Individual assignment 2
12 december 2008 kl. 01:16
“The Art of Persuasion - How to Influence People and Get What You Want” is written by an international communication coach named Juliet Erickson. In this book the author tries to show how one can use their powers of persuasion to achieve whatever one wants. It is quite general in its approach with strategies, guidelines and concrete tips on the field of communication that can be applied in various kinds of situations. But the need for good communication skills and the essence of it in the area of marketing and selling is a major focus throughout the entire book. Since marketing, selling and persuading all kinds of people are substantial parts of a manager’s actual work, I decided to read this book to see if it contains information of any practical use.
“To be able to communicate as we want, so that we can achieve our goals, is the greatest challenge we can ever be put in front of” according to Erickson. She points out that whatever we want to achieve, persuasive communication will constitute a great part of it; communication is simply a central part of life – of everyone’s life.
After the introduction and the slightly exaggerated and dramatized significance of communication, Erickson describes the most basic and core elements of different kinds of communication. This is the first of three chapters and contains a lot valuable general tips on aspects to consider when talking, listening, establishing a good foundation for a continued relationship and so on. It raises awareness of unconscious communication like body language, facial expressions etc. The main principles of effective communication are, shortly put, as follows:
- Forget about the rules
- Establish good relations
- Be yourself
- Focus on the individual
- Be unambiguous
- Actions communicate more than words
- Be present
The first principle says that an approach that works well in a given situation does not necessarily have to work well in another; something that convinces one person may not convince another. So the lesson from this is to not generalize too much and to be flexible and adapt information and communicate in a customized way that suits the specific situation and receiver. The second principle states that it is crucial to establish good relations for a rich and extensive exchange from other people. This rule naturally leads to the presence of the third principle that describes the need to be yourself in order to appear credible and be able to stay consistent and reliable in the eyes of others. This does not mean that one should not put effort into work, be sloppy or show up in pyjamas for meetings. It means that you should behave in a way that feels natural and reflects your personality.
The fourth principle is, very simply put, that you must focus on reaching out to the specific individual you are communicating with and not focus too much on yourself, and if you are talking to a crowd you should see the individual and not just consider the listeners as one “bunch of people”. The fifth principle raises the awareness of unconscious communication and how to make this part more aligned with the conscious communication and how to control it, so that you do not send out mixed signals. If you are acting ambiguously the listeners will be confused and might even comprehend your unconscious signals more than your thought-out message, which would mean that you are sabotaged by your own unconscious communication part. The sixth principle expresses the need for involvement of other aspects than only the spoken word for attaining effective communication. People are more affected by who you are and how you behave than of what you actually say. Behaviour, looks, gestures and unspoken empathy are all important aspects to take into consideration when communicating.
The seventh principle stresses the importance of being mentally presence when communicating with someone. A lot of people are daydreaming, remembering, planning and thinking about other things than what they are discussing when having a chat with someone. This is much more noticeable and annoying than these people might think. So for everyone that can relate to this and know that they do this regularly, Erickson tells them to stop this behaviour immediately. This habit is extremely rude and is often considered nonchalant and disrespectful from others.
In the second chapter Erickson presents more detailed instructions on how to act, what specific things to consider and how to read what other people communicate and express, beyond their actual spoken words. This chapter is divided into very clever parts that can be read independently from each other, but the parts still appear in a logical and thought through order. This chapter describes for example how to control your body, how to ask good questions, how to deal with unexpected meetings, how to deal with weird situations, how to deal with bullies etc. The reasoning and tips are substantiated with vivid descriptions and pedagogic examples. This is the largest and most useful chapter; the first chapter is too basic and contains a lot of obvious elements and the third chapter is merely a short guide on how to prepare yourself towards a defining and crucial moment.
In conclusion, this book is very easy to read and consist of a lot of obvious aspects, but also a lot of useful tips that can be of help for almost everyone, especially people who want to improve their communication skills and become more aware of effective communication. It is concise and all the clarifying “cases” can be justified. It is full of neither too much examples nor too advanced theory, and I would recommend it to everyone.
/Sinthu
