408 / CONDUCTING NEGOTIATIONS
Being persuasive
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 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.
Negotiators use a
range of persuasion
techniques that take
advantage of the
natural responses
to certain types of
information
50%
of Americans do not
believe what they
see, hear, and read
in advertisements
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BEING PERSUASIVE / 409
Emphasizing benefits
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.
Negotiators are
generally more
motivated to avoid
losses than they are
to obtain gains
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410 / CONDUCTING NEGOTIATIONS
97%
of people will agree to a
requ est even if the reason
does not make sense
98%
of people will agree to a
requ est if given a reason
Offering small concessions
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.
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BEING PERSUASIVE / 411
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 more
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.
Strengthening your hand with persuasion techniques
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