Persuasion & Emotional Intelligence
In the last thirty years, there has been a phenomenal amount of research on how people influence and persuade one another. The phrase ‘the science of persuasion’ is becoming more common and everyone, from marketers to advertisers to salespeople and more are devouring the research in their quest to gain a professional or marketing advantage.
Yet, there is an inherent irony in thinking about persuasion as a science. Traditionally, science is unemotional. The scientific method demands a dispassionate evaluation of the factors. But, all the research shows that persuasion and influence is, at its core, and emotional activity. Your ability to impact the way others think or act is not determined by your ability to analytically argue a point, but your ability to make others feel right about changing their mind or behaviour.
Trust
Persuasion is impossible without trust. Intelligent influencers will always ensure that a strong foundation of trust is established and demonstrated before making any persuasive request. Trust pays real dividends in business. In a recent study, over 450 interactions between motor manufacturers and their suppliers were analysed in the USA, Japan and South Korea. It was found that transaction costs were five times higher with the least trusted supplier compared to the most trusted. Dealings with the least trusted took twice as long with more negotiations and compliance checks required.
And trust is a feeling. Many providers of goods and services think that if they can impress their clients with their competence and expertise it will build trust. Of course, you want to be seen as a competent expert, but this alone will never create trust. It is possible to have clients convinced that you know your stuff, but still distrusting you because they are not sure if you have their best interests at heart. Anytime you try to persuade anyone, it is human nature for them to be suspicious, that your request is designed to benefit you more than them. This is why you have to build the feeling of trust by making connections and showing understanding before any attempt to persuade.
Brain Science
Two essential steps in the persuasive process are:
- Interest – gaining sufficient interest for them to consider your proposal
- Desire – building a desire in them for your offer
Research by neuroscientists has shown us that these two steps happen in different parts of the brain. The neocortex processes facts and figures. Providing the neocortex with relevant information gains interest. The limbic brain works with images and emotions. This is where desire is generated and it has been proven that the limbic brain is responsible for all decision making.
Being aware of this, intelligent influencers will first attempt to satisfy the neocortex then move on to provide the limbic brain with what it needs to generate the required decision. This process has been developed over generations by car salespeople. They always walk a prospect through the proposed vehicle in a specific order. They indicate the features of the car, its performance and economical figures, and then explain the advanced engine technology. They then show you the boot or rear space and talk about the capacity figures and flexibility configuration. Then, finally, they sit you in the driver’s seat – to let you have a feel of what it’s like to be behind the wheel. They realise that by then, your desire will be at its peak and you will be most likely to say yes to their offer.
So, emotionally intelligent influencers satisfy the analytical parts of the brain first before they move on to the emotions that will motivate the person.
The article is contributed by Mr Kevin Ryan, an Associate Trainer at the Management Development & Consultancy, MDIS’ Corporate Training Arm.