{"id":5942,"date":"2015-10-07T01:00:08","date_gmt":"2015-10-06T14:00:08","guid":{"rendered":"http:\/\/realestatetalk.com.au\/?p=5942"},"modified":"2015-10-07T01:00:08","modified_gmt":"2015-10-06T14:00:08","slug":"secret-power-of-persuasion","status":"publish","type":"post","link":"https:\/\/channels.realty.com.au\/realtytalk\/secret-power-of-persuasion\/","title":{"rendered":"Secret Power of Persuasion – Michael Yardney"},"content":{"rendered":"

 
\nWhen buying a property, or any other big-ticket item, we usually want to buy it at the best price possible, while the vendor wants to sell it for the highest price they can achieve. Good negotiators have developed the art of being able to influence others to see things their way. They know how to get others to do things they want to get done. In today’s show\u00a0Michael Yardney<\/strong><\/a>, from\u00a0PropertyUpdate.com.au, shares with us the Secret Power of Persuasion \u2013 the six universal principles of influence.
\n <\/p>\n

Transcript:<\/h4>\n

Kevin:\u00a0 <\/b>Have you ever noticed how people who are successful in most walks of life usually have the gift of being really good negotiators? Call it negotiation, call it persuasion; there is an art to it. Michael Yardney has been looking at this, and he joins me.
\nHi, Michael.
\nMichael:\u00a0 <\/b>Hello, Kevin.
\nKevin:\u00a0 <\/b>What\u2019s behind being a good persuader?
\nMichael:\u00a0 <\/b>Kevin, we tend to read a bit about this win-win negotiation, but let\u2019s be honest, in many of our negotiations we want it to be a bit more than win-win.
\nWhen you\u2019re buying your next car, you\u2019d really like the negotiations to end up favoring you<\/i> rather than being evenhanded, and when you buy properties or other big-ticket items, usually you want to buy at the best price, while the vendor wants it at the highest price.
\nGood negotiators, Kevin, develop the art of being able to influence others to see their way. They know how to get things done. In fact, there have been quite a lot of studies about it, Kevin. Robert Cialdini many years ago wrote a book that is called \u201cThe Psychology of Persuasion,\u201d<\/i> and I\u2019ve learned a lot of lessons from it.
\nKevin:\u00a0 <\/b>Okay. Let\u2019s run through a few of those, Michael.
\nMichael:\u00a0 <\/b>What he did was, as a psychologist, work out how one can influence other people. The first rule, he said, is the rule of reciprocation. We\u2019re taught that we should repay other people for things that they do to us. That\u2019s only fair. Most of us don\u2019t want to think that we\u2019re an ingrate.
\nKevin, it reminds me of the old days. Remember when we used to go to the airports, the Hare Krishnas were there, and they gave you a little flower? And in return, they expected you to give some money, and people felt obliged, didn\u2019t they?
\nKevin:\u00a0 <\/b>Yes. It\u2019s the theory of give to get, isn\u2019t it?
\nMichael:\u00a0 <\/b>That\u2019s right. Put simply, whatever you give out in life, you tend to get back sooner or later. If you go through life looking for good in other people, helping others get what they need, you may not always get instant rewards, Kevin, but the principle of reciprocity \u2013 people reciprocating \u2013 will give it back somewhere down the line.
\nKevin:\u00a0 <\/b>Yes. Okay, what\u2019s number two?
\nMichael:\u00a0 <\/b>Robert Cialdini pointed out that we like social proof. We like noticing what other people are doing and doing things that we think are correct. Innately we want to be like other people, and we get comfort knowing that other people are doing what we\u2019re considering doing.
\nThe principle is often used by salespeople who give testimonials, saying, \u201cPeople just like you have done this.\u201d Most people feel at ease if they know others have already done this, so the <\/b>celebrity product endorsements, the footballers, the sporting people.
\nThis lesson from this, Kevin, is if we want to be good negotiators and persuaders, if you want somebody to do something for you, be sure to let them see that other people are already doing it or are willing to do it. Show them that others like them believe in the product or service that you\u2019re wanting to give.
\nKevin:\u00a0 <\/b>Michael, how important is it to speak to people in the terms of their own values?
\nMichael:\u00a0 <\/b>Kevin, I think people like to make a stand and then feel committed to doing it, so you should understand what people are wanting. When people tell their friends they\u2019re going to give up smoking or going to lose weight, it motivates them to keep going with their decisions.
\nWe tend to feel pressured to behave consistent with the choices we\u2019ve made. No one likes to admit they\u2019re wrong. So when you want to get somebody to do something, I\u2019d often suggest you actually get them to commit verbally to an action, because if you do that, the chances are going to go up that they\u2019re actually going to do it.
\nKevin:\u00a0 <\/b>I was wrong once, you know. I thought I made a mistake.
\nMichael:\u00a0 <\/b>But you were wrong.
\nKevin:\u00a0 <\/b>I was wrong. I was very wrong; made a mistake.
\nMichael, people like to do business with people they know and like, don\u2019t they?
\nMichael:\u00a0 <\/b>That\u2019s right, Kevin. People tend to like others who have got similar opinions to them, similar personal traits, backgrounds, or lifestyles. More people are going to say yes to you if they like you, and the more similar to them that you appear, the more likely they\u2019re going to like you.
\nThat\u2019s why it\u2019s important to build rapport with people when you\u2019re planning to negotiate. That\u2019s one of Robert Cialdini\u2019s principles, that you should be a likable person and do business with people you like.
\nKevin:\u00a0 <\/b>Michael, tell me about his principle of authority.
\nMichael:\u00a0 <\/b>I think most of us, Kevin, have been raised to respect authority. We tend to place importance on information given by authority figures \u2013 like doctors, like policemen, like professionals.
\nNow, of course sometimes people confuse symbols of authority \u2013 such as titles and appearance \u2013 with true substance, but this means you can use this principle to your advantage. You should look and act like an authority yourself, dress like people who are already in the position of authority that you seek, or you can <\/b>cite <\/b>authoritative sources. In other words, use other people\u2019s authority on your side to help get what you want when you negotiate.
\nKevin:\u00a0 <\/b>And to wrap the series up, Michael, scarcity. This is one I guess you have to be fairly careful about, and when you use it, and how you use it.
\nMichael:\u00a0 <\/b>You have to use it authentically, Kevin. All these things, you have to use authentically, and I\u2019ll explain that in a second. But the concept really is that we don\u2019t want to miss out on something that\u2019s special, that\u2019s unique, and that concept of scarcity will often drive us to action.
\nWe often think things are more valuable if they\u2019re scarce. Things that are hard to get seem more valuable than things that are easy to get. I guess that\u2019s why they often have limited-time offers, or \u201cclosing this weekend,\u201d or \u201climited edition.\u201d
\nKevin, Professor Cialdini\u2019s six weapons of influence are incredibly powerful, and if you combine them, you can make them work even better for you. The thing is, though, that these principles are ethic-less. They can be used to create a win-win outcome for you and for those who you negotiate with, or they can be used to dark purposes of influence. Obviously, I suggest that we only use these in the correct way to get the correct sort of outcomes in our negotiations.
\nKevin:\u00a0 <\/b>Indeed. Always good, Michael. Lovely talking to you. Thanks for your time.
\nMichael:\u00a0 <\/b>My pleasure, Kevin.
\nKevin:\u00a0 <\/b>You can read more about Michael, of course, at his blog site, PropertyUpdate.com.au.
\nThanks, Michael.
\nMichael:\u00a0 <\/b>My pleasure, Kevin.<\/p>\n","protected":false},"excerpt":{"rendered":"

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