The Art of Persuasion

"Yes" is what we all strive to make another person say. The objective of negotiating is to inspire or coerce the other person to agree to your terms. Persuading others is the art of the process.

People can be motivated by many things. Simple fear, a desire to be liked, respect for the other person, or simple avarice and greed. Each are motivators in a negotiation.

In most negotiations we assume that the prime motivators are avarice and greed. It is the use of other, less obvious motivators that makes the difference between those who barter and those who negotiate. Bartering is an exchange, typically a fair exchange of like value. Negotiating has the potential of creating value from the process. It is much like making 1+1=11 rather than 2.

Persuasion TechniquesThere are many persuasion techniques. They all play off the core psychological drivers that effect most people. They represent the basic negotiating tools most of us use consciously or unconsciously.

One such technique is the use of classical conditioning when trying to persuade others. The Pavlovian model can be effective. Ivan Pavlov studied the cause, effect and reaction relationship and how consistent repetition of a reward or punishment can reinforce a specific performance. The important lesson is that the subject need not understand the cause but learns to relate or anticipate the response to the action.

A consistent emotional response, positive or negative, on your part can be used to condition the other person to react in a specific way. This persuasion tactic involves reinforcing positive performance such as reaching an agreement with you with a positive emotional reaction.

People want to please others. It is human nature.

If you proactively reinforce their performance when you reach an agreement with something with a sincere smile or handshake or appreciative gesture, you will be establishing a reinforced relationship subliminally. You can do the same with negative incentive such as frowning, feigned anger or frustration. The key is consistent reinforcement on small matter to build the performance pattern.

Like it or not, everyone uses persuasion throughout their lives. There is no way around it. Whether dealing with a spouse, child, boss, employee, peer, ally, school mate, date, teacher, banker or car salesman, we are trying to hear that special word, "Yes!"

If you are unable to convince others to your way of thinking, you will constantly be doing their bidding or lose the relationship. Rather than resenting others who are telling you what to do realize that it is your fault, not theirs that you are not more persuasive.