It’s tough being a printer today, even a digital printer with all the web-to-print, cross-media and interactive bells and whistles you have at your disposal. Print is no longer taken for granted. You have to persuade people that you have a solution that meets their needs and provides a benefit.
I recently came across a Harvard Business Review paperback called “Communicating Effectively”. It is one of a series of collections of the HBR’s perspectives on management topics and business best practices. It contains articles on communicating, persuading, presenting and pitching originally published between 1995 and 2006. One article stands out, The Necessary Art of Persuasion, by Professor Jay Conger of the University of Southern California Business School, because it echoes so many of the best practices in PODi’s own S3 Strategic Solutions Sales training programme.
He describes four essential steps for effective persuasion: establishing credibility, framing for common ground, provide evidence and connect emotionally. The ideas are based on in-depth research the author had done on the techniques used by senior business leaders as well as lower level managers in organisations who had all shown themselves to be effective change agents.
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