practical method
Persuasion StylesTM
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Learn the basic concepts of connecting and persuading stakeholders/
What is Persuasion?
Persuasion is the skill of shaping how others think, feel, or act — without relying on authority. It’s the ability to move people toward a shared direction by building alignment, trust, and momentum.
When you persuade, you are subtle, strategic, and human. You draws on psychology, timing,
relationships, and your ability to frame ideas in ways others can carry forward.
👉 At its core: persuasion is about empathising with other people and finding ways to connect with them willingly not forcing compliance.
How Persuasion Is Different?
Persuasion uses communication skills, but it’s a far more specialised form. We often assume we need to improve our feedback or negotiation skills — but in many cases, the real gap is influencing.
Persuasion vs Feedback
Feedback is a specific conversation aimed at improving behaviour or performance. Persuasion is broader — it’s the ongoing ability to guide thinking, decision-making, and buy-in.
Persuasion vs Negotiation
Negotiation happens when two or more parties need to
Persuasion vs Feedback
Feedback is a specific conversation aimed at improving behaviour or performance. Persuasion is broader — it’s the ongoing ability to guide thinking, decision-making, and buy-in.
Persuasion vs Negotiation
Negotiation happens when two or more parties need to
reach agreement — often with competing interests.
Persuasion comes before, during, and after negotiation.
Case Study
Scenario
OneDigital is a Creative Advertisement company, designing billboard adverts for major brands. Tom is a Creative Director, accountable for designing those creative billboard campaigns for the customer.
He is working with Ayeesha a Sales Leader. Tom is struggling to work with her - she disagrees with him on which advert to run out of two options:
-Ad A strictly follows brand guidelines
-Ad B performs better in testing but stretches the brand
Even though Tom is the Creative Director for all campaigns, Ayeesha has a "say" in campaigns as she manages the relationship with the customer who needs the campaign and is accountable for sales performance of that campaign.
This is a classic "influence moment" for Tom - the way he frames and persuades Ayeesha will be crucial for deciding which campaign they go with.
This is a classic "influence moment" for Tom - the way he frames and persuades Ayeesha will be crucial for deciding which campaign they go with.
Yelling
Tom could say:
“We should go with Creative Ad A. It complies with our brand guidelines and I'm worried we will miss the deadline and we'll have too many different campaigns.”
“We should go with Creative Ad A. It complies with our brand guidelines and I'm worried we will miss the deadline and we'll have too many different campaigns.”
What’s happening:
Yelling here doesn't mean shouting. It means Tom is tunnel visioned focusing on policy when speaking to Ayeesha. Likely impact: no real conversation, "alarmist" language he will put off Ayseesha.
Selling
Tom could also say:
“If we go with Ad A, we protect brand trust and avoid long-term dilution. That keeps our Luxury and premium positioning in the billboard advertisement.”
“If we go with Ad A, we protect brand trust and avoid long-term dilution. That keeps our Luxury and premium positioning in the billboard advertisement.”
What’s happening:
Tom is trying to appeal to Ayeesha by convincing her by using strategic alignment. He can also use data, risk mitigation, and long-term benefits. The benefit he uses depends on what matters to Ayeesha. Tom picks Luxury positioning because he previously heard Ayeesha talk about this. Likely impact: Some persuasion — may still be limited shared ownership.
Gelling
Tom tries again:
“I hear you like Ad B because it went well with another client. Do you feel that campaign will work with this new client who is in a different industry?”
“I hear you like Ad B because it went well with another client. Do you feel that campaign will work with this new client who is in a different industry?”
What’s happening:
Now Tom has listened deeply, first gaining Ayeehsa's perspective and adding his own on perspective on top of Ayeesha's ideas. He's bridging the gap and gelling both their ideas together. Likely impact: Higher engagement and a stronger willingness of the other to compromise and work together.
Improve your influencing skills!
Try our three practical exercises that will help you reflect and build your influencing skills.
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Book Workshops!
Master How to Influence and Persuade Others
Learn seven proven methods to connect with people and secure buy-in even when they have different views & beliefs.
Ignite New Habits in Feedback Conversations
Learn feedback techniques and how to help someone learn new habits with the "IRA 10:60:30" rule.
Informal Leadership & Influencing Without Authority
Jumping directly in with a plan and showing your expertise can reduce your influence. Learn informal leadership.
Business Strategy and Speaking Business Language
Talk big picture using business and financial language. Learn how to have proactive conversations with business.
Pitch Proposals and Influence Senior Leaders
Turn your ideas into the best compelling business proposals and stories. Provie ROI and get the "green light".
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