The Negotiator Magazine

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Persuasive Actions

To apply this principle in your own persuasive efforts, you may:

a. Use legitimate titles and other marks of status to increase others' perception of the importance of what you say and what you are requesting. (Don't be obnoxious with this, please!)

b. Refer to supportive evidence from others perceived by the person as authority figures.

c. Dress in clothing styles and colors typically associated with authority (e.g., black, navy, or white).

5. LIKING

We prefer to say yes to the requests of someone we know and like. No surprise there.

Consider the selling power in home parties like Tupperware or Mary Kay. The organizers of these events successfully use several of the tactics we've already discussed: reciprocity (everyone wins prizes in the initial games); commitment (participants describe the benefits of the products they have used); and social proof (watching others purchase builds the idea that the product must be good because similar others want the product.)

The real purchase from request does not come from the salesperson, but from the attendee's friend who invited her to the party. Someone she likes. The system is designed so that customers are buying from someone they already know and like. Brilliant.

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