The 5-Step Persuasion Playbook: Close Deals and Win Cases
What if I told you persuasion isn’t magic—it’s method? Whether you’re closing a deal, swaying a jury, or convincing your skeptical teenager, the art of persuasion comes down to a simple, five-step process. Skip a step? You risk losing not just the argument, but the trust you’ve worked hard to build.
I learned this by watching someone else stumble—spectacularly. It was a high-stakes negotiation, with millions on the line. The other attorney stood confidently, ready to pitch their client’s solution. But here’s the catch: they skipped the groundwork. No setup, no framing of the problem. Just a straight shot to “Here’s what we’re offering.”
The room? Silent. Not the good kind of silence, where people are leaning in, eager for more. This was the awkward, disengaged silence of an audience that hadn’t been invited to care. The jury equivalent of scrolling on their phones if they could.
It wasn’t that their solution was bad. In fact, it might have been brilliant—but no one was emotionally or intellectually invested enough to see it. That’s when I realized persuasion isn’t about the brilliance of your answer; it’s about how you make people feel about the question.
That’s when it hit me: persuasion is a journey, not a sprint. It’s about guiding people, step by step, from doubt to belief. Here’s the playbook that’s been my north star ever since:
1/ Identify the Problem: Be clear. Be precise. If they don’t see the problem, your solution doesn’t matter.
2/ Stir the Waters: Highlight the stakes and agitate the situation. What’s the cost of doing nothing? Use a story, a stat, or a moment they’ll feel in their gut.
3/ Show the Fix: Keep it simple and tangible. No fluff, no fancy words.
4/ Make It Personal: Speak directly to your audience’s pain points. Solve their problem, not just a problem.
5/ Clear the Path with an Easy Call to Action: Make action effortless. Remove barriers. One step—one click—done.
How much time you spend on each step and how you deliver it should always depend on your audience and the context. Sometimes you’ll spend 15 minutes painting a vivid picture of the problem with storytelling, while other times, a 45-second metaphor will do the trick. Read the room, watch for cues, and adjust accordingly—persuasion is never one-size-fits-all.
Here’s the thing: persuasion isn’t about domination; it’s about connection. Don't take shortcuts. Instead, build trust working your way through the process step by step, like planks on a bridge, and people will cross willingly.
Oh, and one more tip—try feeding these steps into an AI tool for extra finesse. Let the tech refine the edges while you stay sharp as the closer.
Mitch Jackson | links