Requirement factors, rules and psychological techniques of persuasion. Three rules of persuasion. Promotion requirements

Irina Andreeva

When we hear about such a phenomenon as belief, we understand that we are talking about the next "psychological tricks". One gets the feeling that thoughts, attitudes or feelings will be imposed on a person against his will. In fact, this is not the case. Persuasion and suggestion are not the same thing.

What is the Difference Between Belief and Suggestion

Belief is a term with two psychological interpretations. This is also an element of a person's worldview, which encourages her to act in a certain way (for example, not to enter intimate relationship with a guy on the first date, because he behaves this way), and the process of transferring an element of worldview to another person (for example, convincing a friend that there is no sex, and this is exclusively correct).

Such a transfer of information or a life attitude to the addressee also occurs in the process of education, when parents or teachers teach children to act honestly, come to the aid of those who need it and be useful members of society. In scientific disputes, the truth is also born due to the opponent's conviction of the veracity of the theory put forward. As a rule, the speaker argues his own point of view, and the listener comprehends it and decides whether to agree with what was said or not. That is, it is a conscious process of perceiving information and accepting it as one's own attitude. In the process of persuasion, thus, a person is born with a new belief of his own.

Suggestion is a different process. It's aggressive. Bypassing the consciousness and critical thinking of a person, an installation is imposed on him, which he must fulfill. Suggestion occurs through the subconscious, and the suggested person can only "blindly" assimilate the information. Suggestion occurs through hypnosis, pressure, or emotional-volitional influence. It is believed that it is possible and mentally.

The conclusions from the foregoing are as follows: persuasion is a person's conscious perception of information, implying its comprehension, and suggestion is a bypass of critical thinking and impact on the subconscious. Persuasion requires a large expenditure of time and effort from the person who wants to convey thoughts and attitudes, while suggestion is faster and easier. Of course, you need to have the skills and abilities for this kind of psychological impact.

Types of persuasion

So, we decided to influence the person without bypassing his consciousness. How to convince? Start from the types of persuasion. This is the "base", having studied which, you can apply techniques and methods to achieve the goal as soon as possible.

Information. The addressee is provided with complete information about the object or phenomenon. If there are benefits, they are talked about first. So the seller in the home appliance store tells the buyer about the possibilities of the vacuum cleaner or hair dryer that interested him.
Clarification. This type of persuasion is used when certain points need to be clarified. The same seller will decipher to the buyer specifications the power of the selected model, will translate the numbers into the advantages that this vacuum cleaner has over other similar ones.
Proof. It is consulted when data is asked to accompany visual representations or real facts. This is how a chemistry teacher shows children the Iodine Clock, demonstrating reversible reactions. The liquid in the flask turns black, and when it is stirred, a transparent "water" is obtained.
Refutation. If the opinion of the persuaded differs from that which he should get as a result of the influence, this type of persuasion is used. In other cases, people themselves want to receive a refutation of the information. So fans of "Game of Thrones" are waiting for a denial in their favorite series. Only now, neither the actors nor the creators of the project give it.

This "framework" of persuasive influence is the base over which situational conditions are built. With a perfect match of the skills of the persuasive and environment and the readiness of the addressee to perceive information, the impact is doomed to success. Relaxed people and individuals who feel the similarity of their own and the persuading person are more easily amenable to the process.

Techniques and methods of persuasion

Choose a method of persuasion in each specific situation it is necessary according to the circumstances. But knowing the basic techniques of persuasion in psychology will give you guidance on when to use them.

Instruction. If the persuaded (or their group) is disposed in favor of the persuading, if he has, he instructs the listeners, convincing them to behave in a certain way. In the form of an instruction, the boss gives instructions to the working group: "Do it this way ... We will achieve that ...". So the teacher, moving away from the topic of the lesson, tells the students about the moral side of a certain phenomenon. He does this, relying on his experience and authority.
Commands and orders. They are also resorted to, having authority in front of the audience. It is important that orders are carried out, and for this the convinced should not be critical of them. So, to a request to collect toys from a dad or a grandmother, the baby reacts differently if the father is strict, and the grandmother pampers and shows gentleness.
Advice. If there is closeness, trust between people, this form of persuasion is applied. you need to be able to. Do it sympathetically, sympathetically.
Hint. It is referred to as methods of indirect persuasion, tk. information is not communicated directly, but in the form of a half-joke, a comparison. The hint does not refer to a person's thinking, but to emotions. Use this persuasion technique when the other person is in a playful mood.
Indirect approval. If the person is generally acting in the right direction, this technique is used. Its mission is not to let go of the intended path. Why is the approval only indirect? Put it bluntly, it sounds like flattery, which scares the person off. It is not always appropriate with pressure, gazing intently into the eyes of the interlocutor, saying: “You are such a great fellow! This is how you will achieve your goal! " More convincing is the phrase: "This approach usually gives a good result."

Placebo. The placebo effect is known in medicine. The doctor gives the patient a harmless remedy like ascorbic acid and says that this is an effective medicine that will relieve the disease. The person believes in a favorable outcome of treatment and is really healed. Using this technique, you can convince the interlocutor that he will achieve what he wants. Give your child a talisman that can be with him test work or an important sporting event. Say, "As long as this thing is with you, you can achieve what you dream of if you put in the effort." You will see, your baby will succeed.

These techniques and methods are familiar to everyone, there is nothing "such", intricate in them. But in the art of persuasion there are also secrets associated with the names of three famous personalities in history.

Three rules of persuasion

They are named after the sages and scientists who used them many centuries ago. These rules are still used in the art of persuasion.

Homer's Rule. Prepare carefully for the upcoming conviction and choose the arguments in your favor. Arguments are conventionally divided into strong, medium and weak. Homer's Rule implies that you should start with the strongest, then add two or three middle ones, and end everything better with the strongest argument. Do not use the weak ones at all, because they will not help to achieve the result. Don't start with what you want the person to do, don't tell them what they have to do. This will trigger a rejection reaction. Therefore, give your arguments and in the sequence shown.

The Socratic Rule, or the Rule of Three Yes. Socrates was a sage who perfectly mastered the art of persuasion. His secret was to not allow the interlocutor to answer any of them negatively when asking questions. In this case, the convinced is skillfully led to the fact that he independently accepts an alien point of view. This technique is being taught today by network consultants. So if a person comes to you who offers products of a little-known company, starting from a distance, do not fall for it. You may be asked about health: "Agree, everyone dreams of being healthy?" Give the obvious facts: "Do you know that the human body consists mainly of water?", "Clean water is very important for health, isn't it?" And then they will go on the offensive: “You’re thirsty. clean water? And so that your loved ones and children drink only clean water? " If henceforth you answered in the affirmative, you will be offered a "miracle filter" for water for big money.
Pascal's Rule. Save the face of the interlocutor, do not drive him into a corner. Do not humiliate a person's dignity in persuasion, do not encroach on the freedom or authority of his person. A person does not agree with facts that discredit their dignity, and a negative persuasion does not work. As Pascal himself said: "Nothing disarms like the terms of an honorable surrender." An example is US tax law. In America, it is forbidden to withhold information from the tax authorities. Society condemns this. However, the instructions for taxpayers contain a clause: "You can also declare illegal income by paying deductions from them." And the citizens of the United States do so, knowing that they will not be called criminals and fined.

The art of persuasion is an interesting and exciting science. But practice turns out to be much more exciting and rewarding. The theoretical basis has been mastered, so move on to action!

2 March 2014

The word is a great tool for human communication and limitless impact on people. Leaders often care about the content of the verbal impact, and at the same time are light-hearted about its form, which is no less important. For example, what is meant when it comes to the technique of verbal persuasion? These are diction (clear pronunciation of sounds), expressive pronunciation (in particular, correct operation with logical stresses), loudness (depending on the audience), the ability to control one's gestures and facial expressions, a clear logical structure of speech, the presence of pauses, short breaks.

It should be noted that it is not only the word that convinces, but also the deed, therefore, it is not worth counting in a convincing influence only on words, even correctly and intelligibly said, but not confirmed by concrete deeds.

Persuasion methods are leading among the methods of organizational influence. Persuasion is, first of all, an explanation and proof of the correctness or necessity of a certain behavior; or the inadmissibility of some act.

The persuasion process is perhaps the most difficult among the other methods of organizational influence. The leading place in this process is taken by the argumentation of one's position and the desire to make it become the position, conviction of each participant collective action... Therefore, we will take a closer look at argumentation as the most important basis for persuasion. Let us dwell on the parameters of persuasive influence.

There are many ways of arguing, but, as in chess, practice has developed a number of "correct openings". They can be summarized in the following four tricks:

1. Receiving tension relief requires establishing emotional contact with the interlocutor. A few words are enough for this. A joke, said on time and at the right place, also largely helps to defuse tension and create a positive psychological environment for discussion.
2. The "clue" technique allows you to briefly outline the situation and, linking it with the content of the conversation, use it as a starting point for discussing the problem. For these purposes, you can successfully use some events, comparisons, personal impressions, anecdotal incident or unusual question.
3. The method of stimulating the imagination involves posing at the beginning of the conversation many questions about the content of the problems that should be considered. This method gives good results when the performer is distinguished by a sober view of the problem being solved.
4. Taking a straightforward approach involves getting straight to the point without any introduction or preamble. Schematically, it looks like this: briefly state the reasons for convening the meeting, and proceed to discuss them.

