When you're operating outside clear reporting lines—working with peer managers, cross-functional teams, or stakeholders who don't report to you—your success depends entirely on your ability to persuade. You can't simply direct or mandate; you must influence.

Jay Conger's research in the HBR Guide to Managing Up and Across reveals that effective persuasion isn't manipulation or aggressive selling—it's a learning and negotiating process that leads colleagues to a shared solution. These insights show that master persuaders follow a predictable four-step process: establishing credibility, framing goals on common ground, reinforcing positions vividly, and connecting emotionally with their audience.

Credibility forms the foundation of all persuasion because people must trust both your competence and your character before they'll seriously consider your ideas.

There are two distinct sources of credibility that effective persuaders cultivate:

• Expertise: Our expertise grows from your knowledge, track record, and demonstrated judgment in relevant areas. You can build expertise by learning more through formal and informal education, hiring recognized outside experts, or launching pilot projects
• Relationships: Your relationship credibility comes from the trust you've built through past interactions and your reputation for working in others' best interests. You can build relationships by meeting one-on-one with key people or involving like-minded coworkers who have good support with your audience

The most effective persuaders understand that credibility isn't static—it must be actively maintained and can be quickly lost. A single broken promise, a project failure you don't take responsibility for, or being caught unprepared in a crucial meeting can damage credibility that took years to build. That's why master persuaders constantly invest in both expertise and relationships, knowing that credibility is the currency that makes all other influence possible.

Once you've established credibility, the next crucial step is framing your goals in ways that resonate with your audience's interests and priorities. Effective persuaders don't just present their own goals—they actively search for common ground and describe tangible benefits that matter to their specific audience.

The key to framing goals effectively is thorough preparation and genuine listening. Before any persuasion attempt, research your audience's current priorities, pressures, and pain points. What keeps them up at night? What metrics are they evaluated on? What would make them look good to their own bosses? Then examine your proposal through their lens, identifying specific benefits that address their needs.

Sometimes finding common ground requires modifying your original position, and effective persuaders embrace this flexibility rather than seeing it as defeat. If your analysis reveals no natural overlap between your goals and your audience's interests, you have two choices: adjust your proposal to create mutual benefit, or reconsider whether this is the right audience or the right time. This flexibility isn't weakness—it's strategic adaptation that increases your chances of success.

Here’s how framing goals on common ground with tangible benefits might sound in a real conversation:

• Natalie: Hi Dan, I know your team is already stretched thin with the recent uptick in support tickets. I wanted to talk about the new self-service feature we’re considering for the app.
• Dan: Honestly, I’m worried about adding anything new right now. My team is already working overtime.
• Natalie: I completely understand. That’s actually why I think this feature could help. Our data shows that 30% of your team’s tickets are about password resets. The new feature would let users reset passwords themselves, which could reduce your team’s workload by about 20%.
• Dan: That would definitely help, but I’m concerned about the training time.
• Natalie: Good point. We can schedule the rollout after your busy season and provide short, on-demand training modules so your team can learn at their own pace. Would that make it more manageable?
• Dan: That sounds much better. If it really cuts down on tickets, it’s worth considering.

In this dialogue, Natalie listens to Dan’s concerns, frames the proposal in terms of tangible benefits and adapts the plan to address training concerns. By focusing on common ground and real advantages for the other party, the conversation moves toward a mutually beneficial solution.

Ordinary evidence only goes so far—facts and figures alone rarely inspire action. To make your case truly compelling:

• Make numerical data more compelling with examples, stories, and metaphors that have an emotional impact: Instead of just sharing statistics, bring them to life with real-world examples, short stories, or vivid metaphors that help your audience visualize the impact. This makes your message memorable and relatable.

• Drive home the importance of your position with excitement about a larger purpose: Connect your proposal to a bigger mission or shared value. Show how your idea supports the organization’s goals or addresses something your audience cares deeply about. Genuine enthusiasm for this larger purpose can be contagious and motivating.

By combining clear evidence with inspiration and a sense of purpose, you make your position not just understood, but felt—and far more likely to win support.

Even the most logical business decisions are influenced by how people feel about the presenter, the proposal, and the way information is delivered. Master persuaders understand that emotional connection doesn't mean being manipulative or overly dramatic. Here are some key techniques:

• Match your audience's emotional tone. This requires careful observation and flexibility. If you're presenting to a group of analytical engineers who value precision and restraint, an overly enthusiastic, sales-like presentation will create skepticism rather than buy-in. Conversely, if you're trying to rally a sales team around a new initiative, a dry, data-heavy presentation might fail to generate the energy and commitment you need.

• Test emotional reactions and adjusting accordingly. This is crucial for maintaining connection throughout the persuasion process. Watch for nonverbal cues: Are people leaning in or pulling back? Are they making eye contact or looking at their phones? Are they asking engaged questions or raising defensive objections? Master persuaders constantly adjust their emotional tone based on these signals, perhaps shifting from passionate advocacy to collaborative problem-solving when they sense resistance, or injecting energy and urgency when they detect apathy.

Now you're ready to put these powerful persuasion techniques into practice. In your upcoming practices, you'll face skeptical stakeholders, resistant colleagues, and challenging situations. These realistic scenarios will help you master the necessary art of persuasion that's essential for managing across your organization.