Principles Of Persuasive Communication

Written by: Laura Janzen / Communication Coaching / September 30, 2020 / 8 minutes read

Whether you’re convincing your child to eat their vegetables or selling a product to a potential client, persuasive communication is an essential skill for influencing those around you. Depending on how you frame an idea or offer, it can either be received with enthusiasm or rejection. To become an effective persuasive communicator, the following 6 principles of persuasion can guide you on your next sales call or dinner debate with the kids.

1. The Likability Principle

People are more inclined to listen to individuals they like. Though this may sound obvious, this piece of the dialogue is often rushed over when a salesperson jumps too quickly into trying to seal the deal. Whenever you are trying to persuade someone, ensure you first develop some rapport with them! Ask genuine, open-ended questions and see if you can find some common ground before getting down to business.  Smile, make eye contact, have open body language and use active listening to show the other person you are engaged and interested in what they have to say. 

2. The Authority Principle

When convincing others that your point or product is valuable, it is key to be a credible source. The other person must believe you are knowledgeable and trustworthy before they will buy into whatever you are selling. In terms of communication, this involves speaking slowly and deliberately rather than rushing through your points and stumbling over your words. Additionally, ensure you are using statement intonation (sentences go down in pitch at the end) rather than question intonation (sentences go up at the end) to convey confidence through your voice. Avoid using filler words (such as, “um”, “like”, and “ya know”) and equivocal language (such as, ”I guess”, “maybe”, and “sorta”). Finally, if you want to be seen as credible, ensure you have done your homework and know your stuff. 

3. The Consistency Principle: aka “Foot-in-the-door” Technique

Human nature dictates that people want to be consistent in how they behave. Take advantage of this by getting the prospect to say “yes” to something small before presenting a larger proposition. Once the other person commits to a small action or idea, they are more likely to agree to something bigger later on. For example, when a child is refusing to eat their broccoli, try starting the discussion with “Do you want to grow up big and strong ?” to which they will likely answer “yes.” You can also use this principle in a business setting, for example “We all want this product to be profitable and reach the largest number of people, right?” before presenting an advertising pitch that will achieve this goal. 

Persuasive communication is an essential skill for influencing those around you. Depending on how you frame an idea or offer, it can either be received with enthusiasm or rejection.

4. The Reciprocity Principle

This is based on the idea that when you do something for someone else, they feel obligated to return the favour. For example, when trying to sell something, an effective technique can be to offer a free product to the potential customer first. It can also be as simple as offering a compliment or a cup of coffee at the initial meeting. Once they have received a small gift or act of kindness, they will be more inclined to make a purchase in the future. 

5. Consensus Principle: aka “Social Proof” Technique

When trying to influence someone else’s behaviour, it is a good strategy to point out how others have benefitted from whatever product or idea you are suggesting to them. Humans tend to follow the crowd (bandwagon effect) and by sharing success stories or testimonials from other customers you are more likely to get them on board. Try using language like “What we have heard from other customers…” or “Many other users with your goals have had success using this product.”

6. The Scarcity Principle

This principle is based on the fact that if there is a limited supply or time constraint on the availability of a product, potential customers are more likely to make a purchase. If people know they could potentially lose out on a special offer or price they will be more inclined to buy said product right away. To use this principle in your communication, try incorporating language like “limited time/supply”, “right now only”, “special deal” etc. to encourage clients to commit before they miss out. 

Summary

Your ability to use persuasive communication is key to ensure that others act upon your message in the way you desire. Being likeable and authoritative through your language, gestures, and voice will facilitate rapport and trust with your communication partner. Furthermore, use human nature to your advantage by getting the customer to say “yes” to something small first. Offer them a free gift or show them how others are benefitting from the product to encourage a sale. Finally, make sure they know they stand to miss out on something if they don’t commit right away. The next time you need to influence someone, try incorporating these 6 principles of persuasive communication into the discussion for a better chance at sealing the deal. 

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