How do you get the other person to accept your point of view? These recommendations can be useful in psychocorrectional work.

Rule one: to convince a person of something does not mean to argue with him. Misunderstandings cannot be settled by dispute, they can only be eliminated with tact, a desire for reconciliation and a sincere desire to understand the other's point of view.

Rule two: respect the opinions of other people, never tell a person harshly that he is wrong, especially in front of strangers, as in this case it will be difficult for him to agree with you.

Never start by saying, "I am ready to prove to you." This is the same as if you said, "I am smarter than you." It's kind of a challenge. Such treatment sets the interlocutor against you even before you begin to convince him.

If a person expresses some thought and you think it is wrong or even absolutely sure of its erroneousness, nevertheless, it is better to turn to your interlocutor with something like this: “I can be wrong. Let's look at the facts. " You will never find yourself in a quandary if you admit that you can be wrong. This will stop any argument and force the other person to be as fair and honest as you, forcing him to admit that he too can be wrong.

Rule three: if you're wrong, admit it quickly and decisively. It is much easier to admit your own mistakes or shortcomings than to listen to condemnation from another person. If you suspect that someone wants to say negatively about you, say it earlier yourself. You will disarm him. In some cases, it is much more pleasant to admit that you are wrong than to try to defend yourself. Admitting a mistake, as a rule, causes leniency towards the one who made it.

Rule four: when you want to convince a person that your point of view is correct, conduct the conversation in a friendly tone. Don't start with issues on which your opinions differ. Talk about where your opinions coincide.

Rule five: try to get an affirmative answer from the interlocutor at the very beginning of the conversation. If a person said, “No,” his pride demands that he remain consistent until the end.

Rule six: give the other person the right to speak more, and try to be laconic. The truth is that even our friends would rather talk about their successes than listen to our bragging rights. Most of people, trying to make a person understand their point of view, they themselves say a lot - this is a clear mistake. Give the other person an opportunity to speak, so it is better to learn how to ask questions of your interlocutors yourself.

Rule seven: make the person feel that the idea you gave him belongs to him and not to you.

Rule Eight: If you want to convince people of something, try to see things through their eyes. Every person has a reason to do this and not otherwise. Find this hidden reason, and you will have a "key", you will understand its actions and, perhaps, even personal qualities. Try to put yourself in his place. You will save a lot of time and your nerves.

Rule Nine: Be sympathetic to the other person's ideas and desires. Empathy is what everyone desires. Most of the people around you need empathy.

Rule Ten: To change someone’s opinion or point of view, turn to noble motives. A person is usually guided by two motives in his actions: one is the one that sounds noble, and the other is true. The person himself will think about the real reason. But we all, being idealists at heart, love to talk about noble motives.

Rule eleven: use the principle of visibility to prove your case. Expressing the truth in words alone is sometimes not enough. The truth should be shown vividly, interestingly, clearly.

Learn all the practical methods of persuasion in the Practical Logic and Argument course:

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Effective persuasion techniques

How to convince a person of something? It would be slyness to say that we have never tried to win someone over to our side and to convince others. This happens on a daily basis in relationships: mother-child, husband-wife, boss - team and other communicative communities.

The psychology of influence and success are closely related. Achieving goals often involves connecting other people to the process. But the goals are ours. The psychology of influence and persuasion are practically equivalent concepts. We will tell you how to convince a person and achieve success in this article.

So, 10 basic methods and psychological methods of persuasion

10 methods - sequence of application

1. Motivate your opponent. In the process of persuasion, it is important to start with motivating the person. Do you want him to do what you need? Prove that whoever you ask for will benefit first and foremost. "You are a miracle how good you are in this stylish hat" - say the mother of her daughter, and she, 5 minutes ago, ready to go out into the 20-degree frost without a headdress, happily puts on a new thing.
2. Be nice and polite. And smile. Aggressive pressure gives in response only unwillingness to obey. A smile is a sign of a kind person, such one cannot act from bad motives. Happy people have a much greater gift of persuasion than gloomy and unfriendly people.
3. Inspiration! Describe how great and wonderful is the goal for which you are asking for help. Convince of the value of your idea. If your opponent becomes infected with your dreams, he will think that he made the decision on his own.
4. Don't confuse the psychology of persuasion with manipulation. It is impossible to hurt a person's pride, his hidden negative attitudes. Non-stupid people immediately feel when they are being manipulated, and you will not wait for the result. Moreover, the interlocutor can permanently end the relationship with you, nobody wants to be a guinea pig.
5. Build the evidence base for your request. Conviction is strong when you yourself believe in what you say. Before starting a conversation, pick up iron arguments and facts. “We have only half of the presentation ready. If we do not come to work on Saturday, then on Monday we will not be able to win a new tender. "
6. The mastery of persuasion requires a certain amount of flattery. There is no need to openly lie about the presence of non-existent merits, but to exaggerate those in in this case necessary. “Only you can do it in such short term... I have no one else to rely on! "
7. Avoid unpleasant moments. Counter-arguments can be extremely persuasive and difficult to challenge. If you fall into such a trap, take the dialogue in the other direction. "We are not talking about this now, we will return to the topic later."
8. Cunning. It is not necessary to tell a person in the forehead about his wrongness, to directly point out gross mistakes and reservations. Noticing obvious blunders and inconsistencies during the gazebo, politely express your point of view and disagreement on controversial points. The interlocutor will be grateful for your tact and the chances of his conviction will increase significantly.
9. Show your competence in the subject matter. The easiest way to convince yourself that you are right is when you firmly know the essence of the subject. Boast about your successes and achievements, tell us how you managed to achieve them.
10. Begin the dialogue with questions to which the interlocutor can only answer in the affirmative. A relaxed opponent, without expecting a catch, will say "yes" on the main topic for which everything was started.

The listed methods of influence will allow you to form an inner conviction in a person to act in the way you need.

From the heart, not from the mind - 10 psychological tricks

We have considered how to direct a person's thoughts in the right direction. But when using persuasion techniques, it is much more important to hook a person's emotions. We offer psychological techniques that will allow you to tune your opponent to the desired wave.

1. There is no sound sweeter for a person than the sound of his own name, so said the great connoisseur of methods of influencing the psyche, Dale Carnegie. If during the conversation you call Ivan Petrovich Ivan Vasilievich, then you can forget about the positive course of the conversation. People do not forgive such mistakes, which show their insignificance in the eyes of the opponent. More often refer to the interlocutor by name, and you will find in his person a grateful listener.
2. Listen interested. It is you who are trying to convince the interlocutor of doing something meaningful for you, so listen to him with reverence. Confirm your interest non-verbally - nod, sigh, exclaim to the place. Ask clarifying questions. Show that the person is important and interesting.
3. Memorize the key phrases and expressions of your opponent and use them in further conversation. This will allow you to establish a close connection between you, to indicate a community of views and interests. A person will think that you and him are from the same social community, or maybe you grew up somewhere in the same yard. Such things are not conducive to denying a request.
4. Notice any movement of the interlocutor. Study non-verbal cues that indicate a person's mood. If you see that your opponent leaned forward on your phrase, opening his palms - continue to increase the meaning of the topic - he is interested. A case when a vis-a-vis began to fiddle with his nose or tap a pen on the table should be a stop signal! He is not interested, he is annoyed. Either change the topic for a while, or serve it from a different angle!
5. "My light, mirror, tell me ..." The method of mirroring has long been used in the psychology of influence. It consists in unobtrusive repetition of gestures and facial expressions of the interlocutor. Respond with a smile to a smile, frown when the person has expressed concern. This will make it clear that you are of the same blood, react in the same way to situations and this will help bring you closer to cherished goal.
6. "Ask and receive, knock and it will be opened for you." Bible truths relevant at all times. Feel free to ask for help, seem weak. Oftentimes, the fear of being intrusive or being rejected prevents us from solving many issues. The person will be pleased that he can help, this will increase his self-esteem. There is another opinion: “Never ask for anything, especially from those who are stronger than you,” but do you remember who said that?
7. Increase the bar. There is one simple but effective technique in psychology. Ask to do something, knowing in advance that the person cannot do it: any stupidity, absurdity. After a while, voice the true request - the interlocutor will be happy to get down to business, feeling awkward for not providing help the first time.
8. I work on the subconscious with the method of associations. Evoke positive emotions associated with memories: feelings, smells. “You remember how those fudge buns smelled in the school cafeteria. Why don't we try to sell the same ones. " The similarity between objects as a method of psychology has long established itself.
9. Monitor your opponent's physical condition. In a state of fatigue, it is easier for him to succumb to persuasion, and it is easier for you to apply the skill of persuasion. When you notice that a person is losing energy, proceed to the main thing, he will not spend the rest on disputes with you.
10. "Achilles' heel". Pre-study the character of the interlocutor. It is easier to appeal to a person with a developed sense of duty with reflections on responsibility. If the counterpart is proud, convince him that, having fulfilled your request, he will become known in certain circles.

