INDEX
A
Aaron, Hank, 173
abbreviations, in text-speak, 60
advertising, 107–108, 112, 115, 186
Allen, James, 204
Amazon.com, 38, 61
Amiables, 48–50
analogies, 111–112
Aniston, Jennifer, 55
approval authority, 87
arguments, 166
Aristotle, 66
arousing, 81
ART of persuasion, 139–140
assent turbulence, 166–169
assertive skills, 12, 14, 48, 49
attentive demeanor, 124
attractiveness, 118
Availability Bias, 25–26, 32–34, 43–44
awakening, 81
B
Babcock, Linda, 53
Ballmer, Steve, 99–100
The Band, 4
Band-Aid, 112
Barra, Mary, 83
Beckham, David, 55
behavioral preferences, 47–48, 139
behavioral reflection, 126–127
Belfort, Jordan (“The Wolf of Wall
Berle, Milton, 116
biases, 25–27, 32–44, 88, 139, 190
breakeven calculations, 76–77
Brennan, Bridget, 51
Brizendine, Louann, 52
budget jurisdiction, 87
Bush, George W., 166
business case, 65–91
building a bulletproof argument, 83–85
emotion/qualitative reasoning in, 66, 77–85
logic/quantitative reasoning
target intelligence in, 85–90, 131, 198
buy-in, 19–20
C
caffeine, 212
calmness, 167
Camerer, Colin, 53
Campbell, Margaret C., 186
Carson, Johnny, 103
Carter, Jimmy, 146
Certainty Illusion, 41
Chapin, Harry, 114
chiasmi, 112–113
Churchill, Winston, 117
Cialdini, Robert, 27–32, 115, 136–137, 177–178, 180
Clance, Pauline Rose, 205–206
clarity, of pitch, 163–164
Clark, William, 143
clichés, 111
Clurman, Ann, 54–55
CMC (Computer-Mediated
Communication), 57–60
coaching, 99
Cobb, Ty, 173
cognitive illusions/biases, 25–27, 32–44, 88, 139, 190
cognitive therapy, 208–215
Collins, Jim, 31
Colombo method of persuasion, 143
communication
of Expressives, 48–50
nature of, 12
target-specific communication strategy, 60, 86
technology role in, 57–60
Concessional Reciprocity, 136–137
condescension, avoiding, 152–153
Confirmation Bias, 40–41
congruency, 20–22
consensus, 41, 145–147, 151–152
contemporary issues, 83
context, importance of, 109
contrarian role, 151–152
contrast, principle of, 39
contribution margin, 76–77
convergent validity, 89
conversations, 31, 88–89, 102–105, 132
cost of goods sold (CoGS), 68, 69
Coué, Émile, 214
creativity, 117
credentials, 30–31, 52, 177–178
credibility, 92–105
bulletproof argument and, 83–85
consistency and, 30
determination of, 92–97
expertise in, 97–98
humor and, 118–119
losing, 100–101
rebuilding, 37, 93–95, 101–105
reputation and, 93–97
respect in, 98–99
self-assessment of, 93–97
track record in, 98
Croce, Jim, 114
Cyrus, Miley, 111
D
Dangerfield, Rodney, 116
data preferences, of target, 86
debating, 84
deception, 100–101, 123, 155–156
decision making, 25–45
finalizing/formalizing decisions, 142–143
gender differences in, 53
mental shortcuts in, 26
in powering through uncertainty, 189–196
delayed gratification, 38
delegation, 154
De Luca, Joel, 62, 63, 157–158, 160–161, 170
digital detox, 213
“digital natives,” 55
DiMaggio, Joe, 173
discount rate, in Net Present Value (NPV), 71–72
disillusionment, 169–170
distance, personal, 121, 124 “doom loop” mentality, 140
dopamine levels, 212
Drivers, 48–50
E
eBay, 38
Eisenhower, Dwight D., 151–152
Emerson, Ralph Waldo, 204
emotional intensity, 86
emotion/pathos, 66, see also qualitative reasoning
empathy/empathetic skills, 12–14, 117, 125
