I’m putting together a sales training for a client, and I’ve been thinking about the best way to teach people how to persuade others. Last weekend, I was driving my grandkids to church, and I heard the following exchange – for real, I’m not making this up.
For context, my six-year-old granddaughter and I go to church together most Sundays, but her three-year-old brother was, until quite recently, a bit overwhelmed by the people, the music, all the other kids. So, he has just started joining us.
During the service, the children are invited to another room to what I used to call Sunday School, what the Episcopalians call “Godly Play” and what my granddaughter calls “kid church.”
I asked my grandson if he wanted to go to kid church or stay with me through the service.
“I want to stay with Nana,” he said firmly.
My granddaughter, who likes him to go to kid church with her, got stern with me.
“Nana, you can’t just say kid church. You need to describe it.” She turned to her little brother. “Do you want to go with me and listen to a story, have a yummy snack, and then play with all the fun toys? That’s what kid church is.”
“I want to go to kid church,” he said.
“See, Nana, you have to describe it.”
Of course, she’s right. The messaging is key. But to tailor your message to your audience you have to understand your audience. My granddaughter knows her brother; story time, snack, play, and hanging out with her are some of his favorite things.
Persuasion isn’t just a sales tool. If you are motivating a team, setting a vision, doing political or social advocacy you are persuading. Advertising and marketing is all persuasion. But so is every stump speech, homily and sermon. Often when I do trainings on sales or negotiations, people think it doesn’t apply to their job if they are not in a specific sales role. Until they realize that in their day to day they are often persuading people.
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