Welcome SalesPersuasive Speech Business Communication Instructor Ellen Waddell

Welcome! Sales/Persuasive Speech Business Communication Instructor: Ellen Waddell

AGENDA • Review: The Speech to Inform • Persuasive/Sales Speech (Topics are due next week) • Review assignment • What is persuasion? • Aristotle’s 3 Proofs

Speaking Persuasively • Historical need • Applicable today? – Yes! REQUIRED • Class Discussion: – In what types of contexts/environments does the skill of persuasion work best, or is most valuable? – What topics are persuasive by nature?

The Speech to Inform Your primary goal or purpose when speaking to inform is to share knowledge with others in order to create mutual understanding- not to persuade us in any way The Assignment: To present a product or service to the class, but NOT ask us to purchase it.

The Speech to Persuade Your primary goal or purpose when speaking to persuade is to change or reinforce the attitudes, beliefs, values, and/or behaviors • And motivate to action

The Speech to Persuade Knowing your ABCs A = Attitude B = Build relationships C = Continue to follow -up *average is 7 follow up calls or visit to make a sale www. thesalesmotivator. com

How DO You Know What You Know? • Epistemology – our breath and depth of knowledge/beliefs/attitudes/values • Ontology – what we do with our learned beliefs, attitudes, and values

Know Who, or the Receivers You Are Trying to Reach n #1= Audience/Setting Analysis Who n What n When n Why n Where n Ø High Ego-involvement=high commitment Ø Harder affect them

Understand Factors Affecting Your Listeners’ Attitudes Family n Religion n l n Believers and nonbelievers Education l l The role of school expanded Shapes attitudes Socioeconomics n Culture n l We shape and are shaped by our social institutions l Reciprocal relationship l Affirmative Action

The Worldview • Basic belief system – Individual/group decisions – Systemic issues – Behavioral outcomes

The Worldview • Beliefs reflect worldview – Beliefs=building blocks of attitudes – Attitudes visible through behavior

Speaking Persuasively • Attitude: A learned predisposition – response favorable/unfavorable • Likes/dislikes – change easily • Beliefs/values – harder to change. • Belief: The degree of confidence • Perception of true or false. • highly central a beliefs • hard to change • Value: enduring conception – right or wrong – good or bad. – least likely to change over time.

The Worldview • Organizational culture and worldview – CNN – FOX – MSNBC – CBS – NY Times vs. Wall Street Journal

Understand Your Listeners’ Worldview n Class Discussion: n What is the worldview, or the “platform” for the: Ø New York Times Ø Wall Street Journal Ø CBS News Ø Fox News Ø CNN

Understand Your Listeners’ Worldview n Class Discussion: n What is the worldview, or the “platform” for the: Ø Republican Party Ø Democratic Party Ø Green Party Ø Liberal

The Worldview vs. The Purpose of Persuasion The persuasive process works to -Effect desired change -Continue status quo

Understand Your Listeners’ Worldview • Democrats/Liberals – Social issues – Federal control – Abortion – Embryonic Stem cell research – Health care • Republicans/Conservatives – Economics/Fiscal – State control – Abortion – Adult stem cell research – Right to bear arms

So What’s the BIG DEAL? ? ? • Why do we fight about issues? • What is at stake?

Understand Your Listeners’ Worldview • How you define the terms legally dictates the outcome – Life • When does life begin – Conception – Birth – Death • Right to Die or Suicide/Murder • Negotiation strategies: focus is on positioning for ultimate desired results/compromise expected

Credo for Communication Ethics Ethical communication is fundamental to responsible thinking, decision making, and the development of relationships and communities within and across contexts, cultures, channels, and media. Moreover, ethical communication enhances human worth and dignity by fostering truthfulness, fairness, responsibility, personal integrity, and respect for self and others. 1999 National Communication Association

Know Who, or the Receivers You Are Trying to Reach n #1: n Audience/Setting Analysis Reaction/feelings towards change being proposed? Ø Ego-involvement = Ø Commitment = Ø Hard to affect them

CNN Turnaround/Market Research The customer • Who are they? • What do they want? • What do they know about you? • What do you need them to know?

CNN Turnaround Educating your customer • Present company and product well • Understand your customer • Be professional • Presence/attire • Ability to communicate ideas/benefits/value • KNOW your product or service

CNN Turnaround Educating your customer • Keys to success for presenting company and product well • Visually: • Organization image • Mission • Vision • Values • Signing • Advertisements • Audibly • Ask them to buy!

CNN Turnaround Educating your customer • Ability to communicate ideas/benefits/value ØSmall talk ØAsk customer questions ØDifferentiate your company from competition ØValue proposition ØQuestions from customer ØCLOSE THE SALE!

CNN Turnaround Educating your customer • Ability to communicate ideas/benefits/value ØValue proposition • What value is your product to the customer? • Differentiate your company and its products (KMART vs. Macy’s) • Price • Quality • Availability • Location

CNN Turnaround Educating your customer • Ability to communicate ideas/benefits/value ØValue proposition • What value is your product to the customer? • “Did you know that we offer…? ” • “If you sign the contract today, we will give you an extra 10% off the asking price”

CNN Turnaround Biggest mistake? • Not asking for the sale • You MUST motivate to action • “I have the contract ready to sign” • “Can I charge that to your Circuit City account? ”

Becoming a More Credible Persuader n n Credibility – the receiver’s assessment r Competence r Trustworthiness r Dynamism of a speaker Ø Work to avoid reasoning fallacies Ø Use credible sources Audience’s assessment can change ü ü ü Initial -before Derived – during Terminal – at the end