Endowment Effect, 42
enlightened self-interest, 19–20, 62–63
entitlement mental blocks, 62
ethical persuasion guidelines, 62–63
examples, 84
exercise, 212
Expressives, 48–50
extended service plans, 21–22
external locus of learning, 172
eye contact, 120–124
F
facial expressions, 20–21, 81, 122
Falk, Peter, 143
Fanning, Patrick, 207
favors, 154
first impressions, 35–36
Fogg, B. J., 57
FOMO (Fear of Missing Out), 57–58
FORM model for conversations, 88–89
G
Gaffigan, Jim, 116 “gain language,” 29
Gambler’s Fallacy, 42
Gandhi, Mahatma, 204
Gehrig, Lou, 173
age and, 52
in brain structure and body chemistry, 52, 81–82
in emoticon use, 60
General Electric (GE), 101–102
General Motors (GM), 83
generational differences, 54–57, 86
gender and, 52
in persuasion tactics, 61
gestures, 125
give-and-take mindset, see reciprocity
Godfather, The (film), 154, 180
Goldsmith, Marshall, 100
Google, 61
GPS location technology, 61
Graham, Billy, 187
The Grateful Dead, 187
gratitude, 37, 101, 170–171, 178–179, 180
Green Day, 22–23
grooming, 125
group persuasion, 145–161
consensus in, 41, 145–147, 151–152
negotiation and, 53
synchronous communication in, 59
Group Think, 41
guilt by association, 95
H
Haggard, Ernest, 20–21
Halo Effect, 25–26, 35–37, 43–44, 139
hand gestures, 125
hand shaking, 123–124, 178–179
Harley-Davidson, 20, 21, 56, 169–170
HCI (Human-Computer Interaction), 57–60
Hewlett-Packard, 51
Hillary, Edmund, 143
Hills, Peter, 123
Hoch, Stephen J., 51
Holmes, Oliver Wendell, 16 “home court/field advantage,” 11, 152, 177–178
honesty, 102
Hostess Brands, 29
hurdle rate, 74
I
igniting, 81
Imus, Don, 104–105
industry comparisons, 83
influence, persuasion versus, 7
ingratiation, 153
input, requesting, 153
inspiring, 81
intelligence, 116
Internal Rate of Return (IRR), 74–76
interpersonal preferences, of target, 87
invoking, 81
Isaacs, Kenneth, 20–21
issue expertise, 87
J
K
Kahneman, Daniel, 26
Kerry, John, 166
Kimmel, Jimmy, 118–119
L
Laschever, Sara, 53
Leno, Jay, 102
Lewis, Meriwether, 143
Lightfoot, Gordon, 114
liking, 30
linking agendas, 154–155
Lion in Winter, The (film), 171
“live chat,” 59
Lobel, Thalma, 18–19
logic/logos, 66, see also quantitative reasoning
loss aversion, 155 “loss language,” 29
Louis C. K., 116
Machiavelli, Niccolò, 16–17
manipulation, persuasion versus, 7, 47, 153
masterfulness, 17–18
Matures/Silent Generation/Greatest Generation, 46, 54–56
McKay, Matthew, 207
McNamara, Robert, 101
meetings, 11, 150, 152, 156, 177–178
Mehrabian, Albert, 107
mental blocks, 62
Merrill, David, 47–50
Metallica, 111
metaphors, 110–111
microexpressions, 20–21
Microsoft, 99–100
Millennials, 46, 47, 54–56, 61
mirroring, 126–127
mock court approach, 84
Montague, Read, 53
Moore, Demi, 55
moral mental blocks, 62
Morrison, Jim, 46
Mossberg, Walt, 84
MyFitnessPal app, 57
N
Navarro, Joe, 121–122
negative emotions, 79–81
negotiation skills, 53
Net Present Value (NPV), 71–74
neutral emotions, 79–80
Newhart, Bob, 118–119
Newspaper Association of America, 115 “next steps” overview, 171, 179
Nixon, Richard, 59 “nod quad” evaluation, 89–90
nonverbal communication, 20–21, 119–127
Norgay, Tenzing, 143
O
objections, 21–22, 137–141, 200
opinions
ignoring unsolicited feedback, 172–173
