How to Coach Yourself and Others Beware of Manipulation | Page 161
Can you see how this would reduce your work load (solve your problem, increase
your profits, etc.)
Picture yourself leaving work on time once we make this change (or some other way
their life will improve once they agree with you)
5 Action
Once you sense that you are approaching agreement, you need to cement it by suggesting the next step
or action that will put your solution in motion. Don’t wait – act as soon as you can so that the other
person is not left stewing and thinking things over more (and perhaps changing their mind).
52.3 AIDA
All sales require that your client has a desire to own your product or use your service. If you haven’t
yet created that desire, you will face objections and not make the sale no matter how persuasive you
think you are being. This idea comes from the sales method known as AIDA, an acronym which stands
for:
•A – Attention
•I – Interest
•D – Desire
•A – Action
This is very similar to Monroe’s Motivated Sequence Model that we discussed in Chapter Six. The
point is that if you haven’t created the desire for your services, you will not persuade the customer that
they need your services. Why would they buy something that they don’t want? You will need to go
back and establish desire by demonstrating the benefits your offering will provide to the customer. If
you do this well enough, you won’t have to do any more persuading – the customer will already want
what you are offering.
52.4 Problem-Cause-Solution
Another format for organizing a persuasive
speech is the problem-cause-solution format. In
this specific format, you discuss what a problem
is, what you believe is causing the problem, and
then what the solution should be to correct the
problem.
Specific Purpose: To persuade my classroom
peers that our campus should adopt a zerotolerance policy for hate speech.
Main Points:
1.Demonstrate that there is distrust among
different groups on campus that has led to
unnecessary confrontations and violence.
2.Show that the confrontations and violence are a result of hate speech that occurred prior to the events.
3.Explain how instituting a campus-wide zero-tolerance policy against hate speech could stop the
unnecessary confrontations and violence.
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