Being Persuasive

A successful negotiation process requires effective persuasion. When attempting to influence your counterpart, it is crucial to identify your moments of power and take advantage of them. Seasoned negotiators understand how to use appropriate persuasion techniques to sell their ideas to the other party.

Influencing others

Effective negotiators use a range of influencing techniques that take advantage of the natural responses of negotiators to certain types of information. For example, negotiators are generally more motivated to avoid losses than they are to obtain gains. A group of home-owners in California was given the advice that “if you insulate your home, you will gain 50 cents a day”. Another group was told that “if you fail to insulate your home, you will lose 50 cents a day.” More home owners under the second set of instructions insulated their homes than under the first set of instructions. Similarly, you are more likely to persuade the other party of the benefits of your deal if you emphasize what they would lose if they don’t agree, not what they could gain if they do.

Making small unilateral concessions can be a successful way to influence your counterpart. Negotiators feel obligated to reciprocate, no matter how big or small the concessions are. Even a small concession on your part can help the other party to comply. The more beneficial your concession is to the other side, the more likely they are to feel obliged to return the favor.

Strengthening your hand with persuasion techniques

Use scarcity

It is human nature for people to want more of what they cannot have. When you present your offer to the other party, inform them of the unique benefits you are offering that they would not be able to get elsewhere.

Gain commitment

Encourage the other party to agree to an initially modest request. They are then more likely to follow up with their commitment by agreeing to your key demand to justify their past decision to say yes to you.

Give a reason

People are much more likely to agree to a demand if you have given legitimate justification for it. Try to give a reason that can be backed up with evidence, but using even a frivolous reason increases your chances of reaching agreement.

Give “social proof”

People often use “social proof” when making decisions—they think that if many people are doing things a certain way, it must be good. Demonstrate how your product or service has been successfully used by others.

Let them say “no”

Give the other party the opportunity to say “no” by making an outrageous demand, before retreating immediately and putting forward a reasonable demand. This can also serve to make the other party feel obligated to make a concession.

Set a benchmark

Negotiators who are not fully informed tend to compare the cost of an item to a reference point or benchmark. You can influence the way they make their decision by setting a benchmark for them.