optimism
in bouncing back from rejection, 171–172
humor and, 116
options
forming, 134–135
framing, 135–137, 168–169, 214
organizational influence, of target, 86
organizational politics, 156–161, 199
Overvalue Sunk Costs, 42
“Owl Towel” project, 71–77, 135
P
Pang, Alex Soojung-Kim, 58
Patton, George S., 212
payback period, 70–71
personal agendas, of target, 85
personal evangelists, 53, 186–188
personality differences, 47–50, 86, 139, 141
perspicacity, 117
persuasion
defining, 6–7
roles of, 7–9
self-doubt and, 206–210
senses in, 18–19
skills self-test, 11–15
Persuasion Action Plan, 159, 189–202
payoff of planning, 201–202
powering through
uncertainty, 189–196
step 1: setting persuasion priority, 197
step 2: stating importance of persuasion priority, 197
step 3: building quantitative and qualitative cases, 197–198
step 4: planning language, 198
step 5: assessing targets, 198
step 6: mapping political territory, 199
step 7: launching persuasion process, 199–201
business case in, see business case
credibility in, see credibility
intelligence processes in, see persuasion process
language in, see power language
Persuasion IQ, 147–149
Persuasion Paradox, 9–10
persuasion priority, 10–11, 135, 197
persuasion process, 128–144
in Persuasion Action Plan, 197, 199–201
Principle of Nudge, 50, 129–130, 142
step 1: engaging your target, 131–133, 200
step 2: exploring the issues, 133–134, 200
step 3: forming and framing possible solutions, 134–137, 200
step 4: handling objections, 137–141, 200
step 5: finalizing and formalizing decisions, 142–143, 200
time needed for, 143–144
persuasion tactics, 61–63, 84–85, see also Persuasion Equation
persuasion turbulence, 162–174
bouncing back, 171–173
grace in face of rejection, 170–171
navigating “assent turbulence,” 166–169
pitch weaknesses, 162–166
surviving disillusionment, 169–170
winning an argument, 166
pitch weaknesses, 162–166
Platinum Rule of Persuasion, 169–170
Political Territory Map, 157–158, 159, 161, 199
positional critical mass, 84
positive affirmations, 213–214
positive emotions, 79–80
positivity, 116
posture, 125
power language, 106–127
behavioral reflection, 126–127
language misperceptions, 107–108
nonverbal communication, 20–21, 119–127
in Persuasion Action Plan, 198
verbal communication, 107–119
preparation, for success, 176–177
Present Value (PV), 71–73
Present-Value Bias, 37–38
PricewaterhouseCoopers, 157
Principle of Nudge, 50, 129–130, 142
problem solving, 117
professional objectives, of target, 85
provoking, 81
Pryor, Richard, 116
public commitment, principle of, 33, 86, 89, 99, 179–180
public speaking, 187
Q
qualitative reasoning, 66, 77–85
building a bulletproof
argument, 83–85
emotional (soft) factors in, 78
emotional objectives in, 81
emotion basics, 79–80
measurement problems, 79
in Persuasion Action Plan, 197–198
physical impact of emotions, 81–82
power of negative emotions, 80–81
synthesizing quantitative and
qualitative justifications, 82–83
quantitative reasoning, 66–77, 149–150
breakeven calculations, 76–77
building a bulletproof
argument, 83–85
financial literacy and, 66–67, 77
Internal Rate of Return (IRR), 74–76
Net Present Value (NPV), 71–74
payback period, 70–71