Assignment • Begin research for Persuasive Speech – Next week: Topics due – Two weeks: • Drafts due – outline – Bibliography • Video examples • Strategies for persuasive speaking

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Welcome! Sales/Persuasive Speech Organizational Communication Instructor: Ellen Waddell

AGENDA • Review: The Speech to Persuasive/Sales Speech • Topic due now • (Outline-A/S-Bibliography drafts are due next week) • Review assignment • Short lecture • Workshop

The Speech to Persuade Your primary goal or purpose when speaking to persuade is to change or reinforce the attitudes, beliefs, values, and/or behaviors • And motivate to action

Know Who, or the Receivers You Are Trying to Reach n #1= Audience/Setting Analysis Who n What n When n Why n Where n Ø High Ego-involvement=high commitment Ø Harder affect them

The Speech to Persuade Knowing your ABCs A = Attitude B = Build relationships C = Continue to follow -up *average is 7 follow up calls or visit to make a sale www. thesalesmotivator. com

Types of Persuasive Speeches n Proposition of Fact What is or what is not l “It is a scientifically proven fact that this fuel l will make your car go faster. ” n n Proposition of Value l The worth of an idea, person, or object l “The use of our temporary agency recruits will help you meet sales goals when your business suddenly surges unexpectedly. ” Proposition of Policy l What ought to be l “You need a policy to guide your organization at this time and our firm can help you write it. ”

Purpose of Persuasion n n Proposition – summarizes purpose n What do you want the audience to do as a result of your speech? n 2 general outcomes 1. To change the way audience members think, values, attitudes, or beliefs 2. To change the way audience members act Persuasive goals/outcome l Adoption – accept new idea or belief l Discontinuance –stop doing something they are now doing l Deterrence – avoid some activity or way of thinking l Continuance – continue to think or behave as they do now

ARISTOTLE’S THREE PERSUASIVE PROOFS • ETHOS: ETHOS Speaker Credibility • Competence • Goodwill • Character • LOGOS: LOGOS Logical Appeal/Reasoning • Drawing conclusions from evidence • Inductive vs. Deductive • PATHOS: PATHOS Emotional Appeal • Appeals to the listeners’ needs, wants, desires, etc.

Reasoning Logically Deductive vs. Inductive Reasoning • Inductive: Specific to General – The Columbine murderers watched a violent program on mass murder the day before they committed their crime – After watching the show, they devised their plot to kill so many at their high school – Violent television shows are copied in real life situations. • Deductive: General to Specific – People who study regularly get good grades – You want to have good grades – Thus, you should study regularly to get good grades

Ethical Reasoning vs. Reasoning Fallacies Ø • • Ethical speakers do not use reasoning fallacies Argumentum ad Hominem: Old fashion name calling Red Herring: (think of a BAD smell) False Division/Dichotomy: Polarization of options Post Hoc (False Cause): Claiming one event follows another event, thus one caused the other. Slippery Slope: Cause/effect fallacy using a particular action-sets forth a chain of events that will inevitably lead to certain result. Argumentum ad Populum (bandwagon): “But, everyone is doing it!” Argumentum ad Verecudiam: Appeal to authority (not an authority-”My next door neighbor says…”

Persuasive Strategies for conveying: conveying • ethos • logos • pathos

Persuasive Strategies: ETHOS • • • CONTENT Explain your competence during your introductory remarks – You have done the research – You have personal experience Establish common ground through the use of shared beliefs and values Use strong, credible evidence – Varied supporting material – Impartial sources – New evidence: recently discovered facts

Persuasive Strategies: ETHOS LANGUAGE • Respectful • Formal • Appropriate humor Ø Avoid potentially offensive language/humor DELIVERY Appropriate attire Direct eye contact will whole audience Speak fluently, with sincere conviction

Persuasive Strategies: LOGOS 1. Use a well structured presentation 2. Use logical appeals • Inductive 3. Avoid reasoning fallacies • Deductive • Argumentum ad Hominem • Analogies • • • Red Herring False Division/Dichotomy Post Hoc (False Cause) Argumentum ad Populum Argumentum ad Verecudiam

Persuasive Strategies: PATHOS CONTENT • Stories and testimonials • Startling statistics • Dramatic and relevant information LANGUAGE • Persuasive punch words “Today, let us examine the dangers associated with…” DELIVERY • Use your voice to convey your commitment to the topic • Appropriate gestures and facial expressions – Clinched fist or fist to palm – Furrowed brows or a surprised look

Purpose of Persuasion n What do you want the audience to do as a result of your speech? n two general outcomes l To change the way audience members think, values, attitudes, or beliefs l To change the way audience members act l motivate to action

Organizing the Speech Specific purpose: To persuade my audience to use RXJ Recycling services since there is a problem of obsolete computers in our landfills and recycling is the solution to this increasingly difficult issue. Thesis: Obsolete computers are straining landfills because they contain hazardous materials, can take a distinctively long time to decay, thus as consumers of these products and leaders in this community, I am asking you to use RXY Recycling Services to discard your obsolete goods.

Group Working with other classmates, choose one of the topics/businesses below • Analyze your audience • Develop three main points • Create persuasive thesis/preview statement. Blue Ribbon Carpets Marina Real Estate Services Maria’s Mexican Restaurant Blue Lagoon Pool & Spa The Alternative Medicine Gurus Patrick C. Brown, CPA Main Street Construction National Insurance Co. Telecom Inc. YMCA Carmel Savings & Loan The HR Solution Pixel Wireless Communications The Atrium Health Spa Computer System Design, Inc.

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