Human psychology is full of intriguing contradictions, often described as "unions of opposites." Robert Cialdini, in his book Influence, highlights how these opposites can be remarkably effective in persuasion. For example, we’re drawn to products that “everyone has,” associating popularity with quality, yet exclusivity - “only a few have this”- can evoke just as powerful a desire. Similar dynamics emerge with scarcity versus abundance, where the urgency of “act now, it’s almost gone!” contrasts with the reassurance of “there’s more than enough for everyone,” and with familiarity versus novelty, as in “this is a trusted classic” versus “discover something new and unique.” Beyond persuasion, these contradictions extend to the value we find in processes versus outcomes. Certain experiences gain meaning not from the result but from being savoured slowly and thoughtfully, where the journey itself becomes more significant than the destination.
A judgment one holds as true
In his “The Psychology of Persuasion,” Dr Robert Cialdini laid out six principles of persuasion: reciprocity, scarcity, authority, consistency, liking, and consensus. These principles illuminate the mechanics of persuasion, indicating that we're more susceptible when we perceive a sense of obligation (reciprocity), when rarity is implied (scarcity), when the persuader exudes credibility (authority), when our actions align with past behaviours (consistency), when we harbour positive feelings toward the persuader (liking), and when we observe others following suit. I think persuasion is an intriguing aspect of psychology and it entails guiding someone's beliefs, choices, or behaviours. Failure to engage in independent thinking renders one vulnerable to succumbing to external influences, be they religious, governmental, corporate, or monetary, perpetuating a cycle of ignorance.
Things start to happen
There is a great deal of difference between the art of presentation and persuasion. When I first got into sales, I became a pretty good presenter, so why are they not buying? As my late mother used to say, self-praise is no recommendation, so I quickly learned that I had to add an additional skill. I always knew I was a good presenter, but needed to become a great at persuasion if I was going succeed in sales. And I think you can only consider yourself a good persuader if the results start to follow, for example, when people start to act after your presentation. And to become good at persuasion, you have to become a good storyteller.
Words don't work
Persuasion is all about being able to win someone over to your way of thinking. To change someone’s thought process or behaviour. All stories are about change, yet it’s very difficult to get someone to change their mind as they have a very logical reason that they’ve built up over time. I mean they have valid reasons why they believe, both historical and cultural reasons why they believe what they believe. If I want to persuade you to accept my point of view, my story will have to move your brain away from the logical and towards an imagery and emotional experience. I think that when you temporarily suspend their logic it will create an opening for you to insert your new idea or new concept.
The oldest tool of influence
When you believe that something is worthwhile, you not only commit to pursuing that goal but also become driven to effectively communicate and persuade others to join you in your endeavours. I think this holds true in both personal and professional scenarios. The art of communication and storytelling, often referred to as sales, becomes essential when pursuing a partner, inspiring employees, attracting investors, building a personal brand, or engaging with customers. The ability to convey your vision, values, and aspirations in a compelling manner is crucial for capturing the attention and support of others.
Rhetoric and the art of persuasion
Image c/o TED ED
When we have conflicting views over truth, we often enter into a game of persuasion where we try to convince the other that the belief we hold is, in fact, the true one. Rhetoric creates a partnership for a system of persuasion based on knowledge instead of upon manipulation and omission. Over 2,000 years ago the Greek philosopher Aristotle argued that there were three basic ways to persuade an audience of your position: ethos, logos, and pathos. To craft a good persuasive argument, we must consider these three things.
1. The character of the speaker (ethos)
2. The condition of the listener (logos)
3. The strength and plausibility of the argument itself (pathos)
What's important to you?
I think salespersons should be looking for a verbal commitment to ask questions and they should only sell to what your customers tell you. No one cares about the salesperson, you can be whoever you want, all that matter is your presentation as it all about the performance. Short presentations are best in my opinion because if you go on a monologue then your clients are not really listening. Good salespersons look for a way to make a connection with their customer, and build a conversation based on trust. If you want to achieve your goals of persuasion, start working on your verbal and non-verbal communication skills today. Contact me via e-mail when you are ready to build on your conversational skills.
Balancing the act of indecision
As human beings we have learned to associate certain feelings to certain situations. As sales professionals we have to discover the buyer’s beliefs and values, and then associate not buying with missing out on something. I’m not advocating that you become a salesperson who is pushy, one who doesn’t really care and tries to manipulate buyers. I’m trying to clarify that buying equals pleasure and not buying equals’ pain.
Persuasion is the process of getting your customer to clearly associate their desired feelings or stakes to your products and services. In other words, if we want someone to buy our products and services, we have to get them to link their feelings towards what they want most, and we have to make it compelling and very real for them. And we have to associate not buying with pain - “I’m going to miss out on this opportunity!” - leaving them with the feeling that someone else is going to have something that they don’t have.