in Persuasion Action Plan, 197–198
return/Return on Investment (ROI), 67–70
synthesizing quantitative and qualitative justifications, 82–83
quid pro quo, 154
Qwikster, 94
R
rapport building, 131–133, 184 “rational future,” 99–100
Reagan, Ronald, 146
Recency Effect, 34
reciprocity, 15–18
helping and, 51
in “influencing sideways,” 154–155
as persuasion heuristic, 28–29
Reid, Roger, 47–50
reinforcing comments, 178–179
reputation, credibility and, 93–97
restless leg, 121–122
Return on Investment (ROI), 67–70, 163
reward-or-punish approach, 19
Rickles, Don, 55
risk
exploring with target, 133–134
heightening sense of, 113
in powering through
uncertainty, 189–196
synthesizing quantitative and qualitative justifications, 82–83
Rivers, Joan, 116
Rock, Chris, 116
rumination, 53
Ruskin, Anglia, 123
S
Sacagawea, 143
Sagan, Eugene, 206
sales, persuasion versus, 9–10
scarcity, 29
Schilling, Curt, 215
secret polling, 89
Selective Recall, 41
self-assessment
of credibility, 93–97
of Persuasion IQ, 147–149
of persuasion skills, 11–15
self-confidence, 208–215
self-doubt, 205–210
self-esteem, 207
self-interest, opposing, 164
self-persuasion, 203–216
avoiding self-doubt in, 205–210
developing self-confidence, 208–215
self-talk in, 204, 211, 213–214
Seligman, Martin E. P., 171–172
service contracts, 21–22
Shahar, Aviv, 214
Shakespeare, William, 212
Sharpton, Al, 104
Sheen, Martin, 171
Shenk, David, 115
shopping behavior, 51
similes, 111
Simpson, O. J., 102
situational persuasion success stories, 114–115
sleep, 212
Smith, J. Walker, 54–55
social norms, 19–20
social proof, 31–32, 115, 181–188
Sony Ericsson, 62–63
speaking skills, 187
Stanley, Paul, 186
StarKist, 112
stealth marketing, 62–63
Stewart, Jon, 116
storytelling, 113–116
stress reduction, 118
success, 175–188
loss of, 100
perfectionism versus, 52, 103, 173
personal evangelists and, 53, 186–188
at self-persuasion, 211–215
tips for handling, 178–180
traps to avoid, 175–178
success journal, 214
Sullenberger, Chesley “Sully,” 152
Sunoco, 157
synchronous communication, 59
T
targets, 46–60
gender differences, 50–54, 60, 81–82, 86
generational differences, 46–47, 52, 54–57, 61, 86
intelligence on, 85–90, 131, 198
personality differences, 47–50, 139, 141
persuasion process for, 131–144, 200
target-specific communication strategy, 60, 86
technology use and, 46–47, 55, 57–60
technology, 57–60
digital detox and, 213
generational differences and, 46–47, 55, 57
tenacity, 12–14
Thorndike, Edward, 35
thought leaders, 100
time constraints, 87
timing
objections and, 138
of obtaining referrals, 185
of obtaining testimonials, 182
of pitch, 164
Tocqueville, Alexis de, 19–20
touching, 81
track records, 98
Tracy, Brian, 214
transparency, 100
trust level, 30, 86, 96–97, 139, 155, 163
Twinkies, 29
U
Upton, Kate, 55
V
validation, 84
verbal communication, 107–119, 149–150, 187
verification, 84
videoconferencing, 59
W
Walmart, 61
“warm/cold” mentality, 18–19
Warren, Caleb, 186
watch glances, 121
watching, 88
Welch, Jack, 101–102
Westen, Drew, 166 West Wing, The (TV series), 171
White, Betty, 55 Wolf of Wall Street (film), 7, 61, 62
word choice, 108–110
workable approaches, 150
work preferences, of target, 87
Z
Zuckerberg, Mark, 55