel buyers loved about what you are offering? Who is paying more for similar offers in the industry but getting less?

How will the listener end up with more money, time, power, love, praise, joy, satisfaction or recognition by listening to you and buying what you are offering?

For example, we worked with Cragun’s Resort and Conference Centre in the USA. Their #1 complaint from travel agents was that they had no golf course while their top 5 competitors each owned a course. We got them thinking and in we determined that guests staying at one of their competitors needed 5 to 10 minutes to drive to the golf club from their lodging. For Cragun’s, it took them 5 minutes to 18 minutes to drive to ANY of their competitor’s club houses.  In an instant, they went from not having a golf course to offering 5 of the best courses at a discount. Their growth was exponential. They now bought out a competitor and built two more Trent Jones golf courses on that site.
Spending a few minutes to several hours thinking about what you have to offer and coming up with tangible answers will help you form a better and more unique proposition. If you can’t think of a unique proposition, you will never be able to persuade an intelligent buyer.

The second point is that communication is about both listening and presenting. Talking too fast, too slow or too much, can ruin a presentation. Likewise, emphasizing the wrong points or not emphasizing the key points can be disasterous. If you want to persuade others to use your service, work with you, support your team or follow your lead, think SET: Show – Emotion – Tell.

SHOW what you want to get across visually. PowerPoint®, posters, pictures, props, brochures, video. ANYTHING visual. 35% of the population are visual learners and will be persuaded if you can show them visually what you want them to agree to.

Then TELL the listener the reasons why it makes sense. Explaining every slide, graph, prop in detail, but not minutia. 25 % of population are persuaded in auditory terms.

Connect the SHOWING and TELLING with EMOTIONAL stories or reasons to trigger a response. “The last person I shared this with ended up with a nice ang bao to bring home to his family because…” Catch the drift on emphasizing some personal profit someone else received and if visuals and the words support the EMOTION, you have a pretty good chance of persuading the listener.

The third point, in ‘sales terminology’ is simply to, “ask for the order.” Never say, `What do you think?` That is cerebral. You want them to act. Best: “Then, with your approval, I will go forward with this so we can begin making you money; improving your selection; helping you win market-share; improve team morale as soon as possible.” It is assumptive and closes the communication.

Caution: Do not accept, “Let me think about it.” or “I will take it under consideration.” These are the same as NO! If someone wants to think about it, say, “Wouldn’t it be better to think about it while I am here so if you have any questions, I can share the reasons why you should…?”  or, from my friend Jeff Thull, “In other words, NO!” It is usually as hard for someone to say `no` as it is to say `yes`. If they say `no`, always ask `why` and push for specifics. If they have a valid reason, at least you know why. If not, it gives you another reason to push again for their agreement.

Learn the secrets of argumentation and persuasion to ensure results.

I will conduct a fantastic course and one-on-one coaching on public speaking this July.

Public Speaking as easy as ABCD!
Public Seminar in Singapore with Michael Podolinsky CSP

Seminar : 22 July 2010 (Thur) 9am – 5:30pm
One-On-One-Coaching : 23 July 2010 (Fri) 9am – 5pm

Registration starts at 9am and Training starts at 9:30am

Venue: PSB Science Park Building, 1 Science Park Drive, Level 1, Singapore 118221
Map: http://www.tuv-sud-psb.sg/images/img_abtpsb_PSBCorpMap.jpg

Brochure: http://pstinstitute.com/files/Public-Speaking-as-easy-as-ABCD-Brochure.pdf

Sign Up Now! Early Bird Ends 28 June!
Click Here to Register Online.

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Got comments or questions about persuasive communication? Just leave your comments here.

8 Meetings Tips to Make Your Meetings More Productive (8 GEMS)

Are all the meetings you hold at work productive or do they sometimes fall short of your expectations? Well, here are 8 GEMS to help you make your meetings more productive (Actually, GGGEMSSS).

1.  Get with the Agenda. Have your agenda out well ahead of the next meeting you run. Far too often the full agenda is only available at the meeting itself and people come unprepared. Getting a weekly meeting agenda out to all a day in advance or a monthly meeting up to a week in advance allows people to have the relevant facts and data at hand.

2.  Groom your successor at every meeting. You will never be promoted until you have someone to take your place. Meetings afford you an opportunity to let your second in command get the practice necessary to fill your shoes. Then guide and nurture them depending upon their performance.

3.  Get control. If you are at a meeting that your boss is running, offer to take the minutes and then sit at the right hand of your boss. It is a position of power and if the boss or someone else rambles, you can say, “Sorry, for the minutes, are we still on agenda point 3 or have we digressed?” You can get the meeting back on track without the boss losing face.

