How to Be More Persuasive

I received some positive feedback about the recent post, How to Lead Without Authority, and in response I decided to do a little more research on the topic.  While doing so, I came across the work of Robert Cialdini, a professor of psychology at Arizona State University who has made it his life work to study the importance of persuasion in influencing workplace relationships.

In his bestselling books, which include the most recent Yes! 50 Scientifically Proven Ways to Be More Persuasive, Dr. Cialdini has identified six principles to help you be more persuasive in your everyday work life, including:

Principle of Reciprocity

Dr. Cialdini found that people are more likely to say yes to you if you have said yes to them first.  If you first show a willingness to get on board with your colleagues’ projects, then they will find it more difficult to decline support for yours.

Principle of Commitment and Consistency

People will agree to something if it complies with their existing worldview.  Therefore, if you liken your proposal to another idea your colleague recently agreed with, you will play to her internal desire to be consistent.

Principle of Authority

Obviously, it’s easier to persuade direct reports because you are the manager.  But even if you aren’t the boss, establishing yourself as an organization-wide expert on a particular topic will do wonders to increase others’ perception of your authority and render them easier to persuade.

Principle of Social Validation

The field of television advertising was built upon this principle, which states that people are more willing to take a recommendation if they are provided evidence that “others like them” are already doing it.  So if you want to convince colleagues, get some testimonials from those who are friendly to your cause and at the same level as those who you’re trying to persuade.

Principle of Scarcity

People find opportunities more attractive to the degree that they are rare or dwindling in availability. Your colleagues will be more likely to agree to your proposal, for example, if they believe that they have to “strike now while the iron is hot.”

Principle of Liking

There is no getting around the fact that people prefer to say yes to those they know, like and trust, so if you want to be more persuasive at work, take the time to strengthen your personal relationship with each colleague you hope to influence.

This post was originally published on Intuit's Quickbase blog.

Comments

[kare anderson]

Thanks for the pithy summary of Cialdini's research-based insights on persuasion or (if one is on the receiving end) manipulation. It is always better to be self-away.

Here's some related books that I've found helpful in my writing and speaking about connective conversation and collaboration: Nudge, Sway, Click, Switch (see a trend there?) Also your readers may want to search for articles on "framing" and "priming."

[kare anderson]

Oops (red-faced me) I meant self-aware (not self-away)... guess i wasn't sufficiently present at the time I wrote the above comment

[nancy west]

response to kare anderson

persuasion and manipulation are not the same thing. manipulation has an element of dishonesty that persuasion does not.
i am glad to see the term persuasion as it reflects the honesty that should be more abundant in business.

[kare anderson]

Thank you Nancy, -
rationally quite true - in real life the boundaries can be more murky

[Alexandra Levit]

@Kare: I have Chip Heath's latest book on my desk. I've heard it's one of the best reads this year. Thanks for contributing to and following the discussion. It's great to hear from you as always!

@Nancy: I don't know that manipulation is inherently dishonest, although it certainly has a negative connotation.

[kare anderson]

Nancy,
While many of the ideas were familiar I enjoyed the examples in Switch.
You might also enjoy (if have not yet read) Sway, Nudge, Drive, On Being Certain and The Paradox of Choice