undefined. How to be persuasive. 15. Module. 

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undefined. Harnessing the Science of Persuasion. Much work has been done on what things persuade us Robert Cialdini’s book “Influence” is a great source. 

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Much work has been done on what things persuade us Robert Cialdini’s book “Influence” is a great source

Reciprocity (Obligation)

 Scarcity

 Consistency

 Experts

 Social Proof

 Liking

 Consensus

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Science Of Persuasion.mp4. undefined. undefined. Persuasion. 

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undefined. Persuasion. Reciprocity (Obligation) Scarcity Consistency Experts Social Proof Liking Consensus. 

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undefined. Persuasion Exercise. Obligation Scarcity Consistency Experts Social Proof Liking Consensus. 

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Obligation

 Scarcity

 Consistency

 Experts

 Social Proof

 Liking

 Consensus

come up with a sentence using each of the types of Persuasion factors to Ask your boss for a pay rise Ask to for next Friday off.

undefined. How to develop compelling customer propositions. 

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How to develop compelling customer propositions

undefined. Do you know why they buy from you?. 

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undefined. Understanding what your customers expect. 

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"People don't want to buy a quarter-inch drill. They want a quarter-inch hole”
 Theodore Levitt  Professor of Marketing Harvard Business School

undefined. Utilising Modern Technology and e-Business. 

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Utilising Modern Technology and e-Business

Development Accounts

 Key Accounts

 Transactional Accounts

 Reap Accounts

Online catalogues E-Purchasing E-Tendering

undefined. Building Compelling Value Propositions. 

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undefined. Building Compelling Value Propositions
1. Define the problem. 

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Building Compelling Value Propositions
1.  Define the problem

Think what is the specific Problem you are looking to fix Could it be a Moment of Truth from the Customer Journey Cycle? Could it be a Wow! Factor solution? Be as specific and as precise as you can and think of a problem defined purely from your customer’s standpoint.

ALICE:  “Would you tell me, please, which way I ought to go from here?” CHESHIRE CAT: "That depends a good deal on where you want to get to,"  Alice:  "I don't much care where--” Cheshire Cat: "Then it doesn't matter which way you go.”

Alice In Wonderland, LewIs Carrol

undefined. Building Compelling Value Propositions
2. Evaluate the Problem. 

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Building Compelling Value Propositions
2. Evaluate the Problem

Discontinuous innovations

 offer transformative benefits over the status quo by looking at a problem differently.

 Defensible technology

 offers intellectual property that can be protected to create a barrier to entry and an unfair competitive advantage.

 Disruptive business models

 yield value and cost rewards that help catalyze the growth of a business.

undefined. Building Compelling Value Propositions
3. Measure Potential Adoption. 

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Building Compelling Value Propositions
3. Measure Potential Adoption

Pain

 Gain

 Find (See)

 Try

 Buy

 Implement

 Deploy

 Own

 Revenue

 Cost Savings

 Time

 People

 Competitive Advantage

 Reputation

 etc.

Switching costs? RISK Default = Resist Change “it ‘aint broke…”


Inertia (RISK)

undefined. Building Compelling Value Propositions
4. Build the Value Proposition. 

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Building Compelling Value Propositions
4. Build the Value Proposition

For

 Target Customers

 Who are

 Dissatisfied with the current alternative

 Our Product

 Is a new Product

 That provides

 Key problem-solving capability

 Unlike

 The product alternative

How to be persuasive

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