Expert Reference Series of White Papers
How To Use the Six Laws of Persuasion during a Negotiation
1-800-COURSES www.globalknowledge.com
The following is an edited version of
How To Use the Six Laws of Persuasion during a Negotiation
Edrie Greer, Ph.D., Global Knowledge Instructor
Introduction
Getting what you want in life, in work, and in play, requires constant negotiation with a variety of
people. You must use your basic communication skills, such as active listening and observing non-
verbal cues. You need a clear understanding of your goals, as well as the objectives of your
negotiating partner(s). To be truly effective, however, you need to know more to be able to
communicate persuasively.
Win-Win
The result of a successful negotiation is that all parties should believe they got a good deal.
Many situations require you to effectively negotiate a mutually beneficial (win-win) solution,
including:
The Six Laws of Persuasion: an Overview
Persuasion is the ability to influence people’s thoughts and actions through specific strategies. To
become adept at this skill, you must first understand some basic principles, called the Laws of
Persuasion.
These six laws are neither good nor bad, but describe how most people respond to certain
circumstances. Psychologist Robert Cialdini wrote the seminal book on the Laws of Persuasion,
titled Influence: The Psychology of Persuasion, in which he discusses the prevalent methods of
marketing. Even though you may not wish to
believe it, a great deal of psychological research indicates that human beings are quite predictable
in terms of behavior in response to certain stimuli, such as ads. This is why marketing and
advertising are highly successful enterprises—by and large, consumers respond to most ads and
commercials by buying the products and services they promote. By understanding persuasion
laws, you can control how much others unduly influence you, as well as how to use them to your
benefit during negotiations.
The laws work because they provide shortcuts to making the countless decisions people face
every day as they look for information to reduce the complexity of life. If you can apply these laws in
specific situations to your benefit, then your influence over others increases significantly. Some of
the best masters of the art of persuasion in negotiation are highly successful salespeople who do
their best not only to make the sale, but also to meet the needs of their buyers.
Here are Cialdini’s Six Laws of Persuasion:
Law of Reciprocity
Human beings, in general, try to repay in kind what another person has provided to them. If
someone gives you something you want (or perhaps didn’t “realize” you wanted), then you will wish
to reciprocate because you now feel obligated. Examples of this Law include the address labels
you receive in the mail from various non-profits requesting charitable contributions. Even though
they are a minor, unsolicited “gift,” sending them has increased contributions for non-profits many-
fold, because people feel compelled to “return the favor.”
Giving free samples to potential customers is another way in which this Law is used by successful
salespeople.
Law of Commitment and Consistency
People like to be (or at least appear to be) consistent in their thoughts, feelings, and actions. Once
they have made a stand, they tend to stick to it and behave in ways that justify their earlier
decisions, even if they are erroneous. If you make a commitment to a cause or product, however
small, it then becomes easier to be convinced to increase it. This is especially true if the
commitment changes your view of yourself in a favorable way. This is why salespersons attempt to
get customers to agree with them multiple times. After saying “yes” so often, it is almost
impossible to say “no” when it comes time for the close or direct request for the sale.
Law of Liking
When you like someone, or believe that they are “just like you,” you are more inclined to want to
please them and, therefore, purchase whatever they are selling. This is how successful
salespeople operate; they establish rapport by demonstrating how similar they are to their potential
buyers. For example, they note that they are from a comparable background as you, or even better,
they are people you know—your friends. As for those in-home sales parties, the kicker comes
when your neighbors provide the testimonials for the product. You don’t want to disappoint them by
not purchasing, do you?
Law of Scarcity
If you are not sure you want to buy something, the minute it becomes “the last one available” you
tend to have second thoughts. After all, this must indicate that others are purchasing it, and you
might not be able to get another one quickly, or at all, if you decide you want it later. So you take the
bait to buy a popular item that others won’t be able to get. At least that’s what you think.
