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Factor III: People
Cluster I: Influencing people
Competency 24: Persuades
24. Persuades

Using compelling arguments to gain the support and commitment of others.

Work gets done through relationships. Sometimes it can be hard to make things happen unless people
are persuaded to adapt their point of view and take action. Effective persuasion requires skillful delivery of
a message and adjusting to the audience. An emotional connection with others needs to be formed while
offering compelling, logical arguments, including data to support viewpoints. Persuasion requires
adhering firmly to ideas with strength of resolve, but also knowing when to yield to another’s point of view.
Sometimes tough-minded individuals need to be persuaded. Groups of people may need to be influenced
to think in a different way. One-to-one or one-to-many, persuading can be challenging. But handled
effectively, it may change a small part of a project or completely alter the strategic direction of an
organization. Whether you simply want to be more effective in your daily relationships through winning
hearts and minds, or you need to influence senior stakeholders’ decisions, there’s a great deal at stake.
Learn to be inspiring, motivating, and compelling.

“Let him who would be moved to convince others,
be first moved to convince himself.”

Thomas Carlyle – Scottish philosopher, writer, teacher, and historian

Persuades is in the People factor (III) in the Korn Ferry Leadership Architect™. It is part of
Cluster I, Influencing people, along with Communicates effectively (7), Drives engagement (16),
Organizational savvy (23), and Drives vision and purpose (37). You may find it helpful to also take
a look at some of the tips included in those chapters to supplement your learning.

Skilled
Positions views and arguments appropriately to win support.

Convinces others to take action.
Negotiates skillfully in tough situations.
Wins concessions without damaging relationships.

Responds effectively to the reactions and positions of others.
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