Persuasive Communication Skills

Secret for Tax Person to Influencing the CFO: Speak in Cash Impact, Not Regulations! As tax professionals, we often get caught up in quoting sections, clauses, and legal jargon. But when you're talking to the CFO, remember - cash flow speaks louder than compliance. CFOs think in numbers that impact business decisions. Instead of presenting tax issues as a regulatory challenge, frame them as a financial impact. Instead of “Non-compliance with TDS can lead to disallowance under Section 40(a)(ia).” Say “Missing TDS can hit our P&L by ₹X crore in disallowed expenses, increasing our effective tax rate.” Instead of “GST input credit restrictions under Rule 36(4).” Say “We risk losing ₹Y lakh in ITC, directly increasing operational costs and impacting margins.” Instead of “Customs duty changes under the new FTP.” Say “The increased duty rate will raise our import costs by ₹Z crore, affecting pricing strategy.” When tax teams align their messaging with business objectives, they shift from being compliance enforcers to strategic advisors. A CFO wants to know: a. How does this affect cash flow? b. Will it impact profitability? c. Can we optimize our tax position? What’s your approach to engaging finance leaders? Share your thoughts below! #TaxStrategy #CFOInsights #BusinessImpact #TaxandFinance

My team and I once tried to hand-wave our way past Jeff Bezos with a large headcount request. He asked one question, was disappointed by the answer, and dug deeper. After a weak answer to question two, it was game over. Jeff declared that he trusted NONE of our proposal and sent us back, telling us, "Break down your requests to no more than 2 or 3 heads, tops, per line item. Then explain exactly what these small buckets will do." Once we did this, he went through the request line by line, telling us what we could and could not have. Overall, it was probably the most brutal experience I had with him in my 15 years at Amazon. While some people will read this and feel it was micromanagement, he was entirely right. We thought we had a blank check, so we made a big, broad funding request. We learned very quickly that while Jeff supported our mission, he expected us to spend "his" money carefully. Most people think executive influence happens in the room, by talking slick or having the right alliances. While communication and connections are hugely important, most of your influence is built before the meeting starts. Getting executive buy-in comes from understanding your executives, anticipating their concerns, and structuring your message around what they value. Here are two quick specifics: 1. Preparation If you walk into a key stakeholder meeting without preparing, like I did, you’ve already lost. The first step in preparation is clarity: What are you trying to achieve, by when, and why now? Then, define exactly what you’re asking for: a decision, resources, or permission to move forward. Finally, decode the humans. What does each stakeholder care about? What do they fear? How do they make decisions? Build your case in their language and plan your approach with intention. 2. Focus on Facts Executives are moved by accurate, outcome-driven facts. Shortly after this disastrous headcount audit, I was asked to lead the global expansion of the Kindle Appstore. This required taking 55 engineers away from other executive leaders to staff our rush effort. Our team won support by anchoring on three facts: (1) Kindle’s success in the U.S. was undeniable (2) The holiday deadline couldn’t move (3) Leadership had already approved a one-year draft to make it happen. Those facts aligned perfectly with what executives valued most: growth, timing, and company priority. If you master these skills, you’ll earn trust and support from senior leaders. In large organizations, this translates to success in your projects and success in your career. I've written a much more in depth Newsletter that covers these skills and more: https://lnkd.in/geEBPazP When have you either fallen into hand-waving or had to call your team on it?

