Management Communication

Persuasion,
Executive Summaries
MC2-S-04

Amarnath Krishnaswamy
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Plan for this session

Persuasion

Executive Summaries

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuasion

or How to get people to do

what you want!!!

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Well cover

Definition
Types of Persuaders
Persuasion Routes to follow
Persuasion Factors to use
Persuasion - Strategies & Skills

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Definition

Process that changes attitudes, beliefs,

opinions, or behavior.

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading vs. Negotiating vs. Influencing

Persuading

Convince others to take actions or

decisions you want

Negotiating

Discuss & reach a mutually

satisfactory agreement

Influencing

Combination of Persuading and

Negotiating

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Types of Persuaders

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Types of Persuaders
Foxes
Characteristics:
Cunning, crafty, sly
Persuasion mode: Deception, manipulation,
Win-lose
Perspective:
Short term

Bloodhounds
Characteristics:

Detectives! Can smell

out opportunities
Persuasion mode: Win-win
Perspective:
Long term
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Types of Persuaders

Donkeys
Characteristics:

Stubborn, inflexible, unwilling to

learn, poor skills

Persuasion mode:

Know-it-all

Perspective:

13-Oct-2014

Usually immaterial.

IIMB / PGP 2014 / MC2 / S04

Persuasion Routes to follow

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuasion routes. The ELM model

The Elaboration Likelihood Model enunciated by Petty
and Cacioppo
Two routes
Central
Facts & figures, thought
Useful when person has time to think it out
Changes are likely to be more permanent

Peripheral
Emotion, instincts
Useful when time is short, or under pressure, or not there!
Changes are superficial, temporary

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuasion Factors to use

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

6 basic tendencies to say yes (Cialdini)

1. Reciprocity

People repay in kind

2. Consistency

People align with clear commitments

3. Self Validation

People follow the lead of people like them

4. Liking

People like those who like them

5. Authority

People follow the lead of experts

6. Scarcity

People want more of what they cant have

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

1. Reciprocation

You are nice to me so Ill be

nice to you!!
Lesson: Do a favor before
asking for one!
Free samples then buy!!

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

2. Consistency

Behavior is consistent
Commitments , even minor
ones, fashion future actions
Lesson: Importance of
getting a commitment

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

2. Consistency - 2

Validated by:
At a restaurant to minimize no shows against
reservations
Please call if you have to change your plans.
3 out of 10 didnt call, didnt turn up
Will you please call if you have to change your
plans? + [pause and wait for the clients response]
YES, I will.
1 out of 10 didnt call, didnt turn up

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

3. Social Validation
I want to be one of them
Lesson: A wise manager would
Lesson:
use people from a
group to influence the
entire group.
Follow the lead of similar people

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

3. Social Validation - 2
Do this experiment!
Stop, gaze skywards (at nothing in
particular!!) for some time.

13-Oct-2014

Start Group

Number Joining

4 out of 100

18 out of 100

40 out of 100

IIMB / PGP 2014 / MC2 / S04

4. Liking
Desire to
Act
Be part of

Motivation is internal, and has to be taken

advantage of
Lesson: Get to know the people first,
Lesson:
before trying to influence them

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

5. Authority

Authority, characterized by:

Appearance
Demeanour
Bearing

induces compliance
Lesson: Establish
Lesson:
credibility, authority

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

6. Scarcity
Hurry! Get it while stocks last!
Harder to get .. Greater the desire to get it!
Lesson: Make them feel that
Lesson:
they are the select
few

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Summary - learning

6 key factors foundation for a

strategy for persuasion
Tailor the strategy to get a yes
depending on the factor that
figures most

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuasion Strategies &

Skills

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuasion - Basis

A successful persuader must be

believed

Persuasion starts with credibility

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Factors that establish credibility, trust

How long is the persuader known
Reputation
Past experiences with the persuader
Information got from other sources on the
persuader
Assessment of motives

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Building credibility, trust

Key point is to convince the person that the action

is not totally in the persuaders self interest
Hidden Persuasion
Create front groups (E.g. Experts on TV)

Indirect Persuasion
Convince people that no persuasion is intended
(E.g. Hints dropped casually)

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Building credibility, trust - 2

Turn Negative into Positive
(E.g. Avis: Were No.2 we try harder!

Become an expert
Publish
Get endorsed

Others
Rational
Reliable: Dont over-promise

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Strategies for different types of people

People are different require different strategies
Essentially 3 starting points
Supportive
Neutral
Not indifferent
Uninterested
Uninformed

Hostile

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Strategies for different types of people - 2

Each starting point needs
the answer to each of 3
questions
What does the target know
already?
Does the target (or how much
does the target) agree with the
proposition?
What are the interests of the
target?

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading the hostile

They believe theyre right; youre wrong.
Wrong tactic may result in a fixation
Must be simple, non-threatening
Start: Get them to listen
Start:

Must see you as a person, not as person with a

different viewpoint
Areas that you agree on, things in common
Establish commonality

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading the hostile - 2

Starting to Persuade:
Dont start with a direct attack
Why they are wrong

Establish credibility first

Their points you think are right
Negatives - on your part

Making use of the fact that hostility comes only

when viewpoints clash, not when they are the
same
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading the hostile - 3

Challenging viewpoints:
When stating opposing viewpoints ensure you
have independent (preferable), credible support
Hostile targets will exploit any loophole they find

Stress a win-win ending

In case win-win is not possible, support given must be
very strong

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading the hostile - 4

Outcome:
Rare for hostile target to admit original
viewpoint was faulty
Possible to neutralize, so that they are not
hostile
Rare that target exhibits cognitive dissidence
If this happens, be prepared to hang in for a long time

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading the neutral

Neutral are undecided, and they could swing either
way!
Good opportunity to test persuasive skills!
Usually have some understanding of the issue
Need a few clarifications & evidence to win them over
Usually not leaders, but are followers
Do not want to make a decision, but would like to seen
as making them
Hence, give them a yes/yes option!

