The book “Winning Em’ Over” is written by Jay Conger, a professor of management at the University of Southern California. In his book, Jay discusses that art of persuasion which is defined as “the ability to present a message in a way that leads others to support it.” The book is written specifically for managers, with the view that one of the primary tasks of managers is to sell ideas, to present solutions to problems and make recommendations. Managers frequently need to influence others, in positive ways, to adopt new solutions, approaches and practices, all of which require effective persuasion. The is the core purpose of the book to, to help manager become more effective influences.
Overview
The book starts by examining the following six myths of persuasion:
- The most effective persuasion is the hard sell.
- Persuasion is a one-way process.
- Effective persuades succeed on the first try.
- Good persuaders don’t need to compromise.
- Great arguments are the secret to successful persuasion.
- Persuasion is pure manipulation.
The book goes on to discuss the following four elements required for effective persuasion.
Building Credibility.
Building credibility involves assessing ourselves considering two factors: expertise and relationships. These two factors form the foundation of credibility and are the “ticket to the game” when it comes to persuasion. Without expertise and relationships persuasion becomes very difficult.
Searching for Shared Ground.
The way you frame an argument has a significant impact on they way people respond. Effective framing depends on how you are able to create positions based upon shared ground, based upon:
- Goals and rewards shared by your audience.
- Values and beliefs shared by your audience.
- Delivered in a language shared by your audience.
Provide Compelling Positions and Evidence.
Evidence and positions is concerned with the facts and information we use to build compelling arguments and how the information is structured and presented for consideration.
Connecting Emotionally.
The heart and our emotions are far more compelling than our head. Connecting emotionally is about resonating emotionally with your audience, by appealing to specific emotions that support your position.
Summary
The book is a quick read and achieves what it set out to do, by providing a practical toolkit that managers can use to improve their ability to persuade. The method described in the book is simple and seems to have been well researched and tested. A feature of the book I particularly liked is the way that each of the chapters are concluded with a section on how to practically apply the concept. This book is useful for managers as it provides a framework and some practical tools to guide the development of a persuasive positions. This is the primary value I derived from the book, a toolkit to help me develop persuasive presentations and arguments.
Technorati Tags: Persuasion, Influence, Book, Presentation, Management, Business, Communication, Book Review
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