𝐖𝐡𝐲 𝐝𝐨 𝐬𝐨𝐦𝐞 𝐩𝐞𝐨𝐩𝐥𝐞 𝐠𝐞𝐭 𝐩𝐫𝐨𝐦𝐨𝐭𝐞𝐝 𝐟𝐚𝐬𝐭𝐞𝐫, 𝐡𝐞𝐚𝐫𝐝 𝐦𝐨𝐫𝐞 𝐨𝐟𝐭𝐞𝐧, 𝐚𝐧𝐝 𝐭𝐫𝐮𝐬𝐭𝐞𝐝 𝐦𝐨𝐫𝐞 𝐝𝐞𝐞𝐩𝐥𝐲? Of all the topics people ask me about, executive presence is near the top of the list. The challenge with executive presence is that it’s hard to define. It’s not a checklist you can tick off. It’s more like taste or intuition. Some people develop it early. Others build it over time. More often, it’s a lack of context, coaching, or exposure to what “good” looks like. Here’s what I’ve learned over the years, both from getting it wrong and from watching others get it right. 1. 𝐋𝐚𝐧𝐝 𝐲𝐨𝐮𝐫 𝐦𝐞𝐬𝐬𝐚𝐠𝐞 People early in their careers often feel the need to prove they know the details. But executive presence isn’t about detail. It’s about clarity. If your message would sound the same to a peer, your manager, and your CEO, you’re not tailoring it enough. Meet your audience where they are. 2. 𝐔𝐩𝐥𝐞𝐯𝐞𝐥 𝐭𝐡𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧 Executives care about outcomes, strategy, and alignment. One of my teammates once struggled with this. Brilliant at the work, but too deep in the weeds to communicate its impact. With coaching, she learned to reframe her updates, and her influence grew exponentially. 3. 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐭𝐡𝐞 𝐬𝐮𝐛𝐭𝐞𝐱𝐭 Every meeting has an undercurrent: past dynamics, relationships, history. Navigating this well often requires a trusted guide who can explain what’s going on behind the scenes. 4. 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐜𝐨𝐧𝐭𝐞𝐱𝐭 Just because something is your entire world doesn’t mean others know about it. I’ve had conversations where I assumed someone knew what I was talking about, but they didn't. Context is a gift. Give it freely. 5. 𝐂𝐨𝐦𝐞 𝐰𝐢𝐭𝐡 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 Early in my career, I brought problems to my manager. Now, I appreciate the people who bring potential paths forward. It’s not about having the perfect solution. It’s about showing you’re engaged in solving the problem. 6. 𝐊𝐧𝐨𝐰 𝐰𝐡𝐚𝐭 𝐭𝐡𝐞𝐲 𝐜𝐚𝐫𝐞 𝐚𝐛𝐨𝐮𝐭 Every leader is solving a different set of problems. Step into their shoes. Show how your work connects to what’s top of mind for them. This is how you build alignment and earn trust. 7. 𝐁𝐮𝐢𝐥𝐝 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 Years ago, a founder cold emailed me. We didn’t know each other, but we were both Duke alums. That one point of connection turned a cold outreach into a real conversation. 8. 𝐃𝐫𝐢𝐯𝐞 𝐭𝐨 𝐜𝐥𝐚𝐫𝐢𝐭𝐲 𝐚𝐧𝐝 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧 Before you walk into a meeting, ask yourself what outcome you’re trying to drive. Wandering conversations erode credibility. Precision matters. So does preparation. 𝐅𝐢𝐧𝐚𝐥 𝐭𝐡𝐨𝐮𝐠𝐡𝐭 Executive presence isn’t about dominating a room or having all the answers. It’s about clarity, connection, and conviction. And like any muscle, it gets stronger with intentional practice.

