Leadership by Persuasion - Four Steps to Success

Persuasive Leadership: Four Steps to Success

One of the biggest tests of a leader is how they use persuasion to encourage action from people outside their official sphere of influence. This is a common situation and usually arises when the objective of one team requires the input or action of another. For example, adjusting legacy processes to accommodate a new organisation-wide system.

Persuasion is an essential skill for influencing people towards a position they don't currently hold. In effect, persuasive leadership is the art of making a rational argument for action in a manner that evokes a strong positive emotional response. Here are our four essential steps for achieving this.

Establish Credibility

Persuasion demands leadership credibility, and this comes from two sources: expertise and relationships.

To establish expertise, you need to be as informed as possible about the task you are persuading someone to perform. Take time to consider your proposal from every angle, collecting information that supports your position. At the same time, gather data that contradicts it so you can prepare a response to likely objections.

To build strong relationships, listen carefully to the people you need to persuade, and establish an environment in which they know their opinions are valued. Persuasive leadership requires an open mind and a willingness to incorporate compromises that reflect the needs and concerns of others.

Understand Your Audience

Research shows that common ground is a key driver for progress, so take time to learn about your audience. To do this, identify key decision-makers, stakeholders and the organisation's network of influence, and ask thoughtful questions to understand their interests.

As you gather insights, look for areas of mutual advantage. Persuasion is easier if you can demonstrate that your proposal will deliver overwhelming benefit to the other person. If it seems like a win-win situation, it becomes extremely hard for them to say no.

Bear in mind that tasks are generally completed by cross-functional teams of peers that span multiple generations. You may need to balance your persuasion messages accordingly or target different messages to different audiences.

Provide Compelling Evidence

Persuasion requires you to present information that reinforces your proposal. A solid argument is simple, logical and consistent with facts and experience. It caters for your audience's interests and takes relevant office politics into account. Your proposal should also provide points that eliminate or neutralise competing positions.

Images are better for persuasion than words, so it may help to incorporate graphics that paint a picture of success. Endorsements from independent, authoritative third parties will also strengthen your proposal.

Connect Emotionally

Likeability is essential for persuasive leadership as people are more easily influenced by those they identify with. But persuasion also requires a flair for sensing an audience's emotional state and adjusting arguments to suit it.

Read what Robert B. Cialdini has to say about the Psychology of Persuasion

Furthermore, the persuasive leader must consider evolving attitudes and trends. For example, today’s employees tend to ask why a task should be undertaken rather than simply asking what they should do. If you have yet to watch Simon Sinek’s essential video “Start with why”, it will help you frame your persuasion for maximum effect.

How can training help me?

Although persuasive leadership centres around a set of core principles, the way you use them will be specific to your personality. It helps to work with a qualified trainer who can identify the best way to adopt the principles of persuasion.

The following articles may help:

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This article was originally contributed by Patsi Krakoff.