Dr. Yaniv Zaid’s definition of “persuasion” – changing the other side’s behavior.

In other words, at the end of the persuasion process you want to move a person from A to B, and make him change something about his behavior – to buy from you, hire you for a job, invest money in your enterprise, vote for you in an election, join your mailing list, and more.

On the way to changing their behavior you might have put the other side through a process of changing their awareness, changing their thinking, changing a “tape” in their head or changing their consumer habits, but at the end of this process they should and need to do something they weren’t planning on doing before. That’s how you’d measure your success.

We all need to use persuasion skills on a daily basis – with colleagues, customers, employees, managers, commanders, consumers, spouses, family members and friends.

The trick is to persuade the unpersuaded, not those who are already on board.

If you approach your boss, for example, and ask him for a promotion, a budget increase for your department or more manpower for your team, and for inner-organizational or political reasons which the boss cannot reveal he has already decided, prior to your meeting, to give you what you’re asking for, then there’s no need for persuasion. It practically doesn’t matter how you speak, how you present the issue, how much you prepare for the meeting, etc. – you’ll end up getting what you want.

The trick, the challenge or the difficulty, is in persuading a boss who wanted to promote someone else, to promote you. Or to persuade the company’s accountant to give your department a budget increase, when he says he has no money.

Let’s say I go into a kiosk and ask for a can of cola. The seller gives me the can, I give him a dollar and I leave the kiosk. Was there any persuasion here? Was there any selling?

The answer is no. There was buying, not selling.

Why? Because my behavior wasn’t changed. I could have just as well gone to a vending machine, put a dollar bill into it and gotten a can of cola. There was no need for the seller’s mediation.

When would there be selling here? If the seller says things like “Why only one can? Take a six pack, it’ll be cheaper”, “We have excellent discounts at the register”, “If you’re having a cola, what about some chips and nachos?”

If I do end up buying some of these things, there’s been a persuasion process – I went in to buy a can of cola, and I left with some other things as well. I changed my original behavior.

In the marketing oriented and competitive world of the 21^st century – the power of persuasion is the secret of success! Even if you have the best product or service – without persuading your customers and marketing it right you won’t sell a thing. Even if the idea for your enterprise is the next global success story – without persuading investors and raising capital properly you can’t succeed. Even if you’re the most talented person – without marketing yourself properly and persuading employers you won’t get any jobs.

The “Dr. Persuasion” activities offer you the most up-to-date, effective and proven tools for improving your persuasion skills – regardless of your public speaking experience, your age and your profession, and regardless of your personality (introverted or extraverted, intellectual or practical, competitive or cooperative). Every one of you can receive huge “added value” from these activities, and strengthen your persuasion skills in every aspect of your lives.

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In a study conducted in the United States, for example, they took 10,000 people and gave them a list of 50 fears, and asked them to rank what they were most afraid of from 1 to 50. Ranking in first place was – fear of public speaking! Second place was – death… This means more people are afraid of speaking in front of other people than they are of dying.

Seinfeld, the American comedian, joked about it and said that in a funeral, statistically speaking, most people would rather be in the casket than doing the eulogy…

Most people aren’t aware that they have a fear of public speaking, and some don’t admit to it. Fear of public speaking is expressed in many ways. Even if you’re used to a certain situation (let’s say one-on-one meetings with people), and you have no fear of public speaking, as soon as I get you out of your “comfort zone” and you come across a situation you’re unfamiliar or unpracticed with (such as lectures in front of many people, meetings with senior ranking officials, marketing meetings in new markets, speaking a language that isn’t your mother tongue), you’ll experience a certain type of fear of public speaking, and you’ll need to start gaining experience all over again in the new situation.

Think about a soccer player, who’s played for the lowest league his entire life, and suddenly his team makes it to the top soccer league – the premier league. He’s playing a game against the champions, in a full stadium and live on TV, for the first time in his life. What happens to many players in such a situation? They play a lot worse than their usual level, because they experience a type of “performance anxiety” or “stage fright”.

