Focus Magazine - Winter 2017 - 40

FEATURESTORY

5 Persuasive
Communication Lessons
■ By Stephanie Scotti

How to persuade
people has been
debated for nearly
two millennia.

W

hen you're tasked with giving a
persuasive business presentation,
there's more on the line than making
yourself understood. Your goals are bigger:
Winning new business, shiing the direction of
your business or adopting new tactics, to name
a few. To achieve the results that you're aer,
you must move your audience to take action.
Doing that requires a different skill level than
simply conveying information. How can you
step up your presentation game plan
accordingly?
Best practices for persuading people is a
topic that has been debated for nearly two

Build a
Clear and
Compelling
Argument

Make an
Emotional
Connection

Persuade
Even Before
You Present

1. Build a Clear and Compelling
Argument
Today's business decisions are increasingly
data-driven. However, with so much
information instantly available to anyone at any
given time, interpreting data is essential to
making an impact on your audience. Simply
listing facts and figures as supporting evidence
for your proposal may not be enough to
convince your listeners. Make your evidence
more compelling by relating that evidence to
your own experience, and even more essential,
to what's important to your audience.

2. Make an Emotional Connection

Be
Believable

Collaborate
and Listen

40

millennia, since Aristotle first coined his three
principles of persuasive communication: Logos
(presenting a clear and rational argument),
pathos (using emotion) and ethos (establishing
credibility).
In 2017, Aristotle's advice is still valid.
However, 21st century communication is more
complex than ever and today's business climate
demands more. Here's a modern take on
Aristotle's three pillars, with two additional
strategies that are essential for influencing
others and driving business results.

While we all expect and value a logical
argument, people tend to make emotional
decisions. When your goal is to gain buy-in for
your ideas and inspire action, building a
rapport with your audience with a smile and
eye contact is a great way to start. en,
strengthen that connection by relating your
argument to their views or experiences. Use
language, images, video, personal stories and
anecdotes to evoke feelings and help your
audience connect with your message on a
personal level.
Another way to build in emotional support

FOCUS | Winter 2017 | www.L-TEN.org


http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Winter 2017

LTEN Focus on Training Magazine
From the President: Preparing for Change
Table of Contents
Table of Contents
Guest Editor: Facilitative Training & Mutual Learning Models
Directions: A Time to Reflect and Plan
Front of the Room: Help! I've Got a Big Audience!
Building Account Management Capabilities
6th Annual Medical Device & Diagnostics Trainers Summit
Training Your Sales Team for Today's Changing Customers
Training Reinforcement 101
Sales Simulation Programs that Drive Performance
5 Persuasive Communication Lessons
Do It Yourself In-House Talent Development
Leveraging Simulation-Based Technology in Training
3 Essential Pillars for Competitive Selling
Virtual How: Learning Innovation & Best Practices
Ad Index
Focus Contacts
Meet Your Incoming LTEN Board President
Focus Magazine - Winter 2017 - Intro
Focus Magazine - Winter 2017 - LTEN Focus on Training Magazine
Focus Magazine - Winter 2017 - Cover2
Focus Magazine - Winter 2017 - 3
Focus Magazine - Winter 2017 - 4
Focus Magazine - Winter 2017 - From the President: Preparing for Change
Focus Magazine - Winter 2017 - 6
Focus Magazine - Winter 2017 - Table of Contents
Focus Magazine - Winter 2017 - 8
Focus Magazine - Winter 2017 - Table of Contents
Focus Magazine - Winter 2017 - 10
Focus Magazine - Winter 2017 - Guest Editor: Facilitative Training & Mutual Learning Models
Focus Magazine - Winter 2017 - 12
Focus Magazine - Winter 2017 - Directions: A Time to Reflect and Plan
Focus Magazine - Winter 2017 - 14
Focus Magazine - Winter 2017 - Front of the Room: Help! I've Got a Big Audience!
Focus Magazine - Winter 2017 - 16
Focus Magazine - Winter 2017 - Building Account Management Capabilities
Focus Magazine - Winter 2017 - 18
Focus Magazine - Winter 2017 - 19
Focus Magazine - Winter 2017 - 20
Focus Magazine - Winter 2017 - 21
Focus Magazine - Winter 2017 - 6th Annual Medical Device & Diagnostics Trainers Summit
Focus Magazine - Winter 2017 - 23
Focus Magazine - Winter 2017 - Training Your Sales Team for Today's Changing Customers
Focus Magazine - Winter 2017 - 25
Focus Magazine - Winter 2017 - 26
Focus Magazine - Winter 2017 - 27
Focus Magazine - Winter 2017 - Training Reinforcement 101
Focus Magazine - Winter 2017 - 29
Focus Magazine - Winter 2017 - 30
Focus Magazine - Winter 2017 - 31
Focus Magazine - Winter 2017 - 32
Focus Magazine - Winter 2017 - 33
Focus Magazine - Winter 2017 - Sales Simulation Programs that Drive Performance
Focus Magazine - Winter 2017 - 35
Focus Magazine - Winter 2017 - 36
Focus Magazine - Winter 2017 - 37
Focus Magazine - Winter 2017 - 38
Focus Magazine - Winter 2017 - 39
Focus Magazine - Winter 2017 - 5 Persuasive Communication Lessons
Focus Magazine - Winter 2017 - 41
Focus Magazine - Winter 2017 - 42
Focus Magazine - Winter 2017 - 43
Focus Magazine - Winter 2017 - Do It Yourself In-House Talent Development
Focus Magazine - Winter 2017 - 45
Focus Magazine - Winter 2017 - 46
Focus Magazine - Winter 2017 - 47
Focus Magazine - Winter 2017 - Leveraging Simulation-Based Technology in Training
Focus Magazine - Winter 2017 - 49
Focus Magazine - Winter 2017 - 50
Focus Magazine - Winter 2017 - 51
Focus Magazine - Winter 2017 - 3 Essential Pillars for Competitive Selling
Focus Magazine - Winter 2017 - 53
Focus Magazine - Winter 2017 - 54
Focus Magazine - Winter 2017 - 55
Focus Magazine - Winter 2017 - 56
Focus Magazine - Winter 2017 - Virtual How: Learning Innovation & Best Practices
Focus Magazine - Winter 2017 - 58
Focus Magazine - Winter 2017 - 59
Focus Magazine - Winter 2017 - Ad Index
Focus Magazine - Winter 2017 - Focus Contacts
Focus Magazine - Winter 2017 - Meet Your Incoming LTEN Board President
Focus Magazine - Winter 2017 - Cover3
Focus Magazine - Winter 2017 - Cover4
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