Flybe / November 2018

61 / 116

NOVEMBER 2018 / Flight Time / 61
Business News
A doubter or a sceptic may be persuaded
to your point of view, if you take the
right course. So, let’s look at some of the
techniques that can open up a little more
doubt, and expose it to your viewpoint
EVIDENCE
As a rational person, evidence will be
your first port of call. But beware: it will
only convert the most open-minded
doubter. It rarely works, because too
often we make up our minds based on
our emotional response. But we do use
evidence to justify any change of mind.
COURTE SY
The need to reciprocate is strong in many
of us. And courtesy is a gift. So, when you
give it, there is a good chance you’ll get
something in return. This may ‘just’ be
courtesy again. But it may be respect,
attention, or even consideration of your
argument.
FLAT TERY
‘As you know...’ is the favourite
phrase of one friend of
mine. It flatters our
knowledge. Another
form of flattery is granting
power: ‘I was counting
on you...’. And how about
this one? ‘You’re one of the
most astute people I know,
so I expect that you have also
noticed...’ But be aware that
flattery only works when it is rooted
in reality.
RANTING
Not you. Them. Let them have their rant. It
will make them feel better. And, when they
have exhausted their rant, and you have
listened to them, they will feel more inclined
to listen to you. There’s a bonus... Listening
to their rant will give you clues about what
matters most to them, and therefore how to
best frame your argument.
AT TITUDE
Match their attitude to the issue. If their
response is emotional, make that the basis
of your argument. If they start with reason,
deploy your own logic. If they express
doubts about their position, share your
doubts about yours. Rapport building is
resistance diminishing.
SIMPLE
Keep your argument straightforward and
easy to understand. Avoid introducing
HOW TO
CONVINCE
DOUBTERS
I F YOU WANT TO
WIN OVER SCEPT ICS ,
YOU ’ LL NEED TO
GET OUT A BAGFUL
OF PSYCHOLOGICAL
TOOLS , SAYS BUSINESS
AUTHOR AND SPEAKER
MIKE CLAY TON
subtlety. Most people hate to admit to
confusion, so their response will be denial:
‘that’s wrong’. Once they get your simple
argument, layer on the complexities one
chunk at a time.
CONSISTENCY
Keep your messages consistent. And
repeat them often. The more we hear
something, the more familiar it becomes.
The more familiar something is, the more
we take it for granted and trust it.
CONF IDENCE
Show confidence in the correctness of
your analysis. We all want a leader, and
sometimes it’s easier to follow the person
who seems to know what they are doing.
Leading is sometimes about stepping
out confidently. When we see that, we
think:’they seem confident: I’ll follow
them’.
IMAGINE
Paint vivid pictures with your language.
Allow people to see and feel what you
know. We all want a sense of vision, and
metaphor, analogy, and stories are the
way to conjure it up. But be careful - some
metaphors are wonderfully resonant, but
also highly manipulative.
PASSION
If you don’t care, why should I. Speak
with passion and commitment. Allow your
voice and body language to convey your
enthusiasm for your ideas.
COUNTER
‘Some would say...’ Put their counter
argument before they can... And then
refute it. Rinse and repeat. An old friend
and colleague talked of ‘emptying
the hopper’ when overcoming sales
objections. If you can anticipate every
objection, make it before they do, and
refute it solidly; they will not get a chance
to express their doubt. This means they
won’t need to change their mind.
ENDORSEMENT
You say it’s true. Well, you would, wouldn’t
you? But, if you can get others to support
and endorse your point of view, they add
weight. There is intellectual strength in
numbers because, often, the crowd is
wiser than a single individual. And, if you
can get an endorsement for your views
from someone I respect, that will have a
big impact on my mindset.