Learn how to build influence and master persuasion at work, with insights on tactics for success, overcoming stereotypes in male-dominated fields, balancing competence and warmth with clients, and navigating successful meetings through coalition building and tailored presentations.

We all need to be persuasive. Maybe you’re trying to get clients to buy into your idea, trust your expertise, or sign on with your company. Or perhaps you want to convince colleagues to start a new initiative, or kill one you think is doomed to fail. Which persuasion tactics are most effective? How do you know if someone is starting to be swayed by your reasoning and what else might you try to win their full support? If you’ve failed to persuade but still believe in the cause, what’s the strategic way to try again? An expert on influence at work answers these questions and more. We’re joined by a woman working in construction who shares her successful and unsuccessful attempts to persuade others and we highlight key principles and techniques that we can all use. Guests: Raven Hoffman is a senior estimator for a tile and stone contractor. Vanessa Bohns is a professor of organizational behavior at Cornell University and the author of the book You Have More Influence Than You Think: How We Underestimate Our Power of Persuasion, and Why It Matters. Resources: “You’re Already More Persuasive Than You Think,” by Vanessa Bohns “A Checklist for More Persuasive Presentations,” by Dorie Clark “To Get People to Change, Make Change Easy,” by Tania Luna and Jordan Cohen “How to Persuade People to Change Their Behavior,” by Jonah Berger “The Art of Persuasion Hasn’t Changed in 2,000 Years,” by Carmine Gallo Sign up for the Women at Work newsletter. Email us: womenatwork@hbr.org