管理溝通雙語Chap012課件

1、McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, All Rights Reserved.Persuasive and Sales MessagesChapter 12PurposesPersuasive StrategiesCredibilityThreatsOrganizing DR & PS MessagesDealing with ObjectionsReasons to Act PromptlyToneVarietiesOrganizing Sales/Fund- Raising MessagesWritin

2、g StyleChecklistsPurposes PrimaryTo have reader actSecondaryTo build good image of the communicatorTo build good image of communicators organizationTo cement a good relationship between communicator and audienceTo overcome any objections that might prevent or delay actionTo reduce or eliminate futur

3、e messages on subjectChoosing a Persuasive StrategyWhat do you want people to do?What objections will audience have?How strong a case can you make?What kind of persuasion is best for organization and culture?Three Aspects of PersuasionArgumentreasons or logic communicator offersCredibilityaudiences

4、response to communicator as source of messageEmotional appealmaking audience want to do as communicator asksCredibility in PersuasionThree sources of credibility in workplace:ExpertiseImageRelationshipsBuilding CredibilityBe factualdont exaggerateBe specificif you say X is better, show in detail how

5、 it is betterBe reliableif project will take longer or cost more than estimated, tell audience immediatelyUse a Direct Request Pattern WhenAudience will do what you ask without resistanceYou need response only from people who can easily do as you askBusy people may not read all messages they receive

6、Use a Problem-Solving Pattern WhenAudience may resist doing what you askYou expect logic to be more important than emotion in the decisionUse a Sales Pattern WhenAudience may resist doing what you askYou expect emotion to be more important than logic in the decisionWhy Threats Dont PersuadeDont prod

7、uce permanent changeMay not produce desired action May make people abandon actionProduce tensionPeople dislike/avoid one who threatensCan provoke counter-aggressionOrganizing Direct RequestsAsk immediately for the information or service you wantGive audience all the information they need to act on y

8、our requestAsk for the action you wantSubject Lines for Direct RequestsUse one of these:Request itselfTopic of requestQuestionRE: Need Your AdviceOrganizing Problem-Solving MessagesCatch audiences interest by mentioning common groundDefine problem you share with readerExplain solution to problemShow

9、 that advantages outweigh negatives Summarize additional benefits of solutionAsk for action you want Subject Lines for Problem-Solving MessagesOmit request from subject lineUse neutral subject line Use common ground or audience benefitUse positive or neutral subject lineeven if first is negativeRE:

10、Order #34323Developing Common GroundSuggest you and audience have mutual interest in solving problemAnalyze audience to understand biases, objections, and needsIdentify with readers; make them identify with youDealing with ObjectionsSpecify time, money required to actMay be less than reader fearsExa

11、mple:Filling out the forms should only take 10 minutes. Your responses will be put into our databaseno more paperwork.Dealing with Objections, continuedPut time, money in context of benefits they bringExample:Paying $17,500 for all three of us to attend the summer institute will enable us to get the

12、 thorough instruction we need to train the rest of the staff.Dealing with Objections, continuedShow that money spent now will save money in long runExample: By spending $4,000 now, we can upgrade the labs in time to avoid a $6,500 fine for noncompliance with the new regulations.Dealing with Objectio

13、ns, continuedShow that doing as you ask will benefit something audience cares aboutExample: By becoming an e-mail mentor, youll give an at-risk student the encouragement he or she needs to stay in school.Dealing with Objections, continuedShow audience need for sacrifice to achieve larger, more impor

14、tant goal Example: If we each work just four additional hours each week, well be able to keep the shelter open 24 hours a day, which will qualify us for the new urban development grant.Dealing with Objections, continuedShow that advantages outweigh the disadvantagesExample: Although relocating suppo

15、rt staff to the fourth floor means losing storage space, having everyone in a central location will increase our efficiency greatly.Dealing with Objections, continuedTurn a disadvantage into opportunityExample: With our budget cuts, well fill open positions in the fall or later. With your approval,

