Practical analysis for investment professionals
07 December 2012

Career Conversations: Persuasion (Podcast)

Seasoned sales and communication coach Paul Donehue discusses the communication skill of persuasion in an interview with Julia VanDeren, career services representative at CFA Institute. Donehue argues that persuasion is much more powerful (and effective) than a command approach.

Listen to this podcast to gain a better understanding of:

  • What makes persuasion different from other types of communication efforts.
  • The steps can you take to make sure good communication happens.
  • The WIIFM (What’s in it for me?) and WIIFT (What’s in it for them?) principles of communication.
  • The most common mistakes people make when trying to persuade others, and how to avoid them.

Donehue has also led training programs on “The Anatomy of Persuasion” at a number of CFA Institute member society and career events. CFA Institute members can access this presentation from our Career Resources Library (login required).

Please note that the content of this site should not be construed as investment advice, nor do the opinions expressed necessarily reflect the views of CFA Institute.

About the Author(s)
Heather Packard

Heather Packard is the director of product development at CFA Institute and serves as the subject matter expert in leadership, management, and communication skills (LMCS). Previously, she was the managing partner at Trilogy Corporation of Virginia, where she was responsible for developing and cultivating a regional territory for telecommunications and network integration sales. Packard also served as the coordinator of collections for the Science and Engineering Libraries at the University of Virginia. She holds an BA in English and Spanish Literature from the University of Tennessee, Knoxville, and an MA in Spanish Literature from the University of Virginia. Topical Expertise: Leadership, Management, and Communication Skills

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