The_Essential_Manager_s_Handbook

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

US_410-411_Being_persuasive_2.indd 411 30/05/16 3:07 pm