Law of Authority
This is the law that uses celebrity endorsements or “expert” testimonials. When people you admire
promote a product or service, if it’s good enough for them, then it’s good enough for you. And if you
use it, then you might even develop similar characteristics to your heroes, such as good looks,
wealth, or fame. That’s what the advertisers are counting on.
Law of Social Proof
Why have TV sitcoms used canned laugh tracks for years? Producers wouldn’t employ them
unless they actually are successful in eliciting audience laughter and, subsequently, higher
ratings. Part of the reason you laugh along anyway in spite of your annoyance lies in how you
decide what is socially “correct” behavior. If you don’t know exactly what to do, you rely on others
around you (or the virtual TV audience) to help you find the way to properly react. You think if others
are engaging in a specific behavior, it must be the proper thing to do.
Hence, you laugh in spite of yourself, or if you’re told that “everyone is buying this product or
service,” even without evidence, you may think you’re missing out if you don’t comply or conform
and get it for yourself.
Using the Laws of Persuasion
As mentioned, in any negotiation, all parties should arrive at a conclusion that makes them feel like
they got a good deal, especially if an on-going relationship is involved. (Note: a “good deal” is not
always the same for everyone; negotiators often have different criteria by which they judge the
success of their bargaining outcomes.) Often when dealing with “tough” or “hard” negotiators, you
encounter manipulative tactics that use the preceding Laws of Persuasion. So how do you
successfully negotiate around these ploys?
First, you can discuss the rules of the game. When you recognize that the other side is using one
or more of the Laws of Persuasion, you can either directly note it, or simply steer the conversation
to a more objective solution. And for the ultimate in law prevention, you can set preconditions
ahead of time that will preclude such strategies by using only logical principles as a standard
process in the negotiation.
Negotiation strategies using the Six Laws of Persuasion include the following:
Law of Reciprocity
Limited disclosure/confession of the real reason for a negotiation stance, such as “this is all the
money we have,” can provoke a concession from the other party. (This is often seen in
salary/promotion negotiations.)
Concessions in general follow this “tit-for-tat” rule (the lower the “value” of the concession on your
part, of course, the better).
You can also use this law to appeal to fairness. For example, if the other party manipulates the
physical environment by requiring that your team sits facing the sun, at the next meeting they
should reciprocate.
Law of Commitment and Consistency
An example of this tactic would be using a series of questions to conduct the step-by-step close.
Dale Carnegie, in How to Win Friends and Influence People, called this, “Get the other person
saying ‘yes, yes’ immediately.” This occurs when one party asks the other side to make a number
of “small” decisions that lead to only one obvious conclusion: to accept the general concession.
You could employ this principle by asking a potential client if she values quality in your product or
service. Of course the only answer would be “yes.” Then you could follow with a question that begs
the obvious: “We’d love to provide you with this product/service, but if we don’t get the resources
we need from you (i. e. sufficient money) and quality suffers as a result, would you still want it?”
How can the prospect say “yes” to poor quality? This tactic makes it easier for you to ask for
additional funds.
You might also see an example of this ploy when lowballing (intentional last-minute additions to
what was originally a low price) occurs. Unscrupulous vendors might attempt to make you
psychologically “invest” in a product that you initially believe costs less.
Law of Liking
This law is often seen in the strategy of “good cop, bad cop,” where one person in the other
negotiating party is clearly opposed to your objectives, but it appears that another of their team
members is “on your side.” This causes you to identify with and trust the “good” team member, so
you may find yourself agreeing to the other team’s concessions and goals instead of your own. You
can see this in situations where a salesperson “battles” their supervisor to get you a “better” deal
(of course this was the result they wanted in the first place).
You might also apply this law to establish rapport up front when you are negotiating with your own
superiors or teams.
Law of Scarcity
The more time you spend with a salesperson, the more commitment he or she has to make the
deal. If you are under no time pressure and the other side is, you have the upper hand.
