How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 87

6.3 Monroe’s Motivated Sequence of Persuasion Steps
In the 1930s, John Monroe developed a series of steps that he believed
were the keys to persuading another individual. The steps are:
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Attention
Need
Satisfaction
Visualization
Action

6.3.1 Attention
To get someone to listen to your argument, you need to get their attention.
You have about five seconds when talking to someone to engage their
attention before they will lose focus. You can do this in several ways.
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Use their name with a tone that conveys urgency or importance
Use emotion to demonstrate your position – smile, frown, be
exasperated – whatever emotion conveys the strength of your
position
Physically touch them if you have the level of rapport where this
is appropriate. Put your hand on their forearm or shoulder to draw
their attention.
Bring up a topic that you know they are passionate about and
segue into your argument – but be sure there is a valid connection
so you don’t seem to be changing the topic too quickly
Start with a statement that conveys the benefit of your position for
the other person

6.3.2 Need
Once you have the other person’s attention, work to keep it. You can lose
their attention as quickly as you have it if the other person doesn’t see the
need to continue listening. To keep the other person’s attention, you have
to be familiar with what is important to them. What do they want? What
do they value? Why should they care about your side of the argument?
Once you can answer these questions, you are ready to ‘hook’ the listener
by focusing on what they care about.
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