By applying correct methods and technology, the gift of persuasion can be developed. Learning the techniques of influence will help you achieve your goals. Be sincere in your desires and in relation to people, and they will reciprocate you.

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Methods of psychological influence on a person

The social environment in which a person lives from birth implies communication. In the process of communication and perception of information, we are exposed to psychological influence, without even knowing it. Psychology studies these manifestations. The same science explores the methods of influence in the communication of people with each other at work, at home and in any other place.

Methods of psychological influence and their differences

Methods of psychological influence on a person's personality in psychology are:

• infection;
• suggestion;
• belief;
• imitation.

Some of these methods you have already used unconsciously, and which of these methods have been tested on you. Infection, suggestion, persuasion and imitation are ways of influencing the psychological state of people. Let's take a closer look at them so as not to get on the street of scammers.

Infection

This psychological effect on human consciousness is the oldest and most studied method. It is based on transmission emotional state from person to person. Agree that this happened to everyone when you are in a great mood, and suddenly a person appears with tears in his eyes and all the signs of hysteria.

As you listen to his sentimental story, your mood deteriorates, and your state of mind begins to resemble the experiences of the interlocutor. Especially impressionable people do not even need to tell anything, they are emotional level are able to perceive signals coming from people near them.

Another example that characterizes the method of infection and which is used by the psychology of influencing people is panic. He usually acts in a crowd. If many people are in the same critical conditions, and one of them starts to panic, this feeling is transmitted to the majority of those present.

Have you heard about the panic on board the aircraft or in the broken elevator? These are the times when one person panicked and the feeling passed on to many.

But it is not only negative emotions that can be "infected". Laughter, fun, and a positive attitude can be contagious.

Suggestion

The second class of psychological influence on a person is suggestion. In this case, the psychology of influence on a person turns out to be on an emotional background, forcing him to act as the opponent forces him to. But if infection is transmission psychological state, as a result of which a person acts in one way or another, then suggestion is the persuasion of a person to act as he is told with the help of verbal tools (words, eye contact, and others).

In order for suggestion to become an effective tool, you need to live up to your words. If a person tries to "teach you how to live" and dictates the rules of behavior in society or the laws of achieving success, then his reputation, appearance and the manner of speaking must evoke respect and a desire to imitate.

But when in front of you is an exhausted individual in dirty clothes and with traces of alcoholic intoxication, his calls for a new life look pitiful and ridiculous. Therefore, wishing to help a person with advice, try to understand the situation in which the unfortunate one finds himself. Embrace the problem and put yourself in its place. Only then can you give something to someone who is looking for support from you.

You can instill your thoughts in people only with a confident voice.

One more important nuance- the psychology of influence on a person says that it is possible to instill your thoughts in people only with a confident voice, in which there is not even a shadow of doubt. Sometimes the success or failure of an idea depends on the tone of the phrase.

There is one more factor that determines the result of exposure to a person - it is suggestibility. The power of suggestion depends on how suggestible a person is, and this is an individual indicator. Children under the age of 13 and insecure, indecisive people are distinguished by a high level of this indicator.

Suggestion works especially well if you combine the meaning of the words with the help of which the suggestion takes place with external information that is familiar and understandable to the suggested. If you are trying to direct a person on the "true path" and at the same time draw a parallel with those facts that are close to him, this will have a strong psychological impact on him. If you want to prove to a person that as a result of the actions suggested to him, he will be satisfied, give an example of a negative result that awaits him in the opposite case.

Using "catchwords" or famous examples of positive or negative experience of generations, you will achieve significant results in the art of suggestion.

Belief

Persuasion is one of the most harmless and effective methods of psychological influence on a person. It is based on facts that become clear as a result of building a logical chain of thought. Using various methods of influencing people, one should take into account the level intellectual development opponent. Proving something to a person who is below you in mental development is ridiculous. Your reasons will not be understood and accepted. If you are trying to convince someone smarter than you, it will look ridiculous.

When the first portion of new information reaches a person's consciousness, his brain seeks an explanation. And now it depends on the art of the one who convinces whether they will believe him or not. It's good if you can get a person to trust you, but the rest depends on the method of psychological influence, the alternation of new data. The most important thing that methods of psychological influence on a person require is not to deceive the opponent. As soon as a person senses falsehood in words, the level of trust will drop significantly. If this happens again, you may completely lose this person's trust and attention.

To be truly believed, you must conform to the lifestyle or statements that you are trying to convey to your opponent. Your words should radiate power, and you should create the impression of an authoritative and confident person.

So everything matched:

• Opponent's level of development:
• The veracity of your statements;
• Correspondence of the image and statements.

Your words should radiate power, and you should create the impression of an authoritative and confident person.

Now you need to choose a strategy of behavior that will help influence a person psychologically. There are several strategies.

• Aggressive. It is based on the contradiction of the facts to be proved. This proves to the person that you are an extraordinary person and are very different from him. He has a desire to listen to you and untangle the logical chain that you have confused. Therefore, he carefully listens to every word. But such a strategy of psychological impact on a person is characteristic of professionals of words and beliefs.
• Passive. This strategy only works if you know the other person well. By carefully citing examples from his and his own life, comparing them with cases known to the whole world, you bring your opponent to the idea that you want to convey to him. Avoid inconsistencies and discrepancies in judgments. This will set the work done back a few positions.

Now you know how to psychologically influence a person during a conversation. Use the "Persuasion" method, applying the laws of logic and building logical chains.

Leonardo DiCaprio and Matt Damon, still from the movie "The Departed"

Imitation

Many subconsciously use methods of influencing the personality, without even knowing it. Reaching some heights in a career or intellectually, we become an object of respect and admiration. Less experienced people tend to follow the example of someone who has already realized their aspirations. But the object of imitation must always "keep the brand". It should be attractive, bright, memorable, delightful. That is, to satisfy the opponent's desire to follow the ideal.

Means of psychological influence on a person

On the example of one of the means of psychological influence on the masses, one can consider advertising, which has become commonplace. More recently, advertising has existed as signage in shops, cafes or businesses. Catering... These were the usual posters recommending movie screenings or concerts of pop stars.

Today, advertising has turned into large-scale high-quality videos that not only inform people about a product, presentation or announcement, they force people to make a choice in favor of a particular product, form the formation of values ​​and direct the thoughts and actions of a person in the right direction. It is important to pay attention to what your children are watching, as there are influences that have a devastating effect on the individual.

Many believe that the psychological impact of advertising is the engine of trade (a cliché phrase, but this is true), others believe that demand implies the release of new products, the struggle for primacy between which is resolved through advertising. This is one of the most effective means that influence the mass of people and make them act under dictation.

This applies not only to some product or singer, advertising can be persuaded public opinion in favor of one or another candidate for government elections. This method is also called "manipulation of public opinion" or "the dark art of influencing people." Moreover, the manipulation is not carried out by force, but by methods of correct construction advertising program candidate. It turns out that the electorate needs at this stage of the formation and development of society and are adjusted common phrases and promises. Each person "sees" in these promises a benefit for himself and votes for this chosen one.

The goals of psychological impact on a person

Mental impact on a person has its own goal - the desire to make a person consciously or unconsciously obey certain attitudes, norms, laws or requirements.

A director in a team of subordinates, using psychological methods of influencing the interlocutor, has its own goal - to unite people or give them food for thought and action for the benefit of the company in which they work.

The psychological influence of parents on their children implies the goal of raising them into good, educated and law-abiding citizens.

Parents know how to psychologically influence their child, for example, make him laugh

The psychological impact of advertising is aimed at making people buy one or another advertised product, vote for the right candidate, or watch a movie on which a lot of funds have been spent, and they must be returned as soon as possible.

Not always methods of influencing people imply following a good idea. This can be seen in the example of suicide bombers. After all, these people were subjected to suggestion, processing and hypnosis in order to destroy their own kind. Together with the mass of people they kill, they die themselves. And this is contrary to human nature. Consequently, with the help of psychological influence, one can radically change a person's worldview, make him a puppet in the wrong hands and force him to act contrary to common sense.

As already mentioned, any psychological impact fully affects people who are insecure about themselves. Literate, educated and self-righteous individuals do not respond well to suggestion, infection and persuasion.

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Persuasion techniques

Such types of persuasion as - informing, clarifying, proving, refuting - represent a kind of framework for persuading people, but giving only general idea about a specific procedure. In real practice, we are faced with the need to take into account the background environmental state in which the persuasion is carried out.

So, persuasive influence tends to be better absorbed against a well-defined psychological background. We highlight here relaxation, emotional tension, identification and "concert mood". Each specific background predetermines the choice of appropriate methods of influence. These techniques are revealed in the process of observing participants in business conversations.