Law of Authority
Vendors often quote vague authorities to sell their wares, “Experts say our product is the best.“ But
who are these experts? What are their qualifications to make these claims? Do they have a vested
interest in selling the company’s products or services? In addition, use this Law to establish your
own credentials/credibility early in the negotiation.
Law of Social Proof
This law works when you draw on testimonials from satisfied customers or clients (unscripted
ones are best) to encourage new prospects to buy your services and products.
The law also can be used to convince your supervisors or staff that their counterparts in other
divisions or companies are following similar suggestions to yours. People want to feel like they are
part of an established community that already knows where it is going.
Ethical Issues
Persuasion can be used for good or ill. In an environment that seeks to follow ethical rules, it
should only be used to make lives better. Manipulation occurs when you exploit or deceive others
solely for your own gain. This does not result in a win-win situation.
Summary
Being adept at persuasion is often the missing key to success in the workplace and your personal
life. If you give people what they want via the Six Laws of Persuasion, they’ll most likely return the
favor. And when you recognize that you are being manipulated, you can call the other side on their
tactics and counter with an appropriate strategy. This will lead to a more effective way of achieving
the goals of all negotiating parties.
Learn More
Learn more about how you can improve productivity, enhance efficiency, and sharpen your
competitive edge. Check out the following Global Knowledge course: Communication and
Negotiation Skills
For more information or to register, visit www. globalknowledge. com or call 1-866-925-7765 to
speak with a sales representative. Our courses offer practical skills, exercises, and tips that you
can immediately put to use. Our expert instructors draw upon their experiences to help you
understand key concepts and how to apply them to your specific work situation. Choose from our
more than 700 courses, delivered through Classrooms, e-Learning, and On-site sessions, to meet
your IT, project management, and professional skills training needs.
About the Author
Dr. Edrie Greer is President of Learning, ETC, Inc., which provides Educational, Training, and
Communications services to organizations. She brings more than 20 years of experience in adult
education, instructional design, educational technology, instructor development, and media
production to her work.
Dr. Greer holds a Ph. D. in the Sociology of Religion from the New Thought Theological Seminary,
a Master of Science in Continuing and Vocational Education and a Bachelor of Science in Life
Sciences Communication from the University of Wisconsin-Madison.
Sources
Carnegie, Dale. How to Win Friends and Influence People. New York: Pocket Books, 1936.
Cialdini, Robert B. Influence: The Psychology of Persuasion. New York: William Morrow, 1993.
Fisher, Roger and William Ury. Getting to Yes: Negotiating Agreement Without Giving In. New York:
Penguin, 2003.
Hogan, Kevin. The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking.
Gretna, LA: Pelican, 1996.
Copyright ©2006 Global Knowledge Training LLC. All rights reserved.
How To Use the Six Laws of Persuasion during a Negotiation
1-800-COURSES www.globalknowledge.com
The following is an edited version of
How To Use the Six Laws of Persuasion during a Negotiation
Edrie Greer, Ph.D., Global Knowledge Instructor
Introduction
Getting what you want in life, in work, and in play, requires constant negotiation with a variety of
people. You must use your basic communication skills, such as active listening and observing non-
verbal cues. You need a clear understanding of your goals, as well as the objectives of your
negotiating partner(s). To be truly effective, however, you need to know more to be able to
communicate persuasively.
Win-Win
The result of a successful negotiation is that all parties should believe they got a good deal.
Many situations require you to effectively negotiate a mutually beneficial (win-win) solution,
including:
- 1. Responding to staff requests for promotions, salary increases, and other employment
perks (as well as negotiating your own)
2. Negotiating with vendors for their best possible products, services, and prices
3. Convincing your team to do what you would like them to do
4. Working with external and internal clients on contracts (such as Service Level
Agreements) that provide the quality services and equipment they need but in a manner that
allows you to use your resources optimally
5. Persuading supervisors to buy additional equipment, accept your budget proposals, try a
new idea, etc. In order to be successful in these instances, you must master the
persuasion process, which will enable you to deliberately create the attitude change and
subsequent actions necessary for persuading others to your way of thinking.
