Persuasion

At some point along your change journey – often sooner rather than later – you are likely to face the need to persuade other people of the merits of making the change you want.

Whether it’s as simple a scenario as explaining to a partner that you are not available because you committed to a new class or you are standing in the spotlight of a ‘Dragon’s Den’ style approval panel to secure funding for your business venture, you find yourself expected to demonstrate why you to think it is such a great idea.

Setting aside any doubts you may have about whether it IS a great idea, this MINI GUIDE is all about a few tips in the black art of persuasion and how to keep your cool when the heat is on!

1.Numbers Up!

If there is one aspect of the case for change that is important to know inside out, it’s the numbers. It goes without saying that at least having a high level understanding of any initial investment of money or resources, and the expected benefit or return is vital. However, it can also be exceptionally powerful to demonstrate an understanding of a wide range of relevant numbers. Numbers that describe the status quo, numbers that reflect the scale of what it is you are trying to achieve, and numbers that explain the assumptions behind your target timescales and costs.

Healthkickers – are you seeking to lose 4lbs or 4 stone? Does that equate to 5% of your body weight or 50%? Entrepreneurs, are you looking to make £10k or £10m? What proportion is that of the total potential market? When do you believe this goal is achievable by and what rate of progress have you based that on? Are you seeking a 1lb a week loss via a steady sustainable diet or 3 stone blitz via 12 week bootcamp?

The people around you who are impacted by your actions, or whose support you need to make it happen, will want to know the answers to these questions. Partly their desire will be to understand for themselves the vision that is in your head. And partly it will help them guage whether the change is realistic or you are behaving irrationally! The mindset and action required for a goal within your immediate grasp, in an area in which you have some experience is completely different from that required for a stretching, high risk goal.

Be prepared to discuss the numbers to defend your change initiative, and to explain the extraordinary measures needed to make it happen.

2.Why do numbers matter?

Imagine your partner is over weight. It is Sunday morning and you are looking forward to a regular family dinner with your parents. At 11am, your partner tells you “I cant go to the family dinner today. I am going to the gym instead.” Your partner never normally goes to the gym. You know your parents will be offended that both of you do not both turn up to Sunday dinner. You are disappointed in your partner. And now you are going to have to field questions about their non attendance whilst trying not to hurt family members’ feelings. It is going to be a long day! You cant help suspecting that your partner is simply being a little passive aggressive. They do not make an effort for your parents and although you would be happy to support them going to the gym, the suddenness of this declaration has undoubtedly irked you.

Now imagine an alternative scenario. This time it is Monday evening and you are looking forward to a regular week and a regular Sunday dinner with your parents next weekend. Your partner takes you lovingly aside and explains that they have made a decision.

You know that milestone birthday you have been so mercilessly teasing me about?! Well, I have been thinking. This is no joke really. The health risks of being so much overweight at the age I am now are increasing all the time. Life is too short, I dont want to spend it ill. I have 50% of my bodyweigh to lose. If I can do that, it will half my chances of stroke. I want to shred the pounds before summer and have found a bootcamp to sign up for. I really need to do this. It will be intense for the first 12 weeks though. I wont be able to come to your parents on Sunday afternoons as usual – it clashes with one of my core classes. And this new regime involves tripling the daily exercise rate for me and reducing my calories by 35%. I just cant do that by sitting around with relatives eating high calorie dinners dripping in fat. I am going to need your support with this.

Your Bootcamp Ready Darling

Now how would you feel? With this much information and transparency, would it even cross your mind to ponder their intentions or worry about the opinion of your family?

Let’s break down what has made the difference between these communications.

3. What was different?

First of all, your partner has engaged you in advance.with plenty notice about this change.  They have given you time to digest the information,

Next, using numbers, they have provided facts to back up their decision, making their argument more persuasive.

You have also been given specific details which you can use to communicate to your parents. This makes the impact of the change easy to understand.

Most important of all, there is a clear and measurable goal that your partner has committed to, with a defined timeline (12 weeks) and a planned course of action (attend bootcamp).

This plan is a proven method, known to deliver the type of results expected within short timeframes.

If you love your partner, you will probably call your parents immediately – you will have never felt so proud of them! You may even consider tagging along to bootcamp!

If you did have a concern with their decision, it is more likely to be about the ‘how’ rather than the ‘what’. You could have a constructive conversation around “Would it be safer/more successful if you lose wight gradually, 1lb at a time?” and discuss the merits of different approaches to weight loss and their reasons for picking the bootcamp. Being clear about the numbers would allow your partner to counter your argument”At the rate of 1lb a week it would take too long to make an impact…”

You may also take issue with the implied assumption that it is not possible to be healthy and also spend time with your family. Based on the information shared, you can highlight this and have a reasoned discussion about the topic. Perhaps a new idea will emerge from the debate – “Let’s invite them here for a healthy picnic lunch on Saturdays instead.” If you are focusing on the outcomes, rather than accusing your partner of being difficult, this should be a non-contentious compromise! (Unless, of course, your partner really DOES dislike your parents!)

4. What about bank managers and business committees?

In business situations, the tactics for persuasion are no different. When you clearly explain the context for change, use numbers and facts to illustrate the situation, describe how the end-state is different from today in a quantified and measurable way, it makes saying yes to a proposition easier.

This is especially true if you have shown consideration and understanding of how the decision-makers and impacted stakeholders are affected, engaging them early, and appealed to both their emotions and reason with persuasive argument. and a clear vision of the future.

Knowing your numbers, and the merits of alternative options, you are ready to discuss the pros and cons of other approaches sensibly and without becoming defensive.

ACTION: Try using the worksheet below to identify the outcomes Ben wants in a persuasive way, based on the information available. Some worked examples of strong and weak cases for change are also included for your reference.

5, Summary

Whilst there is much more that could be said about the topic of persuasion, using facts and figures, and tangible measures when you are making the case for change makes a huge contribution to stating an argument persuasively. Facts demonstrate that you have a clear handle on the plan for change. They help to:

• Set the scene
• Explain the magnitude of the change required
• Describe outcomes in measures that are easy for others to understand and ‘buy into’
• Demonstrate that you are knowledgeable and have awarness of the change impact
• Promote logical reasoning and/or emotionally affect your ‘audience’ – such that they can at least engage constructively with your argument, if not approve of your proposition.

I remember saying to my mentor, ‘If I had more money I would have a better plan’. He quickly responded, ‘I would suggest that if you had a better plan, you would have more money’. It’s not the amount that counts, it’s the plan that counts.

Jim Rohn, American Entrepreneur