Receiving instruction. Carried out only when positive attitude interlocutor to the head. The specificity of instruction is that a word expressed in an imperative form determines the "performing" behavior of a person. Verbal forms of instruction can be instructions, orders, prohibitions. Unlike commands and orders, designed to trigger an already existing skill, instruction forms a holistic attitude of activity: "Do this ...", "After completing the procedure, go there ...", etc.

The content of the instruction, like any verbal influence, is very important. Therefore, when preparing a manual, one should very carefully consider the material that is included in it. It should be emphasized that efficiency here is not only related to meaning. With the verbal presentation of instruction, an appropriate style of speech and a form of pronunciation are also required. This refers to emotionality, intonation, facial expressions, gestures. Everything should be subordinated to the laconic and imperative structure of the statement.

Reception of indirect approval. Designed for the emotional perception of the speaker's speech. The essence of this technique is not to say head-on "Your successes in this matter are undeniable!" It's like flattery. While flattery is very popular with some people, it is generally detrimental to the human character. In this regard, if you need to express praise to a person, it is better to do it indirectly: "Such diligence is usually beneficial!" By uttering such phrases with sufficient emotional connotation, the leader will create a sense of self-esteem in the interlocutor. In the psyche, the focus on activities in a similar manner will be accentuated.

It is quite obvious, of course, that for a person with selfish inclinations, this form of approval will be completely unconvincing. And such a person perceives it in his own way.

Socrates' method has been known since antiquity. The essence of the method is to prevent the interlocutor from saying “No” at the beginning of the conversation. Let it be a conversation about something extraneous, even about the weather: “Isn't it clear today?” “Yes.” “The sun is beating down. Is it burning? ”“ Yes. ”“ Probably thirst tortured? ”“ Yes. Answers “Yes” to secondary, sometimes meaningless, questions seem to pave the way for answering in the affirmative to the main question: “You’re working half-heartedly?” Yes, probably so.

The ancient Greek philosopher Socrates, after whom this method is named, always tried to protect his interlocutor from the fact that he said "No!" As soon as the interlocutor says “No!”, It is very difficult to reverse it. In this regard, Socrates tried to conduct the conversation in such a way that it would be easier for the interlocutor to say “Yes” than “No”. As we know, Socrates certainly proved his point of view, not causing not only obvious indignation from his opponents, but even the most insignificant negative reactions.

Commands and orders require people to execute quickly and accurately without any critical reactions. When executing commands and orders, they do not reason. In life, there are two types of commands and orders: a) prohibitive; b) incentive. The first: "Stop! ..", "Stop being nervous!", "Shut up!" etc. are aimed at the immediate inhibition of unwanted acts of behavior. They are presented in a firm calm voice or a voice with an emotionally colored tinge. Second: "Go!", "Bring!", "Do it!" etc. are aimed at the inclusion of behavioral mechanisms of people. Such commands and orders should be received without critical attitude towards them.

Deceived expectation. A prerequisite for the ycnechnoro application of this persuasion technique is the creation of a tense expectation situation. The preceding events should form a strictly directed train of thought in the interlocutor. If suddenly the inconsistency of this orientation is revealed, then the interlocutor is at a loss, without objection perceives the idea proposed to him. This state of affairs is typical for many situations in life.

"Explosion". In psychology, this technique is known as instant personality restructuring under the influence of strong emotional experiences. The phenomenon of "explosion" is described in detail in fiction(re-education of Jean Valjean, the hero of V. Hugo's novel Les Miserables). The scientific substantiation of the "explosion" methodology was given by A.S. Makarenko.

The use of "explosion" requires the creation of a special environment in which feelings would arise that can amaze a person with their unexpectedness and uniqueness. In such a situation, a collision of nervous processes occurs in a person. An unexpected stimulus (sight, information, etc.) confuses him. This leads to a radical change in views on things, events, individuals and even the world as a whole. There are cases when "reliable" information about the infidelity of one of the spouses in "prosperous" families brought the other to the brink of disaster. In families where infidelity is regarded as a prank, this does not happen.

In conditions labor collectives the method of "explosion" can be applied in relation to persistent violators of discipline, drunkards, persons with immoral and criminal behavior. Here, under certain circumstances, certain varieties may be appropriate: angry condemnation of the behavior of the guilty person by the whole team, sincere help from the administration in situations of grief and stress, “writing off” past sins, etc. the impact of real opportunities for correction. Insincerity and formalism are absolutely inappropriate here.

A categorical requirement. Contains the power of order. In this regard, it can be effective only when the leader has great power or enjoys unquestionable authority. In other cases, this technique may be useless or even harmful. In many ways, a categorical demand is identical with a prohibition, which is a mild form of coercion.

Advice. Reception is most effective when the interlocutor is imbued with confidence in the leader. For a person to follow advice, the form in which the advice is given is of particular importance. You need to know that advice should be given in a voice in which you hear warmth and compassion. You only need to ask for advice sincerely. Insincerity immediately turns against the petitioner.

Placebo. It has long been used in medicine as a method of suggestion. Its essence lies in the fact that the doctor, prescribing to the patient some indifferent remedy, claims that it will give desired effect... The psychological attitude of the patient to the beneficial effects of the prescribed medication often leads to a positive result. This technique was adopted by educators, in particular, coaches in various sports, who sometimes quite effectively encouraged athletes to conquer records. It must be said that pedagogical "placebos" are very effective when used with caution. It should be remembered that the placebo effect lasts only until the first failure. If people understand that ritual acts, which they so scrupulously performed, have no real basis under them, then under the "placebo" they will no longer be let down.

Reproach. Possesses persuasive power only in conditions when the interlocutor identifies himself with another person: "he is one of us." In other cases, censure is perceived as mentoring that can be heard but not followed. Due to the fact that a person is quite actively defending his "I", he honestly considers this technique as an attempt on his independence.

Hint. This is a technique of indirect persuasion through joke, irony and analogy. In some sense, advice can also be a form of a hint. The essence of the hint is that it is not addressed to consciousness, not to logical reasoning, but to emotions. Since the hint conceals the potential of insulting the person of the interlocutor, it is best to use it in a situation of "concert mood". The criterion of measure here can be the prediction of self-experience: "How would I myself feel if such hints were given to me!"

Compliment. Compliment is often confused with flattery. Tell the person: "How well you speak!" is to flatter him. Flattery is not pleasant to everyone, although often people do not dismiss flattery. However, many are still offended by flattery. A compliment does not offend anyone, it elevates everyone.

psyera.ru

Basic psychological techniques for persuading people

We would like to think that we are guided by all available information when making decisions. But in reality, things usually happen differently. Our life has become eventful to the limit, and now more than ever we need templates and everyday rules to make a decision.

Psychology professor and expert in social and experimental psychology - Robert Cialdini, discovered and deduced six such rules (in fact there are more of them, and in the book "The Psychology of Persuasion: 50 Proven Ways to Be Persuasive", Cialdini introduces readers to a large number of them, however the main ones, according to Robert, are only six), which control human behavior. Here they are: reciprocity, rarity, authority, consistency, sympathy and agreement.

By understanding these rules and being able to apply them without going beyond moral limits, you can significantly increase the chances of getting consent to your request. Let's talk in more detail about each of them in turn, and, using examples, consider the experience of American researchers in the field of the psychology of persuasion of people.

So the first universal rule of persuasion is RELATIONSHIP.

The third rule of persuasion is AUTHORITY-based

The point is that people are more willing to listen to the opinions of trusted experts. For example, physical therapists can convince more patients to do the recommended exercises by hanging their medical degrees and certificates on the walls of the office. Also, in the parking lot, you are more likely to move your car at the request of a stranger if he is wearing a uniform rather than regular clothes.

1. We like people like us;
2. We love those who praise us;
3. We sympathize with people with whom we do one common thing.

A series of studies on the psychology of persuasion in the negotiation process involved students from two prominent business schools with a Master of Business Administration degree.

lichnorastu.ru

04/11/2012 Anna Sokolova

An integral characteristic of a successful person is the ability, ability, and maybe a magical talent to influence other people.

A person who knows how to convince and direct the thoughts of the people around him in the direction he needs has incredible opportunities in the modern world.

Consider the main ways of how to influence people during a conversation, that is psychological methods beliefs.

It is very undesirable to use your own powers, connections, money or blackmail; you can exert influence both by the power of your word and by the power of your gaze. So, the group of basic psychological methods includes persuasion, suggestion and psychological infection.

Persuasion is a way of influence when they turn to the consciousness of another person, his feelings and experience in order to form his new views and attitudes.

Persuasion will not work if it is replaced by moralizing. Words such as "must", "must" or "shame on you" should be avoided. Convincing with words is a great art that requires knowledge of human psychology, the laws of ethics and logic.

To begin with, it is necessary that your interlocutor agrees to listen carefully and meaningfully to your arguments, find that common thing that unites you and establish psychological contact.