In other words, you have to be able to “sell” your ideas in order to make changes in your
favor and, in a win-win situation, provide the other side with a fair deal. This entails a
process that can appeal to the intellect using logical and objective criteria, as well as a
methodology that positively engages the emotions of he negotiators.
The Six Laws of Persuasion: an Overview
Persuasion is the ability to influence people’s thoughts and actions through specific strategies. To
become adept at this skill, you must first understand some basic principles, called the Laws of
Persuasion.
These six laws are neither good nor bad, but describe how most people respond to certain
circumstances. Psychologist Robert Cialdini wrote the seminal book on the Laws of Persuasion,
titled Influence: The Psychology of Persuasion, in which he discusses the prevalent methods of
marketing. Even though you may not wish to
believe it, a great deal of psychological research indicates that human beings are quite predictable
in terms of behavior in response to certain stimuli, such as ads. This is why marketing and
advertising are highly successful enterprises—by and large, consumers respond to most ads and
commercials by buying the products and services they promote. By understanding persuasion
laws, you can control how much others unduly influence you, as well as how to use them to your
benefit during negotiations.
The laws work because they provide shortcuts to making the countless decisions people face
every day as they look for information to reduce the complexity of life. If you can apply these laws in
specific situations to your benefit, then your influence over others increases significantly. Some of
the best masters of the art of persuasion in negotiation are highly successful salespeople who do
their best not only to make the sale, but also to meet the needs of their buyers.
Here are Cialdini’s Six Laws of Persuasion:
Law of Reciprocity
Human beings, in general, try to repay in kind what another person has provided to them. If
someone gives you something you want (or perhaps didn’t “realize” you wanted), then you will wish
to reciprocate because you now feel obligated. Examples of this Law include the address labels
you receive in the mail from various non-profits requesting charitable contributions. Even though
they are a minor, unsolicited “gift,” sending them has increased contributions for non-profits many-
fold, because people feel compelled to “return the favor.”
Giving free samples to potential customers is another way in which this Law is used by successful
salespeople.
Law of Commitment and Consistency
People like to be (or at least appear to be) consistent in their thoughts, feelings, and actions. Once
they have made a stand, they tend to stick to it and behave in ways that justify their earlier
decisions, even if they are erroneous. If you make a commitment to a cause or product, however
small, it then becomes easier to be convinced to increase it. This is especially true if the
commitment changes your view of yourself in a favorable way. This is why salespersons attempt to
get customers to agree with them multiple times. After saying “yes” so often, it is almost
impossible to say “no” when it comes time for the close or direct request for the sale.
Law of Liking
When you like someone, or believe that they are “just like you,” you are more inclined to want to
please them and, therefore, purchase whatever they are selling. This is how successful
salespeople operate; they establish rapport by demonstrating how similar they are to their potential
buyers. For example, they note that they are from a comparable background as you, or even better,
they are people you know—your friends. As for those in-home sales parties, the kicker comes
when your neighbors provide the testimonials for the product. You don’t want to disappoint them by
not purchasing, do you?
Law of Scarcity
If you are not sure you want to buy something, the minute it becomes “the last one available” you
tend to have second thoughts. After all, this must indicate that others are purchasing it, and you
might not be able to get another one quickly, or at all, if you decide you want it later. So you take the
bait to buy a popular item that others won’t be able to get. At least that’s what you think.
Law of Authority
This is the law that uses celebrity endorsements or “expert” testimonials. When people you admire
promote a product or service, if it’s good enough for them, then it’s good enough for you. And if you
use it, then you might even develop similar characteristics to your heroes, such as good looks,
wealth, or fame. That’s what the advertisers are counting on.
