enTREAT With Persuasion: A Strategic Approach to Build Influence
Persuasion is both an art and a science. Whether negotiating a deal, aligning stakeholders, or inspiring action, the ability to make change happen effectively hinges on trust, empathy, and strategic communication. Drawing inspiration from classics like The Art of Persuasion (Bob Burg) and Getting to Yes (William Ury & Roger Fisher), CREATE Strategy developed the “enTREAT With Persuasion” framework—a five-step approach designed to foster collaboration, overcome resistance, and drive meaningful outcomes.
1. Trust: The Foundation of Influence
Before any persuasion can begin, trust must be established. People are more receptive when they know you, and believe you genuinely understand their needs. This starts with building rapport and active listening—not just hearing words but absorbing intent, concerns, and motivations. By fostering authentic relationships and demonstrating credibility, you create a foundation where influence can thrive. Without trust, even the most logical arguments fall flat.
2. Reflect: Validate to Build Connection
Once trust is established, the next step is reflective listening. Paraphrasing what you’ve heard (e.g., “What I heard you say is…”) confirms understanding and reassures the other party has been heard. This step is crucial because people resist persuasion when they feel misunderstood. By mirroring their perspective, you signal respect and open the door to deeper dialogue.
3. Empathy: Find Common Ground
Persuasion isn’t about winning—it’s about aligning interests to a common goal. If you want someone to be interested in your viewpoint, you must first connect with their viewpoint emotionally. Share relatable experiences or analogies that resonate with their situation you heard in the first two steps. For example: “I’ve faced a similar challenge when… and here’s how we navigated it.” This builds rapport and makes your position feel less like an imposition and more like a shared solution.
4. Address: Use Data and Questions
Now it’s time to bridge the gap between their current stance and your desired outcome. In this step you can use data, testimonials and case studies to substantiate your position and reinforce credibility. We also recommend reframing the conversation with “What if…” scenarios using that data. For instance:
“What if we could achieve X without sacrificing Y?”
“Imagine the impact if we approached this differently…”
“Have you ever tried doing Y to mitigate your issue when doing X?”
This shifts the discussion from confrontation to collaboration, making your proposal feel like a natural next step rather than a demand. Start a discussion! Ask, “Tell me more about…?,” or other questions, to guide people toward the same conclusions you have come to already, but in their own time and way.
Your goal is to remove any remaining concerns proactively, instead of waiting for objections to arise later.
5. Trigger: The Emotionally Compelling Close
The final step is where persuasion culminates into action. A strong close combines logic and emotion, leaving no ambiguity about the next steps. End with a clear, emotionally engaging call to action that compells, such as:
“If we act now, we can avoid Z and secure this opportunity.”
“Are you ready to take this first step together towards [goal] by doing X?”
The enTREAT with Persuasion framework isn’t about manipulation—it’s about building bridges to make collaborative change.
By prioritizing trust, reflection, empathy, and strategic reframing, you create an environment where others willingly align to a shared vision. Whether in negotiations, leadership, or everyday conversations, this method transforms resistance into cooperation and ideas into action.
Ready to put it into practice? Start a conversation with a stakeholder today—listen deeply, reflect genuinely, and guide the discussion toward a mutually beneficial outcome. Persuasion, after all, is most powerful when it feels like partnership.
Partner with CREATE Strategy for seamless change management conversations that unlock your team and organization’s full potential. Follow us on LinkedIn, Instagram or contact us for a free consultation.