How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 180

requires more than mimicking other persuaders. You must not only fully
understand the wide variety of persuasive techniques available, but you
must also be ready to use the techniques best suited for any given
situation. Acquiring this level of skill demands a commitment to watch,
analyze, study, and apply the concepts of Maximum Influence.
Human nature is as varied as the colors of the rainbow. Human actions
and thoughts are never perfectly predictable because each of us has
different emotions, attitudes, beliefs, personalities, and traits. A beginner's
tendency is to find one persuasive technique that works and stick with
that. Unfortunately, you cannot use the same persuasion tool on everyone.
Depending on the situation and the techniques you use, people will agree
with you, refuse to listen, or be indifferent to your efforts. Persuaders
have many tools and can therefore adapt and customize them to suit any
situation or personality.
Effective Persuasion Has Lasting Impact
Do you want short-term temporary results or long-term permanent
results? Effective persuasion has lasting impact, but it requires dedicated
study and long-term commitment on the part of the persuader. The
Hierarchy of Persuasion (Figure 1-1) sheds light on how the world uses
different levels of persuasion, ranging from control at the most short-term
level to genuine commitment at the long-term level.
The qualities listed at the base of the pyramid are the most easily and
commonly used, but they achieve only temporary results. Such results are
temporary because they do not address a person's genuine wants or
desires. Persuasion based on the qualities listed at the top of the pyramid
is effective whether pressure is perceived or not. Such a method creates
lasting results because it taps into and involves a person's true interests.
Determining whether you want short or long-term results dictates which
area on the pyramid should be the focus of your efforts.
Imagine the CEO of a large corporation calling one of his vice presidents
to a meeting. At the meeting, the vice president is informed that he must
raise $20,000 in employee contributions for a charity the company is
going to sponsor. The CEO is not concerned with the means the vice
president uses as long as they result in a check for $20,000. Raising such a
sum requires getting $100 from each employee — a daunting endeavor!
The vice president considers the various ways he could accomplish this
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