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Using the principles of persuasion

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Whether you’re conducting an interview, motivating your sales team or delivering a keynote address, your success as a leader is defined by your ability to persuade with clarity and passion. In fact, you might say that leadership is synonymous with effective communication.

If you want to stand out from the crowd, get promoted or build a world-class sales team, you need to polish your communication and persuasion skills. Over time, marketing researchers have consistently found that certain “magic words” used in phrases and combinations were so compelling that sales followed the ads just as predictably as spring follows winter.

Here are some “power phrases” that will create interest, generate enthusiasm and motivate people to take action: “Guaranteed success,” “live your dreams,” “fast, easy access,” “unlock your potential,” “accept no substitute,” “time-tested,” “go with a winner,” “the results are in,” “extra savings,” “one-stop shopping.”

Psychologists tell us we are born into one of four primary temperament styles: aggressive, expressive, passive or analytical. Each of these styles requires a different prospecting approach and presentation strategy. If a leader is to influence colleagues and customers, he or she must be able to quickly and accurately recognize each of these distinct behavioral styles and adapt accordingly. During your next presentation, make an effort to identify the temperament style to which you’re presenting and use as many of these emotionally charged words as possible.
The aggressive, bottom-line, Worker style is results oriented.

They ask “What” questions. Workers value achievement and fear loss of control. When presenting to this buying style, use these words: “control, flexibility, work, bottom line, power, challenge, speed, money, functional, results, goals, options, hands-on, quickly, freedom, immediately.”

The expressive, emotional, Talker style is people oriented. They ask “Who” questions. Talkers value recognition and fear loss of prestige. When presenting to this buying style use these words: “Fun, entertaining, creative, friendly, simple, incredible, exclusive, improved, prestige, new, ultimate, spontaneous, exciting, enjoyable, cash, adventure.”
The passive, harmonious Watcher style is service oriented. They ask “How” questions. Watchers value appreciation and fear conflict. When presenting to this buying style use these words: “Support, service, family, harmony, dependable, caring, cooperation, helpful, easy, sincere, love, kindness, concern, considerate, gentle, relationship.”
The analytical, cautious, Thinker style is quality oriented. They ask “Why” questions. Thinkers value accuracy and fear being viewed as incompetent. When presenting to this buying style use these words: “Safe, scientific, proven, value, learn, guaranteed, save, bargain, economical, quality, logical, reliable, accurate, perfect, security, precise, efficient.”

While some people are born with a silver tongue, most have to work at their communication skills. Developing the ability to speak with power and passion takes time and effort to master, but it will pay off in big dividends!

Don’t miss John Boe at Senior Market Advisor Expo, Aug. 20-22. Visit for more information.


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