This article will list key techniques used when persuading people. Persuasion is a skill that all business people need to develop in order to become more successful.

When is persuasion used in Small Business?

Persuasion is a important skills that most successful business people have and develop without even realising it. All the situation below require the skill of persuasion.

• Persuasion techniques are used heavily in the sales process – It good to know when these techniques are being used on you.
• Managing staff
• Working with peers
• Dealing with banks

Persuasion or influencing techniques

I am highlighting these techniques to point out not only so you can use them but also to recognise when they are being used on you. These techniques come from a famous management book written by Robert Cialdini called “influence”.

1) Perceptual Contrast - this is a highly effective technique used in the sales process. When we make decisions, we tend to do it by contrasting between the decision item and reference items. When two things appear close to one another, we will tend to evaluate them against one another more than against a fixed standard.

Using it in the sales process

To make something look good, first show something of inferior quality. To get someone to buy something expensive, first show them something even more expensive.

Defending against it

When you make a decision, think about the comparison standards you are using. If it is something you have recently seen, consider whether the person who showed you the first thing is using it for the contrast effect.

2) Rule of Reciprocity – firmly states that we are all bound, even driven, to repay debts of all kinds. It is an almost automatic reaction.

Using reciprocity

The formula for using the Rule of Reciprocity to your benefit is simple: Give something away – a gift, a service, valuable information, assistance, or anything – to create in the other person a feeling of indebtedness. Once the other person feels indebted to you, then you ask for what you want and let the “Rule of Reciprocity” go to work.

Defending against

Accept initial favors or concessions in good faith, while also remaining prepared to see through them as tricks, Once seen in this way there is no longer a need to feel the necessity to respond with a favor or concession.

3) Commitment and consistency – people have a desire to look consistent through thier words, beliefs, attitudes and actions.

Using commitment and consistency

The formula for using this technique is the “initial” commitment. After making the commitment most people will be able agree to requests that are consistent with the initial commitment. Once a stand is taken, there is a natural tendency to behave in ways that are stubbornly consistent with the stand.

Defending against

To recognise and resist the undue influence of consistency pressures require listen for signals and the ability question the initial commitments.

4) Social Proof – this is one way in which people determine what is correct by finding out what others believe is correct.

Using social proof

Social proof is most influencial under two conditions:

1. Uncertainty – when people are unsure and the situation is ambiguous they are more likely to observe the behavoiur of others.
2. Similarity – people are more inclined to follow lead of other who are similar.

Defending against

You need to be sensitive to counterfeit evidence, that is what others are doing or their behaviour should not form sole basis for decision  making.

Using it

To make something look good, first show something of inferior quality. To get someone to buy something expensive, first show them something even more expensive.

Defending

When you make a decision, think about the comparison standards you are using. If it is something you have recently seen, consider whether the person who showed you the first thing is using it for the contrast effect.