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Know Your Because in 2021 with Gerry O'Brion
This episode was originally recorded for the "Digital Enterprise Society Podcast".  It is an interview with Gerry O'Brion from What Big Brands Know.  Gerry is a friend of Thom Singer's and and expert in marketing strategy for companies of all sizes.     How can you influence people to say yes? Regardless of your professional position, you are in a position of influence.  Every day you are faced with opportunities to influence others, whether it’s your boss, your coworkers, or your customers.  In today’s episode Thom Singer is joined by marketing consultant Gerry O’Brion to talk about how to effectively influence others.  Gerry shares the four questions about your audience that you need answers to, and he offers the single most critical thing you need to do to effectively influence others (and it doesn’t start with finding your why).    On today’s podcast, you will learn about: Influencing people to say yes Regardless of your position, you are in the position to influence others.  Effective influence techniques can be applied to any situation.  A strong framework of influence can effectively change the decisions people make.  Four questions to ask about your audience Who are you influencing? Not everyone can be influenced in the same way, so your approach will have to change accordingly.  What insights do you have about your audience? And what do they want more or less of, hope for, and fear?  What is the outcome that you are going to cause? You need to have proof that you will deliver what you say you can deliver. What is your because? Your because is the logical proof that the decision is a good one.  How to best frame your influence  Clearly identify what’s in it for them.   Find actual metrics that prove the results that come when you put your promise to work.  People want to be able to prove to others that they made a good choice — give them the evidence they need to say yes.  Don’t focus only on the outcome, support it with rational, logical reasons that support the decision.  How to identify the because People may understand your why, but when they understand your because, you will really be able to have an effective influence on them. Understand the problems that leaders are trying to solve.  Frame your solutions in terms of what they are thinking about, not what you are thinking about.  Use the insights into their mindset to answer their concerns and solve their problems. About Gerry O'Brion   Gerry O’Brion is a marketing keynote speaker and author who translates big brand strategies into knowledge that any business can use to win in the marketplace. Gerry’s presentations drive growth with companies of all sizes from small businesses to billion dollar brands. Gerry built his career growing big brands and distills that experience into creating strategies and real ideas that are actionable immediately.   After earning his MBA at the University of Michigan, he worked with Procter & Gamble on brands such as Crisco, Tide, Mr. Clean, and Spic & Span. Next, at Coors Brewing Company he managed Coors Light, a $2 billion business. He was then VP of Marketing for the $1.5 billion Quiznos restaurant chain. Gerry was most recently VP of Marketing for Red Robin Gourmet Burgers, a $1 billon brand.   Gerry works to first understand your unique goals and challenges, and then to deliver a presentation that delivers maximum impact for every dollar you invest.   https://thomsinger.com/podcast/know-your-because  
Making Waves at C-Level
http://www.thomsinger.com/podcast
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