Then it will be advisable to analyze all the arguments together and come to a common conclusion. Thus, the influence on a person will not be intrusive, but, on the contrary, will correspond to his thoughts, feelings and views.

If you manage to tune in to the wave of a person at the time of the conversation, you will see that half of the work has already been done, and it is much easier to influence people who think like you than people with opposite views.

Even if you do not fully share the beliefs of a person, try to feel his thoughts, and simply - to understand him. Understanding is the beginning of all partnerships. It is sometimes much easier to understand the interlocutor than it might seem at first glance.

A little training with your family and friends will help you develop the skill of understanding to perfection.

Suggestion is psychological way influence, which provides for a non-critical perception of the expressed thoughts and will. During suggestion, consent is not achieved, but acceptance of information is ensured, which already contains a ready-made conclusion.

Using this information, the person who is being influenced must come to the correct conclusion that you need. The goal is achieved due to the fact that strong emotional reactions... The main forms of suggestion are hint, approval, condemnation.

Psychological contamination is the process of transferring an emotional state from one person to another at an unconscious level. Often, this method is used in groups of people or teams.

For example, correctly presented information about the success of one person infects the others with enthusiasm, arousing interest and enthusiasm, not envy.

In addition to the above basic methods, do not forget about simpler truths that must be remembered if you want to influence a person during communication.

Call your interlocutor by name more often, because there is nothing sweeter for his ears. Know how to listen and be sincerely interested in what they are telling you, this always disposes to a successful outcome of the dialogue.

And of course, smile more often, be an optimist! You will be surprised by the response of the world around you, which will obey your sincere influence.

These blog articles should be of interest to you:

berichnow.ru

Researchers have been studying the reasons that lead us to agree to someone's request for more than sixty years. There is no doubt that science is at the heart of the techniques and methods of persuading people. And in many ways this science is surprising.

The first universal rule of persuasion is RELATIONSHIP

People feel obligated to reciprocate the attention or service they have received in the past. If a friend has invited you to a party, you will need to invite him over to your place. If a colleague has shown you a favor, you are obliged to repay him in kind on occasion. Also in the case of social obligations, people are more likely to say "Yes" to those to whom they owe something.

One of the best demonstrations of the principle of reciprocity comes from a number of restaurant studies. For example, when you last time dined in a restaurant, it is very likely that the waitress brought you a small treat, most likely at the same time as the checkout. It could have been a surprise cookie or just a peppermint. This raises the question - does this treat somehow affect the size of the tip you left? Most people say no, but peppermint candy can have a wonderful effect.

In a study, eating a candy at the end of a meal increased the tip by 3%. It is curious that if the treat doubles, you are offered two sweets, then the increase in tip increases not two, but four times - up to 14%. But the result becomes even more interesting when the waiter gives you one candy, leaves the table, then stops and says that he has another candy for such pleasant visitors. Tipping rises by as much as 23%, responding only to how the treat was presented.

Thus, the key to applying the reciprocity rule is to be the first to provide a service and to be pleasant and unexpected.

The second universal principle of persuasion is based on RARENESS

That is, people are more eager to acquire those things that are difficult to get. When in 2003 British Airways announced the cancellation of the second Concorde flight on the London-New York route in a day, due to economic inexpediency, the next day there was a surge in ticket sales. Note that there were no changes with the flight itself - the plane did not fly faster, the quality of service did not improve, and the cost of tickets did not decrease. It's just that the opportunity to use the service has sharply decreased. And as a result, demand has increased. Therefore, the technique of applying the principle of "scarcity" to persuade is perfectly clear.

It is not enough just to tell people about the benefits they will receive by choosing your product or service. It is also necessary to emphasize the unique possibilities of your proposal. Tell people what they lose if they are not taken advantage of.

The point is that people are more willing to listen to the opinions of trusted experts.

For example, physical therapists can convince more patients to do the recommended exercises by hanging their medical degrees and certificates on the walls of the office. Also, in the parking lot, you are more likely to move your car at the request of a stranger if he is wearing a uniform rather than regular clothes.

It is important here to make it clear to people that your knowledge and experience is trustworthy before embarking on an attempt at persuasion. Of course, this is not always easy to do. You will not go around potential buyers and praise yourself. However, you can certainly arrange for someone else to do this for you.

And then science makes an unexpected conclusion. If you are advertised, it turns out that it does not matter whether your agent makes a profit from it or not. In this way, one real estate firm was able to increase both the number of real estate appraisal orders and the number of contracts awarded subsequently by advising consultants responding to client inquiries to start the conversation by mentioning the experience and merits of the firm's agents. For example, to an application for renting real estate, the answer was something like this: "Let me put you in touch with Sandra, who has been dealing with the issues of renting clients for more than 15 years." Clients interested in selling property were attracted by the advice: "You'd better talk to Peter, he is the head of our real estate department and has over 20 years of experience in this area." The result of such recommendations was a twenty percent increase in the number of consultations and a fifteen percent increase in contracting - not bad at all for such a harmless method of persuading a person, which, moreover, does not require any expenses.

The next principle of persuasion is SEQUENCE

People like to be constant, both in their words and in their deeds. To achieve consistency in behavior, you need to come up with the first little thing and invite people to do it.

In one famous experiment, an unexpected result was obtained. Few residents of one residential area have agreed to place a nondescript wooden sign on the lawn in front of their house to support the company for road safety. And in another such area, almost four times as many homeowners agreed to put up the same sign. Why? Because ten days ago, they put a small postcard on the windowsill as a sign of support for the same company. This card was that small first step that had a fourfold effect on the second, more difficult sequential action. Therefore, intending to play on consistency in behavior, masters of persuasion try to lead people to voluntary, active public action. Ideally, getting it fixed on paper.

For example, in a recent experiment, the number of missed appointments at a health center was reduced by 18%. Due to the fact that the patients were asked to fill in the doctor's appointment card on their own. Whereas earlier it was done by medical workers.

The fifth method of persuasion is based on sympathy

People are more willing to say "Yes" to those they like. But what is the reason why one person likes another? Persuasion theory says there are three main factors:

We like people like us; We love those who praise us; We sympathize with people with whom we do the same thing. In a series of studies on the psychology of persuading people in the negotiation process, students from two well-known business schools, studying in the specialty " Master of Business Administration ".

One group of students was instructed, "Time is money, so get down to business right away." In this group, about 55% of the participants managed to reach an agreement. The second group was given different instructions: "Before starting negotiations, try to get to know each other better and find something in common that you all have." After that, already 90% of the negotiations were successful and gave a satisfactory result. That is, 18% more for each side.

Thus, in order to use an effective tool of sympathy, as a method of persuading people, you need to make an effort to find areas of coincidence in views. Try to express sincere praise to the interlocutor before moving on to discussing business issues.

The last principle of persuasion is CONSENT

A person is more likely to be guided by the actions and behavior of other people when he himself is indecisive. You may have noticed that it is common in hotels to put cards in their bathrooms to encourage guests to reuse bed linens and towels. Most often, the attention of guests is paid to the fact that this contributes to the protection of the environment. This technique of persuasion turns out to be very effective - its effectiveness is 35%. But maybe there are more effective ways?

As it turns out, about 75% of guests staying in a hotel for at least four days, at one time or another, reuse their towels. What if we use the consent rule and just write about it on our card: “75% of hotel guests reuse their towels. Please follow their example. " As a result, refusal to change linen will increase by 26%.

This method of psychological persuasion says that instead of relying on your own abilities for persuasion, you can focus on how the majority behaves. In particular, such a majority, to which everyone can easily attribute himself.

So, here are six scientifically proven ways of persuasion, which are based on simple and often inexpensive practices that can multiply your ability to convince people and influence their behavior in a completely honest way. These are the secrets of the science of persuasion used in different areas life activities, ranging from simple interpersonal communication and ending with their use in advertising and marketing.

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Robert B. Cialdini (born April 24, 1945) is best known for his book The Psychology of Influence.

He studied at the universities of Wisconsin and North Carolina. He attended graduate school at Columbia University. Throughout his research career, he worked at Arizona State University. He was a visiting professor and researcher at Ohio State University, University of California at San Diego, University of California at Santa Cruz, University of Southern California, Stanford University. In 1996, Cialdini was President of the Society for Personality Psychology and Social Psychology. Winner of various awards in the field of social psychology, consumer psychology, teaching psychology. In 2009 he stopped scientific activity.

An experimental social psychologist. Studying the psychology of compliance. Finds out the action of the mechanisms of requests and demands, which he called "instruments of influence."

She is studying the influence of interpersonal relationships between people. Is considering various cases from our own practice and suggests methods for reasonable control. She bases her research on personal experience and finding out the reasons for their own behavior. One of the examples, which he tells about in his book "Social Psychology. Understand others in order to understand yourself, ”is the case of the Boy Scout.

