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6 PERSUASION PRINCIPLES
YOU MUST MASTER
PERSUASION CAN BE
LEARNT, TAUGHT & APPLIED
PRINCIPLE 1: THE PRINCIPLE
OF LIKING
• People like those like
them, who like them
• To influence people, you
need to make and win
friends using 2 factors –
Similarity and Praise.
www.jointeambuilding.com
People like those like them,
who like them
PRINCIPLE 1: THE PRINCIPLE
OF LIKING
• Use similarities such as
common interests (in football,
college alumni, or favourite tv
show) with new co-workers,
new boss, new vendors to
create bonds early in the
relationship.
• After the good will and
trustworthiness has been
established, it would be much
easier to achieve their support
for new projects or better
budget.
www.jointeambuilding.com
People like those like them,
who like them
PRINCIPLE 1: THE PRINCIPLE
OF LIKING
• Use genuine praise to
charm and disarm.
• You can make positive
remarks about the
person’s attitude,
character or performance.
• In return, you generate
liking and the person will
not be so defensive or
guarded.
www.jointeambuilding.com
People like those like them,
who like them
PRINCIPLE 2: THE PRINCIPLE
OF RECIPROCITY
• People repay in kind.
• Give to others what you
want to receive from them.
• A simple example would
be smiling. When
someone smiles to you,
more often then not, you
will smile back at him
automatically.
www.jointeambuilding.com
People repay in kind.
PRINCIPLE 3: THE PRINCIPLE
OF SOCIAL PROOF
• People follow the lead of
their peers.
• Influence is more effective
when exerted
horizontally, rather than
vertically.
• Persuasion is very
effective when it comes
from peers.
www.jointeambuilding.com
People follow the lead
of their peers.
PRINCIPLE 3: THE PRINCIPLE
OF SOCIAL PROOF
• For example, many
salesmen like to bring out
testimonials from satisfied
customers to show their
current prospect.
• There is a better chance of
convincing this prospect if
they hear it directly from
their peers, instead of yet
another sales pitch from
the salesman.
www.jointeambuilding.com
People follow the lead
of their peers.
PRINCIPLE 4: THE PRINCIPLE
OF CONSISTENCY
• People fulfil public and
voluntary commitments.
• Liking is a powerful force, but
persuasion involves more
than simply making people
like you, your pitch or your
product.
• People need to feel
committed to what you want
them to do. People have to
feel obligated to you.
www.jointeambuilding.com
People fulfil public &
voluntary commitments.
PRINCIPLE 4: THE PRINCIPLE
OF CONSISTENCY
• There is strong evidence
to show that a choice
made actively – whether it
has been spoken out
loud, or written down –
is more likely to direct
someone’s future actions
than when the same
choice has been left
unspoken.
www.jointeambuilding.com
People fulfil public &
voluntary commitments.
PRINCIPLE 5: THE PRINCIPLE
OF AUTHORITY
• People defer to experts
with specialised skills
and information.
• In Asian countries, having
a get-together meal before
formal discussion or
negotiation is common
practice. These meals are
opportunities to establish
“similarities” and
“likings”.
www.jointeambuilding.com
People defer to experts
with specialised skills
& information
PRINCIPLE 5: THE PRINCIPLE
OF AUTHORITY
• In addition, it is also useful
to establish “expertise”
before doing formal
business with the business
partners.
www.jointeambuilding.com
People defer to experts
with specialised skills
& information
PRINCIPLE 6: THE PRINCIPLE
OF SCARCITY
• People place more value
on what is scarce.
• Scarcity breeds demand.
• Sales personnel love to
use “limited time”, “limited
supply”. “one-of-a-kind”
offers to bait customers.
www.jointeambuilding.com
People place more value
on what is scarce.
PRINCIPLE 6: THE PRINCIPLE
OF SCARCITY
• Retailers frame their offers
not in terms of what
people stand to gain, but
in terms of what people
stand to lose if they don’t
act fast.
www.jointeambuilding.com
People place more value
on what is scarce.
USE A COMBINATION OF
PRINCIPLES FOR GREATER
IMPACT
• Summary: legitimate expertise, genuine obligations,
authentic similarities, real social proof, voluntary
commitments can produce win-win situations.
• Using these 6 principles judiciously and ethically will
help you capture your audience, sway the
undecided and convert your opposition.
www.jointeambuilding.com
–Zig Ziglar
Renown motivational speaker and trainer
“The most important persuasion tool
you have in your entire arsenal is
integrity..”
ALWAYS BEARING IN MIND….
www.jointeambuilding.com
Everything related to building strong and cohesive teams
in your organisations.
