The Negotiator Magazine

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“Persuasion: How To Get A 'Yes'”

Beverly Smallwood, Ph.D.

Let’s take a quick (as possible) trip through the six categories of tactics that will help you persuade others more effectively.

On the journey, you may also recognize that you have responded when these tactics have been employed by skillful sales people, by manipulators, or by very persuasive "normal people." (Sorry, sales people! Didn't mean to imply you aren't normal!:>)) As you learn to recognize them, you'll be better armed against unwelcome persuasion from others.

When you need to gain cooperation from others, to sell goods or services, to get approval...in other words, when you need a "yes"... choose methods based on the six principles Cialdini enumerates after careful scientific research.

1. CONSISTENCY

Research shows that we humans have a nearly obsessive desire to be and appear consistent. Once we've made a decision or taken a stand, we feel pressure to act in ways consistent with that commitment. The decision is made; we don't have to think about it any more.

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