One day on the street to Robert, a boy scout offered to buy tickets for a certain performance at a price of $ 5 apiece. To his categorical refusal, the boy replied: "Okay, then buy two chocolate bars for a dollar apiece." Cialdini happily agreed, and then thought: “I don't like chocolate and I like dollars. Why did I buy chocolate? " This is explained by the principle of overstated demand, then retreat. He gives these phenomena various "everyday" names, for example, "the principle of repaying debts": the experimenter in the cinema, during the session, leaves the hall and returns with two bottles of cola, for himself and for a neighbor who did not ask him about it (and the cola goes to the neighbor absolutely free). After the session, he offers his neighbor to buy lottery tickets, and the neighbor, as a token of gratitude, buys tickets from him for an amount several times higher than the cost of a cola.

Using such examples, he examines the mechanisms mutual influence people, their causes and effects. Considers the problem of a large flow of information and the property of the human psyche to respond to some key phrases.

The “click” principle can be demonstrated experimentally. There was a line in the library for the copier. A man comes up and asks him to let him in, because he is late for a meeting. The result is 97%. Further, the experimenter does not justify his desire in any way. 50%. For the third time, the experimenter says: "Let me skip the line to the copier because I have to make several copies." The result is 97%. The person heard the key phrase - "because ...", and he no longer controls the "click". Very often, such methods are used for unworthy purposes.

source of information http://clubs.ya.ru/4611686018427470182

The concept of belief in social psychology is given the following definitions:

1. Belief is a system of a person's worldview knowledge that has passed through his mind, feeling and will.

2. Persuasion is a set of versatile influences on a person with the aim of instilling socially necessary qualities in her.

3. Persuasion is the motivation of a person to a certain activity. Convincing means motivating people by word, deed, example and purposeful organization of the social sphere.

4. Belief - personal education, representing a person's attitude to reality and characterized by the unity of cognitive and need-personal components. The qualities of persuasion depend on the way of assimilating certain knowledge, opinions and evaluations.

5. Belief is the impact on the consciousness, feelings, will of people through the message, explanation and proof of the importance of a particular position, view, action or their inadmissibility in order to force the listener to change existing views, attitudes, positions, attitudes and assessments, or to share thoughts or presentation of the speaker.

Persuasion is the main, most universal method of leadership and education. The mechanism of persuasion is based on the activation of human mental activity, on the appeal to the rational side of consciousness. It is assumed that the persuaded must make a conscious choice of ways and means of achieving the goal, i.e. to convince, it is necessary to attract the attention of the target, to present and explain new information, to give impressive arguments.

To convince someone of something means to achieve such a state when the convinced, due to logical reasoning and inferences, agrees with a certain point of view and is ready to defend it or act in accordance with it.

The main means of persuasion are a graphic sign, image, timbre of speech, gesture, facial expressions, emotional-volitional states, the rhythm of speech and actions, the light and color of a visual means, the results of labor, the status and authority of the persuading person. It should be added that not all people are equally willing to accept the point of view of the influencing person. More often than not, only that information is perceived that is consistent with the existing settings.

In this case, the concept that we will consider in this work is most fully reflected in the fifth definition, it is supplemented by the third and fourth definitions. At the same time, we understand, of course, the dialectical interconnection and unity of all the aforementioned aspects of conviction.

Types of persuasion

According to Myers, there are two ways of persuasion, direct and indirect.

Direct persuasion is persuasion that occurs when an interested audience focuses all of its attention on favorable arguments.

Indirect persuasion is a persuasion that occurs when people are influenced by random factors, such as the attractiveness of the author.

Direct persuasion occurs when people are naturally inclined to analyze what is happening or are interested in the proposed topic. If the topic does not attract sustained attention from the audience, persuasion can be carried out in an indirect way, when people use random signs or heuristics to jump to conclusions. A persuasion, carried out in a direct way, is more analytical and less superficial, it is more stable and more likely to influence behavior.

The whole procedure of persuasion fits into four types of influence. This information, clarification, proof and refutation.

Informing is a message for which an individual must act. In order to induce a person to activity, a whole range of incentive influences is required. This is due to the fact that the subject of influence, before acting, wants to make sure what needs to be done and whether he will be able to do it. No one will take action if they think it is either not worth it or impossible. Psychologist T. Tomashevsky deduced the above dependence and expressed it with the following formula:

according to which the decision leading to action is a function (f) of the value of poly (Y) and the probability of its realization (p). "Between the estimate of the value of the goal and the estimate of the probability of its realization there is a pseudoproduct relation (if one element approaches zero, then all product "approaches zero, despite the size of the other element).

The Tomashevsky formula reflects a very important idea for the manager: in order to induce the employee to the required activity, one should first of all inform him about the value of the goal and the likelihood of its achievement, that is, convince him of the expediency of actions.

A striking example in this regard is working with people to stimulate them to introduce new technology and new technology... It should be emphasized that all innovations known to us, according to the degree of their acceptance by people, can be divided into two groups:

a) innovations related exclusively to the technical (technological) side of production;

b) innovations associated with social aspects production.

The first group of innovations is, for example, the improvement of any technical device that facilitates the work of an employee.

Recently, many enterprises have faced a problem related to computerization. It lies in the fact that this technical device will greatly facilitate the work of the employee, provided that the employee has the skills to work with this machine. Often, specialists in their field and with extensive work experience are faced with the fact that they are helpless in front of a computer. Employees usually expect such an innovation with negativism, this is due to the fear of the new, rigidity. It is important to inform staff about the benefits of any innovation, send employees to courses on mastering the necessary skills. It is necessary to work with information for the manager, how and through what channels, it comes to subordinates.

The second group of innovations is also usually not implemented smoothly. The point here is that such an innovation breaks down the established stereotypes of personnel behavior.

Performance Communication - Performance communication has a stimulating effect on employees. A number of researchers prove that informing the performer can increase labor results by 12-15%.

It is about information about both successes and failures. At the same time, the absence of any information leads to a decrease in results, tension, and conflict. In addition, informing contributes to the establishment of favorable business relationships "vertically", improves mutual understanding, and facilitates the process of influence as a whole. A well-organized discussion of work results contributes to the motivation of subordinates, and is also necessary for them to feel their own worth and make certain changes in their behavior. The power of numbers is sometimes more powerful than persuasion and punishment.

Performance communication will be effective, provided that an objective assessment of the work of employees has been made on the basis of identified and agreed criteria. It is desirable that there are not many of them for a young employee (two or three). In the future, other criteria can be included in the set of performance assessments, for example, communication skills, commitment, discipline, interaction, etc. Discussion of the work results should be held regularly: once a quarter and after a year. In conditions of a shortage of quantitative indicators of the activity of subordinates, the greatest difficulty for the leader will be to overcome the "halo effect", i.e. positive evaluative bias with a favorable attitude towards the employee and hypertrophied attention to shortcomings with antipathy.

Next view persuasive impact, which is no less important than information - is clarification. The position itself obliges the production manager to clarify many pressing issues. The most typical types of explanations can be identified: a) instructive; b) narrating; c) reasoning.

Instructional explanation is a schematic layout of the activities of subordinates, prompted to assimilate the instructions. With such an explanation, the subordinate's thinking is not loaded, but memory is used. It should be noted that this technique is not very popular with creative people or persons with artistic inclinations. For those who are accustomed to strict, one might say algorithmic, rules and instructions, instruction does not generate opposition.

Storytelling explanation is a kind of story aimed at presenting facts in the form of a living narrative, which consistently leads to well-defined conclusions. In many cases, this type of explanation is more familiar (familiar from school) and therefore preferable. But its use obliges production managers to train in the composition of the message material, in the formulation of voice, facial expressions and gestures.

A reasoning explanation is an explanation with controversy, activates thinking, encourages you to pay more attention to the proposed specific conclusions. Reasoning clarification techniques are important for leaders who interact with creative, proactive people who crave active communication.

A reasoning explanation is constructed in such a way that the leader asks the interlocutor questions "for" and "against", forcing him to think for himself. With a reasoning explanation, you can, by posing a question, answer it yourself, or you can induce the listener to answer. It is to induce, by the whole course of reasoning, to arouse the desire of the interlocutor to give an answer. You cannot demand an answer here. As soon as the leader begins to urge for an answer, the reasoning explanation loses its meaning. With a reasoning explanation, the listener, together with the leader, seeks ways to resolve the situation (of course, under the guiding influence of the leader). At the same time, the listener (subordinate) feels his own significance. When answers are pulled out of him, then, having lost such a feeling, he goes into the state psychological protection... And then a reasoning explanation turns into an instructive one.

Naturally reasoning clarification is also very useful in an oral presentation by a leader to an audience. In this case, a transition from reasoning to posing a problem is desirable. Thus, in a reasoning explanation, the answer to the posed question is expressed mainly by the leader, and in the problem one it is formed by the listeners themselves. Problem clarification is practiced mainly in front of an audience in a special presentation.

Proof - logical operation, built on the foundations of the laws of logic: the law of identity, the law of contradiction, the law of the excluded third and the law of sufficient reason. The essence of the proof lies in the fact that a thesis is put forward and arguments or arguments are sought to prove the thesis.