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Neutral But not indifferent

Persuasion strategy
Start: State benefits linked to their interests!
Whats in it for them?

Persuading:
Limit to 2 to 3 clear and compelling main points /
reasons
Must be easy to understand
Dont give too much information. Will confuse.
Must be credible. Give evidence (what they are
familiar with)

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading the uninterested

Difficult!
Start:
Get attention prime importance!
Story, anecdote, whatever!

Motivate them to hear you

Persuasion:
Similar to neutral audiences

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

2-3 WeeksSurvey and

Measurement

13-Oct-2014

3 Months
Complete The
Project of
Administrative
Parking

1 Year
Complete the
Project , 1
Month Review
Period

IIMB / PGP 2014 / MC2 / S04

Persuading the uninformed

Lacks knowledge, expertise to make an
informed decision
Can give information that is biased!
Start:
Establish credibility
Will ensure that target will place greater value on what
you say

Persuasion:
Arguments/points need not be balanced

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Persuading supporters
Easiest!
Start:
Reignite interest
Past successes

Persuasion:
Unnecessary to prove case
Focus (reiterate) benefits and advantages
Build buffer against competition

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Williams, Miller Strategies for persuasion

13-Oct-2014

Type

Characteristics

Strategy

Charismatics

Balanced
Unemotional

Simple, direct
arguments

Thinkers

Risk averse
Slow to decide

Data
Analysis

Skeptics

Suspicious
Combative

Establish credibility
Analysis

Followers

Risk averse
Past precedents

Proven methods
References

Controllers

Dislike uncertainty
Like facts, analysis

Views from experts

Feed information

IIMB / PGP 2014 / MC2 / S04

The Executive Summary

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Executive Summaries will cover

What is an Executive Summary

What an Executive Summary will, and wont,
do.
The writing process for an Executive
Summary

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

What is an Executive Summary?

General or Standard Summaries
Summaries of someone elses published work
Written for a variety of purposes

Abstracts
Summaries that highlight the major points of a long
piece
Written mainly to allow the reader to decide whether to
read the longer text

Executive Summaries
Summaries to recommend a specific course of action
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

The Executive Summary

A snapshot of a report, or proposal, to give
the reader a quick preview of its contents
Purpose(s):
To consolidate the principal points of a document
in one place
To save time and effort in decision making

Target Audience:
Senior managers and decision makers
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

An Executive Summary is
A stand-alone document that usually
precedes
a longer report, proposal or
business plan
Written after the report is completed and
recommendations decided upon
Not more than 10 15 % of the original
document, limited to a max of 10 pages in
length; usually 1-3 pages

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

An Executive Summary Will:

Explain why you wrote the report
Include brief, relevant background information
required to make the document stand-alone
State any critical assumptions made
Usually organized in the sequence of
information in the main report

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

An Executive Summary will:

Could refer to relevant sections in the main
body of the report for details
Be accurate; decisions will be made based on
your summary, by people who have not read
the original
Summarize, in precise terms, the conclusions
or recommendations made
Provide a brief justification for the decision or
recommendation
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

An Executive Summary will:

Do so in view of the short & long term
objectives sought to be achieved
Have a call for action
Provide an overview of the actions and time
frames
Provide information on risks associated with
the recommendations
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

An Executive Summary wont:

List the alternatives or options generated
Include exhibits as annexures
The ES could, however, include small tables or
charts

Provide detailed analysis or justification of

recommendations
Introduce any new information that is not in
the report ! !
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

The writing process - 1

Scan your report:
Content, structure, length
Highlight key points
Central theme

Group ideas in logical sequence to form

outline
Keep report structure intact

Edit outline to eliminate secondary or minor

points
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

The writing process - 2

Decide on format, and look-and-feel
Same
Font :
Type / Size .
Paragraph : Indent / Spacing .
Same
Headings :
Sub-headings : ..
Page numbering : .. Same
Different!

Write the summary in your own words !

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

The writing process - 3

Tone
Receptive audience

Hard hitting

Hostile audience

Neutral

Style
Organization
Relationship with reader(s)

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Not what youve been taught!

Boyles Law
The success of any venture will be
helped by a prayer even in a
wrong denomination!

Law of Bureaucracy
When a problem goes away, the people
working to solve it do not.

Business Maxim # 01
The more you cut your price to get
business, the more likely you are to go
out of business.
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

For the next session

Class: MC2-S-05: Conducting Meetings
Monday, October 27, 2014
Topic for the meeting (both relating to IIMB)
Section A:
Use of Class Participation as a factor in
evaluation
Section B:
Attendance System should be totally left
to the Institute to decide on
13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

Out of the park!

All the best for
the mid-terms!!

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04

!
u
o
y
k
n
T ha

13-Oct-2014

IIMB / PGP 2014 / MC2 / S04