Persuading your business relationship audiences is a key skill for business relationship managers (BRMs). Whether you are communicating with senior executives, business stakeholders, or IT partners, you need to tailor your message, use evidence, and appeal to emotions. In this article, you will learn some practical tips on how to persuade your audiences effectively.
Before you start preparing your presentation, proposal, or report, you need to understand who your audience is and what they care about. What are their goals, challenges, preferences, and expectations? How do they perceive you and your role as a BRM? How do they prefer to receive information and feedback? You can use tools such as stakeholder maps, personas, and empathy maps to analyze your audience and segment them into different groups based on their needs and interests.
In the intricate tapestry of modern business, the ability to persuade is an invaluable skill. Whether you're seeking buy-in from stakeholders, negotiating with partners, or motivating your team, persuasion is the driving force behind successful outcomes. In this ever-evolving landscape, the art of persuading business relationship audiences is a multifaceted endeavor that requires finesse, empathy, and strategic thinking. Understanding the Audience The Power of Trust Empathy and Active Listening Creating Value Data and Evidence The Art of Storytelling: Addressing Concerns Shared Goals and Values Respect and Patience Feedback and Iteration Ethical Considerations Tailoring Your Approach It's the art of persuasion both a science and an art.
Once you have a clear picture of your audience, you can craft your message accordingly. You want to focus on the benefits and value of your ideas, solutions, or recommendations, not just the features or details. You also want to use clear and concise language, avoid jargon and acronyms, and structure your message logically. You can use frameworks such as the STAR method (Situation, Task, Action, Result) or the AIDA model (Attention, Interest, Desire, Action) to organize your message and make it memorable.
Steve Jobs and the iPhone Launch is a good example of persuasive presentation. In 2007, Steve Jobs, unveiled the first iPhone demonstrating how persuasive communication revolutionized the smartphone industry. He showcased iPhone's sleek design, multi-touch interface, and features like visual voicemail, Safari web browser, and iPod integration. He explained how the iPhone would simplify users' lives by eliminating the need for multiple devices, providing a superior user experience. Jobs used phrases like "An iPod, a phone, and an internet communicator" to clearly communicate his message. Apple's ability to persuade its audience about the iPhone has played a pivotal role in its dominance of smartphone market and a strong, loyal customer base.
To persuade your audience, you need to back up your message with evidence. Evidence can be data, facts, statistics, testimonials, case studies, or examples that support your claims and show your credibility. You can use charts, graphs, tables, or infographics to visualize your evidence and make it easier to understand. You also need to cite your sources and explain how you collected and analyzed your data. You can use tools such as the RACI matrix (Responsible, Accountable, Consulted, Informed) or the BRM Canvas to document your evidence and show your alignment with your stakeholders.
Use evidence + Appeal to emotions = Storytelling. Tell stories to your audience and engage them with your results and processes. Give them an example of the way they like it or can get it. Dry statistics are unlikely to interest anyone, but it's an interesting story... You should try!
Evidence alone is not enough to persuade your audience. You also need to appeal to their emotions and values. Emotions can be positive or negative, such as excitement, curiosity, fear, or frustration. You can use stories, anecdotes, metaphors, or analogies to create emotional connections with your audience and make your message more relatable. You also need to show empathy and respect for your audience's feelings and opinions, and acknowledge any objections or concerns they may have. You can use tools such as the 5 Whys or the Ladder of Inference to understand and address your audience's emotional triggers and assumptions.
The final step to persuade your audience is to deliver your message with confidence and professionalism. You need to practice your delivery skills, such as your voice, body language, eye contact, and gestures. You also need to adapt your delivery style to the mode and context of your communication, such as face-to-face, online, or written. You need to be prepared for questions, feedback, or resistance from your audience, and handle them calmly and respectfully. You can use tools such as the Feedback Loop or the SCARF model (Status, Certainty, Autonomy, Relatedness, Fairness) to manage your delivery and build trust and rapport with your audience.
Building strong and lasting business relationships is essential in today's interconnected world. To build strong business relationships, you must master the art of persuasion. which includes Understand their needs, establish credibility, communicate very clearly, tailor favorable solutions, show empathy, leverage social proof, provide real value to end users, address their concerns, build genuine rapport, follow up very professionally and always maintain an ethical conduct. In doing so, you can create lasting and mutually beneficial partnerships for life and by this most importantly you are building a brand identity and yourself in this emerging market.