Visit us at
www.jointeambuilding.com
FOR MORE BUSINESS TIPS AND
TOOLS….

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6 persuasion principles - slideshare ppt

  • 1. 6 PERSUASION PRINCIPLES YOU MUST MASTER PERSUASION CAN BE LEARNT, TAUGHT & APPLIED
  • 2. PRINCIPLE 1: THE PRINCIPLE OF LIKING • People like those like them, who like them • To influence people, you need to make and win friends using 2 factors – Similarity and Praise. www.jointeambuilding.com People like those like them, who like them
  • 3. PRINCIPLE 1: THE PRINCIPLE OF LIKING • Use similarities such as common interests (in football, college alumni, or favourite tv show) with new co-workers, new boss, new vendors to create bonds early in the relationship. • After the good will and trustworthiness has been established, it would be much easier to achieve their support for new projects or better budget. www.jointeambuilding.com People like those like them, who like them
  • 4. PRINCIPLE 1: THE PRINCIPLE OF LIKING • Use genuine praise to charm and disarm. • You can make positive remarks about the person’s attitude, character or performance. • In return, you generate liking and the person will not be so defensive or guarded. www.jointeambuilding.com People like those like them, who like them
  • 5. PRINCIPLE 2: THE PRINCIPLE OF RECIPROCITY • People repay in kind. • Give to others what you want to receive from them. • A simple example would be smiling. When someone smiles to you, more often then not, you will smile back at him automatically. www.jointeambuilding.com People repay in kind.
  • 6. PRINCIPLE 3: THE PRINCIPLE OF SOCIAL PROOF • People follow the lead of their peers. • Influence is more effective when exerted horizontally, rather than vertically. • Persuasion is very effective when it comes from peers. www.jointeambuilding.com People follow the lead of their peers.
  • 7. PRINCIPLE 3: THE PRINCIPLE OF SOCIAL PROOF • For example, many salesmen like to bring out testimonials from satisfied customers to show their current prospect. • There is a better chance of convincing this prospect if they hear it directly from their peers, instead of yet another sales pitch from the salesman. www.jointeambuilding.com People follow the lead of their peers.
  • 8. PRINCIPLE 4: THE PRINCIPLE OF CONSISTENCY • People fulfil public and voluntary commitments. • Liking is a powerful force, but persuasion involves more than simply making people like you, your pitch or your product. • People need to feel committed to what you want them to do. People have to feel obligated to you. www.jointeambuilding.com People fulfil public & voluntary commitments.
  • 9. PRINCIPLE 4: THE PRINCIPLE OF CONSISTENCY • There is strong evidence to show that a choice made actively – whether it has been spoken out loud, or written down – is more likely to direct someone’s future actions than when the same choice has been left unspoken. www.jointeambuilding.com People fulfil public & voluntary commitments.
  • 10. PRINCIPLE 5: THE PRINCIPLE OF AUTHORITY • People defer to experts with specialised skills and information. • In Asian countries, having a get-together meal before formal discussion or negotiation is common practice. These meals are opportunities to establish “similarities” and “likings”. www.jointeambuilding.com People defer to experts with specialised skills & information
  • 11. PRINCIPLE 5: THE PRINCIPLE OF AUTHORITY • In addition, it is also useful to establish “expertise” before doing formal business with the business partners. www.jointeambuilding.com People defer to experts with specialised skills & information
  • 12. PRINCIPLE 6: THE PRINCIPLE OF SCARCITY • People place more value on what is scarce. • Scarcity breeds demand. • Sales personnel love to use “limited time”, “limited supply”. “one-of-a-kind” offers to bait customers. www.jointeambuilding.com People place more value on what is scarce.
  • 13. PRINCIPLE 6: THE PRINCIPLE OF SCARCITY • Retailers frame their offers not in terms of what people stand to gain, but in terms of what people stand to lose if they don’t act fast. www.jointeambuilding.com People place more value on what is scarce.
  • 14. USE A COMBINATION OF PRINCIPLES FOR GREATER IMPACT • Summary: legitimate expertise, genuine obligations, authentic similarities, real social proof, voluntary commitments can produce win-win situations. • Using these 6 principles judiciously and ethically will help you capture your audience, sway the undecided and convert your opposition. www.jointeambuilding.com
  • 15. –Zig Ziglar Renown motivational speaker and trainer “The most important persuasion tool you have in your entire arsenal is integrity..” ALWAYS BEARING IN MIND…. www.jointeambuilding.com
  • 16. Everything related to building strong and cohesive teams in your organisations. Visit us at www.jointeambuilding.com FOR MORE BUSINESS TIPS AND TOOLS….