Robert Cialdini, Ph.D., is the authority on persuasion. His book Influence: The Psychology of Persuasion is a masterclass on how to get people to say “yes.” Learning the art of persuasion in business is essential for any leader, as persuasion is at the heart of sales, management, marketing, and more. If we become more persuasive, we will find many doors open.
Persuasion is necessary at all levels of entrepreneurship. Managers need to be persuasive in the way they interact with their teams. Salespeople need to persuade potential customers. Employees can convince higher-ups to make changes or implement feedback. Finally, marketers must design persuasive materials. Getting to the “yes” is the primary goal of any transaction.
According to Cialdini, six “principles of persuasion” influence us to say “yes” to someone’s request. Cialdini defines these as mental shortcuts we take to guide our decision-making processes. Using them to our advantage, we can influence others towards persuasion in business communication .
Here are the factors that increase the effectiveness of our persuasion in business:
There is a difference between being persuasive and being manipulative. Manipulation is convincing others to act in a way that benefits you. Persuasion in business means selling others on a mutually beneficial solution. If you master the six principles of persuasion, you’ll find this a much easier task.
In my years as a business coach, I’ve helped countless clients upgrade their leadership skills by mastering the art of persuasion in business and more. If you want to learn more effective leadership techniques, sign up for my email newsletter to have my top tips and tricks delivered to your inbox weekly.
Coach Dave
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