We all have to persuade others all the time. From a stubborn toddler to a potential client.

Studies confirm that people are more likely to be persuaded by people who are like them as well as people that they like.

Studies also show that people really do defer to experts.

In these days of ‘fake news’ is it any wonder…

This presents a potential limiting factor for you but also an opportunity.

The limiting factor is clearly the necessity to prove your credentials – if you are looking to persuade a sceptic when you have little credibility then beware.

The opportunity though is potentially very big.

By recognising that people are more likely to be persuaded by an expert you can begin to prepare for your meeting, pitch, speech, presentation or sales call.

Your credentials, always framed in a way that is relevant to the sceptic you are looking to persuade, can become part of your script, key messages or pitch.

Never assume that it’s self-evident but remember also that reiteration is always a good thing too.

Have you worked in their industry for 15 years so can help them avoid the mistakes you made in the past?

Have you a relevant qualification that helps underline why your opinion matters?

Have you helped presidents, prime ministers, CEOs as well as people just like them for nearly 20 years which is why they will trust your advice?

Put yourself in their shoes and ask, “why should I listen to them?”

Then, before you attempt to exert influence, persuade and motivate the action you would like you can first establish your own expertise.