Last week I had the privilege of attending the 2018 Learning Conference put on by Elliott Masie in Orlando, Florida. It was actually my third time attending and second as a breakout session presenter. If you’re in the learning field I encourage you to attend! The conference typically hosts 1700-1800 people from around the world, offers hundreds of breakout sessions and features keynote presenters like John Lithgow, Leslie Odom, Jr., Dan Pink, Anderson Cooper, Laura Bush and Michell Obama.
The lens I view much of life through is the psychology of persuasion – how can we ethically move people to action. I view learning through that same lens because learning is about more than sharing information. Learning is about getting people to take in new information then act on it.
This is where persuasion comes in. The conference presenters were bright people who’ve done well in their careers and work for reputable companies. Unfortunately, many missed opportunities to use persuasion and pre-suasion to make for better learning experiences. I’ll share a few examples.
Pre-suasion Engages Audiences
In a storytelling session the presenter asked for a volunteer to share with the larger group. There were no takers so she asked, “Don’t we have any brave souls?” Eventually a hand went up. If she had understood a little about pre-suasion, how to arrange for an audience to be receptive to a message before delivering it, she would have approached the situation differently.
A better approach would have been to ask if there were any brave or adventurous people in the audience. That non-threatening question undoubtedly would have seen many hands go high into the air. Then it would have been easy to get a volunteer simply by asking, “Would one of you brave or adventurous souls be willing to share…” Once people had self-identified as brave or adventurous it would have been easy to tap into the principle of persuasion known as consistency to get volunteers.
It’s Common Sense
After one session on behavioral economics someone seated at a table with me and a handful of others remarked, “This is really just common sense.” I’ve heard that too many times to let it go so I chimed in that while it may appear to be common sense most people fail to use that common sense.
The example I shared with the small group was how people instinctively know more people will take action to avoid a loss versus gaining something. Despite that understanding people still go back to what they’ve always done – point out all the positives when trying to get someone to buy their product or service – rather than highlighting what someone may lose by not acting.
Application, Application, Application
In real estate there’s a saying that selling a property is all about location, location, location. In learning we could say it’s all about application, application, application. You cannot assume your learners will make the connection about what’s being taught and how it applies to them or their business.
Having taught influence for more than a decade the #1 piece of feedback I get is to give more examples. Learners never seem to get enough. Help them connect the dots and they’re far more likely to put into practice what they’ve just learned.
Your Next Learning Event
As you plan your next learning event give thought to these three things:
- What you will ask people to do? Once you know this ask yourself what frame of mind you want people in. Then do whatever is necessary to put as many people in that frame of mind as possible. This may be through written text, questions, visuals or some other method.
- To help avoid, “I already know this” or “This is just common sense,” address it up front with a good example or two. This might be what’s needed to change people’s thinking and have them focused on your message.
- Finally, for every major point you share give clear, concise application. Whatever you share might be interesting but the rubber meets the road when people understand how to use it in ways that will help them professionally and/or personally.
Do these three things and your audience will be in the right frame of mind to learn and take that learning home with them in ways that will make a difference.
Brian Ahearn, CMCT®, is the Chief Influence Officer at Influence PEOPLE, LLC. His Lynda.com/LinkedIn Learning course, Persuasive Selling, has been viewed nearly 150,000 times! The course teaches you how to ethically engage the psychology of persuasion throughout the sales process. Not watched it yet? Click here to see what you’ve been missing.