After credibility and empathy, Persuasion is last.

After the audience and client believe you know enough to help them, and that you also care enough to help them with their problems, you have to persuade them to take action.

For each point you want to make, have at least one convincing element. This is a data point or set, a story, a testimonial, or example; whatever proof source makes sense that will show why your key point is important. Don't just say it - prove, illustrate or explain it. Make the connections between what you are advocating and your client's problem. To see your value, don't make them work any harder than they have to.

When choosing proof sources, unless you are dealing with a single person you know well, mix them up. More likely, your audience will be made up of different people who look for different kinds of proof.

Some people like facts and figures. Have some ready.

Some people like testimonials, analogies, success stories about others who have used your product or service. Have these ready too.

This way, everyone listening will have something to hang their hat on that makes your persuasive argument.

Finally, ask them to do something. Buy your product, agree to a next meeting, and make a recommendation . Give a direction that will bring them closer to solving their problem. It is good also if they disagree. You can discover what next step they want to make.

The three steps in persuasion are creating credibility, demonstrating empathy and being persuasive