Persuasion

What Is Persuasion?

To persuade is to make someone believe or do something. The goal of persuasion for business people is usually to get others to do something through suggestion or request. Writing persuasively can be challenging, particularly when the reader has a different point of view. Including the following elements in your business correspondences will improve your chance of success:

• Establish credibility .
• Clearly state the actions you would like the reader to take.
• Explain your reasons.
• Summarize your main points.

1.Establishing Credibility

Why should the reader take your idea seriously? Why is your point of view important? Establishing crediblity answers these questions in the mind of the reader. Although this step may be omitted if the writer is a well-known expert or when making a request, it is usually necessary in business writing. There are a couple of ways to establish credibility:

• Write about your experience or qualifications.
• Write about some unique or important information.

Tom and his boss are negotiating a contract with a potential client . The potential client calls Tom and explains that a rival has offered the same product at a lower price. Tom writes an urgent memo to his boss persuading him to lower their price.

Hi Roger, I just received a call from Sidwell Enterprises about our proposal. I have some new information that I think we must act on as soon as possible. Apparently one of our competitors has offered a much lower price on the first twenty items of the contract. In addition, they have...

Tom establishes credibility on the subject immediately by showing that he has important information. As a result, his boss will likely be more open to his suggestions.

2. Expressing Suggestions or Requests

Use clear, direct language to express your suggestion, request, or idea. Use appropriate language to convey the strength of your opinion.

Making Suggestions I think (we) should... I suggest that... I recommend that... I stongly recommend that... It is important that... I urge (you) to...

Tom’s goal is to persuade his boss to lower the prices on their proposal:

Apparently one of our competitors has offered a much lower price on the first twenty items of the contract. In addition, they have offered faster delivery on all items. I strongly recommend that we lower our prices on the same items by 10 percent.

3. Explaining Your Reasons

Offer multiple reasons why the reader should agree with your point of view. Begin with the most important reason.

Offering Initial Reasons Firstly,... First of all,...

Tom gives three reasons why his company should lower their prices:

Firstly, lowering our prices will obviously make us more competitive. In addition, we will show that we are flexible in our negotiations. Finally, I think once we get our foot in the door, we will remain their supplier for many years. We can renegotiate the prices in the future.

4. Summarizing Your Main Points

Briefly restate the actions you would like the reader to take. For longer or more complex messages, include your major supporting points or reasons.

Summarizing In summary, it’s important that... Again, since..., I recommend that...

Tom summarizes:

Again, since this is an opportunity for a long-contract, I strongly recommend that we lower the prices on these items for this proposal. With your approval, I can start rewriting the proposal today.

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