Recently, I gave a speech titled, "The Art of Persuasion." I have actually been working on this speech for 10 years as I have made it a point to learn and study everything I can about the subject of persuasion. Here is the outline of my speech:
1. Prepare
You need to think before you speak: What is going to appeal to other people? Who are they? What are their hot buttons? What is the most you can realistically achieve in this conversation? How will you respond when they say X? And so on...
2. Connect
Find some bond between you and the other person. People are persuaded by people that seem like them. Find some commonality to build on (e.g., background, interests, culture).
3. Listen
Be quiet. Really, really listen to what the other person says. Pivot (modify your pitch) as needed. Observe body language.
4. The Law of Scarcity
People want what they cannot have. Think of ways to make your proposition time sensitive, exclusive or rare. Someone may just jump at your offer, before it's too late.
5. The Rule of Consistency
Get small concessions or acknowledgements that you can turn into bigger ones. People like to think of themselves as consistent. Get your foot in the door, metaphorically speaking, and then press for more.
6. Mental Shortcuts
People do not like long analyses. Give someone an easy way to come to the desired conclusion. For example, some merchants will increase a product's price - so long as it's not easily comparable to other items for sale - because buyers believe that something priced expensively must be high quality. In lieu of a full analysis, some people simply take a shortcut in their thinking.
7. Herding
You can improve your chances of 'making a sale' if you show that others are already doing it - and achieving good results. All of us are herders.
8. The Rule of Reciprocity
Create a sense of obligation. Do something for another and he/she will want to do something for you in return.
9. Be Patient
If you try to rush things, you may be off-putting. Mirror the other person's tempo. Do not try to accomplish too much too soon. Marketers suggest it takes seven "touches" to convince someone to buy.
10. Emotion
Find an emotion to touch in your listener. People buy with their heart and justify with their brain.
What's your favorite persuasion tactic?
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