Persuasion is communication that leads someone to accept an idea or take an action willingly. The other person is convinced rather than forced.

What are ethos, pathos and logos?

Ethos, pathos and logos are Aristotle's three means of persuasion. Ethos appeals to the speaker's credibility, pathos to emotion and logos to logic and evidence.

How can a consultant use logos when presenting to a client's board?

The consultant builds a logical case from evidence, such as cost savings, benchmarks and forecasts. Clear figures let the board see why the recommendation makes sense.

How does a consultant build ethos with a new client?

A consultant builds credibility through relevant expertise, professional qualifications and results for similar clients. Case studies and testimonials show the client that the advice is reliable.

When is an appeal to pathos appropriate in a business presentation?

Pathos suits a change that affects people, such as a restructure designed to protect jobs. An emotional appeal must rest on honest facts or it becomes manipulation.

CCEA AS-Level Professional Business Services 3210

The Business Environment

Topic overview Primary, secondary, tertiary and quaternary production Private, public and voluntary sector objectives Sole traders and partnerships Private and public limited companies Stakeholder interests and conflicts Factors of production

The Professional Business Services Sector

Topic overview The nature of professional business services The range of consultancy services Tangible goods and intangible services Local, national and global firms Why businesses use consultancy services

The Consultancy Process

Topic overview The consultancy process and the entry phase The diagnosis phase The action planning phase Implementation and termination phases

Understanding the Client's Market

Topic overview Market size, market share and market growth Reasons for market research and using its findings Primary market research methods Secondary market research and choosing a method Sampling methods in market research Market segmentation

Client Relationships

Topic overview Why client relationships matter Communication, personal contact and client needs Business culture and professionalism Trust, ethical behaviour, intellect and ideas

Business Ethics

Topic overview Fairness, integrity and freedom from bias Trust, confidentiality, transparency and openness The benefits of an ethical code

Persuading, Negotiating and Influencing

Topic overview Persuasion techniques for consultants Negotiation stages and strategies Influencing clients and stakeholders

Business Planning and Risk Management

Topic overview Strategic planning and cost–benefit analysis SWOT and PESTEL analysis in strategic planning The Ansoff matrix and the Boston matrix Assessing and managing business risk

Government Regulation

Topic overview The purpose of business regulation Regulators and compliance in Northern Ireland Codes of conduct versus external regulation

Organisational Structure and Culture

Topic overview Human resources and effective HR management Tall, flat, centralised and decentralised structures Roles, chain of command, span of control and delayering Changing and comparing organisational structures Culture, Schein's model and the McKinsey 7S framework

Recruitment and Selection

Topic overview Internal and external recruitment methods Job descriptions and person specifications Interviews and psychometric testing Competency profiling, situational judgement tests and EI questionnaires Contracts of employment and effective recruitment

Learning and Development

Topic overview Why learning and development matters to a business Induction, on-the-job, off-the-job training and CPD Outcomes of learning and development

Employee Well-Being and Motivation

Topic overview What employee well-being is and why employers value it Methods of supporting employee well-being Causes of low workplace well-being Maslow and Taylor on motivation Herzberg and Mayo on motivation Financial and non-financial methods of motivation

Managing Conflict

Topic overview Functional and dysfunctional conflict Causes of conflict at work Effects of conflict on performance, motivation and behaviour Improving employer–employee relations

Business Research Methods

Topic overview Research aims, objectives and literature searches Questionnaires, interviews and designing research tools Sampling, reliability, validity and research ethics Presenting, analysing and evaluating research findings

Sources of Finance

Topic overview Financial decision making in a client business Internal sources of finance Loans, overdrafts and share issues Leasing, hire purchase and trade credit Choosing the right source of finance

Cash Flow

Topic overview Types of budget and why firms set them Adverse and favourable variances Cash flow, profit and why firms forecast Constructing and analysing a cash flow forecast

Financial Statements

Topic overview Revenue, cost of sales and gross profit Expenses and net profit Assets on the statement of financial position Equity and liabilities

Ratio Analysis

Topic overview Profit margins and return on capital employed The current ratio, liquidity and gearing Trade receivables and trade payables days Earnings per share and return on equity Using and evaluating ratio analysis

Investment Appraisal and Financial Decisions

Topic overview The payback method Net present value and discounting Average rate of return and choosing a method Appraising an investment for a client Using financial data for growth and staffing decisions

Persuading, Negotiating and Influencing

3 subtopics
9 things to know
AS 1

What Persuading, Negotiating and Influencing covers

Persuading, Negotiating and Influencing is examined in Unit AS 1, Introduction to Professional Business Services. It covers persuasion techniques for consultants, negotiation stages and strategies and influencing clients and stakeholders.