16、though, we could expand our internship program and bring in many highly qualified students at a fraction of the cost.Reasons to Act PromptlyShow that time limit is realExample: Returning the enclosed form by July 1 will let us include your responses in our Executive Board presentation on July 15.Rea

17、sons to Act Promptly, continuedShow that acting now will save time or moneyExample: When you return the acceptance notice before October 1st, you will be guaranteed the lower interest rate.Reasons to Act Promptly, continuedShow the cost of delaying actionExample: The prices quoted are good until the

18、 first of next month. After that, everything will increase 5%.Building Emotional AppealStorytellingPsychological descriptionCreate word picture for readers senses HearSeeSmellTasteTouchHelp readers imagine themselves doing, enjoying what you askTone in Persuasive MessagesBe courteousGive solid reaso

19、ns for requestsMake requests clearGive enough information for audience to actTone down requests to superiorsI expect you to give me a new computer.If funds permit, Id like a new computer. Varieties of Persuasive Messages: Performance Appraisals Cite specific observations, not inferencesInclude speci

20、fic suggestions for improvement Identify two or three areas that the worker should emphasize in the next month or quarterVarieties of Persuasive Messages:Recommendation Letters Be specificTell how well, how long writer knew applicantGive details about applicants workSay whether writer would rehire a

21、pplicantSales and Fund-Raising PurposesPrimaryTo motivate reader to act (send donation, order a product)SecondaryTo build good image of writers organizationTo strengthen commitment of readers who actTo make readers who do not act more likely to act next timeOrganizing Sales/Fund-Raising Messages: Op

22、enerMakes reader want to read entire messageTypesQuestionsNarration, stories, anecdotesStartling statementsQuotationsSets up transition to letter bodyOrganizing Sales/Fund-Raising Messages: BodyAnswers readers questionsOvercomes readers objectionsInvolves reader emotionally. Long letters work best:

23、4 pages ideal Short letters, e-mail work tooOrganizing Sales/Fund-Raising Messages: BodyContent usually includesInformation any reader can useStories about history of product or organizationStories about people who use product Word pictures of readers enjoying benefits offeredOrganizing Sales/Fund-R

24、aising Messages: Action CloseTells readers what to doMakes action sound easyOffers readers reason to act nowEnds with positive pictureMay recall central selling pointPS: Many people read it first!Using a PostscriptReason to act promptlyDescription of premium reader receives Reference to another part

25、 of packageRestatement of central selling pointStrategy in Sales Letters: Satisfying NeedTell people of need product meetsProve that product satisfies that needShow why product is better than similar onesMake reader want to have productDealing with PriceLink price to products benefitLink price to be

26、nefits your company offersShow how much product costs each day, week, or monthAllow customers to charge sales or pay in installmentsStrategy in Fund-Raising Appeals: Vicarious ParticipationUse we to talk about the causeAt end, use you to talk about what reader will be doingShow how readers dollars h

27、elp solve the problemFund-Raising LettersProvide lots of informationTo persuade readersTo give evidence readers can tell othersTo give image of strong, worthy cause to non-supporters Cite other ways reader can helpAlways send aThank You to every donorHow Much to Ask ForLink gift to what it will buyO

28、ffer a premium for givingAsk for a monthly pledgeLogical Proof in Fund-Raising LettersLetter body must prove thatProblem deserves readers attentionProblem can be alleviated or solvedYour group is helping to solve problemPrivate funds are neededYour organization will use funds wiselyStrategy in Conta

29、ct LettersContact letter keeps in touch with audience, does not seek actionSimple, short (may be less than a page)Take theme of season or current eventRefer to reader / writer relationship; looks to futureWriting StyleMake text interestingTightConversationalUse psychological description: vivid word picturesDescribe audience benefitsDescribe problem product solvesWriting Style, continuedMake me