Steps of Persuasion by Eminent Scholars: Examples of Great Persuasion by Business Leaders

We shall discuss various types of persuasion processes proposed by the following eminent scholars: 

a. 4 Steps of Persuasion (Joy A Conger, 1998):

    i. Step One: Build Credibility: Credibility is crucial in persuasion because people are more likely to trust and be influenced by someone they believe in. Credibility is based on your expertise and relationships. If you lack expertise, consider boosting your knowledge through classes or work experience, or involve an expert to support your claims. For relationships, collaborate with those who already have strong connections with your audience, or build rapport with key stakeholders before making your case.

   ii. Step Two: Identify Common Ground: Effective persuasion involves aligning your message with what matters most to your audience. Understand their challenges and priorities, and tailor your arguments to highlight benefits that resonate with them. For example, if profitability is their main concern, focus on how your idea will drive profits, not just efficiency.

  iii. Step Three: Provide Convincing Evidence: To persuade effectively, combine hard evidence like data with emotionally resonant stories or examples. Emotional appeal is vital because decision-making is often influenced by emotions. Use storytelling to make your evidence more memorable and impactful, drawing on personal anecdotes or examples that involve your audience.

  iv. Step Four: Connect Emotionally: Demonstrate your emotional commitment to your ideas. However, balance is key—too much emotion can seem unstable, while too little can appear unconvincing. Understand the emotional tone of your audience and tailor your message accordingly. For example, if your team just celebrated success, frame your idea as a way to continue that momentum rather than focusing on potential risks.

b. Motivated Sequence (Alan H. Monroe, 1935): The motivated sequence is a persuasive speech outline format developed by Alan H. Monroe in the 1930s. It is designed to organize persuasive messages in a way that captures the audience's attention, maintains their interest, and leads them to take a desired action. The sequence consists of five steps:

   i.  Attention: The first step is to grab the audience's attention and make them interested in the topic. This can be done through a compelling opening statement, a shocking statistic, a thought-provoking question, or a captivating story.

   ii. Need: After capturing the audience's attention, the speaker establishes a need or problem that the audience can relate to. This step involves presenting evidence, examples, or anecdotes to demonstrate why the issue is important and why it requires action.

   iii. Satisfaction: Once the need has been established, the speaker proposes a solution or course of action to address the problem. This step involves outlining the benefits of the proposed solution and explaining how it will meet the audience's needs or alleviate their concerns.

   iv. Visualization: In this step, the speaker helps the audience visualize the positive outcomes or benefits of adopting the proposed solution. This can involve painting a vivid picture of what the future could look like if the solution is implemented successfully, using storytelling, imagery, or testimonials.

    v. Action: The final step is to call the audience to action and encourage them to take specific steps to support the proposed solution. This could involve signing a petition, making a donation, volunteering, or changing their behaviour in some way. The speaker should provide clear instructions on what actions the audience should take and explain how they can get involved. 

By following the motivated sequence, speakers can structure their persuasive messages in a way that resonates with the audience, addresses their needs and concerns, and motivates them to take action.

c. Michael E. Hattersley (1991) proposed the following steps to undertake persuasion endeavours:

    i. Preparation: Effective persuasion requires careful preparation, including researching your audience, understanding their concerns, and anticipating objections. This sets the stage for a more targeted and effective persuasive effort.

   ii. Building the Argument: Develop a clear and compelling argument that combines logical reasoning with emotional appeal. Ensure your message is well-structured and easy to follow.

  iii. Delivering the Message: The way you deliver your message is as important as the content itself. Use effective communication techniques, such as storytelling, tone variation, and body language, to engage your audience and reinforce your points.

  iv. Responding to Feedback: Be prepared to respond to questions, concerns, or objections from your audience. Addressing these effectively can reinforce your credibility and strengthen your persuasive effort.

   v. Closing the Deal: Finally, aim to close the persuasive effort by securing commitment or agreement. This may involve summarizing key points, reiterating the benefits, and making a clear call to action.