Where it is assessed

AS 1

Introduction to Professional Business Services — a written examination.

Check the CCEA specification ↗

The 3 subtopics

Each one has its own page. CCEA AS Professional Business Services students sit this topic in the first year.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Evaluation

Evaluate the importance of persuasion skills to a professional business services consultant.

Key term

Give three situations in which a consultant negotiates.

Key term

Analyse the risks of a consultancy cutting its fee sharply to win a negotiation with a large client.

Key term

A consultant must win over a Belfast law firm's partners to a new case management system. Analyse how persuasion and negotiation could be combined.

Key term

Analyse how an HR consultancy could influence a client's managers to adopt a new absence policy.

Evaluation

Evaluate whether negotiation or persuasion is more useful to a consultant agreeing a fee with a new client.

Key term

Define persuasion.

Key term

Why must a consultant be able to persuade a client?

Key term

Define negotiation.

Take Persuading, Negotiating and Influencing further

The same content, four other ways.

Commonly confused

Pairs that lose marks when they are blurred together.

Persuasion vs Manipulation
Persuasion: winning agreement honestly with evidence while leaving the other person free to choose. Manipulation: securing agreement through deception or pressure that serves one side only.
Position vs Interest
Position: what a negotiating party openly says it wants. Interest: the underlying need that drives what a party demands.
BATNA vs Zone of possible agreement
BATNA: the best fallback a party has if no deal is reached. Zone of possible agreement: the range of outcomes acceptable to both sides at once.

Questions from this topic

Each one with the model answer underneath.

1
Define persuasion.
Model answer
Persuasion is communication that leads someone to accept an idea or take an action willingly. The other person is convinced rather than forced.
2
Why must a consultant be able to persuade a client?
Model answer
A consultant has no authority to make a client act on its advice. Recommendations only create value if the client is persuaded to implement them.
3
What are ethos, pathos and logos?
Model answer
Ethos, pathos and logos are Aristotle's three means of persuasion. Ethos appeals to the speaker's credibility, pathos to emotion and logos to logic and evidence.
4
How can a consultant use logos when presenting to a client's board?
Model answer
The consultant builds a logical case from evidence, such as cost savings, benchmarks and forecasts. Clear figures let the board see why the recommendation makes sense.
5
How does a consultant build ethos with a new client?
Model answer
A consultant builds credibility through relevant expertise, professional qualifications and results for similar clients. Case studies and testimonials show the client that the advice is reliable.
6
When is an appeal to pathos appropriate in a business presentation?
Model answer
Pathos suits a change that affects people, such as a restructure designed to protect jobs. An emotional appeal must rest on honest facts or it becomes manipulation.

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The Business Environment

The Professional Business Services Sector

The Consultancy Process

Understanding the Client's Market

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A payback is usually preferred.

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AA firm might move its staff to a new office.

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Equity means the owner's investment in the business.

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Persuading, Negotiating and Influencing revision questions

Is Persuading, Negotiating and Influencing examined at AS in CCEA Professional Business Services?: Yes. It sits in AS 1, which you take in the first year, so it is on the AS paper as well as counting towards the full A level.
What does Persuading, Negotiating and Influencing cover in CCEA AS-Level Professional Business Services?: 3 subtopics: persuasion techniques for consultants, negotiation stages and strategies and influencing clients and stakeholders. Each one has its own page with questions and model answers.
How is Persuading, Negotiating and Influencing organised?: By the CCEA 3210 specification, subtopic by subtopic, so it matches the order you are taught it in.

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