Talk delivered at a UK Health and Service Conference to enable, equip and empower leaders and business owners to deliver results in tough changing times.

1. Power of
Persuasion and
Collaboration
www.jermaineedwards.com

2. 2
Just do it – how to be productive

4. Do you feel like these three people when
CHANGE
Is happening?

5. 5
Just do it – how to be productive

8. 8
When you’d rather be here!

9. www.jermaineedwards.com
Spoken to, trained and supported
just over 800 key account
managers, directors and sales reps
across UK and Europe since 2015

10. www.jermaineedwards.com
An Author Key customer growth Coach and
speaker

11. Write for biggest sales magazines in
UK and Internationally
I’ve personally managed stakeholders
across 17 industries and 42 countries
Recently helped a Dutch company
grow two of their key customers
from $152,000 into $1.9 million in 8
months

12. The aim of this talk is to give you more
options when it comes to persuading others

13. What is persuasion
How and why does it work?
How to activate it – 7 keys
Power of collaboration
AGENDA
The future and action plans

14. …process aimed at changing a person
(s) or groups attitude or behaviour
toward some event, idea, object or
other person by using written or
spoken words to convey information
feelings, reasoning or a combination of
them…

15. When persuading you are an agent of
CHANGE
What is the change you’re looking to bring about?

16. Persuasion is everywhere and everyone is trying to do it!

17. What if you could
be as influential
and persuasive as
a global brand?

18. • Better results more often
Benefits of being a
more persuasive
person
• Better equipped to help others
• Increase your influence
• Deepen your confidence
• Raise your profile

19. Everyday influencing
and persuading
What skills, tools, strategies and
techniques do you have already?
Talking your way out of a parking ticket
Getting some cash from a friend
Persuading someone to go to your holiday preference
Getting your Husband to take you out for dinner

20. ‘If the only tool
you’ve got is a
hammer, you’ll
treat everything
as if it’s a nail’
Abraham Maslow

21. People are different – and
require different strategies
Some like lots of detail
Others just want bullet points
Some need facts and evidence
Others just have to be excited
And so on

22. • Show genuine interest
Benefits of being a
more persuasive
person
• Be present
• Be confident
• Be friendly
• Build trust…
Persuading the
impossible
person!

23. • Show genuine interest
Benefits of being a
more persuasive
person
• Be present
• Be confident
• Be friendly
• Build trust…
We cant just speak loudly more often

24. ADAPTABILITY
The secret to success in persuading others is
You can’t use a one-size-fits-all approach

25. INTERNAL:
Peers,
colleagues
EXTERNAL:
Customers,
patients,
suppliers, other
stakeholders
The
Circle
of
Influence
YOUR BOSS, the senior team
Your employees

26. What you need are more options

27. right
Key(s)
for the lock

28. PERSUASION

29. Defining our terms…
Persuasion Obvious, direct, open
Influence present, Indirect, invisible
Manipulation Intent to take advantage

30. The most important thing:
You can’t make people do
what you want them to do
You have to get them to want
to do what you want them to do

31. • People often don’t decide rationally
• They decide emotionally …
• … and justify with logic

32. Cialdini’s research
made everyone aware
of 6 more common
approaches anyone
could use to become
more persuasive

33. Likeability
Social Proof
Reciprocation
Authority
Scarcity
Commitment
& Consistency
Cialdini’s six weapons

34. 3 things!

35. Options for doing research
3 things that precede
successful persuasion
See their world & listen to their words
Acknowledge their concerns
Share the outcome

36. Put yourself in their shoes
What’s important to them?
What are their criteria?
What is their ‘hot button’?
To persuade others
your ideas need to match
their needs and desires

39. One of the biggest
barriers to
persuasion is the
unspoken risk and
external conditions
that often drive our
decisions

40. Our goal
Sooth the voice of
internal risk and
increase the
confidence of
external expectation

41. Towards Away From
40% 40%20%
Toward getting,
having and achieving
Away From problems,
hassle and danger
GAIN
PLEASURE
LOSS
PAIN
We all have Motivation
Preferences

43. Away From Motivation

44. Towards Motivation

45. Now think of 2-3 people
you would like to
persuade

46. Cialdini’s Six Weapons of Influence
1Likeability

47. Be likeable, build trust
Rule number one:
focus on the relationship

48. Likeability, commonality and affinity are important

49. People are more easily influenced by people they like

50. • Show genuine interest
5 ways to become
more likeable
• Be present
• Be confident
• Be friendly
• Build trust…

51. How do you do that?
The importance of building

52. Equation
The

53. = c + r + i
s
credibility reliability intimacy
self-interest

54. How can you use
Likeability
to influence and persuade
others?

55. Cialdini’s Six Weapons of Influence
2Social Proof
(Everybody’s
doing it!)

57. • Share the facts
Using Social proof
• Make it about them
• Give them the benefits
• Show them the results
• Ask for their commitment

58. How can you use
Social Proof
to influence and persuade
others?

59. Cialdini’s Six Weapons of Influence
3Reciprocation
(You scratch my
back…..)

60. Giving first always
comes back to you and
people are more open to
listen to you

61. • Look to help others
Using Reciprocation
• Express where there is mutuality
• Get person/group involved
• Ask for commitment
• Ask for their opinion

62. How can you use
Reciprocation
to influence and persuade
others?

63. Cialdini’s Six Weapons of Influence
4Authority

64. Many feel a sense of duty
to those in authority
regardless of position or
seniority. The influence of
authority is limited only
by your ability to meet or
manage the expectations
of others needs

65. • know their expectations of you
Using Authority
• Be accountable
• Be consistent
• Ask for their commitments
-Make it based on their role

66. How can you implement
Authority
to influence and persuade
others?

67. Cialdini’s Six Weapons of Influence
5Scarcity and
urgency

68. Think like Groupon, if its urgent and important
make it known and make it time specific

70. • Assess what’s most important and why
Using Scarcity and Urgency
• Know what the roles of other should be and why
• Be clear and make it time specific based on their role
• Demonstrate your commitment of working together
• Ask for their commitment…

71. How can you use
Scarcity and urgency
to influence and persuade
others?

72. Cialdini’s Six Weapons of Influence
6Commitment
and
consistency

74. Principles and
values are
strong
connectors to
influence
Commitment
and
consistency

75. • Take interest in what drives people internally
Using commitment and
consistency
• Are those values aligned with you or your organisation
• Find one you can resonate with
• Promote it
• Ask for their commitment based on it

76. How can you use
Commitment and
Consistency
to influence and persuade
others?

77. The 7th Key

78. Enhancing your collective ability to get
better and greater results faster

79. people working together to
create greater value for
everyone, in order to achieve a
recognised common goal

81. One of the biggest
barriers to a sale is
the unspoken risk that
a prospect gives
Its often the case many are working
towards the same goal and bearing the
work load alone. WHY?

82. Being Collaborative Exercise
List as many skills or qualities your
nearest practice has that could benefit
your practice now
What one action could you do right now
that would move you closer to achieving
a key goal for your practice

83. Commit to engage with each other
Listen and communicate often
Focus on the result and common goal
Promote openness & take responsibility

85. Work harder on yourself than
you do your job… You’ll discover
a person you never knew and
the potential of a job you’ve
always had

86. www.jermaineedwards.com
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