Persuasion & Persistence
LAURIE DICKER
LEWICKI, R.J., SAUNDERS, D.M. & BARRY,B (6TH EDITION)
Discussion Topics
⚫ What is persuasion and why is it needed?
⚫ Five Principles of persuasion
⚫ Some Strategic points
What is Persuasion & Why it is
needed?
What is Persuasion & Why it is needed?
⚫ The use of appeals to reasons, values, beliefs, and emotions to
convince a listener or reader to think or act in a particular way.
⚫ Negotiation is a process by which you influence others to
change from their current situation.
⚫ As the majority of people don’t like to change the process
requires persuasion, persistence & determination.
⚫ Negotiator needs to determine the degree to which he will exert
influence or pressure on the other party to get the desired
outcome.
⚫ Pushing too hard – means building Resistance – thus
comparative disadvantage.
What is Persuasion & Why it is needed? Contd….
⚫ Some people are gifted with the natural quality to persuade
others – they are the born persuaders, however many of us are
not.
⚫ Previous researchers of behavioral scientists have conducted
experiments that focuses on
⚪ the way certain interactions lead people to concede, comply, or change
⚪ Result shows that:
persuasion works by appealing to a limited set of deeply rooted
human drives and needs, and it does so in predictable ways.
In other words, Persuasion is governed by basic principles that
can be taught, learned and applied
Six Fundamental Principles of
Persuasion
Six Fundamental Principles of Persuasion
⚫ Six fundamental principles of persuasion:
1. The Principle of Liking: People Like Those Who Like Them
2. The Principle of Reciprocity: People Repay in Kind
3. The Principle of Social Proof: People Follow the Lead of
Similar Others
4. The Principle of Consistency: People Align with Their Clear
Commitments
5. The Principle of Authority: People Defer to Experts
6. The Principle of Scarcity: People Want More of What The
Can Have Less of
Six Fundamental Principles of Persuasion contd….
1. The Principle of Liking: People Like Those Who Like
Them
⚪ Example: Tupperware> women as demonstrator….who invites to
her home an array of friends and neighbors…they not only buy to
please themselves but they are buying to please their hostess as
well
Incase of business strategy is if you have to influence people, win friends
How? The Application: Uncover real similarities and offer genuine praise.
research indicates>> two major factors are more influential>>
i. SIMILARITY (draws people together, age, religion, politics even
cigarette-smoking habit, preferred football team…). Use similarities to
create bond>>
ii PRAISE (both charms and disarms, sometimes the praise does not have
to be merited), along with creating new bond, praise can also be used to
repair damaged relationship
Six Fundamental Principles of Persuasion contd….
2. The Principle of Reciprocity: People Repay in Kind
⚪ Praise is like to have warming and softening effect on people.
⚪ Example: You smile at your coworkers just because he/she
smiles at you first…you know the feeling>> reciprocity
Gift giving is one of the cruder applications of the rule of reciprocity;
How? The Application: Give What you want to Receive.
However, in its more sophisticated uses, it confers a genuine
first-mover advantage on any manager who is trying to foster positive
attitude and productive personal relationships in the office
Hence, in case of negotiation it can be with the exchange of
information; and resource allocation >> Give What you want to
Receive
Six Fundamental Principles of Persuasion contd….
3. The Principle of Social Proof: People Follow the
Lead of Similar Others
⚪ Social creatures, i.e. human beings heavily rely on the people
around them for cues on how to think, feel and act.
⚪ Example: A research shows, a group of researchers went
door to door in different countries soliciting donations for a
charity campaign and displaying a list of neighbors' who had
already donated to the cause>>>
research indicates>> The longer the donors’ list was, the more likely
those solicited would be to donate as well.
For negotiator How? The Application: Use peer power whenever it is
applicable
Six Fundamental Principles of Persuasion contd….
4. The Principle of Consistency: People Align with Their Clear
Commitments
⚪ Liking is a powerful force; but persuasion means by going beyond simply
making people feel warm.
⚪ People need not only to like you but to feel committed to what you want
them to do
How? The Application: Make their commitment active, public and voluntary.
5. The Principle of Authority: People Defer to Experts
⚪ Roman verse “Believe in experts”
⚪ The idea is, human being perceives that expert’s opinion may or may not
be good advice, but people give certain weight to the expert opinion
before rejecting it.
How? The Application: Expose your expertise; Don’t assume it’s self-evident
Six Fundamental Principles of Persuasion contd….
6. The Principle of Scarcity: People Want More of
What The Can Have Less of
⚪ Series of studies show that items and opportunities are
seen to be more valuable as they become less available
How? The Application: Highlight unique benefits and exclusive
information
Persuasion Strategies?
Some Persuasion Strategies
⚫ So one needs to design his/her own approach to
the persuasion process.
⚫ In assessing the approach, think about the
following strategies
⚪ Prepare thoroughly for the event
⚪ Know your subject
⚪ Analyze the options
⚪ Earn the respect & trust of others; do not demand it.
Some Persuasion Strategies contd….
⚪ Analyze yourself
⚪ Assess the others involved.
⚪ Produce evidence to support your proposal
⚪ Focus on the issue not the person unduly.
⚪ Promote the positive
⚪ Show that you understand their situation & where they are
coming from
⚪ Clarify what you are willing to offer or exchange
⚪ Coordinate & control your team.
⚪ Think on your feet
⚪ Have the courage & confidence to pursue your objectives.
