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"12 Persuasive Techniques For Marketing and Selling A/E/C Services"
Persuasion is a powerful tool for those who market and sell professional design services. This seminar will
examine the professional client communications process. You will learn why your message and your delivery system must harmonize. We will study a dozen powerful and proven persuasive techniques in three clusters.
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REGISTRATION/CONTINENTAL BREAKFAST
WELCOME/INTRODUCTIONS
WHAT IS PERSUASION?
- Who persuades me the most?
- Take a persuasion self test.
HOW PEOPLE COMMUNICATE
- It’s a lot more than words
- The Lore model for winning work
- Using the 20+ persuasion principles
- campaigns
BREAK
INTERACTION BASED PERSUASION ON PRINCIPLES
- Storytelling
- Listening
- Liking/Association
- Social conformity
LUNCH
RELATIONSHIP BASED PERSUASION
- Reciprocity
- Authority
- Social Proof
- Civility
BREAK
PROPOSAL BASED PERSUASION
- Contrast
- Specificity and detail
- Scarcity
- Counter-intuitive positions
WRAP UP
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- Interaction-based techniques including listening and storytelling.
- Relationship-based techniques including reciprocity and social comformance.
- Proposal-based techniques including scarcity and counter-intuitive positions.
Instructional Methods
Case study
Large group discussion
Lecture with PowerPoint
Sample proposal and critique
Small group interaction and report back
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