Persuasion is defined as a form of influence (DeJanasz, 2006, p. 146). DeJanasz further explains that persuasion is the “process of guiding people toward adoption of a behavior, belief, or attitude that the persuader prefers”. By this definition, persuasion is a very powerful tool, and as such, an incredibly useful one. A successful leader/manager simply must have the ability to be persuasive.
There are numerous theories on the topic of persuasion. For example, Heidner’s balance theory underlines the importance of a relational balance, while Festinger suggests a cognitive dissonance theory, where aligned beliefs and behaviors produce the most desirable results (DeJanasz, 2006, p. 147-148). In reality, no single approach provides a one-theory-fits-all solution. Different situations call for different persuasion approaches. While one person may be more easily persuaded when we appeal to their emotional side, others will respond better to logic.
Reardon’s (2001, p. 200) ACE Model focuses on three types of persuasive appeals – appropriateness, consistency, and effectiveness – which guide us to how best to persuade others. Using the appropriateness appeal, we can point out how and why others should do what we’re suggesting – making our suggestion the best and most logical choice. The consistency appeal uses our track record in our favor. It can help us by pointing out to others the successful history our past suggestions. Finally, underlining the effectiveness of following our suggestions further strengthens our credibility, allowing us to be that much more persuasive.
How persuasive are you? Consider your approach and how it compares to some of the current theories on the subject. Keep in mind that different situations call for different approaches. As always, as you endeavor on your journey to improve your skill, remember that practice makes better.
De Janasz, S. C., Dowd, K. O., Schneider, B. Z. (2006). Interpersonal Skills In Organizations (2nd ed). New York: McGraw-Hill/Irwin.
Reardon, K.K. (2001). The Secret Handshake: Mastering The Politics Of The Business Inner Circle. New York: Doubleday.