Law of Social Proof
Why have TV sitcoms used canned laugh tracks for years? Producers wouldn’t employ them
unless they actually are successful in eliciting audience laughter and, subsequently, higher
ratings. Part of the reason you laugh along anyway in spite of your annoyance lies in how you
decide what is socially “correct” behavior. If you don’t know exactly what to do, you rely on others
around you (or the virtual TV audience) to help you find the way to properly react. You think if others
are engaging in a specific behavior, it must be the proper thing to do.
Hence, you laugh in spite of yourself, or if you’re told that “everyone is buying this product or
service,” even without evidence, you may think you’re missing out if you don’t comply or conform
and get it for yourself.
Using the Laws of Persuasion
As mentioned, in any negotiation, all parties should arrive at a conclusion that makes them feel like
they got a good deal, especially if an on-going relationship is involved. (Note: a “good deal” is not
always the same for everyone; negotiators often have different criteria by which they judge the
success of their bargaining outcomes.) Often when dealing with “tough” or “hard” negotiators, you
encounter manipulative tactics that use the preceding Laws of Persuasion. So how do you
successfully negotiate around these ploys?
First, you can discuss the rules of the game. When you recognize that the other side is using one
or more of the Laws of Persuasion, you can either directly note it, or simply steer the conversation
to a more objective solution. And for the ultimate in law prevention, you can set preconditions
ahead of time that will preclude such strategies by using only logical principles as a standard
process in the negotiation.
Negotiation strategies using the Six Laws of Persuasion include the following:
Law of Reciprocity
Limited disclosure/confession of the real reason for a negotiation stance, such as “this is all the
money we have,” can provoke a concession from the other party. (This is often seen in
salary/promotion negotiations.)
Concessions in general follow this “tit-for-tat” rule (the lower the “value” of the concession on your
part, of course, the better).
You can also use this law to appeal to fairness. For example, if the other party manipulates the
physical environment by requiring that your team sits facing the sun, at the next meeting they
should reciprocate.
Law of Commitment and Consistency
An example of this tactic would be using a series of questions to conduct the step-by-step close.
Dale Carnegie, in How to Win Friends and Influence People, called this, “Get the other person
saying ‘yes, yes’ immediately.” This occurs when one party asks the other side to make a number
of “small” decisions that lead to only one obvious conclusion: to accept the general concession.
You could employ this principle by asking a potential client if she values quality in your product or
service. Of course the only answer would be “yes.” Then you could follow with a question that begs
the obvious: “We’d love to provide you with this product/service, but if we don’t get the resources
we need from you (i. e. sufficient money) and quality suffers as a result, would you still want it?”
How can the prospect say “yes” to poor quality? This tactic makes it easier for you to ask for
additional funds.
You might also see an example of this ploy when lowballing (intentional last-minute additions to
what was originally a low price) occurs. Unscrupulous vendors might attempt to make you
psychologically “invest” in a product that you initially believe costs less.
Law of Liking
This law is often seen in the strategy of “good cop, bad cop,” where one person in the other
negotiating party is clearly opposed to your objectives, but it appears that another of their team
members is “on your side.” This causes you to identify with and trust the “good” team member, so
you may find yourself agreeing to the other team’s concessions and goals instead of your own. You
can see this in situations where a salesperson “battles” their supervisor to get you a “better” deal
(of course this was the result they wanted in the first place).
You might also apply this law to establish rapport up front when you are negotiating with your own
superiors or teams.
Law of Scarcity
The more time you spend with a salesperson, the more commitment he or she has to make the
deal. If you are under no time pressure and the other side is, you have the upper hand.
Law of Authority
Vendors often quote vague authorities to sell their wares, “Experts say our product is the best.“ But
who are these experts? What are their qualifications to make these claims? Do they have a vested
interest in selling the company’s products or services? In addition, use this Law to establish your
own credentials/credibility early in the negotiation.
Law of Social Proof
This law works when you draw on testimonials from satisfied customers or clients (unscripted
ones are best) to encourage new prospects to buy your services and products.
