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Unlike empathy, a soft skill most leaders now embrace, there’s one that some still get wrong: persuasion.
Many unfairly liken persuasion to that of coercion. They picture a persuasive person as someone unethical who tricks you into buying their products or ideas. But persuasion isn’t about manipulation; it’s about influence.
According to Robert Cialdini, author of the now-classic and newly updated book, Influence: The Psychology of Persuasion, “Persuasion is simply asking people to move in your direction by explaining or offering genuine reasons that are in their benefit to accept.”
Whether in a boardroom or client pitch, your ability to defend your ideas and convince others that they matter can make or break your career.
So, how can you do that?
Cialdini says there are seven Universal Principles of Persuasion that guide human behavior that, when used ethically, can dramatically increase your level of influence. Here’s a breakdown of each — and an actionable takeaway to apply to your professional world:
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1. Reciprocation
We feel obligated to give back to others something we’ve received first.
Takeaway: Give before you ask by first providing value and serving, not selling.
2. Liking
We’re more influenced by the people we like and who are like us.
Takeaway: To up your likability factor, practice kindness and offer compliments while highlighting similarities and increasing familiarity through repeated interactions and positive associations.
3. Social Proof
We determine what is correct by finding out what other people think is correct. This is particularly true when we’re uncertain and see many people — especially those we view as just like us — taking action.
Takeaway: Don’t tell people you’re amazing; have your happy clients and customers advocate for you on your behalf.
4. Authority
We defer to those authorities we perceive as both expert and trustworthy.
Takeaway: The more you can position yourself as a credible expert, the more likely people will follow your lead.
5. Scarcity
We assign more value to less available things, especially when newly so or when competing with others for them.
Takeaway: When trying to persuade people about your idea, it’s not enough to explain why it’s unique and the benefits they’ll gain; you’ll also need to point out what they stand to lose if they pass.
6. Commitment and Consistency
We like to be and look consistent within our words, beliefs, attitudes, and deeds. This is fueled by the high value placed on personal consistency by society, the generally beneficial approach to daily life consistent conduct provides, and a shortcut through life’s complexities by returning to previous behavior.
After making a commitment (taking an action, stand, or position), we are more willing to agree to requests in keeping with the prior commitment. Commitments are most effective when they’re active, effortful, and viewed as internally motivated (voluntary) because each element gives us information about what we must truly believe.
Takeaway: Simple reminders of an earlier commitment can guide future behavior, strengthening someone’s resolve to remain consistent.
7. Unity
We say yes to those we consider one of us.
Takeaway: Create opportunities to bring people together through shared experiences and co-creation.
When you harness the power of persuasion, you’ll build your reputation as an effective communicator and collaborative leader who effectively (and ethically) influences others.
