Power of Persuasion

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Power of Persuasion is the ability to influence others to take the action you desire

Every communication has a purpose

Aristotle’s Model of Influence
1. Ethos
The Credibility of the Message – which is more likely to be believed Mother Theresa or Richard Nixon
2. Logos
The Power of Words – the quality of carefully chosen words has the
power to manifest an idea
3. Pathos
The Emotions of the Audience

The Science of Influence
Dr Robert Caldini who has researched the power of influence states six principles of influence in his book “Influence, Science and Psychology”:

Dr Caldinini’s six principles
1. Reciprocity – give and take
if we give someone something they are subconsciously influenced to give something back in return.
(Example is the internet…most successful websites give something away)
Another side to this principle is the principle of
Rejection and Retreat – you make a huge request that you know will be rejected – after you are rejected you make a smaller offer (which you really want anyway) and this is accepted – the other party feels you have made a huge concession and accepts your second offer

2. Commitment and Consistency
Consistent people are seen to be trustworthy and honest – after making a commitment people will most often stay consistent to their commitment, that
is why it is necessary to ask for a commitment to reaching agreement today
at the very start of the negotiations. People want to be seen as keeping their commitments. High achieving sales people will open their sales presentation by saying “if you feel what I am showing you today will benefit your company and is within your budget will you give me a commitment today” of course the person with the power to make decisions (without reference to anyone else) holds the balance of power.

3. Social Proof
What are other people doing, people want to follow trends, complying.
(Example getting on the internet)

4. Liking
i. Physical attraction – appearance, dress
ii. Similarity
iii. Praise – genuine praise not flattery
iv. Familiarity
v. Association

5. Authority
those with the greatest knowledge wield the greatest power –
title and qualifications give people more authority and power

6. Scarcity
things, which are difficult to obtain, are perceived to have more value.

Keys to Convincing Communication
The Power of Listening – Listening Builds Trust
Active Listening

  • Reflecting Back what the other person is saying
  • Questioning for clarification
  • Questioning for expansion
  • Tone of Voice
    Warm – Textured – Enthusiastic

Pretty much everything is worth more than words multiple studies have replicated these findings. When we communicate in person, a full 55 percent of what others hear us say is a direct result of what we communicate visually: our dress, posture, movements, facial expression, eye contact. The next 38 percent of the message we send comes from the sound of communication: tone of voice, accent, and rate of speech, volume, and timbre. Just think of the many meanings that can be attached to the simple words yes and no. Only the last 7 percent of our message is derived from the words we use, and the way we put them together. Add it up, and you might now be floored by the impact of nonverbal communication. Mastering the art of it is an obvious advantage.

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