Supposedly, you would ask “why?” – I mean, it’s the same grass, the same field, the same ball and the goal is the same size. So what makes the player function less well and suddenly experience “performance anxiety”?

The answer is that the situation was changed – pressure has been added (a game against the champions), there are a lot more viewers (50,000 viewers, as opposed to the 5,000 he was used to up till now), there are cameras now (broadcasting live) that add pressure (and 5 kilos…), and this all leads to a decrease in his capabilities.

The same things happens in speeches, lectures and public speaking situations, and this results in you experiencing different types of fear of public speaking.

So what’s the cure for fear of public speaking?

Preparation and practice.

Preparation – the more you prepare for a public speaking situation – the less stressed you’ll be. Preparation reduces stress.

Practice – the more you practice speaking in the new situation, the better you’ll become at communicating your messages.

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Negotiation is a daily action, which is part of almost every situation of both our personal and business lives – buying an item of clothing, waking the children up to go to school, and more. Negotiation with customers actually begins the first moment you approach them (even if it’s an ad on TV) and continues throughout your entire relationship with them, including after the deal has been completed (because surely you want to preserve your customers and make other deals with them in the future).

All of the tools Dr. Yaniv Zaid teaches, in every possible way – in lectures, conferences, workshops and books – are aimed at creating positive long terms relationships with your customers (and with everyone else in your personal and professional environment).

Negotiations are usually the beginning of the business relationship (and sometimes also the social relationship) with your customer, and they are the foundation for building a long term relationship with them. Therefore you should always strive for both sides to be happy when the negotiations are over (this is called a “win-win situation” – a situation in which both parties win).

If the customer feels that he lost and got “screwed” by making the deal with you, he will perform his role in executing the deal accordingly – he won’t make an effort to keep you satisfied!

Another reason why you should strive in every negotiation to reach a win-win situation, is the variety of creative solutions that the digital and marketing age of the 21^st century offers.

Let’s take for example an employee who’s asking for a raise, and his boss doesn’t want to or can’t pay him more money. Seemingly, this negotiation is doomed from the get-go, and is likely to “blow up” very fast. The employee will ask for more money, the boss will refuse, and they’ll get stuck very soon.

The reason they’ll get stuck is twofold – they are focusing only on the money, and also this is a “zero sum game” – if the boss gives him more money, he’ll feel “screwed” because he has given something he doesn’t have enough of.

Now let’s try to approach this negotiation creatively, with a win-win attitude.

First we need to understand something important – what is the employee’s hidden interest?

The obvious interest is clear – he wants to get paid more money. But why does he want more money? A primary reason, based on studies conducted on the topic – is to feel more appreciated, to feel important in the company, that the way he does his job is appreciated and that he’s respected.

Is there a way of making the employee feel appreciated and respected, and to make his personal financial situation better, too, and for this to barely cost the company any money?

Certainly.

For example, give the employee a company car, or a mobile phone from the company, or a vacation, or a larger room in the office, or a one-time bonus. In all of these cases, the employee didn’t get what he asked for directly – a pay raise in his salary every month – but he got what he intended to get (even if subconsciously) – appreciation and personal treatment – and the negotiation ends successfully.

Studies show that most negotiations about salaries end successfully without the employees receiving money added directly to their salary, and they still leave happy.

How is that? Because negotiations done right, that strive for both parties to agree and benefit, look at the parties’ hidden interests (and not only at the obvious ones), and work to persuade through listening, creativity and personal treatment.

When preparing for a negotiation, among other things, you need to focus on the following issues:

• The importance of the written word in negotiations
• Identifying the interests of the other party
• Proper time management during the negotiations
• Using examples and facts during the negotiations
• Insisting on principles during the negotiations
• Listening to the other party

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Most people find themselves confused and helpless when they attempt to prepare a speech, and rightly so. You only have a few minutes, in which you’re supposed to be at your peak, to get the listeners to like you, to be unequivocal but not aggressive, to enthrall the audience, to know when to throw in a joke or a personal story, to understand who we are standing before, and to tailor the length of the speech, its pace and more…

A good speech needs to be short and to the point, it needs to be moving, and it needs to touch the listeners.

