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Programme sheet
The SPECIES Model: The Keys to Persuasion
Communication & FeedbackConfidence & Self-AwarenessAll employees≈ 25 min
Key skill: Negotiation
Summary
Persuade without manipulating: identify the seven levers that motivate someone — security, pride, economy, comfort, innovation, environment, sympathy — to present an offer or idea around what truly matters to them.
Target audience
Anyone looking to win buy-in by adapting to the needs of the person in front of them
Learning objectives
- Listen and question skilfully to understand what motivates people.
- Understand the difference between conviction, persuasion and manipulation.
- Reassure people who place a high value on security.
- Speak to the self-esteem of people driven by pride.
Module outline
- StorytellingAn exploration of the diffusion of innovations theory and the importance of sharing a vision and values
- ArticlesThe differences between convincing, persuading and manipulating · The 5 tips for “ethical” persuasion
- Expert videoDiscovering the 7 motivation levers (Security, Pride, Economy, Comfort, Innovation, Environment, Sympathy)
- AnchoringA quiz and True/False questions to dig deeper into the topic and anchor what you've learned
- Memo cardA downloadable coaching memo card: the key points from the expert video
- CommitmentConcrete examples to help you define your own commitment
- BonusA selection of videos to go further (TED, YouTube)
Models & methods
The SPECIES model (seven motivation levers); the distinction between convincing, persuading and manipulating; five tips for ethical persuasion.
Research-based
A quote from Aristotle; 36% of online shoppers factor in price; the diffusion of innovations theory; Simon Sinek's TED talk (TiVo, Martin Luther King).