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Chapter 8- The Role and Importance of Persuasion in Negotiation

A form of influence, persuasion involves careful preparation and proper presentation of arguments and supporting evidence in an appropriate and compelling emotional climate.

A PROCESS FOR EFFECTIVE PERSUASION

Understand Others’ Motivations and Needs

Stephen Covey tells us that if we want others to listen to us, we must first listen to them.

Listen actively

Check for understanding

Read people

Establish Credibility

Jay Conger believes that for persuaders to be effective, they must be perceived as credible.

Appearance, expertise, trustworthiness, and composure

Frame for Common Ground

Framing is used in negotiation to establish a perspective or context within which negotiation goals are sought.

1. It provides a perspective we would like the other party to consider.

2. It provides an open-minded way for alternatives and ideas to be compared and contrasted.

3. It creates a logical structure by which decisions can be made.

Engage in Joint Problem Solving

Involving the other party in the search for a solution is one of the best ways to get him to commit to the solution.

Support Preferred Outcome with Logic and Reasoning

Presenting compelling evidence is extremely effective as a persuasion technique.

Reinforce with an Appeal to Emotions and Basic Instincts

While logic is essential, so too is appealing to people’s feelings, fears, values, dreams, frustrations, egos, vanities, or desires.

PERSUASION CONCEPTS AND APPLICATIONS

Leon Festinger coined the term “cognitive dissonance” to explain the tension that exists when individuals’ beliefs do not align with their behaviors. The dissonance results in tension or discomfort.

Inoculation theory

Persuaders can be effective when they anticipate the objections of the persuadee and address those objections before they arise.

ACE Theory

Suggests that people use three criteria to determine whether to respond to a persuader’s arguments

Appropriateness—The right thing to do, based on generally accepted standards

Consistency—The degree to which the action or belief proposed compares to that of similar others

Effectiveness—The degree to which an action or idea leads to a desirable state or outcome.

STRATEGIES FOR EFFECTIVE PERSUASION

Persuasion is a complex two-way communication process that is most effective when the persuader has taken into consideration several elements regarding himself, the audience, and the issue or object at hand.

-Ask for a favor

-Push for stereotyped response

-Consider the effect of the context

-Consider the effect of timing

THE DARK SIDE OF PERSUASION

Those who are unskilled in persuasion, or have ulterior motives, may resort to tactics that are less than savory.

Manipulation or coercion—convincing people to agree to something that is not in their best interest or anything they would ever do without the influence of the persuader.

To defend yourself against manipulation:

-Be clear on your convictions and why you hold them.

-Think substance, not appearance.

-Doubt the truth of what’s being said.

-Know the source.

-Consider the needs of others besides yourself.