Think of something that you recently purchased and be honest, was it something you really needed or was it something you wanted, and then you began to justify it as a need? Here’s another scenario: When was the last time you really wanted something, but you didn’t follow through with the purchase? You had an emotional reason to buy, but you could not justify it logically. Would you like to learn how to give buyers enough reasons to buy? I mean their reasons and not yours. Contact me via e-mail for workshops and sales training.
Walk the talk
Sales has always been about the power of persuasion and buyers always want to buy from people whom they trust. According to the Oxford English Dictionary, persuasion is a process whose objective is to change a person’s attitude and/or behavior towards an idea, event, person, or an object. I think that the understanding of various effective persuasion techniques will help sales professionals to make sales and meet their targets and it will also give them an edge over competitors in the market.
Listening is a major component of persuasion, therefore:
· Listen with interest
· Reflect with grace
· Think with sincerity
· Plan with optimism
· Speak with honesty
· Give with gratitude
· Act with integrity
Before persuasion comes knowledge, therefore, it’s essential that you do your in-depth research as “one size does not fit all”. Sales professionals need to execute a fine balance between transparency and persuasion to guide the buyer towards the intended outcome of buying. Contact me via e-mail for sales training and workshops about mastering the science of achievement and the art of fulfilment.
Preaching to the choir
Think about the times you have sat in an audience - whether in person or on a digital device – listening to a speaker, you are being influenced. It doesn’t matter what they are saying whether you think it is good or bad, how much you agree or disagree with it, you are being influenced. This morning I looked up the word, influence and according to the Oxford English Dictionary, influence means “the capacity to have an effect on the character, development or behaviour of someone or something, or the effect itself.”
Each of us live our lives based on a worldview, and our worldview is essentially one’s spectrum of perceptions from knowledge to beliefs with countless opinions in between. In other words, our worldview consists of our knowledge, our opinions, and our beliefs. And if we have self-confidence, we hold each of these or all of them as truths, not true in that they could be proven, true, in that is how we see it.
Knowledge is what we know with enough certainty and evidence to support it.
Beliefs is what we hold as true, although there is no objective or formal evidence to prove it.
Opinions is what we hold with enough evidence to know that is the way we see things.
I can inform someone’s knowledge and if they disagree, I can support my view with enough evidence to convince them unless they just object no matter what. On the other hand, beliefs are what I believe even when I have no direct evidence to support it. Most of us have had beliefs through our lives that changed and became opinions. Opinions are what we hold as true because we have enough evidence and strong enough beliefs to see something as being proper. We have opinions about everything, for example, sports, relationships, health, parenting, leadership, management, etc. The reason why I have different views today than previously is that I have been persuaded to change many of my opinions through additional evidence and by views of others I trust.
You are never too old to learn
One of the most valuable skills that a person can have, is the ability to sell anything to anyone by using persuasive skills. According to Harvard University, persuasion lies at the heart of our personal and professional lives. Whether the goal is to convince one person in a face-to-face encounter, influence a group in a meeting, sway an entire organisation, or win over the public, the capacity to persuade is pivotal to effective leadership. Being a great salesperson opens many doors of opportunity, especially for entrepreneurs and business owners.
Here are 5 sales tips:
1. Understand your customer’s needs.
2. Research who will buy your products or services.
3. Ask questions.
4. Sell yourself.
5. Don’t just sell, guide the buyer through a process.
I think that in sales and business the future belongs to the people who ask for what they want. Therefore, if you want to change your future act now and contact me via e-mail for sales training and workshops.
Persuasion is one of the most important tools in life
According to Dr. Robert Cialdini’s book, “Influence: The Psychology of Persuasion” there are 6 universal principles of successful influence.
Reciprocity - People want to say “yes” to those who have given to them first, they feel obligated to give back.
Liking - Find commonalities as we prefer to say “yes” to people we like. In a negotiation scenario, finding that common goal ensures that we are more likely to get a better deal.
Authority - We prefer to say “yes” to those individuals who demonstrate competence and are experienced in a particular area.
Social Proof - If our peers are doing something then automatically we think it’s probably a good choice for us.
Scarcity - We want those things that are scarce, rare and not easily accessible.
Consistency - Commitment to being consistent with what we have already said or done publicly.
Persuasion skills are essential for success in every stage of life and are some of the most important skills that you can develop. Persuasion is NOT the ability to convince your opponents to see things your way, that’s manipulation. I think relationships are formed by our ability to listen to others and work in their best interests, and expertise comes with knowledge and experience.
There are some fundamental steps for improving your persuasion skills! I’m currently teaching my son how to frame his position when making a presentation, so that it highlights its benefits to all the stakeholders. And whatever you say must be backed up with evidence, in my opinion, metaphors and storytelling are best when you want to emotionally connect with your audience. Contact me via e-mail, if you are serious about improving your persuasion skills when negotiating mutual solutions.