4.  Easy to get input if you ask the right questions. Never ask, “What are your inputs on this?” People cannot think of something they cannot picture clearly in their minds. Ask questions they can picture like, “What 3 ways can we reduce the cost of this procedure?” What 3 ways can we increase the efficiency of …” You will get some real golden nuggets when you ask the right questions.. (tons more of these tips in our book, Mining For Goldú…Facilitation Skills to Unearth a Wealth of Ideas From Your Team)

5.  Meeting Milestones. Set not only an exact start and end time to the meeting and stick to it, but make sure you have milestones along the timeline. Assign a timer and tell her / him, we need 15 minute warnings so we keep on track for an hour long meeting and 30 minute warnings for a half day or longer meeting.

6.  Shoot out bullets. No longer have long minutes from meetings. Take them in short bullet form, that is, a bullet and then the basic concept. No need for a capital letter and a full stop, just concepts. Easier to record, read and will actually be USED.

7.  Stretch their imaginations. Have a 30 second group stretch every 30 minutes. Takes so little time but adds so much more energy to your meeting, getting you great results and solid gold productivity.

8.  Stand for Success. You have 45% more energy standing than sitting. Consider shorter meetings focusing on one topic and have everyone stand while they discuss the topic. The changed dynamic will also afford you greater creativity from your team.

These 8 tips are only one of hundreds we offer in our programmes, books and audio books.  How to get people to Open – Up and share their ideas in a meeting?   If you’d like to know more about how to facilitate meetings, check out my “Mining For Gold! Facilitation Skills to Unearth a Wealth of Ideas From Your Team” Package.

The “Mining For Gold! will show you how to:

• get people to open up in meetings
• gain control of meetings before you lose it
• set the ground rules
• keep people with more power from asserting it
• get ideas to flow smoothly and quickly
• keep meetings light and fun
• handle difficult participants
• and more…

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“Fun to read and easy to understand and apply, Michael Podolinsky’s Mining For Gold fiilled with useful information. If you want to reach your people – I mean really learnt what they are thinking – this is the book for you…”

- - Dato Lawrence Chan Kum Peng CSP
Founder & Executive Chairman, Personal Development Leadership Management Corporation (M) Sdn Bhd

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3 Speaking, Training and Meetings Tips! Speaking, training and meetings need not be hard nor should they ever be dry or boring to the participants. Here are 3 quick tips to make each one easier for you to deliver and a LOT easier on your participants.

1) Speak to individuals, never to the group. Even if I have an audience of 2000+, I only speak to one person at a time. Mother Theresa once said, “One never cares for a crowd, only for an individual. If I visualized a crowd, I’d never get started. The important thing is, the individual.” People get nervous speaking to crowds but rarely to their closest friend…an individual. By the way, it is far easier to look at a face in the crowd smiling at you rather than a hostile face. The smile feeds you energy and confidence while the frown or scowl takes it away.

2) Training is more about influencing behaviour than conveying words. Remember that. Why give them 10,000 words if they change nothing? Instead share what you would like them to DO, get their buy in by having them say it makes sense. Then have them practice it, rewarding them (praise, monetary, feed them, etc.) for successful completion. Now you have ‘trained’ your people.

3) Meetings are for a ‘meeting of minds’, not for attendance. You attend a funeral. You should not simply ‘attend meetings.’ If you are not going to speak, share, challenge or participate, you should not be there. If the meeting is simply to give information, skip the meeting and post the information on a Web site. Everyone at EVERY meeting should be sharing. Design your meetings to be true meetings, not passive ‘information dumps’.

Amazingly simple yet so profound…speaking, training and meetings need to be geared to involved individuals who take action.

If you’d like to know simple techniques for getting people to Open – Up and share their ideas in a meeting or a training session? Check out my “Mining For Gold! Facilitation Skills to Unearth a Wealth of Ideas From Your Team” Package.

I wrote this “Mining For Gold!” to help managers on facilitating meetings; trainers on running coaching sessions and how to extract great ideas from your participants.

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“Wow! “Mining For Gold! is a must read if you are in business it makes child’s play of turning a meeting with your people into a meeting of minds… and, when minds meet, action is the result.”

- Winston Marsh
Australian Marketing Guru

Public speaking is something everyone has to do from time to time. For some, it is a joy and an opportunity to shine. For others, a torment and a drudgery. Here are 3 quick tips to help you overcome the FEAR of public speaking.

First, remember FEAR is False Evidence Appearing Real. We think they, the audience, is not on our side. RUBBISH! I have never gone before ANY audience that was hoping I would be bad. Every audience wants you to be GOOD and wants you to be effective and interesting. In other words, they are on your side!

Second, NEVER EVER speak to a CROWD. Crowds are tough audiences. Speak to INDIVIDUALS. It is easy for most of us to speak to one person at a time.  That is, speak to just one person in the audience at a time. Speak to a friendly face for 30 seconds. Then look towards another friendly face and speak to him or her for 30 seconds. By speaking to just ONE person at a time, you minimise your fear and maximise the impact upon your audience.

Third, look at those who smile more. Happy, pleasant people feed you energy and relax you. Never look at those who appear to be sucking on a lime. They are the black-holes of your energy and enthusiasm.

