Speaking From Experience

Congratulations Readers!

We are now at the second level of communication skills.

...And what is that?

Persuasiveness.

Yes, as you all are probably aware, the intent of communication is to convey thoughts, ideas and feelings which should result in some action. For action to happen, some persuading is necessary. In my business, I have to use persuasion a lot. After all, when selling consulting services, the end result is often not tangible and also cannot be sensed beforehand.

Here is a short case study:

In the recent past, I have been trying to work with a group to promote different programs using psychometric testing. This was being coordinated by one person, a very senior manager of the group. Being an educational institution, naturally, career counseling aspects of the program were understood and well appreciated. However, no other aspect was even being recognised, let alone appreciated.

All along I was trying to get the coordinator to take the test, to get a feel of it all. He thought it was a good idea, but other everyday things intervened and the test was not taken.
Soon, I get a mail detailing how they were going to deploy the test in their institution. I was shocked to see that a large part of the benefits of these tests were largely unaccounted for.

To put into perspective, let me try to use a local analogy. To me the test was a coconut tree, where each and every part is useful to the consumer. To the coordinator, the tree gave some great tasting water, which quenched the thirst in summer, and was hygienically packed!

The coordinator is very intelligent and at the top of his profession. He understood the theoretical aspects of the test. But not having experienced it, he was not able to extrapolate and look at the various uses of those results. The tests, if deployed as detailed in their mail, would be at a utilisation rate of under 20% of the time and money invested. What a waste!

Sometimes, the best form of persuasion is one free trial, like a test drive. Then, you can use fewer words and the benefits and the flaws too hit home most effectively.

The good news is that, with the next proposal, I insisted on the coordinator taking the test herself before even discussing the benefits to her institution. This has been a big help in the process. They are now able to make an informed decision about deploying the test.

As they say, there is learning in every setback!

Thanks for listening!

Keep those comments coming.

See you all next week.

Gayatri