Every professional should master the art of persuasion. Whether you’re negotiating for a raise, pitching to an investor, giving a presentation, or trying to win a new client, having influence can help reach your goal.
Below, eight members of Young Entrepreneur Council share top tips to appeal to others — and why those tactics work so well.
YEC members share their top business tips.
Photos courtesy of the individual members
1. Talk Less, Listen More, Solve Their Problems
The most experienced salespeople know it’s actually best to talk less and listen more. Let the other party talk about themselves, their situation, and what they’re looking for. You’ll discover so much more about their needs and desires by listening than by telling them what they need and want. Once they’re finished telling you all that they want to tell you, speak to them in a way that demonstrates you understand their challenges and desires. Explain how you intend to solve their most pressing problems or fulfill their wishes. – Blair Thomas, eMerchantBroker
2. Lead With Your Investment Thesis
Be bold and differentiate with your idea. Successful pitches find the balance between emphasizing the idea while maintaining a structure relatable to investors. Get the point across quickly and clearly with inductive reasoning. This means open with the conclusion and then explain the details that help an investor believe it’s valid. American author Barbara Minto, best known for the Minto Pyramid Principle, which is her immortal framework for writing and presenting ideas, explains it in her book, The Pyramid Principle. Reid Hoffman, venture capitalist, author and co-founder of LinkedIn, has a similar point, which is to “lead with your investment thesis.” – Daria Gonzalez, Wunderdogs
3. Ask The Right Questions To Understand Needs
Asking the right questions is critical to understanding your customers’ needs and a critical part of persuasion. Questions help you guide your customers’ attention down a particular path. If you create a great series of questions, your potential customer will not only appreciate the well-thought-out questions but will share with you exactly what it will take to convince them. When you have that deeper understanding of your customer — their needs, desires and fears — you can more effectively craft your pitch in a way that resonates with them. – Kevin Getch, Webfor
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4. Create A Win-Win Scenario With Data Or Facts
A good tactic of persuasion is a win-win scenario. No one likes risk and no one likes to lose. Creating a scenario in a presentation where there is no loser and little to no risk is a great tactic. The secret to this is for it to be legitimate and verifiable. That means data, facts, and an easy opt-in for those you are persuading. That makes it an easy win-win for them and truly a no-brainer. This is a perfect option for those seeking a reciprocal relationship in a business where both are involved in a public campaign where both companies promote products that work together. – Baruch Labunski, Rank Secure
5. Use The Art Of Storytelling From Experience
The art of storytelling, especially when it comes from personal experience. Almost anything can be Googled, but part of the reason Reddit is so huge in the online community is that a lot of the info is personal life experience shared and viewers can always tell when somebody is not being authentic. The same goes for presenting. Starting off by sharing an experience not only gives your approach a personal touch, but shows the audience your character in how you frame the story, problem and proposed solution. It gives a glimpse into who you are as a human being because you’ve been through the wringer yourself and establishes your credibility because you know what it’s like to step into the audience’s shoes. Plus, storytelling supplements data and statistics so your presentation isn’t dry. – Givelle Lamano, Lamano Law Office
6. Make Them Feel You’re On The Same Team
Make the other person feel like you’re both on the same team. You can approach this with the sense that you’re both trying to solve the same problem or from the point of view that you’re both a part of a group of people with a shared belief. Either way, the key is to get across how you’re both on the same team trying to get the same result. You want to frame it as though it’s us against whatever the problem you’re trying to solve is. It works well because it makes you feel aligned and builds trust. If you feel like you’re on the same team, you’re going to work collaboratively to find outcomes, and you can avoid the other party feeling like they’re being sold to, which can make them defensive. – Cody Candee, Bounce
7. Use Proper Body Language And Eye Contact
A helpful persuasion tactic is to use your body language and eye contact to your advantage. Make enough eye contact to show that you’re paying attention, but make sure not to stare as you might come off rude or intimidating. It’s also important to face the other party with open arms — literally — to show that you’re invested in the conversation and what they have to say. – Stephanie Wells, Formidable Forms
8. Share Credentials That Reinforce Authority
One of the principles of persuasion, according to Dr. Robert Cialdini, is authority. People trust and listen to a person or organization that is clearly a recognized authority on a subject. If you want to persuade a client or an investor to work with you, then share credentials that reinforce your authority from the very beginning. For example, you can talk about awards you’ve won, that you’re recognized in specific publications and trade associations, or by featuring your past successes. When you showcase your authority in a direct but non-boastful manner, people will pay attention to you. They’ll also be more open to any communication you have and you’ll find it easier to persuade them to take action that you want them to. – Blair Williams, MemberPress
