Harvard Management Update Strategic Persuasion
not enough that an idea is witty and unpublished to be valuable. More important to conceive is to convince others of its value and put it into practice. Next, a strategic approach to persuade decision makers and key people of the value of a new idea.
The main obstacle that prevents persuade someone is putting too much focus on what one thinks is the value of the idea, according to Mario Moussa, co-director of Strategic Persuasion Workshop at the Wharton Business School and coauthor, with G. Richard Shell, the book The Art of Woo: Using Strategic Persuasion to Sell Your Ideas (Portfolio, 2007).
"What's compelling to a person, not necessarily work with others", say the authors, who developed the following strategic approach to successfully persuade:
1. Go to the right person.
2. Overcome the barriers to be heard.
3. Explain the argument for the idea.
4. Getting people to commit to ella.Analicemos steps 2 and 3. Convert
puentesPersuadir potential barriers is to make it easy and obvious for others to agree with you. There are five barriers that often impede, but each can be transformed into a bridge with their partners:
■ Credibility: It has to do with you and your credentials. The point is what people think of you and your credentials. Promote equal credibility to show that you have knowledge and expertise, and is reliable.
■ Relationships: When people know and trust that you will return the favor, there are many more opportunities to listen to their ideas and support. When the support of a person is important, try to build a good relationship with her before exposing his idea. Face to face meetings are the ones that work best, but well-written and personalized emails are also effective. The more relationships grow, be better positioned.
■
beliefs and values. Align your idea with the values \u200b\u200band beliefs of their audience. Irish singer Bono, for example, managed to convince the arch-conservative U.S. Senator Jesse Helms to support his idea to cancel African debt, so that local funds could be redirected to AIDS treatment in Africa. At first they were separated by different belief systems, but Bono got to his side to Helms appealing to a deeper value system they shared: commitment as Christians to help the poor and sick. ■
Interests: Formulate your idea in terms of how to meet the interests and needs of the other party. Shell and Moussa remember how Steve Wozniak Steve Jobs persuaded to invest $ 1,000 to produce 100 printed circuit boards to sell to computer enthusiasts. Jobs claimed that it would double the investment, but Wozniak did not believe that the plates would be sold and rejected the idea. His interest was not to lose money. Jobs hit another fiber Wozniak: his interest in starting a business. Wozniak took the bait and together they created Apple.
■ Communication. When trying to persuade a person is very important tune with their preferred communication channel: visionary, rational or relational. When Joanne Bradford was hired as director of online advertising for Microsoft Network MSN, wanted to convince your boss and CEO, Steve Ballmer, that doubling the number of vendors so that MSN could increase sales volume. But the more pressure, the resistance was. He soon realized that in Microsoft, the communication channel and number referred was rational, she had been tuned to the channel visionary. When he began to use data, among other things, graphs showing how the greatest number of sales would translate into more income-increased their effectiveness persuasive and got Ballmer approve the hiring of 150 new vendors.
Christina Duvernay © Bielaszka-Newsletter / Harvard Business School Publishing, 2008
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