Persuasion, in formal terms, is defined as a process of communication in which a
communicator voluntarily forms, sustains, reinforces or changes the attitudes or
behavior of the recipient in accordance with what the communicator intends by his
or her message (Steinberg, 1999). Good persuasive communication skills enable, foster,
and create the understanding and trust necessary to encourage others to follow a leader.
In fact, no leader can succeed without mastering the art of persuasion. The entrepreneur
as leader will need to cultivate a style that revolves around participation, collaboration
and persuasion (Kao, 1989). The entrepreneur will need to be competent in persuading
people to accept responsibility, counsel employees and recruit team members (Burch,
1986). Further, he will also need to negotiate and finalize deals. In all these and more,
persuasive power is an asset (Funkhouser, 1986). As the organization grows, the
entrepreneur plays a central role in a wide range of interpersonal situations where
persuasive skills will be needed.