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

🌑 Aria spent 8 months building the strategy. Daniel spent ten minutes repeating it, and walked out with the credit, the mandate, and the promotion. Wed. 10 am, 14 executives sat around a polished oak table at ABC Inc. for a High-stakes quarterly review. 👩💻 Aria, Director of Strategy, had been up since 3 a.m., rehearsing her pitch for the firm’s new client retention model. 8 months of research, and the weight of knowing this idea could define her career. She presented it flawlessly: “By shifting from acquisition to lifetime value, we can double retention and cut churn by 18% in the next two quarters.” Silence. Nods. Paper shuffling. The CEO glanced at his phone. The agenda moved on. 🧑💼 10 min. later, Daniel, VP of Sales, leaned back in his chair. “So what if we pivoted to focus on lifetime value instead of acquisition?” He said. The room lit up. “Brilliant!” “Exactly what we need!” “Daniel, can you lead a task force on this?” Aria sat frozen. Heart pounding. Words caught in her throat. Did no one realize? Did no one care? By 12:12pm, Daniel was walking out with a new mandate, and Aria was walking back to her desk, wondering if she’d imagined the entire thing. .... ❌ Women’s contributions are routinely undervalued in meetings. Studies show men are interrupted 33% less, their ideas are credited faster, and they’re more likely to be perceived as “thought leaders” for the same points women already made. As a result: • The women doing the work aren’t the ones remembered for it. • The men remembered for it aren’t the ones who built it. • And why companies keep losing the very women who could transform them.    💡Here’s 3 ways to make sure your ideas stick to your name and no one else’s. 𝟭. 𝗣𝗿𝗲-𝗰𝗹𝗮𝗶𝗺 𝘆𝗼𝘂𝗿 𝗶𝗱𝗲𝗮 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗺𝗲𝗲𝘁𝗶𝗻𝗴 • Send a pre-read to key stakeholders: “Looking forward to sharing my proposal on shifting retention strategy to lifetime value metrics in today’s review.” • It creates a paper trail and primes the room to connect the idea to you before anyone else repeats it.    𝟮. 𝗖𝗼-𝘀𝗶𝗴𝗻 𝘆𝗼𝘂𝗿 𝗼𝘄𝗻 𝗰𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗶𝗻 𝗿𝗲𝗮𝗹 𝘁𝗶𝗺𝗲 • If someone repeats your idea, bridge back to yourself w/o confrontation: “Yes, building on what I shared earlier about lifetime value…” • Subtle, but it reframes the narrative: you introduced it, they added color.    𝟯. 𝗕𝘂𝗶𝗹𝗱 𝗯𝗮𝗰𝗸𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗮𝗺𝗽𝗹𝗶𝗳𝗶𝗲𝗿𝘀 • Brief allies in advance and agree to amplify each other’s points: “As Aria mentioned earlier, her retention model could cut churn by 18%.” • This doubles down your voice so it’s impossible to steal 👇 If you want to stop being the ghostwriter of other people’s success stories and start being recognized as the architect of your own, join the waitlist of our next cohort of ⭐ From Hidden Talent to Visible Leaders ⭐ https://lnkd.in/gx7CpGGR 👊 Because being the smartest person in the room means nothing if nobody remembers you said it first.

When I was at Salesforce, I used this exact cold email framework to book meetings with CEOs, COOs, and CFOs at the biggest companies in the world. Now I coach 100s of reps to use it—and they’re landing meetings that most sellers only dream about. Most reps never get to sell to the C-suite. Not because they don’t work hard. But because they reach out with transactional garbage that looks like every other email in the inbox. Executives don’t want another seller. They want a partner who understands their business. Here’s the cold email formula that works: 1. Warm and personal Lead with a sincere compliment. “I saw your podcast on ___…” “I read your Forbes interview and was moved by…” Show them you did your homework. Not some AI-generated flattery—real human admiration. 2. Shared values or struggle Make it human. “I related deeply when you talked about overcoming ___. I’ve faced something similar.” Vulnerability isn’t weakness—it’s how you earn trust. 3. Research-backed insight Cite a 10-K, public statement, or article. “Based on your Q1 earnings call, I noticed you're focused on X.” Link to the source. Build credibility. 4. A sharp POV + direct linkage Don’t say, “We help companies like yours.” Say, “You’re trying to achieve X. Companies on that journey often hit Y. Here’s how we solve it.” Make the connection crystal clear. 5. Soft CTA, strong conviction No desperate energy. Just: “If this is a priority, would it make sense to connect?” You’re not begging. You’re offering value. If you want my exact cold email template (and to see 13 real email examples me and my clients used to book C-suite meetings) grab them here: https://lnkd.in/g84w_utx

