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분야
pptⅱ. Establish Credibility
ⅲ. Frame For Common Ground
ⅳ. Provide Evidence
ⅴ. Connect Emotionally
ⅵ. The Force of Persuasion
Four Ways Not to Persuade
The best case is persuade people with expertise and relationship
It is process of identifying shared benefits.
Case1. Fries and Barry
Used literal description with the analogy
Made concrete and memorable
Case2. Speech by Mary Kay Ash
Draws on vivid analogies to illustrate the business conduct she values.
Convince salespeople of her beliefs
ⅰ. collective support is crucial to the success of the org
ⅱ. Solidarity is the best way to stymie powerful oppressors
ⅲ. Imbues a sense of a heroic mission to the work of sales force
First, they show their own emotional commitment to the position they are advocating.
Also show that your commitment to a goal is not in your mind but in your heart and gut as well.
