The_Essential_Manager_s_Handbook

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

US_408-409_Being_persuasive_1.indd 409 30/05/16 3:07 pm