If you are genuine about wanting to influence in a conversation, there are six moments that matter. Having a purpose is where it starts, a goal that inspires you both to create something special. Then you inspire followership by giving the conversation a structure that its tight enough to keep you on track to the outcome, yet loose enough to keep it conversational. The moment they feel understood is the crucial one, since when they know you care enough to understand them, they are more open to genuine recommendations. You need to understand most what their decision-making values are, what they mean, and what concerns them most. Of course, this deep understanding requires the trust and authenticity that real collaboration brings. The six moments create the collaboration that allows the real magic to happen for customers, stakeholders, and donors. And for you.