If you focus on these 3 suggestions,  you are instantly a more confident and capable speaker. In future blogs we’ll cover dozens more ideas for speaking and presenting as well as ideas for career development, sales, time and stress management, leadership and team building.

Smile Maker: How can a wife tell when her husband is dead?

The TV is still on but no more beer is getting drunk.

You still don’t see him but the pay checks stop.

He starts to smell worse than his socks.

He no longer breaks wind.

You finally get caught-up with the dirty laundry.

You get your first good night’s sleep in years!

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LISTENING is such a common thing we rarely think about it. Most people confuse the physical act of `hearing` with true listening. Fact, good communication is more about listening than speaking.

Dr. Lyman K. Steil, founder of the International Listening Association and Author of `Listening Leaders`  is a mentor of mine, teaching me volumes about listening. Here are 3 easy ways to be a better listener.

Step 1: Predispose yourself to listen. Relax and absorb. Be truly interested in what the person is saying. Think of why that person is saying what they are saying as well as what they are trying to say. Be open. Avoid interrupting. Listen with empathy as well as logic and reason.

Step 2: Prepare for listening. If you are going to discuss a hot issue, write your thoughts down first so you are not struggling to remember your points while the other person is speaking. Keep the paper and pen handy to add more thoughts or responses rather than struggle to remember them when the other person is speaking.

In the movie `As Good as it Gets`, Helen Hunt`s character pulls the car she is driving off the road when Greg Kinnear`s character is about to share an intimate life story so she can give him her eye contact and undivided attention. THAT is preparing for listening. NOT, `Yes, I`m listening dear… hold on, I need to take this call, sorry.`

Step 3:  Proactive listening is best. Take notes. Ask the speaker to slow down if he or she is going too fast for you to catch it all. Ask the speaker to repeat what you missed, to clarify points or to go into greater depth on some points.

Get affirmation from the speaker by restating what you thought you heard. `To make sure I understand you correctly, you are telling me I need to be more flexible in regards to the deadlines for project B. Is that correct?` Doing so serves two purposes. One, it ensures you heard correctly. Two, it lets the speaker know you were listening.

Now think about the last argument you had with someone. Were you listening? Was the other person? When two people really listen… they rarely argue. They usually end up communicating effectively.

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To be an MC, I asked the masters, Ty Boyd CSP, CPAE and Joe Larson CSP, CPAE back in the mid 80’s.

Here’s what they told me:

1. Prepare well ahead of time and talk to everyone before hand to know what they will share, how long they will take, what AV they will need, etc. Get a feel for them as to speaking ability.

2. Develop a block of material to go with the theme, the titles of the speakers talks and to keep the energy up, without you becoming the whole show.

3. Know every piece of equipment and AV to guarantee their are no problems, it’s part of your responsibility.

4. Put all your notes for each intro and outro on index cards and number then so you can change on the fly. Practice so you don’t really have to have the notes.

5. Plan jokes, segways, stretch breaks into your sections to keep energy up.

6. Practice with any event organizer or show provider for lighting, cueing AV and where presenters will enter and exit from.

7. It’s helpful if you have some material planned in case of a no-show or some short presenters.

8. Refer back to previous speakers when introducing the next speaker. Help to weave a thread so its one continuous event rather than just separate speeches.

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One of the biggest myths about public speaking is the whole notion of stage fright. Stage fright DOES NOT EXIST! If you doubt me, have you ever seen anyone go into a meeting room, auditorium or lecture hall and come out screaming, “Oh no! There is a stage in there. Run for your lives!”??? Never! What happens is, when people start speaking, they never are afraid of ‘the stage’. They only get afraid of people. It is not stage fright, it’s people fright.

ONE: How many people do you need in your audience before you get ‘afraid’? If you speak one-on-one, are you afraid? No? two on one? Five on one? How about 10 people in your ‘audience’? 20? 50? 100? 1000? There comes a point for most people when the NUMBER of people is what makes them nervous.

TWO: Sometimes it is WHO is in the audience. If you are with your best friends, are you nervous speaking? No? What about your top 5 bosses? A critical group of peers? A group of top clients? Celebrities? Sometimes people are afraid of individuals in the audience, another form of people fright.

THREE: Another common fear is from not knowing the subject matter. You are speaking to your church, temple, mosque, school or some other group of friendly people but you did not prepare your remarks. You think you will make a fool of yourself. Again, that is not stage fright, it’s people fright.

Get rid of the myth of stage fright and you can begin to work on what is REALLY the matter, your fear of people. In future blogs, we will address how to cope with people fright when speaking.

SMILE MAKER: 5 Little Known Facts
1. It is impossible to lick your elbow.
2. A shrimp’s heart is in its head.
3. In a study of 200,000 ostriches over a period of 80 years, no one reported a single case where an ostrich buried its head in the sand.
4. Rats multiply so quickly that in 18 months, two rats could have over a million descendants.
5. Wearing headphones for just an hour will increase the bacteria in your ear by 700 times.

To your success and find out how Michael Podolinsky will help you and your organization by browsing through the links below:

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