In 27 months, we grew Retention.com from $1M-$13M ARR with only 1 salesperson (me) doing 1,000's of sales calls. Here are my 10 biggest pieces of advice for any startup who wants to book and close more sales calls: 1. Ask for 15 mins, but book 30 When booking a meeting outbound, you have a better shot at getting a meeting by asking for 15 mins than 30. You may have piqued their interest but with a busy schedule, they are going to weigh learning about your business vs their time. Ask for 15 but send a meeting invite for 30.  If they can’t do the full 30, they will let you know, but from my experience, this rarely happens. 2. Tell your story People remember a story more than a product  Figure out your short story that you can tell prior to getting into the product pitch. How does your story connect to your business / product? 3. 5X5 Pitch Keep your product deck for your initial call to 5 slides / 5 minutes and make sure you answer any of the common questions you get from prospects. You can always book a follow up call to share more detail once you hook their interest. 4. Always Be Pitching Take control of the call and the sales cycle. You will only learn what does and doesn’t work by actually pitching.  5. Tell a customer story Again, people remember stories more than they do stats. Tell a story of a customer before implementing your product and the business outcome after implementing it. Don’t just talk numbers. Talk about how people felt, what they said, etc. 6. Create Urgency Attach an incentive if the deal is done by the end of the week or month.  (Example: 20% more credits or a 15% discount)  This also sets you up well for follow up as it now makes them feel like you are on their team to try and help them get the deal in for their benefit. 7. Land and expand We all want to close the big ACV deals, but the truth is most buyers don’t want to make a big commitment without seeing how your product works. Find a way to get them on for a small $ amount, with the plan to expand if the product meets their expectations. 8. Opt-Out Period Reduce buyer friction by offering a 90 day opt out period if you are trying to close 12 month agreements. It shows confidence that your product will drive the results you say it will. 9. Deck Recap Create a 1-2 pager highlighting the most important parts of your sales deck that you can send via email after every call (even if they don’t ask for it). The prospect won’t remember all details from the call, so this gives them something to look back on and will help sell internally if other stakeholders are involved. 10. Video for FAQs Create short form talking head video answering all FAQs. This will add value in your follow up, show you listened to the questions they had and that you care about making sure they understand the answers. It also helps internally as others will likely have the same questions as the person on the phone. Have questions about how to book/close more calls? AMA anything 👇

Why do smart leaders use conflict as a competitive advantage? (When most people think conflict at work is bad.) Because conflict itself isn’t the problem... How you use it is. Here are 5 ways to turn conflict into your secret weapon: 1. 𝗦𝘁𝗼𝗽 𝗦𝗲𝗲𝗸𝗶𝗻𝗴 𝗛𝗮𝗿𝗺𝗼𝗻𝘆, 𝗦𝘁𝗮𝗿𝘁 𝗦𝗲𝗲𝗸𝗶𝗻𝗴 𝗖𝗹𝗮𝗿𝗶𝘁𝘆 ↪ Conflict exposes what’s unclear. Say, “It seems like we’re not aligned on [specific point]. Let’s unpack that so we can move forward with clarity.” ↪ Don’t aim to smooth things over, aim to solve the real issue. Say, “I’d rather we have an uncomfortable conversation now than carry silent frustration for weeks.”   2. 𝗨𝘀𝗲 𝗖𝗼𝗻𝗳𝗹𝗶𝗰𝘁 𝗮𝘀 𝗮 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗟𝗼𝗼𝗽 ↪ Every disagreement reveals blind spots. Say, “This tension is highlighting a gap in how we’re approaching [specific project]. What are we missing?” ↪ Invite friction as a sign of growth. Say, “If we’re all agreeing too quickly, we’re probably missing something important. Let’s challenge this.”   3. 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗖𝗼𝗻𝘁𝗿𝗼𝗹𝗹𝗲𝗱 𝗗𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 ↪ Strategic conflict sparks innovation. Say, “What if we’re wrong about this assumption? Let’s stress-test it and see where it breaks.” ↪ Challenge ideas, not people. Say, “I’m pushing back because I believe there’s a stronger approach here, not because I’m dismissing your perspective.”   4. 𝗧𝘂𝗿𝗻 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗛𝗲𝗮𝘁 𝗶𝗻𝘁𝗼 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗲 ��𝗻𝗲𝗿𝗴𝘆 ↪ Conflict isn’t bad, unmanaged conflict is. Say, “I can tell this is a charged topic, which means it matters. Let’s focus on the issue, not the emotion.” ↪ Label the tension to neutralise it. Say, “It feels like we’re hitting a wall here. Let’s pause and figure out what’s really driving this friction.”   5. 𝗥𝗲𝗱𝗲𝗳𝗶𝗻𝗲 𝗖𝗼𝗻𝗳𝗹𝗶𝗰𝘁 𝗮𝘀 𝗥𝗲𝘀𝗽𝗲𝗰𝘁 ↪ Healthy conflict shows people care enough to speak up. Say, “I’d rather you challenge me directly than stay silent and disengaged. Disagreement means we’re invested.” ↪ Silence isn’t peace, it’s disengagement. Say, “If no one’s pushing back, I get worried. Let’s make sure we’re not missing critical perspectives.”   The cost of avoiding conflict isn’t less stress... it’s less growth.   Conflict reveals what’s broken, sharpens ideas, and strengthens teams... (if you know how to handle it). 📣 What’s the biggest conflict lesson you’ve learned? ↳ Drop your thoughts in the comments.   🔔 Follow me (Mostyn Wilson) for more strategies to achieve your ambitions. __ Get my newsletter every fortnight to make you even more successful in your career: https://lnkd.in/eE287NTG

