The_Essential_Manager_s_Handbook

COMMUNICATING TO PERSUADE / 291

Communicating to persuade

The arguments that you use to

persuade others can be one-sided,

presenting your case alone, or

two-sided, presenting your case as

well as dealing with real and potential

counterarguments. Choose your

approach based on the knowledge

and preconceptions of your audience.

If you decide to use a two-sided

argument, you should:

• Warn your team that others may try^
  to change their minds.


• State some opposing arguments^
  and then refute them. If you are
  aware of an opposing message,
  consider previewing at least part
  of it to the audience and then
  explaining why it is flawed.


• Encourage commitment in some^
  tangible or visible way. It’s more
  difficult for people to back away
  from positions for which they’ve
  publicly proclaimed their support.

Once you have captured the attention

of those you want to persuade and have

given them good cause to believe the

message, you must provide them with

a clear channel for action.

First, however, take time to reassure

them: show them that there is a high

probability that you can deliver on the

promised reward. Your team needs to

know that what you’ve promised will

actually come true.

Next, recommend a specific proposal

for action. Tell your team exactly

what you want them to do, describe

how you would like them to go about

it, and set out a realistic timescale.

Make sure that everyone on your

team knows how and when progress

will be measured and identify

the end point and the rewards

for achievement that lie ahead.

When to use one- or two-sided arguments

ONE-SIDED ARGUMENT TWO-SIDED ARGUMENT

The audience initially agrees with

you and your aim is simply to

intensify support.

You suspect or know that the

audience initially disagrees with

your position.

The audience will not be exposed to

any form of counter-persuasion.

The audience is not well educated or

may become easily confused by an

opponent’s argument or evidence.

You know the audience will be exposed

to subsequent counter-persuasion.

You hope to produce a more

enduring result with a

knowledgeable audience.

MOVING OTHERS TO ACTKEEPING THEM ON SIDE

US_290-291_Comm_to_Persuade.indd 291 31/05/16 5:29 pm