Examples of Great Persuasion by Business Leaders Leading to Great Outcomes

Business Leaders	Persuasion	Outcome
Steve Jobs - Apple	Steve Jobs was a master at creating and delivering persuasive presentations. His keynote addresses, especially during product launches, are legendary. He had a unique ability to simplify complex technology and make it relatable and exciting to consumers.	Jobs' persuasive communication not only generated immense consumer interest but also created a loyal customer base. His ability to persuade both consumers and investors played a crucial role in Apple's success, turning it into one of the most valuable companies in the world.
Elon Musk - Tesla and SpaceX	Elon Musk’s visionary ideas and charismatic presentations have convinced investors, employees, and the public to support his ambitious projects. His ability to articulate a compelling vision for the future of space travel and electric vehicles is key to his success.	Musk's persuasion has led to significant investment in both Tesla and SpaceX, allowing them to achieve milestones that were once considered impossible, such as the successful launch and reuse of rockets and the mass production of electric cars.
Howard Schultz - Starbucks	Howard Schultz’s ability to communicate the value of creating a “third place” between work and home was crucial in transforming Starbucks from a small coffee bean store to a global coffeehouse chain. He emphasized the importance of customer experience and the ambiance of Starbucks locations.	Schultz’s vision and persuasive communication led to Starbucks becoming a global brand with over 30,000 stores worldwide, transforming coffee culture and setting new standards for customer experience in the coffee industry.
Indra Nooyi - PepsiCo	As CEO, Indra Nooyi persuaded stakeholders to support her "Performance with Purpose" initiative, which focused on making PepsiCo's products healthier, more sustainable, and socially responsible. She communicated the long-term benefits of this strategy for both the company and society.	Nooyi’s persuasive leadership led to significant investments in healthier product lines and sustainable practices, enhancing PepsiCo’s reputation and ensuring its long-term growth and profitability.
Jeff Bezos - Amazon	Jeff Bezos convinced investors to believe in Amazon’s long-term vision despite years of initial losses. He emphasized the importance of customer obsession and long-term thinking over short-term profits.	Bezos’s persuasive vision helped Amazon become one of the largest and most influential companies globally, dominating e-commerce and expanding into various other industries, including cloud computing and entertainment.
Sheryl Sandberg - Facebook	She has been instrumental in persuading businesses to adopt Facebook as an advertising platform. Her ability to communicate the value of Facebook’s data-driven advertising capabilities has been key to its growth	Sandberg’s efforts have transformed Facebook into a dominant force in digital advertising, generating billions in revenue and becoming an indispensable tool for marketers worldwide.
Satya Nadella - Microsoft	Satya Nadella persuaded Microsoft’s board, employees, and customers to embrace a new strategic direction focused on cloud computing and AI. His empathetic leadership style and clear vision for the future of technology are key to transformation.	Under Nadella’s leadership, Microsoft successfully transitioned to a cloud-first company, resulting in significant growth in its cloud business and a resurgence in its overall market value.
Warren Buffett - Berkshire Hathaway	He is known for his ability to persuade through his annual shareholder letters, where he communicates complex financial concepts in an accessible manner and shares his long-term investment philosophy.	Buffett’s persuasive communication has built immense trust among investors, contributing to Berkshire Hathaway’s status as one of the most respected and successful investment companies in the world.

References:

Jay A. Conger (1998). The Necessary Art of Persuasion. Harvard Business Review.

Michael E. Hattersley (1991) Persuasion. Harvard Business School Background Note.

Monroe, A. H. (1935). Principles and types of speech. Chicago, IL: Scott Foresman.

Dr. Karminder Ghuman, Head of MBA Department, LM Thapar School of Management,          Thapar Institute of Engineering & Technology (Deemed to be University), Patiala

This blog is based on contents from the book: "The Art and Science of Effective and Impactful Business Communication for Managers" 

https://rb.gy/t1fnup

This book has a compilation of research-based proven tools and strategies to guide professionals regarding the following aspects of business, corporate, and managerial communication:

Employability Skills and Communication

• Cover Letter and Resume Writing
• Group Discussion (GD)
• Personal Interview

Writing Skills

• Business Writing Strategy
• E-mail Etiquettes
• Letter writing
• Agenda and Minutes of Meeting
• Office Memo, Notice, and Circular Writing
• Business Report Writing
• Writing a Compelling Press Release
• Business Proposal Writing 

Organizational Communication

• Bureaucratic Communication
• Satisfying Customer Care
• Intercultural Communication
• Leveraging Grapevine Communication
• Dealing with Ego, Power, and Organizational Politics
• Dealing with Aggression or Negative Emotions of a Senior at Workplace
• Communication Dilemmas at Workplace
• Communicating in Diverse and Hybrid Organizational Environment

Managerial Communication

• Delivering an Impactful Presentation
• Probing and Confrontation Skills
• Problem Solving: Creativity and Innovation – Role of Communication
• Selling Skills
• Effective Meetings
• Conveying a Difficult Message
• Negotiation Skills
• Team Building, Group Communication and Inspiring Collaboration
• Providing Feedback and Criticism
• Conflict Management
• Personality Type of Leaders/Managers and Communication Style
• Communication Strategy and Decision-making Heuristics

Networking

• Networking
• Greetings, Introducing, and Rapport Building

Technology and Communication

• Technology and Communication
• Generative AI and Communication
• Social Media Communication

Leadership Communication

• Leadership Style and Communication
• Communication Strategies for Corporate Leaders
• Public Speaking
• Persuasive, Confident and Decisive Communication
• Increasing Productivity

Entrepreneurial Communication

• Story Telling
• Startup Pitching
• Visual Content Creation: Blogs, Vlogs, Reels, Videos, Webinars, Tags, and Hashtags
• Content Writing and Career Opportunities

Monitoring and Measuring: Effectiveness of Communication

• Communication Audit: Monitoring and Measuring Effectiveness of Communication