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[p. v: contents] Contents Mentor?s Message: Why Master the Art and Science of Persuasion? Persuading People: The Basics Understanding Persuasion Helpful information on the nature and value of persuasion. What is persuasion? Why is persuasion important? Key elements of persuasion Ethical considerations Building Your Credibility Strategies for gaining trust and showing your expertise. Winning others? trust Demonstrating your expertise Understanding Your Audience Ideas for gauging various listeners? openness to your ideas and decision-making approaches. Distinguishing three types of audience members Analyzing listeners? receptivity Understanding audience members? decision-making styles Winning Your Audience?s Mind Tactics for appealing to your listeners? reason. Structuring your presentation effectively Providing compelling evidence Answering your audience?s question: ?What?s in it for me?? Choosing the right words Capturing Your Audience?s Heart Strategies for stirring your listeners? emotions. Using vivid descriptions Leveraging the power of metaphor Making apt analogies Sharing compelling stories Overcoming Resistance from Listeners Ways to respond when you encounter nay-sayers. Identifying resisters? interests Understanding resisters? emotions and listening to their concerns Aligning your verbal and nonverbal messages Acknowledging resisters? viewpoints Understanding and using persuasion triggers Activating Audience Self-Persuasion Tactics for helping listeners see the appeal of your argument. Using visualization Asking the right questions Listening actively Tips and Tools Tools for Persuading People Worksheets to help you assess your persuasion abilities, establish your credibility, and understand your audience. Test Yourself A helpful review of concepts presented in this guide. Take it before and after you?ve read the guide, to see how much you?ve learned. To Learn More Further titles of articles and books if you want to go more deeply into the topic. Sources for Persuading People Notes For you to use as ideas come to mind.

Persuasive people generate real value for their companies by turning ideas into action. But persuasion isn't easy: It takes practice, patience, and psychological savvy. That's where this new volume comes in--by enabling you to: · Build your credibility · Adapt your pitch to your audience · Win your listeners' minds and hearts · Overcome resistance to your proposals · Leverage the forces that move people to embrace new ideas