Precise Writing:

A crucial part of being a viable leader is the capacity to persuade your group to take certain activities or
acknowledge official choices, regardless of their opinion. The author suggest that business leader are the
role models to look upon to learn Art of Persuasion to achieve goals in this ever-changing business
world. The recent college grads generation asks, question as to why should I do it ,instead of what
should I do .In those moments, it is very much required to speak on their interests through your expertise
and credibility.

In this article author tells us that persuasion is about negotiating with people where you listen and
understand the other person in conversation rather that manipulating. He gives an example where he
talks about a manager who used right choice of words just to motivate his employees. With this example
he tried to show that a persuader can motivate his teams and can get do things which they were not
capable

Author is against the fact that persuader should concentrate on results or passing judgements without
listening the people’s interest .In this passage author has laid down four steps for becoming an effective
persuader

First one being Establish Credibility , Two factors are associated with credibility one is the level of
knowledge and your relationship. If one has lack of expertise on topic which he wants to convince his
team ,then either he can earn the knowledge or can hire someone who can explain their point clearly to
your team and to fill relationship gap one should give one to one to all the important people whom we
need to persuade and understand their perspective. Author gives an example of Microsoft employees
who hired good coder to demonstrate the idea what their mentor meant.

Second one being finding common ground ,author says that good persuader ought to be skillful in defining
their position in terms that highlight their advantage to people who would experience. And before pitching
advantage, the persuader should know thoroughly the perspective of people so that one can counter the
person view while persuading. Here author gives the example of Monica Ruffo who is providing
consultancy to fast food chain to position and sell products bundled together she showed that it can benefit
their client and this benefit is the advantage which is used as weapon to persuade their client.But here there
is mutual benefit which is not the case always ,generally effective persuader tends to command the
situation Another example stated about a manager who had a conversation with the colleague about his
seniors preferences while approving project and worked on his design accordingly and got it approved by
senior management

Once credibility and relationship is established and a common frame identified ,next is about providing
facts and data which supports the idea for which one is persuading. It is seen that persuader generally talks
in term of numerical data and statistics and try to make their point which gives a sense of perception that
the idea the person is pitching is supported with facts and worth looking for.

Persuader are aware of the role of emotion while persuading and use it in two different ways: First they
themselves show a emotional connect to the idea which he is portraying, which shows the audience that the
speaker is passionate about his ideas, being too emotional might give negative impact .Another way is that
persuader use past experience of colleagues how they will react to a proposal depending upon their reaction
and past feedback generated by them they interact with them differently, so that better impression are made
on such people The author says the most important point is that your emotion should match with
audience’s emotion.

At last author talks about force of persuasion stating it is about understanding and negotiating that if
properly handled can gives immense benefit to organization like people getting together, bring in ideas,
work together for solutions.