Chapter 10 – Broker
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Know and Respect Your Audience
The more you understand the people you are trying to persuade, the easier your task will
be. You need to understand what ‘makes them tick’ and what ‘turns them off’. Put
yourself into their shoes – how can you appeal to their self-interest? If you can identify
what is in your preferred position for them, you will find your task of persuasion much
easier than if you leave them to work that out for themselves. What are their goals,
needs, interests, fears, and aspirations – for themselves, the institution, students? How
much do they know about the program and your proposal? Do they have preconceived
views on this subject?
Always be positive and tactful, aware of the sensitivities, needs and fears of those
you are trying to persuade. Always assume that those you are trying to persuade are
intelligent and mature and show them your respect them by being direct and sincere.
Create Positive Feelings
Increasing positive feelings can be an effective way to increase your persuasiveness.
For example, if you are trying to persuade members of your program team to be more
scholarly in their approach to their teaching, you could set up simple reward structures
within your team to recognise the achievements of individuals. This might be recognition
of a teaching award through a congratulatory email to the recipients copied to all
members of the program team. In extreme forms this is called ingratiation. Or you could
set up your own reward system. It is certainly easier to persuade people to take risks or
make an extra effort to do something for you, if they feel good about themselves and
because you have recognised past achievements.
Use Your Networks
The role of Academic Coordinator also allows you to create coalitions by connecting
with members of your program team. If you have a program team of 10 people, and
have a strong bond with 8 of them, you can use this coalition to persuade the remaining
two members of staff towards a new initiative. Building and maintaining networks and
knowing when and how to use them can help you to exert influence and be more
persuasive.