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Persuasion Secrets for Success – Strategies for Getting People to Buy-In (Part 7)

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(…continued from last week)

The 4 Components of Credibility

If we could use the new neuro-technology of live brain imaging while you were going through that preprogramming exercise, you would see parts of both hemispheres of your brain light up. Especially the centers that have to do with imagery, emotion and passion. What you would see is the amygdla would trigger the brain to light up as you experienced that positive situation from your past and again, as you project into a positive future.

If the decision you’re making, or the situation you’re encountering feels right to you, the amygdla triggers you to act. If you are unsure about the feeling, then the amygdla makes a request of your pre-frontal thinking lobe of your analytical cortex to run a complex, logical analysis of the situation so you then can have more input to drive the emotion required for the decision.

Again, logic does not really persuade, it backs up the feelings that the decision will be based on. Like Zig said, “People justify their purchases with logic, but they buy on emotion.”

Neuroscience research now supports this. A major part of persuading others or getting them to decide to go along with your desired action is having credibility. So let’s look at the four core ingredients essential to building your credibility. You can enhance your credibility with one or two of these, but if you want to have long lasting effect, others will need to see all of these coming from you. It’s what I call presenting a united front.

Presenting a United Front

If you were part of a court of law, as a judge or a juror, and you had two legal teams presenting two different sides of a case in front of you, which one would you tend to give more credibility to? The legal team that were presenting convincing, united fronts, supporting one another in their arguments and discussions or a team that kept bickering and contradicting one another back and forth, that just couldn’t agree on where they were going? Which one would you give more credibility to?

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Obviously you would give more credibility to the team that had the supporting united front. These four aspects of convincing work in the same way.

When you’re presenting all four as a united front, the person that is seeing and hearing you is much more powerfully persuaded by your presentation. It feels right to them because all the signals they perceive are being delivered congruently in a united front manner. So what are they four ingredients that support and build other’s belief in you and enhance your credibility with them rapidly?

Credibility Builder #1—What Others See

Expression

The first is what others see. Your facial expression is one part of this equation. Are you happy? Are you serious? Are you peaceful? Are you tense? It all shows in your face, so what does your face look like? What impression do people get when they are gazing at your face?

Different situations require different expressions – right? There are times to be serious, times to be more at peace, more excited and animated, times to be jovial and happy and you need to be able to show those. So you need to pay attention to how you look.

If you enter into a situation with a big scowl on your face people are going to make one of a few automatic assumptions. For instance, if you’re at a funeral, having a big grin on your face may seem inappropriate to many of the people there. Though it may be appropriate to lighten it up a bit, it might not be a great fit, so watch what you are doing with your face.

Eye Contact

Eye contact is another aspect of what people see of us. We live in a world that has many different cultures all blending together. Yet for the majority of people you’re going to meet, these percentages will hold true.

If you make eye contact with someone less than 25% of the time, they’ll think you are either ignoring them, you don’t like them, you’re not paying attention to them, or you’re trying to deceive them.

If you make eye contact with someone more than 75% of the time, they will think you’re staring at them. AND—most people do not like to be stared at! So 75% of the time or more, you’re staring.

Making eye contact about 50% of the time is normal. The vast majority of people in most cultures are comfortable with this. You look at each other for a moment, you then glance away briefly. You move in and out of making eye contact—not too much, not too little.

Body Posture, Movement & Gestures

How do you posture your body? What types of gestures do you make? You need to think about these.

If every time you speak with someone you immediately cross your arms, you drop your head and you slouch over, do you think that sends a positive message to people? When someone sees you behaving that way it’s not exactly saying, “This person is open to interacting with me and listening to me.” You need to notice what you’re doing with your body. How do you posture yourself? How do you gesture? What kind of clothing do you wear? Is it appropriate for the situation?

You’ve also got to pay attention to how you move. Are you smooth in movement or jerky? For example, have you ever seen dancers that are absolutely smooth, graceful and they just flow? Versus other dancers that are jerky or not in sync? They either work together or they don’t.

Part of credibility is how we move. What are people expecting to see? You need to notice what others are seeing about you – how you look, the expression on your face, the eye contact you make, the clothing you wear, the way you posture your body, the way you move – all of that makes an impact and it can either affect your credibility positively or negatively. Notice what visual signals you are giving off.

Credibility Builder #2—How You Sound

The second core ingredient is what people hear from us. You need to notice how you talk.

Notice the rate of your speech. Do you speak fast or do you talk very slowly? What type of voice tone do you have? Are you someone who has a significant level of intensity in your voice? Can speak very passionately without being loud? At the same time, loudness and volume can make a difference. So how loud are you?

How clearly do you do you speak? Do you enunciate clearly or do you mumble? Do you have inflection – how much? Do you speak more in a monotone or do you have lots of inflection?

What about the tempo of your voice? Do you speak in a rhythm? Sometimes that’s very pleasant and it keeps things moving. A rhythmic tempo to your voice tends to make people buy in more easily. So, what are you doing with your voice? How do you use your voice tone?

Also, it’s the words you use. Your voice tones are more important than the words, but the words have an impact. Do you use appropriate language? Do you speak correctly? Do you say the words correctly? You need to pay attention.

What are people hearing from us? The words themselves, how we say those words, the tones, the volume, the inflection, etc. Pay attention to what sounds come out of you. If you have not studied nonverbal communication—take the time. It makes a huge difference in how people perceive you. A significant portion of my two book two CD set “Unleash Your Success” is spent on improving your communication ability.

(to be continued…)


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