The Six Laws of Persuasion

Persuasion is the ability to influence people's thoughts and actions through the use of specific strategies.  Getting what you want in life will require negotiation with a variety of people and the use of communication skills such as active listening and attention to non-verbal cues. Mastering the persuasion process will enable you to create the attitude change necessary for persuading others to agree with your line of thinking. You must be able to sell your ideas, and in a win-win situation, provide the other side with a fair deal.

To become skilled at persuasion, you need to know more; you must understand the the Laws of Persuasion. Psychologist Robert Cialdini described the six laws of persuasion in his book, Influence:The Psychology of Persuasion. He discusses the prevalent methods of marketing, and how by understanding persuasion laws, you can control how much marketers unduly influence you, as well as how to use these laws to your benefit during negotiations.

Cialdini’s Six Laws of Persuasion:

1. Law of Reciprocity  People try to repay what others provide them. Small favors bring on a sense of obligation. People feel compelled to “return the favor.” If someone gives you something you want, then you will wish to reciprocate because you now feel obligated. In negotiation, limited disclosure of the real reason for a stance, such as "this is all the money we have" can induce a concession from the other party.
 
2. Law of Commitment and Consistency. People like to seem consistent in their thoughts, feelings, and actions. Once they have made a stand, they tend to stick to it and behave in ways that justify their earlier decisions, even if they are erroneous. An example of how to use this tactic would be to use a series of questions to conduct a step-by-step close. Get the other person saying "yes"right in the beginning. You can get this to happen by asking the other side to make a number of small decisions that lead to only one obvious conclusion: to accept what you are saying and say "yes". You could use this strategy by asking a potential client if she values quality in your product or service. Of course the only answer would be “yes.” Then you could follow by saying “We’d love to provide you with this product/service, but if we don’t get the resources we need from you (i. e. sufficient money) and quality suffers as a result, would you still want it?” How can the prospect say “yes” to poor quality? This tactic makes it easier for you to ask for additional funds.
 
3. Law of Liking. When people like someone, or believe that they are “just like them,” they are more inclined to want to please them and, therefore, purchase whatever they are selling. This is how successful salespeople operate; they establish rapport by demonstrating how similar they are to their potential buyers. The "good cop, bad cop" strategy also takes advantage of this law, because it causes you to develop a rapport with the good cop, and you are more inclined to agree with him.
 
4. Law of Scarcity. When people are not sure they want to buy something, the minute it becomes “the last one available” they often have second thoughts. After all, this must indicate that others are purchasing it, and they might not be able to get another one quickly, or at all, if they decide you want it later.  The more time you spend with a salesperson, the more commitment he or she has to make the deal. If you are under no time pressure and the other side is, you have the upper hand.
 
5. Law of Authority. Celebrity endorsements or “expert” testimonials lend an air of desirability or quality to products. Vendors often quote vague authorities to sell their wares, “Experts say our product is the best.“ But who are these experts? What are their qualifications to make these claims? Do they have a vested interest in selling the company’s products or services? you should use this law to establish your own credentials/credibility early in the negotiation.
 
6. Law of Social Proof. This law works best when you draw on testimonials from satisfied customers to encourage new prospects to buy your products.

Being skilled at persuasion is the key to success.  If you give people what they want via the Six Laws of Persuasion, they may well return the favor. And when you are aware that you are being manipulated, you can call the other side on those and counter with a more appropriate strategy.

Adapted from "How to Use the Six Laws of Persuasion in Negotiation, http://bit.ly/b6eL4z