The procedure itself is usually called a demonstration. Facts are needed to convince employees or prove to them the truth of a statement. Without facts, there is no proof. Facts create an appropriate mood for the employees to perceive reality, form an attitude.

The assessment of the work of subordinates has a very strong effect on the motivation of their labor activity, if this assessment is perceived by them as real, true, then it fulfills its motivating function, if it is perceived as underestimated, far-fetched, not real, then there is no motivation. Subordinates need facts to prove the truth of the assessment. An equally important role in the proof belongs to the personal qualities of the leader. The success of the proof depends on his sense of tact, on the ability to get along with people. By proving something, we thereby refute the idea of ​​our interlocutor, which means that for refutation the word, deed and personality of the leader are also inherent, as well as for proof.

Refutation - criticism of the established views and stereotypes of people's behavior, with the destruction and formation of his attitudes. During a rebuttal, we meet with the opponent's self-esteem. In this regard, logic alone is not enough. There is no point in getting into an argument to refute anything. Our opponent does not admit that he was wrong; it takes more than one day to replace one installation with another.

There are specific socio-psychological rules:

1. When refuting the arguments of the opponent, you should refer to his self-esteem. Self-esteem (CHS) is equal to the ratio of the magnitude of the success of a given person (Y) to his claims (P).

The higher the success and the lower the claims, the higher the NRV. Success is understood here not as a material, socio-psychological value, which acts in the form of value judgments on the part of others. In all cases, they achieve success in those cases if they make a person feel his own "I": they call him by name and patronymic, emphasize real merits, give an opportunity to take initiative, encourage independent actions, try not to impose someone else's way of thinking, but stimulate reflection.

The effectiveness of persuasion depends on the personality traits of those who are persuaded. According to the studies of American scientists, they defy persuasion: people with limited imagination, internally oriented personalities, socially non-contact people, persons with pronounced aggressiveness, individuals with paranoid tendencies.

Belief is a multivalued concept, and one of its meanings involves the influence on people, the ability to form a certain point of view through certain actions. Let's take a look at some of the persuasion techniques you can use for this.

• 1. Socrates method. If you are bored so that a person agrees with you, you need to ask him 2-3 insignificant questions, to which he will definitely answer in the affirmative. Having agreed with you twice or three times, he will also agree when you say what it was all for.
• 2. Deceived expectation. If the situation allows, gently create a sense of tense expectation that defines a strict order of actions or thoughts. When this direction is found to be inconsistent, the person will be discouraged and most likely agree with you.
• 3. Explosion. Already long time such a technique is known - in the course of strong emotional experiences, an instantaneous restructuring of the personality occurs. To embody an explosion, you need to create a situation that would amaze a person. This situation can fundamentally change the way we look at things. For example, if a spouse is told about the infidelity of a spouse to a family man, just such an effect can occur. However, this will not affect those cases when infidelity is not taken seriously.
• 4. Placebo. This technique can be attributed not even to persuasion, but to suggestion. A placebo is a chalk pill that the doctor gives to the patient and says that this medicine and it will help. A patient who has drunk such pills is really cured. This can be used in different areas life, but if one day the rituals performed fail, then the method will cease to work.

Do not forget that sometimes the most effective persuasion lies in the compliment uttered at the meeting.

The psychology of human persuasion - impact on consciousness

The psychology of a person's persuasion is based on the fact that, by persuading, the speaker affects the consciousness of the person being persuaded, referring to her own critical judgment. The essence the psychology of persuasion serves to clarify the meaning of the phenomenon, cause-and-effect relationships and relationships, highlighting social and personal significance solving a particular issue.

Beliefs appeal to analytical thinking, in which the power of logic, evidence prevails and the persuasiveness of the arguments is achieved. Persuasion of a person as a psychological impact should create a person's conviction in the rightness of another and his own confidence in the correctness of the decision.

The psychology of a person's persuasion and the role of the speaker

The perception of information that persuades a person depends on who communicates it, how much an individual person or the audience as a whole trusts the source of information. Trust is the perception of a source of information as competent and reliable. A person who can convince a person of something can create an impression of his competence in the audience in three ways.

First- start making judgments with which the listeners agree. Thus, he will gain a reputation as an intelligent person.

Second- to be presented as a specialist in this field.

Third- speak confidently, without a shadow of a doubt.

Reliability depends on the persuasive manner of speaking. People trust the speaker more when they are sure that he has no intention of convincing them of anything. People who defend what goes against their own interests also seem to be truthful. Confidence in the speaker and confidence in his sincerity increase if the person who convinces the person speaks quickly. Rapid speech also makes it impossible for listeners to find counterarguments.

The attractiveness of the communicator (persuasive) also affects the effectiveness of the psychology of persuasion of a person. The term "attractiveness" refers to several qualities. This is both the beauty of a person and the similarity with us: if the speaker has either one or the other, the information seems to the listeners more convincing.

The psychology of a person's persuasion and the role of the listener

People with an average level of self-esteem are most easily persuaded. Older people are more conservative in their views than younger people. At the same time, attitudes formed in adolescence and early adolescence can remain for a lifetime, since the impressions acquired at this age are deep and unforgettable.

In a state of strong excitement, agitation, anxiety of a person, his psychology of persuasion (compliance with persuasion) increases. Being in a good mood is often conducive to persuasion, partly because it encourages positive thinking, and partly because there is a connection between being in a good mood and communicating. People who are in a good mood tend to see the world through rose-colored glasses. In this state, they make more hasty, impulsive decisions, relying, as a rule, on indirect signs of information. It is no coincidence, obviously, that many business issues, such as the conclusion of transactions, are resolved in a restaurant.

Conformal (easily accepting someone else's opinion) are easier to persuade. Women are more susceptible to persuasion than men. It may be especially ineffective the psychology of persuasion in relation to men with a low level of self-esteem, acutely experiencing, as it seems to them, their uselessness, alienation, who are prone to loneliness, aggressive or suspicious, not stress-resistant.

In addition, the higher the intelligence of a person, the more critical their attitude to the proposed content, the more often they assimilate information, but disagree with it.

The psychology of a person's persuasion: logic or emotion

Depending on the listener, the person is more convinced by either logic and evidence (if the person is educated and has an analytical mind), or the influence turned to emotions (in other cases).

The psychology of persuasion can be effective, influencing a person, causing fear. Such a psychology of persuasion is more effective when they not only scare the possible and probable negative consequences certain behavior, but also offer specific ways to solve the problem (for example, diseases, the picture of which is easy to imagine, are more frightening than diseases, about which people have a very vague idea).

However, using fear for persuasion and influence on a person, one cannot cross a certain line when this method turns into information terror, which is often observed when advertising various drugs on radio and television. For example, we are enthusiastically told how many millions of people around the world suffer from this or that disease, how many people, according to doctors' calculations, should get the flu this winter, etc. And this is repeated not just from day to day, but almost every hour, and it is completely ignored that there are easily suggested people who will begin to invent these diseases in themselves, run to the pharmacy and will swallow not only useless in this case, but also unhealthy medicines.

Unfortunately, in the absence of an accurate diagnosis, intimidation is often used by doctors as well, which runs counter to the first medical commandment “do no harm”. At the same time, it is not taken into account that the source of information that deprives a person of mental, psychological peace, may be denied confidence.

The information that comes first (the primacy effect) convinces a person more. However, if some time passes between the first and second message, then the second message has a stronger convincing influence, since the first has already been forgotten (the effect of novelty).

The psychology of a person's persuasion and the way information is received

It has been established that the arguments (arguments) given by another person convince us more than similar arguments given to oneself. The weakest are the arguments given mentally, somewhat stronger are the arguments given to ourselves aloud, and the strongest are those that are given by another, even if he does it at our request.

To achieve success in business, organize the work process in a team, establish and maintain authority, a leader must have certain techniques that can induce a person to take action. Persuasion is one such technique.

You will learn:

• How the methods of persuasion and coercion are combined.
• What rules of communication are used as the main methods of persuasion.
• What are the tactics of methods of persuasion.
• What are the methods of psychological persuasion.

The method of psychological influence is the method of persuasion in conjunction with the method of coercion. Coercion and persuasion are methods of influencing a person's consciousness and a way of forming a consensus opinion. These two methods are inextricably linked: they have a dialectical connection and a single character.

Coercion method - it is a method of influence, which has two forms: moral and psychological and physical. In fact, the method of persuasion and coercion is very similar. The task of both methods is to ensure that the persuaded person accepts the point of view of the interlocutor. The method of coercion, like the method of persuasion, is based on proving one's point of view.

Persuasion techniques - leaders in the methods of organizational influence, because they have a reasoned basis, proof of the need (uselessness) of an action or an explanation of its correctness (incorrectness).

The process of persuasion is very complex, since the object of persuasion is a free person. Necessary to follow certain rules beliefs. The key point in this process is argumentation, which will facilitate the adoption of the desired position by the listener, make him reconsider his existing views and, as a result, share the opinion of the interlocutor.

