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The art of successful persuasion: seven skills you need to get your point across effectively

机译：成功的说服技巧：有效传达观点所需的七个技能

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Purpose - The purpose of this paper is to review the extensive and wide-ranging published literature on the skills needed to get your point across effectively and succeed in the art of persuasion. It provides a structured, evidence-based framework of learnable interpersonal skills. This framework can be used in training and development to describe current thinking and best practice in the essential skills needed to persuade others. It can be used by training and development professionals to help those they work with reflect on previous attempts at persuasion and prepare for future ones. It can also be used in training and development work to analyse and give feedback on role-plays and presentations. The use of a structured, standardised and evidenced-based framework increases the reliability and validity of the assessment process and, inconsequence, improves the quality of feedback. Design/methodology/approach - The article begins by looking at previous research by the author showing that the frequency with which people at work use six influence strategies, and combine them to form various styles, is related to a variety of contextual variables. However, it concludes that, while a focus on strategies and styles, and their appropriateness to particular contexts, has much merit, it is inevitably limited. In particular, it lacks specificity and any notion of quality. The concept of "skills" overcomes such limitations and provides important additional insights, particularly when focusing on the skills involved in using "reason", the most frequently used and least context-specific of the six influence strategies, to convince other people at work. Skills are defined as abilities, expertise or proficiency acquired through learning or training. The skills described herein are "interpersonal" skills or skills that people need to interact effectively with others. Findings - Seven skills people need to get their point across effectively and be successful in the art of persuasion are identified: be clear about "who", "what" and "why"; target your case on the other person; search for common ground; keep it simple; appeal to "head" and "heart"; be calm and confident; and make it interactive. Originality/value - The originality and value of this paper lies in the way in which it reviews previous theory and research on interpersonal influence, identifies seven specific skills from this literature review and provides a structured, standardised and evidence-based framework of learnable skills. These findings have implications for anyone who needs to get their point across effectively and succeed in the art of persuasion, as well as training and development professionals working in this area. The conclusions complement other research carried out by the author and published in a previous edition of Industrial and Commercial Training, showing that influencing behaviour varies in different contexts and arguing that the art of successful influence involves using strategies and styles appropriate to the context.
机译：目的-本文的目的是回顾广泛而广泛的已发表的文献，以介绍有效地传达您的观点并在说服艺术领域取得成功所需的技能。它提供了可学习的人际交往能力的结构化，基于证据的框架。该框架可用于培训和发展，以说服他人的基本技能描述当前的思维和最佳实践。培训和开发专业人员可以使用它来帮助他们的工作人员反思以前的说服尝试并为以后的尝试做准备。它也可以用于培训和开发工作，以分析角色扮演和演示并提供反馈。使用结构化，标准化和基于证据的框架可以提高评估过程的可靠性和有效性，并且由此可以提高反馈的质量。设计/方法论/方法-本文着眼于作者先前的研究，表明研究人员在工作中使用六种影响策略并将其组合成各种样式的频率与各种上下文变量有关。但是，它得出的结论是，尽管关注策略和样式以及它们对特定上下文的适用性有很多优点，但不可避免地受到限制。特别是，它缺乏特异性和任何质量概念。 “技能”的概念克服了这些局限性，并提供了重要的补充见解，尤其是在侧重于使用“原因”（六种影响力策略中最常使用且针对特定上下文的情况）所涉及的技能以说服其他工作人员时。技能被定义为通过学习或培训获得的能力，专业知识或熟练程度。本文描述的技能是“人际交往”技能或人们与他人进行有效互动所需的技能。发现-人们需要有效地理解自己的观点并在说服领域取得成功的七种技能：要清楚“谁”，“什么”和“为什么”；将您的案件针对另一个人；寻找共同点；把事情简单化;诉诸“头”和“心”；保持冷静和自信；并使其互动。独创性/价值-本文的独创性和价值在于它回顾以前关于人际影响的理论和研究的方式，从这篇文献综述中识别出七个特定技能，并提供一个结构化，标准化和基于证据的可学习技能框架。这些发现对任何需要有效地传达观点并在说服领域取得成功的人以及在该领域工作的培训和发展专业人员都具有意义。这些结论补充了作者进行的其他研究，并发表在上一版的《工业与商业培训》上，表明影响行为在不同的环境中有所不同，并且认为成功的影响力艺术涉及使用适合于环境的策略和样式。

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