The Not So Gentle Art of Persuasion
Ever wonder why your attempts at persuasion fail? Are you surprised when your carefully reasoned arguments seem to fall on deaf ears? The problem may lie not with your argument but with a predisposition on the part of your listener.
My high school and college educations were overseen by members of the Society of Jesus or Jesuits, an order of the Roman Catholic Church with an interesting and somewhat checkered history. What sets the order apart from other religious orders is that from its inception it has embraced science and technology and has been committed to education. Their missionary work was more successful than others because the first offered education in new technologies before religious instruction,
That commitment continues today. As part of our curricula, we were required to take a mandatory class in public speaking and encouraged to join the debate team. Like most of the others in my class, I was terrified of this class. I did learn to pray fervently, though. Mostly along the lines of, “please don’t let him call on me! Please don’t let him call on me!” It was years before I understood that I was not being taught public speaking but rhetoric, the art of using language effectively and persuasively in speaking or writing to influence an audience. We were taught to argue both sides of an argument with equal fervour. Aside from showing off at cocktail parties, this training proved very valuable in persuading others to my point of view by understanding their position and offering arguments to refute that position.
That all changed when I entered the political world. I soon realized that well-reasoned and logical arguments weren’t always effective. I had to dig deeper into motives such as concerns about agency autonomy, political ambition, or avoiding additional work. Particularly for politicians, there was always the question, “What’s in it for me?” However, even understanding this deeper background didn’t always ensure success.
It wasn’t until a colleague recommended Thomas Sowell’s book The Vision of the Anointed that the light came on. In his book Sowell attacks the influence of self-proclaimed experts and intellectuals (the Anointed) who promote grand social visions irrespective of evidence or real-world consequences. They tend to dismiss opposing views and facts, relying instead on narratives that serve their ideological goals. Most importantly, disagreement is taken as a moral failing; you are not only wrong, but you are also morally wrong. Consequently, logical arguments fail to persuade them.
Over the years, I have developed several ways of dealing with this problem. Sowell recommends challenging the claims of the Anointed with empirical evidence, encouraging open debate, and exposing the flaws in their reasoning. This works well in a group setting. In essence, I try to persuade the group to support me, not the problem individual. This approach makes use one of Robert Caldinni’s 6 Principles of Persuasion: consensus or social proof, the tendency for people to want to conform to the norms of a social group.
The same colleague that introduced me to Sowell’s book also taught me a question that has served me well over the years, “At what level do you want this resolved?” Asked in a non-threatening way, this is the equivalent of the phrase my daughter uses when she’s busy wrapping me around here little finger, “How can I help you help me?” It recognizes the fact that the person you’re dealing with may not have the authority to grant your request. As a consultant this is referred to as identifying the economic buyer, the person who can sign the contract. Doing so allows you to bypass gate keepers that just waste your time. Sometimes it has been as simple as calling an individual’s next-line supervisor. On rare occasions, I have gone directly to department heads or company Chief Executive Officers.
I should point out that for this technique to work you need to have established your reputation with your senior executive or chief elected official. You need the ability to escalate if necessary. You will probably never need to use this level of intervention but it’s important that the person you’re trying to persuade knows it is an option.
One last thought – if you engage in a confrontation with one of the Anointed, you cannot, under any circumstances, back down unless conditions change. If you do, your credibility will be destroyed. Once lost, it is incredibly difficult to regain.