[SOUND] Today we will focus our attention on the persuasive conversation. Benjamin Franklin once said, if you would persuade, you must appeal to interest rather than intellect. Well, the contents and value of what we have to say are important, but the appeal to interest trumps that. So, let's spend some time to think about creating appeal in workplace persuasive conversations. In this lesson, we will list factors for pitching persuasive conversations with our target listeners. We will express our understanding of the target listeners' needs and wants through questions and statements. We will adopt a series of steps for developing persuasive conversations. Think about this, who do we communicate with and persuade in our workplace? Our colleagues, managers, team members, and clients. Who exactly are our target listeners or audience? In your persuasive conversation it is important to start by identifying your target listener because you need to know what will interest them and appeal to them. You need to know the benefits or what's in it for me factors for them. Recall the WIIFM, or what's in it for me factors discussed in course three. We will apply the same idea in our persuasive conversations today. Knowing your target audiences' WIIFM will help you to select, prepare, structure, and present information in a way that will appeal. The WIIFM or WIIFM could be further broken down in considering, what's new for them? What's unique to them? What's different? And what's the immediate results, consequences or reward for your target audience. After identifying the what's in it for me factors, pitching the persuasive message also requires you to find the right occasion or opportunity. You also need to adopt a suitable tone of voice. You need to identify with the listener. Use the pronouns like we, us and our. Highlight the key benefits you've identified. And always use precise words. You will also need to reinforce with reasons and concrete examples of past success. Apply nonverbal communication cues like eye contact, smiles, nods, gestures that will be appropriate to display confidence and sincerity. Give your listener time to consider and ask questions. And listen actively. Let's evaluate this conversation between Mark and Joan. Try and look for evidence in which some of the tips mentioned above for pitching the persuasive message can be seen. Shall we take a look at the conversation together? Mark brings up the suggestion about including someone from his team in the research team's meetings in a fairly neutral office social event. It looks like a good occasion, as it allows him to make the suggestion rather casually. He's not being imposing. His tone is rather enthusiastic, as seen here. Sounds wonderful! He uses the pronoun we quite frequently to identify with Joan's sense of responsibility for the projects. He then goes on to highlight the benefits, what's in it for me, and examples of past success as he describes the conversations with other researchers. Precise words and expressions, like periodic check-ins, support, and tacit knowledge are used to inform Joan about the exact benefits his team can bring to her team. Last but not the least, Mark gives Joan time to consider. Besides the tips listed earlier, the persuasive speaker also does some of the things we've been discussing in this course. He builds rapport, he shows understanding, empathy. He demonstrates an understanding of the listener's concern. He applies nonverbal cues that enhance the message. In this case, we can only guess that Mark make appropriate eye contact, gestures meaningfully and engages with a friendly and confident tone and facial expressions. He should also listen actively. What does active listening mean? Do you remember discussing this skill in course one? Let's review, shall we? The active listener pays attention to the other person's message. She makes eye contact. She nods in acknowledgement. She expresses brief utterances like umm, uh-huh, I see to acknowledge. She avoids interrupting. She paraphrases to check for understanding of meaning. She demonstrates understanding by giving an appropriate response. Are you an active listener? And in your opinion does Mark do all this? Take a look at the conversation again, and consider Mark's communication skills in persuading Joan. He starts the conversation by building rapport. There's no doubt about that. And he ends the conversation by responding appropriately to what June wants. To be given time to consider. In terms of showing understanding and empathy, perhaps he could be more expressive in acknowledging her concern earlier in the conversation.
