This video tutorial presents the Six Principles of Persuasion, which are as follows:

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Reciprocity – This is the art of giving and taking (and perhaps taking a bit more). We explain what it is all about and how you can apply it tactically in your negotiations.

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Sympathy – A sympathetic style is helpful as most people find it easier to negotiate a deal with a person they feel comfortable with. The risk, however, is that it might mean you give in too easily or feel compelled to give too much away.

 

Scarcity – There are various techniques that you can use to create a sense of scarcity in your negotiations. Scarcity can refer to many aspects, including time, budget, material or product availability and production or storage capacity.

 

Social proof – We are influenced by other people’s opinions, behaviour and experiences, and this affects our decision making, for example when choosing to buy something. It can also inform the tactics we choose to use in a negotiation.

 

Authority - Power, whether real or merely perceived, plays a major role in a negotiation. You will learn how to emanate a sense of power and to use it to improve your position both at and away from the negotiating table.

 

Commitment – It is extremely important to be consistent in your behaviour, particularly when it comes to upholding a promise you have made or sticking to a commitment that you have entered into. Your aim in negotiation is therefore to elicit a ‘Yes’ response from the other side, as it shows they are committing to you.