The value of the briefing is not communication and persuasion, but Buddhism consensus
[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgG3z7Ze_2hgHEABE20bnmmsSgHdBfdj2YUO3ri9KCQGfXvGItlOSvHJPLfMUQrqiO-3jLHsLVwh hTDY9W_9pMapfDZCY8QZP2tG7xNxY160IfCu_gccAObLgXzzBA89oE-oYQFLf8QLNKS/s 1600/%25E4%25BD%2588%25E9%2581%2594%25E5%2585%25B1%25E8%25AD%2598.jpg)
[This article](https://medium.com/@duncun0526/%E7%B0%A1%E5%A0%B1%E4%B8%A6%E9%9D%9E%E6%BA%9D%E9%80%9A%E8 %AA%AA%E6%9C%8D-%E8%80%8C%E6%98%AF%E4%BD%88%E9%81%94%E5%85%B1%E8%AD%98-%E6%88%91%E8%81%BD%E4% BA%86%E4%B8%80%E5%A0%B4%E8%B6%85%E8%B6%8A%E7%B0%A1%E5%A0%B1%E7%9A%84%E7%B0%A1%E5%A0%B1%E8%AC% 9B%E5%BA%A7-ffac22ed383e) The author Chen Changan (Duncun) has a lot of questions and is always an explorer of knowledge. I love advertising and presentations, and am working hard to send myself to the 4A battlefield, eager to fight with customers and consumers. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
The first session of “Business Briefing Series Symposium” was held on the evening of February 1st, hosted by teachers [Han Mingwen] (https://www.pook.com.tw/) and [Sun Zhihua] (https://pptlab.blogspot.tw/). The theme was “Simplifying Complexity”. Since we talked about “reducing complexity into simplicity,” of course we talked about a lot of techniques for simplifying information, but during the QA exchange time, the two teachers brought up an issue that went beyond the scope of presentations: persuading your briefing recipients before the briefing meeting.
Teacher Sun Zhihua even pointed out: “The briefing is not about communication and persuasion, but about reaching consensus.”
At first glance, this sounds very different from what I am used to knowing about briefings. If the process of communication and persuasion does not occur in the briefing meeting, at which stage should it occur?
Preliminary homework is communication and persuasion
Looking back on my past experience, I discovered that the preparatory work before the briefing meeting is actually the key to communication and persuasion.
My job is to plan radio advertisements. Before a certain proposal, in order to propose a plan that was different from the past, I wrote: “The customer provides a gift worth XX yuan, and the host invites the audience to call-in and interact during the live show, and then wins the favor of the customer by giving gifts.” I thought it was a good idea, but I didn’t expect that it would be questioned as soon as it was presented to the supervisor.
The supervisor asked me: “Have you ever asked whether the radio station can cooperate with this kind of activity?”
I was speechless and could only propose again. Later, I communicated with the radio station to confirm the promotion method they could cooperate with, and then re-formulated the proposal according to the customer’s needs. Instead, the customer representative went on the live program to accept call-in questions from the audience. In the end, the customer agreed to implement it, and everyone was happy.
Looking back now, I realize that the order of communication at that time was wrong. I thought that as long as the customer was convinced, the radio station wouldn’t have much problem in implementation. But in fact, the station’s work is very complicated. It has to take care of program quality, arrange advertisements, and be careful not to make mistakes in advertisements to avoid being fined by the NCC.
With so much work, it is true that we may not be able to meet the various needs. If I convince the client first, but in the end find that the radio station cannot cooperate with the execution, it will inevitably cause the client to question our professionalism, and the cooperation will of course be broken. Therefore, communicate with the radio station first to determine the executable plan, then convince the customer, and the success rate will naturally increase.
Communication and persuasion are placed before the meeting, and the briefing meeting is just a discussion
At the symposium, two teachers also raised the same point of view.
Teacher Sun Zhihua asked everyone: “There are many people attending the meeting, who are you mainly trying to persuade?”
Different types of proposals naturally require different audiences. For example: for implementation-oriented proposals, general managers must be convinced, but the feasibility must be communicated with executives first; for large-scale proposals, general managers must be convinced, but the backend must be communicated with the technical department first to see if the backend can support it? Of course, the common point is communication in advance.
Teacher Han Mingwen also pointed out that this is the second level [key point] of the presentation (https://www.pook.com.tw/presentation-lesson14). The primary focus is to assist decision-makers in making decisions.
I recently read “Son Masayoshi’s Once-OK Internal Presentation Technique”, which also mentioned similar views (see Lesson9, Lesson28 for details).
The above three points are all about: before the briefing meeting, first communicate the feasibility of the plan with relevant personnel, that is, first obtain a consensus. The formal briefing meeting is to present the results to decision makers, focusing on how the plan will be profitable.
Different communication sequences produce different results
When I first started learning presentations, all the information pointed to “briefings are a tool for communication” and “the purpose of presentations is to assist decision-making”, so it was natural to focus on persuading decision-makers.
However, in practice, facing the decision-maker is actually the final result. There is a continuous communication process in front of it, such as suppliers, administrative units, business execution units and logistics management…etc., these are all objects that need to be communicated with. As long as one link is not grasped well, it will affect the success or failure of the final proposal.
So the next time you have a chance to think about how to convince a decision-maker, think about how to convince the people who will make the difference between success and failure. As long as we adjust the communication sequence, different results will be produced. This is not complicated at all. You will know after trying it!
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