“Persuasion – How To Use It In The Negotiation Process” – Negotiation Tip of the Week


“To become more persuasive, magnify your subject’s needs. Also, know how and when to give or take those needs away.” -Greg Williams, The Master Negotiator & Body Language Expert


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“Persuasion – How To Use It In The Negotiation Process”


“I attempted to coddle him as a method of persuasion. It didn’t work! He told me to put my offer where the sun doesn’t shine. I was speechless!”

What forms of persuasion do you use in your negotiation process? Every negotiator attempts to motivate her opponent through persuasion.

When considering how you’ll persuade another negotiator, you must consider her personality type, the situation you’re in, and the negotiation environment. Those variables will have a large impact on your use of persuasion in the negotiation process.

The following are a few thoughts to consider when deciding how you’ll address those variables in your negotiations.


Personality Type:

In the opening scenario, it appears the negotiator used the wrong form of persuasion – and was harshly admonished. Here’s something to consider when attempting to persuade someone based on their personality type.

  • Takeaway – Most people are more motivated by a fear of loss. That means, they’ll protect what they’ve gained rather than risking its loss for greater gains.
  • You can assess someone’s risk adversity by extending an offer of something they want, making it conditional upon their immediate acceptance, and taking it off the table if they decline. Later in the negotiation, make reference to that offer and observe their reaction. If they give an inkling of wanting it, they’re displaying the effect that the takeaway had. Even if they do accept the offer, you will have gained insight into the degree of risk adversity that they’re willing to undergo. You can use that insight throughout the negotiation.


Negotiation Situation:

Every negotiation is shaped by the value sought. That means the degree of effort applied is based on the perceived value and expectations of the outcome. Thus, if there’s a low expectation of value, the need to persuade or dissuade will be in direct correlation to that expectation. Keep that in mind when utilizing the following thoughts.

  • What losses have the other negotiator incurred in the past and what effect did they have on him – Having this insight allows you to invoke the painful memories of what occurred in the past. Your subconscious suggestion is, you don’t want that to happen again, do you? You can also use that information as a lever to persuade him from not straying into dangerous negotiation waters.
  • Different situations will influence the need to project different behaviors. Understanding the conditional behavior that shapes that mindset will indicate whether to use coddling or disdaining tools of persuasion.


Negotiation Environment:

The negotiation environment plays a huge factor in your ability to persuade someone. You can use surroundings to summon past emotional experiences. To do so consider these questions …

  • Who else is in the environment and what influencing persuasion is their presence casting on the other negotiator?
  • What has been the experience in the past that the other negotiator has had in environments like this?

Subliminally, we’re moved to adopt certain actions based on the environment. Thus, some actions would not be adopted if the surroundings were different. Having control of these variables allows you to project a greater degree of persuasion.


Other Things to Consider:

There are other things to take into account when assessing how you’ll be more persuasive in your negotiation. Such as …

  • Ethnicity
  • Gender
  • Culture
  • Position (superior vs. subordinate)

I will address the above variables in a later article.


As you can see, there are many ways to use persuasion in a negotiation. Above are just a few of those ways. There’s one thing that’s irrefutable, if you misuse your efforts of persuasion, you’ll diminish your negotiation efforts. To lessen that probability and to enhance your chances of having a more successful negotiation outcome, consider implementing the thoughts above … and everything will be right with the world.


Remember, you’re always negotiating!


After reading this article, what are you thinking? I’d really like to know. Reach me at Greg@TheMasterNegotiator.com


To receive Greg’s free “Negotiation Tip of the Week” and the “Sunday Negotiation Insight” click here https://themastern.wpengine.com/greg-williams/


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