Science of Persuasion.

The Science of Persuasion is a great learning tool to understand how people are persuaded to do something, including yourself.  Great video for those in procurement and involved with negotiations.  Even if you aren’t involved in procurement this video could help people in their everyday lives.

Here is a brief summary of each of the six principles of persuasion:

Reciprocity: People feel obligated to return favors. This is why businesses often offer free samples or discounts, hoping that customers will reciprocate by buying their products.

Consistency: People want to be consistent in their behavior and beliefs. This is why salespeople often try to get customers to make a small commitment first, such as signing up for a newsletter or attending a demo. Once the customer has made a small commitment, they are more likely to make a larger commitment later on.

Social proof: People are more likely to do something if they see others doing it. This is why businesses often use testimonials and social media to promote their products.

Liking: People are more likely to say yes to someone they like. This is why salespeople often try to build rapport with customers before making a pitch.

Authority: People are more likely to obey someone in a position of authority. This is why businesses often use experts and celebrities to endorse their products.

Scarcity: People are more likely to want something that is scarce or in high demand. This is why businesses often use limited-time offers and other scarcity tactics to drive sales.

Cialdini outlines six universal principles of persuasion that can be used to influence people’s behavior:

1. Reciprocity: People are more likely to say yes to a request if they feel that they owe you something.
2. Consistency: People are more likely to behave in a way that is consistent with their past behavior or stated beliefs.
3. Social proof: People are more likely to do something if they see others doing it.
4. Liking: People are more likely to say yes to someone they like.
5. Authority: People are more likely to obey someone in a position of authority.
6. Scarcity: People are more likely to want something that is scarce or in high demand.

Persuasion Quotes

• “I think the power of persuasion would be the greatest superpower of all time.”  ~Jenny Mollen
• “In making a speech one must study three points: first, the means of producing persuasion; second, the language; third the proper arrangement of the various parts of the speech.”  ~Aristotle
• “Persuasion is clearly a sort of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated.” ~Aristotle
• “Persuasion is often more effectual than force.” ~Aesop
• “The key for any speaker is to establish his own point of view for the audience, so they can see the game through his eyes.” ~Ronald Reagan
• “There are good leaders who actively guide and bad leaders who actively misguide. Hence, leadership is about persuasion, presentation and people skills.”  ~ Shiv Khera
• “Selling is a natural skill. It’s developed as a child. You may know it as persuasion.” ~Jeffrey Gitomer
• “I would rather try to persuade a man to go along, because once I have persuaded him, he will stick. If I scare him, he will stay just as long as he is scared, and then he is gone.”  ~Dwight D. Eisenhower
• “People are usually more convinced by reasons they discovered themselves than by those found out by others.”  ~Blaise Pascal

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• Margaret Neale: Negotiation – Getting What You Want. Get a good deal.
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