Stop nodding along in meetings. Start having impact: Too often, meetings are filled with phrases like: ❌ “That sounds great” ❌ “Let’s table it for another time” ❌ “Let’s circle back when we have more info” From 10 years in high performing teams, here’s what I’ve learnt about meetings: Top performers aren’t afraid to ask the hard questions. Here are 13 questions you can ask to leave a mark: 1/ "What do we have to deprioritize to do this well?" ↳ Use to help create focus. ↳ Shows you understand we can't do everything at once. 2/ "What happens if we do nothing?" ↳ Use to overcome inertia. ↳ Helps identify true priorities. 3/ "Who's done this well that we could learn from?" ↳ Use when projects have been done before. ↳ Shows you want to use others’ learnings. 4/ "What's the simplest way to explain this?" ↳ Use to create clarity. ↳ Shows you understand the importance of simplicity. 5/ "What went wrong last time?" ↳ Use when repeating past initiatives. ↳ Shows you want to learn from experience. 6/ "How will we know if this is working?" ↳ Use when success isn't clearly defined. ↳ Shows you care about real results. 7/ "Who's going to own each workstream?" ↳ Use when responsibilities are unclear. ↳ Prevents the "someone else will do it" problem. 8/ "How does this affect our current priorities?" ↳ Use when new work might disrupt current priorities. ↳ Shows you're thinking about the whole picture. 9/ "Who might we upset by this choice?" ↳ Use when changes could impact others. ↳ Shows you consider how others might feel. 10/ "If we had half the budget, how would we do this?" ↳ Use to find creative solutions. ↳ Shows you can spark new ideas. 11/ "What aren't we seeing here?" ↳ Use when consensus comes too easily. ↳ Shows you look at problems from all angles. 12/ "How does this help us reach our primary goals?" ↳ Use when projects drift from objectives. ↳ Makes sure we're not getting sidetracked. 13/ "What's our plan for the worst-case scenario?" ↳ Use when planning risky initiatives. ↳ Shows you think ahead. Remember: Impact can from asking the right questions. You don't have to be the smartest one in the room. Just ask the questions that make others think differently. P.S. Which of these will you use in your next meeting? — ♻ Repost to inspire your network to have more impact at work. ➕ Follow me (Will McTighe) for more like this.

In business and life, the best outcomes go to the best negotiators. Most people think negotiation is about winning. It's actually about understanding. What separates good deals from great ones? It's not aggression. It's not manipulation. It's not who talks loudest. It comes down to mastering the human side of the exchange. Here's the path that works: 1. Prepare Like You Mean It Research goes beyond Google. Understand their pressures, their goals, their challenges. Knowledge becomes helpful when used with care. 2. Open With Real Connection Forget the power plays. Start with curiosity and respect. The tone you set in the first 5 minutes shapes everything that follows. 3. Explore What's Underneath People fight for positions. But they negotiate for reasons. "I need a better price" might really mean "My boss needs to see I'm adding value." Find the why behind the what. 4. Trade Value, Create Value The best deals aren't zero-sum. Look for ways both sides can win. Sometimes what costs you little means everything to them. 5. Close With Total Clarity Handshakes aren't contracts. Document what you agreed to. Confirm next steps before you leave. Ambiguity kills more deals than disagreement. The biggest mistake I see leaders make? They negotiate like it's combat. But the best outcomes come from collaboration. When you're across the table, remember: 👂 Listen more than you speak ❓ Ask "Help me understand..." when stuck ⏸️ Take breaks when emotions rise 👟 Know your walk-away point before you sit down Your style matters too. Sometimes you need to compete. Sometimes you need to accommodate. The magic is knowing when to shift. Success isn’t given. It’s negotiated. But how you negotiate determines whether you build bridges or burn them. Choose wisely. 📌 Save this for your next negotiation. ♻️ Repost if this helps you (or someone on your team) negotiate. 👉 Follow Desiree Gruber for more tools on storytelling, leadership, and brand building.