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Part 4 • Leading
2. Passive Facilitative. Sometimes the most effective way to persuade another is to do nothing. The passive facilitative approach recognizes that remaining silent, waiting patiently, letting others do the speaking, and similarly passive actions can, at times, be a highly effective means of influence. Victory doesn’t always go to the loudest, the longest-winded, or the person armed with the most facts. The astute persuader knows when to say nothing and let someone else take the offensive. 3. Active Inhibiting. What kind of active behavior hinders persuasive effectiveness? Examples include trying to “wing it,” stating views tentatively, being unwilling to negotiate, being aggressive, discouraging feedback, discouraging discussion, criticizing, changing the subject, rejecting ideas, and giving advice prematurely.11 This message should not be lost on those who want to become more effective persuaders: Action, without thought, is likely to be counterproductive. 4. Passive Inhibiting. The final category encompasses failure by omission. Examples are withholding information, not paying attention, being submissive, ignoring others or their ideas, failing to respond with empathy, leaving issues ambiguous, failing to give praise or appreciation, refusing to grant recognition, withholding help or support, failing to ask for help or support, or allowing others to define your role.12 Looking at persuasion through the prism of these four tactical categories drives home three points. First, the potential for failure always exists. Even with the best of intentions, you can fall flat on your face. Second, an active approach is not always preferable. At times, purposely “doing nothing” is likely to prove most effective. Third, whether you choose an active or a passive approach depends on whom you’re trying to influence. If you have the necessary information about that person’s needs, interests, goals, and the like, you can make a better decision about whether to use an active or a passive approach. Improving Your Persuasive Skills A review of the oral communication and persuasion research has identified a number of suggestions that can help you improve your persuasive skills. They build and expand upon the strategies and tactics previously discussed. 1. Establish your credibility. Nothing undermines persuasive efforts more than a lack of credibility. People don’t want to listen to a person they don’t trust and respect. They also won’t follow the advice of someone who doesn’t know what they’re talking about. Start by developing your expertise so that your information is reliable. Then demonstrate your belief and commitment to your suggestions with a dynamic and friendly presentation style.13 2. Use a positive and tactful tone. Assume the person you’re trying to persuade is intelligent and mature. Don’t talk down to that person. Be respectful, direct, sincere, and tactful. The worst thing that will happen if you follow this advice is that the person will respond in an immature manner and your persuasive effort will be for naught. However, you will have advanced your credibility and laid the groundwork for a more effective response next time. On the other hand, if your tone is negative or if you treat people as if they are unintelligent, you risk making them defensive, failing in your effort to persuade, and undermining your credibility for future persuasive efforts. Unless you’re a football coach—for whom talking down to players seems to be a role expectation—always speak to those you want to persuade in a tone that shows respect.