But how do you do that?

As part of the “Dr. Persuasion” activity, you’ll be able to get assistance with speech writing – finding relevant stories and jokes, clarifying the messages and tailoring them to the target audience, getting the maximum message across in minimum time, and more. In certain cases you’ll also be able to get a speech prepared for you according to your specific needs and the requirements of the event.

Contact us and make your event successful and interesting, and the experience of reading out your speech enjoyable and effective!

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Did you make a presentation to customers, and the response wasn’t as positive as you had thought it would be?

Did you give an excellent lecture, but only a few people approached you for further activity?

Do you feel that you have a lot to sell, but most people don’t understand your potential?

Apparently you’re not communicating your messages persuasively enough!

It’s time to improve your ability to communicate messages.

Are you ready?

After giving over 1,650 lectures across 4 continents and researching the topic for over 14 years, publishing over 20 books and CDs that have become bestsellers, and writing a doctorate in the field of persuasion, Dr. Yaniv Zaid gives you the best secrets, tricks, principles and methods to communicate you messages properly in a conversation, presentation, discussion or lecture.

As part of the “Dr. Persuasion” activity you’ll discover, among other things –

– How to direct a never ending stream of customers to your business by giving a lecture

– What will keep your customers fascinated by what you’re saying throughout the entire lecture or conversation and make them implement your knowledge

– How to motivate the audience to act in the most effective and pleasant way at the end of a lecture, presentation or meeting

– The entire process of building a persuasive and “selling” conversation

– How to brand yourself as an expert in your field, in any forum you’re in

– How to use the audience’s questions and resistance to promote sales

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The unique workshops for incumbent politicians and candidates in municipal and national elections developed by “Dr. Persuasion” will improve the participants’ abilities to market themselves, communicate maximum message in minimum time, speak in front of an audience, clarify messages, present topics in a clear and organized way, speak on the media effectively, tailor their speech to various target audiences, and more.

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Every manager has public speaking, rhetoric and leadership skills. The unique workshops developed by “Dr. Persuasion” are aimed at exposing managers to the methods and rules that will refine and improve these qualities. The ability to speak to an audience and control the listeners is not a trait we’re born with. Anyone can learn basic tools and use them. Rhetorical capabilities, at any level of management and regardless of the number of years of experience in management, can be significantly improved.

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Anyone whose occupation is in education has public speaking, rhetoric and leadership skills. The unique workshops for teachers and lecturers developed by “Dr. Persuasion” are aimed at exposing the participants to methods and rules that will refine and improve these qualities, with an emphasis on elements that are unique to the teaching profession, such as improving the ability to deal with disturbances.

The ability to speak to an audience and control the listeners is not a trait we’re born with. Anyone can learn basic tools and use them. Rhetorical skills, at any level and regardless of the number of years of teaching experience, can be significantly improved.

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In addition, in the media age of the 21^st century a new fighting arena has been added – the media. This arena can often effect the policy and activity of the security forces no less than the “classical” combat arenas.

The unique workshops for the security forces developed by “Dr. Persuasion” will train officers and commanders in the military and security forces in dealing with the media, making effective presentations to decision makers and using the tool of persuasion on a daily basis, so they can perform the tasks before them more effectively.

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How do you appear on the various media – television, radio and press – in a successful, persuasive and effective way? How do you manage to get the main message through in every media appearance, even if it’s a very short one? How do you avoid saying things in the media you might regret later? And how do you deal with media “attacks” – personal or business related?

The special workshops developed by “Dr. Persuasion” provide the right solutions to these questions as well as many others. The workshops are intended for people who appear on the various media – media professionals, spokespeople for organizations, senior managers and so on – as well as businesspeople and marketing professionals interested in using the various media to promote their businesses. The workshops include, among other things, many tools, “tips” and principles for making successful appearances on the various media, as well as a lot of practice exercises for the participants, including appearing and standing in front of a camera.

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