The law also can be used to convince your supervisors or staff that their counterparts in other
divisions or companies are following similar suggestions to yours. People want to feel like they are
part of an established community that already knows where it is going.
Ethical Issues
Persuasion can be used for good or ill. In an environment that seeks to follow ethical rules, it
should only be used to make lives better. Manipulation occurs when you exploit or deceive others
solely for your own gain. This does not result in a win-win situation.
Summary
Being adept at persuasion is often the missing key to success in the workplace and your personal
life. If you give people what they want via the Six Laws of Persuasion, they’ll most likely return the
favor. And when you recognize that you are being manipulated, you can call the other side on their
tactics and counter with an appropriate strategy. This will lead to a more effective way of achieving
the goals of all negotiating parties.
Learn More
Learn more about how you can improve productivity, enhance efficiency, and sharpen your
competitive edge. Check out the following Global Knowledge course: Communication and
Negotiation Skills
For more information or to register, visit www. globalknowledge. com or call 1-866-925-7765 to
speak with a sales representative. Our courses offer practical skills, exercises, and tips that you
can immediately put to use. Our expert instructors draw upon their experiences to help you
understand key concepts and how to apply them to your specific work situation. Choose from our
more than 700 courses, delivered through Classrooms, e-Learning, and On-site sessions, to meet
your IT, project management, and professional skills training needs.
About the Author
Dr. Edrie Greer is President of Learning, ETC, Inc., which provides Educational, Training, and
Communications services to organizations. She brings more than 20 years of experience in adult
education, instructional design, educational technology, instructor development, and media
production to her work.
Dr. Greer holds a Ph. D. in the Sociology of Religion from the New Thought Theological Seminary,
a Master of Science in Continuing and Vocational Education and a Bachelor of Science in Life
Sciences Communication from the University of Wisconsin-Madison.
Sources
Carnegie, Dale. How to Win Friends and Influence People. New York: Pocket Books, 1936.
Cialdini, Robert B. Influence: The Psychology of Persuasion. New York: William Morrow, 1993.
Fisher, Roger and William Ury. Getting to Yes: Negotiating Agreement Without Giving In. New York:
Penguin, 2003.
Hogan, Kevin. The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking.
Gretna, LA: Pelican, 1996.
Copyright ©2006 Global Knowledge Training LLC. All rights reserved.
Dr. Larry C. Bobbert Adjunct Professor Midway College Morehead University Eastern Kentucky University --International--- Media Consultant - Speaker - Trainer Video Producer --------------------- conversational ...easy to read...FUN and informative." - Lois Miller Bluegrass Who Dun it THE MOVIE Available on DVD ------------ --------! 5 Element Tai Chi Can be a great way to energize your people at a workshop or convention 859 623 9645 5 Element DVD Available |
| Visitors since 11/02/08 |
Disclaimer - This
site has been
created and is
maintained for
general use by the
students in
Dr. Bobbert's
classes. The public
is welcome. No
guarantees or
warranties, implied
or otherwise, and no
endorsements apply
to the data and
information
contained herein.
Dr. Bobbert and the
Universities and
Colleges assume no
responsibility for
financial or
emotional damage
that may be caused
by either the
existence or use of
this information or by
errors or omissions
in the data or the
associated forms or
html pages.
----
site has been
created and is
maintained for
general use by the
students in
Dr. Bobbert's
classes. The public
is welcome. No
guarantees or
warranties, implied
or otherwise, and no
endorsements apply
to the data and
information
contained herein.
Dr. Bobbert and the
Universities and
Colleges assume no
responsibility for
financial or
emotional damage
that may be caused
by either the
existence or use of
this information or by
errors or omissions
in the data or the
associated forms or
html pages.
----
| Success Links |
Much of the
contents of this
page currently
reside on our
old web site.
Click the button
below to access
the original
material.
contents of this
page currently
reside on our
old web site.
Click the button
below to access
the original
material.
 | |  | |  | |  | |  |
| Links |
 |
| |
 |
| |
 |
| |
 |