The SPECIES model: the keys to persuasion

Training Theme 

This training presents the SPECIES model which identifies the 7 main motivational levers: Security, Pride, Economy, Comfort, Innovation, Environment and Sympathy. It explores the differences between conviction, persuasion and manipulation, and provides practical tips for ethical and effective communication. Through educational videos and interactive exercises, participants learn to identify the needs of their interlocutors and adapt their communication accordingly. The training emphasizes the importance of a respectful and balanced approach, favouring active listening and mutual understanding rather than manipulation.

Training Objectives 

In this course, you will learn how to:

• Listen and ask intelligently to understand motivational drivers.
• Understand the difference between conviction, persuasion, and manipulation.
• Reassure individuals who value security.
• Boost the self-esteem of those sensitive to pride.
• Interest profiles who are curious and sensitive to modernism, with new products or innovative currents of thought.
• Reduce effort and save time for those who prioritize comfort.
• Highlight value for money and benefits on services and products for money-sensitive people.
• Stimulate positive emotions in customers to encourage them to buy through sympathy.
• Promote your actions towards the environment and ecology to those who are passionate about them.

Target Audience 

Anyone wishing to gain buy-in by adapting to the needs of their interlocutor.

Means and Methods 

• E-learning Modules: Consisting of text, videos, interactive content, and quizzes designed to help you achieve the defined learning outcomes.
• Additional resources: Downloadable documents such as the coaching memo sheet (PDF).

Training Content 

This module contains 4 parts:

DISCOVER

• Identify your personal challenges and motivations for change.

SHAKING UP

• Storytelling: Video ""How to get an innovation adopted"", 2'31
  • An exploration of the law of diffusion of innovation and the importance of sharing visions and values
• The differences between convincing, persuading and manipulating

LEARN

• Expert video: Convincing with the SPECIES model, 13'41
  • Discovery of the 7 levers of motivation (Security, Pride, Economy, Comfort, Innovation, Environment and Sympathy)
• Quizzes and TRUE/FALSE on the SONCASE model

ANCHOR

• The 5 tips of ""ethical"" conviction:
  • Understanding your audience
  • Prepare
  • Be clear and concise
  • Listening to and respecting opinions
  • Use stories and examples
• Use concrete examples to define your own commitment to change.

ADDITIONAL RESOURCES

• Downloadable documents:
  • Coaching memo sheet (PDF)
• Bonus: TED or Youtube video(s)"