What does it take to communication in a way that you move people to take action? What does it take to get people to pay attention, to value your words?

1. Persuasive Communication
What does it really take to move people to action
Webinar Twitter #iesewebinar
Conor Neill
Lecturer of Managing People in Organizations
IESE Business School - University of Navarra
#iesewebinar IESE Business School

2. What makes a great
communicator?
IESE Business School - University of Navarra

3. Typical Challenges of Weak
Communication
1. I lose people’s attention easily
2. People agree, but then do
nothing
3. People avoid my phone calls (… at
least I think so!)
4. People avoid giving me feedback
(or only “sugarcoated”)
5. I have difficulty listening to
others
6. People never agree with me
7. People “hijack” my meetings, my
IESE Business School - University of Navarra
presentations, my conversation

4. IESE Business School - University of Navarra

5. Aristotle’s Rhetoric
384 to 322 BC
IESE Business School - University of Navarra 5

6. Three requirements to Move
people to Action
Logos Ethos Pathos
• Logical, • Credibility • Emotional
rational • Reputation Connection
argument • Delivery • Feelings
• Makes regarding
sense from the Topic
audience’s • Essence of
POV Good Story
IESE Business School - University of Navarra

7. TED Education: Lesson on
Aristotle’s Triad of Persuasion
http://bit.ly/TED-Aristotle
IESE Business School - University of Navarra

8. Most Communication
Fails Here: Point X
IESE Business School - University of Navarra
Photo Credit: Douglas
Pulsipher

9. Point X
• “When I am finished speaking, my listeners will
________________”
– …buy my product
– …ask for more information
– …approve my recommendation
– …agree to a second meeting
– …ask for a proposal
– …respond more quickly when the phone rings
• Important: Make it an ACTIVE verb
– Measurable, Observable
IESE Business School - University of Navarra

10. Its not about you…not about you.
It is
• Photo?
IESE Business School - University of Navarra

11. Four types of audience
Unite the community and provide focus
Friendly
Provide “new” information and label it as
Hostile such. On the basis of “new” information
you can ask for change.
Why it is important for them before you
Apathetic try any change
Need to educate in order to give the
Uninformed criteria to make their choices
IESE Business School - University of Navarra

12. The 3 parts to a speech
1.Open
2.Middle
3.Close
IESE Business School - University of Navarra 12

13. The Logos Speech Structure
• “Grabber”
– gain audience attention and motivate them to
listen
• Topic Sentence
– express clearly your position
• Three Supporting Arguments
– “Signpost”
– Use examples, statistics, experts, stories
• Close
– Refer back to the “grabber”
IESE Business School - University of Navarra

14. “The exact words we use are less
important than the energy, intensity and
conviction that we convey”
Jules Rose
IESE Business School - University of Navarra

15. Develop your style
• Authority
– “strength”
– Look and sound as if you mean what you say
• Energy
– Give the impression that it matters to you
• Audience Awareness
– See and respond to your audience
– Connect to individual members of the audience
– Exercise: See the audience hair colour, glasses, frowns,
smiles…
IESE Business School - University of Navarra

16. EVERYTHING YOU NEED
RHETORIC CONTENT DELIVERY
• LOGOS • OPEN • AUTHORITY
• ETHOS • MIDDLE • ENERGY
• PATHOS • CLOSE • AUDIENCE
AWARE
IESE Business School - University of Navarra

17. • S • Stories
• P • Practice
• E • Energy
• A • Authority
• K • Knowledge
• E • Experience
• R • Reason
IESE Business School - University of Navarra

18. Experience what it really takes to move people to action
Join our Short Focused Program on Communication Skills , May 7-9
(www.iese.edu/DCS)
IESE Business School - University of Navarra