The Science of Persuasion

Presentation Guidelines
The Science Of Persuasion
By: Team L&D

2/10
Build a deep understanding about decision governing factors

After going
through this Gain people’s buy-in for your ideas, thoughts or opinions
learning module:
You will be able to Make your personal strategy of Persuading anyone
irrespective of your role or position.
Principles of Persuasion 3/10
A comprehensive scientific study conducted in the area of “Persuasion” has outlined some universal principles
which, when applied ethically without manipulation, can produce the magical results for you in the long run. As
per Dr. Robert Cialdini research findings these principles can be summarized as…
Principle of Interest 6
1 Principle of Reciprocity
Principle of Authority 5
Persuasion
2 Principle of Consistency
Principle of Liking 4
3 Principle of Social Alignment
1st Principle 4/10
Principle of Reciprocity
What does it mean What should you do

This principle is based on humans’ tendency to • Proactively offer your help and support to
maintain an equilibrium of “Give” & “Take”. others to achieve their goals and succeed.
People respond to those positively who have • Learn to give constructive feedback instead
helped or supported them and the same is also shouting or criticizing.
true for negative experiences.
• Respond to others needs and expectations
So if someone favors you then it is more likely positively and timely.
that you will reciprocate the same to maintain
the equilibrium under social obligation. So
before you anticipate something from others,
make sure that you first learn to give it.
2nd Principle 5/10
Principle of Consistency

People continually and constantly evaluate • Walk the talk.
between “What is said” and “What is done”. • Don’t promise anything that you can’t fulfill.
They trust and look upon to those who Learn to say “No”. To go ahead and begin with,
demonstrate consistency in between and the visit the following link:
same naturally push them to lend their support https://www.youtube.com/watch?v=1QA-
more readily to consistent people. V8MkDvY
Consistency also provokes others to remain • Admit and apologize openly for your mistakes or
aligned to what they have said or agreed to. At those promises which you failed to fulfill.
the same point of time a voluntary, active and
public commitment also play a pivotal role in • Take the commitment from people.
getting the things done.
3rd Principle 6/10
Principle of Social Alignment

Our decisions are heavily influenced by others • Seek feedback or inputs from others before
opinions. We prefer to choose something which arriving to conclusions.
has been endorsed by others rather just our own • Use testimonials and references to compliment
independent consciousness. your opinions.
In nutshell we are more likely to say “Yes” to • Involve people in decision making to enhance
something which is validate by others as it the credibility and acceptance among people.
makes us feel more comfortable to make our
decision. For example, in a game show like “KBC”
people find it safe to go ahead with audience
poll because those choices are based on pooled
knowledge of a group.
4th Principle 7/10
Principle of Liking

We always get attracted, influenced and feel • Invest your time and efforts to meet people to
comfortable among those people who are understand them personally – likes, dislikes,
similar to us i.e. who share common thinking, aspirations etc. identify the similarities or
thoughts and beliefs. We further tend to say commonalities that you both share and leverage
“Yes” to those whom we personally like or at them to establish connect and strengthen your
least don’t dislike. relationships. At the same time remain cautious
about others dislikes.
So it is extremely important for us to increase
our acceptance or likability among others. • Praise the people for their good work and give
them genuine compliments that they deserve.
• Always cooperate with people on mutual goals.
5th Principle 8/10
Principle of Authority

It states that people believe and follow someone • Back your ideas with research based facts and
who is credible, knowledgeable and expert in his information.
field. For example, on falling ill we only trust • Reach out, integrate and refer to experts’
doctors and follow their advice than anyone else. advice.
Similarly, people believe and trust those who
display a sense of expertise by their actions and • Strengthen your functional and behavioral
behavior. competencies by learning continually.
Here the term “authority” refers to a person’s
“Subject Matter Expertise (SME)”and not the
role or position in the organization.
6th Principle 9/10
Principle of Interest

This is the most basic persuader of all which is • Build a deep awareness about your stakeholders
purely driven by self-interest. People tend to needs and expectations (do it periodically).
listen, agree and act only if they find something When going in a meeting do the basic research
is benefiting them. about the others profile.
Hence it serves as a fundamental approach to • Always present your propositions along with the
persuade and influence various stakeholders anticipated benefits. Use the contrast scenario
including clients. (pre and post) to illustrate the impacts.
• Integrate all the aspects and present your plan
in the form of a success story as stories often
connect the people easily and are more
influential than plane facts.
Summary 10/10
In today’s dynamic world the old practices of leading and managing people are losing their relevance. Use
of power, position and authority does not work well all the time, hence one should always look to
persuade the people to “Get the things done” in a mutually agreed way.
By adopting and practicing the below strategies, you can influence the people to respond positively
towards your needs and expectations.
Offer before Keep your Involve Enhance your Gain Focus on Mutual
Expect Promises People Likability Expertise Interest
Thank You
Keep Learning || Keep Growing

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Presentation Guidelines

The Science Of Persuasion

By: Team L&D

Build a deep understanding about decision governing factors

What does it mean What should you do

What does it mean What should you do

Principle of Social Alignment

What does it mean What should you do

What does it mean What should you do

What does it mean What should you do

What does it mean What should you do

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