In the methods of persuading the interlocutor, there are many ways of arguing. There are four ways of arguing:

• Reception of a clue - outlines the general situation, makes it possible to use it as a starting point during a discussion.
• Reception of relieving tension. During the persuasion process, the environment should be relaxed. The atmosphere should be light, relaxed, conducive to discussion of the issue.
• A direct approach is a way in which the initiator moves on to the conversation without unnecessary preambles.
• The method of stimulation is based on a set of questions posed at the very beginning of the conversation.

There are also certain rules of persuasion that allow you to achieve the desired result.

1st psychological reception - persuade, not argue. Dispute with the interlocutor in no way contributes to his disposition towards himself, rejects him from the subject of discussion, causes a negative attitude. Tolerance to the opinion of the interlocutor, the ability to listen to his position is the key to success.

2nd persuasion method - respect for the opinion of another person. Do not categorically state that his position is incorrect in relation to yours, this will cause a similar reaction in relation to your position.

3rd method - the method of recognition. Opinion, position may turn out to be wrong, and this must be able to admit.

4th way - a polite, calm, benevolent tone. You should not raise your voice, "splashing saliva", to prove your position.

5th method - to achieve an affirmative answer at the beginning of the conversation, since having said “no”, it is psychologically more difficult for a person to reject his own word and accept someone else's position.

6th the method is to let the interlocutor talk a lot, much more than you.

The method of persuasion affects the interlocutor and contributes to his belief in the correctness of your point of view and acceptance of the latter.

What methods of persuasion work in sales

It is important not to scare the client off with an incorrectly chosen phrase. In order not to lose customers, use the scripted algorithm for sellers, which is offered by the editorial board of the magazine "Commercial Director".

Tips will be useful to any company if you adapt the script to business tasks.

What are the different types of persuasion methods

There are two types of persuasion: direct and indirect.

Direct way beliefs are the beliefs of an audience that is already ready to accept information.

Indirect way Beliefs are the beliefs of an audience that has been attracted by random factors.

The direct method is relevant when the audience is initially interested in the topic or endowed with the gift of an analyst. If the topic does not appeal to the audience, then in this case, you can use an indirect method of persuasion. Conviction in a direct way is deeper and more likely to have a positive impact on people.

The whole process can be divided into 4 methods of persuasion:

• Information.
• Clarification.
• Proof.
• Refutation.

Informing - notifying a person about why he should do something. In order to get a person to act, a line of stimulating factors is needed. This happens because a person must make sure, before starting to act, in his capabilities and the necessity of this action. Not a single person will start an activity if he is not sure that it is necessary and is not sure that he can perform it.

Clarification - another method of persuasion, which is no less important than information. Leaders have a lot to explain. The explanation is divided into 3 types:

• Instructive.
• Narrative.
• Reasoning.

Instructional clarification clearly explains to a person the order of actions, without affecting his critical thinking, but using his memory. This type of explanation causes rejection among creative people, and for people with a mathematical mindset, who work “like robots,” according to the program, instructive explanation causes positive dynamics.

Storytelling clarification- method of persuasion, which implies the presentation of the essence of the matter in the form of a story. At the end of the story, the person comes to a certain conclusion. This view is more relevant for most people, since they have become accustomed to it for a long time. The whole life of a person is built on a narrative from parents, teachers, friends. But the use of a narrative explanation obliges the leader to possess certain skills: he must know how to build a story, know what the timbre of the voice, facial expressions, and gestures should be.

Reasoning clarification- a method of persuasion for an audience willingly participating in a dispute, capable of instantly activating mental activity, explanation contributes to a more attentive attitude of the audience to the problem and related conclusions. This technique is relevant for leaders whose audience is people with a creative mindset, who are active and communicative.

Proof. This method of persuasion is based on logic, the process of proof is based on fundamental laws logic: the law of identity, the law of contradiction, the law of the excluded middle, and the law of sufficient reason. The essence of the proof is reduced to the allocation of a certain idea and its argumentation in the process of proving.

All this action is called a demonstration. The manager must have factual evidence proving the correctness of this idea. Evidence cannot exist without facts. Factual endorsements tune the audience to perceive the information in the right way and create a mindset.

Refutation. The essence of this method of persuasion is to point people to their wrong views, to undermine faith in inappropriate behavioral norms, to destroy old ones and direct them to the formation of new attitudes. During the work through refutation, the main "stumbling block" becomes the human ego, which means that only logical reasoning will not be enough. In case of refutation, the dispute is ineffective. A person does not admit that he is wrong; it takes time to replace the established, ingrained attitudes.

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Communication rules as the main methods of persuasion

Scientists are working on research to find and study the reasons that push a person to agree to someone else's request. We hope that in making a decision we are driven by the knowledge gained in a particular area, but in fact, in order to make a decision, we need strict rules and well-established norms that we obey every day.

Robert Cialdini, professor of psychology and researcher in social and experimental psychology, identified 6 basic rules that guide a person in making a decision. In his work "The Psychology of Persuasion: 50 Proven Ways to Be Persuasive," he gives many more such rules, but he considers the main ones to be reciprocity, rarity, authority, consistency, sympathy and agreement.

Knowing how to use these rules and knowing their clear definition, it is possible to achieve much greater results in persuading a person to agree to his request. Let's consider each of the examples in more detail and analyze the work of some American scientists in the direction of methods of suggestion and persuasion of people.

• Reciprocity

The psychology of most people has such a function - they believe that they are obliged to "repay the debt" for the service they once rendered. That is, "an eye for an eye." For example, a person invited you to a birthday party, you should invite him to yours. Or if you were once given a loan, then you, too, must certainly lend money to a person if necessary. When it comes to social obligations, people are more willing to meet those who owe something.

The most striking example of the principle of reciprocity can be considered research carried out in food outlets. For example, at the end of dinner in a restaurant, the waiter, along with the bill, brought you a small "compliment" from the establishment in the form of a cake. And then the question follows - how will this sign of attention affect the tip? The overwhelming majority will say no, but they are wrong, such a small compliment can have a completely unexpected effect.

According to statistics from studies, such a cake increases the tip size by three percent. An interesting fact is that if instead of one cake they bring you two, the tip grows not two, but four times and reaches 14%. But if the waiter leaves one cake, takes a couple of steps, and then comes back and says that he has one more for the most wonderful guests, then the tip increases to 23%. This is due to the choice of the way in which the compliment was made.

This means that the basis for applying the rule of reciprocity is to be the first to provide a service that will be a pleasant surprise.

• Rarity

Another point of human consciousness - people want something that is difficult to get. A striking example In addition, the situation with British Airways, when in 2003 the company announced the termination of the sale of tickets for the London - New York flight due to lack of profit, the next day there was a "boom" in sales. At the same time, the company did not make changes to the flight, nor to the cost of tickets, nor to improve the service, nor to improve aircraft... Simply, in the language of economics, supply has decreased, which inevitably leads to an increase in demand. Therefore, the use of the "scarcity" technique as a method of persuasion and influence is clearly defined.

Telling people that they are winning by purchasing a product or service on offer is not enough. You should focus the attention of a potential buyer on the uniqueness of your offer, and tell about possible losses, in case of refusal.

• Authoritativeness

The bottom line is that people pay more attention to authoritative opinion, that is, the opinion of an expert. For example, a doctor can have a much greater influence on a person, acting by the method of forming consciousness and belief through the demonstration of his awards, diplomas, letters of thanks. Or, you are more likely to park your car elsewhere if not asked to a common person, and the person is in uniform.

Before attempting to persuade, people need to be convinced of your competence, sufficient level knowledge. This is not always an easy task, you cannot advertise yourself by saying how wonderful you are, but there is always the possibility for someone else to do it.

And this is where it becomes insignificant whether this someone has income from your advertising or not. This method of persuasion was used by a certain legal bureau, which was able not only to increase the number of applications for legal advice, but also significantly increased the number of clients who turned to the firm's specialists for specific assistance. It was all about receiving calls. The administrator, answering calls from potential customers, conducted a dialogue as follows: "Now I will transfer the call to Ernest Petrovich, he has been specializing in this issue for 15 years" and stuff like that. The result of this way of working with a client was an increase in requests for advice by 20% and an increase of 15% in concluded contracts for the provision of legal services. Quite a good result for an unobtrusive method of persuading people that does not require material investment.

• Constancy

People strive for consistency in words and actions. To get people to act consistently, you need to invite people to do some kind of action, simple.

An experiment was carried out, during which it turned out quite interesting result... A small number of residents agreed to put up a sign in their courtyard area, campaigning for the observance of road safety rules. And in another district, four times as many people agreed to install the same sign, because they were prepared in advance, they offered to put a small propaganda leaflet on the windowsill. Such a sheet became the starting point for a more difficult task and achieving a fourfold increase in effect. Therefore, intending to use such a technique, persuasors act in such a way in relation to the persuaded person that they perform actions on a voluntary basis, and with a certain enthusiasm. The best outcome of events is written confirmation of actions.

For example, one experiment resulted in an 18% reduction in unfulfilled appointments. This was facilitated by the fact that the patients were given the opportunity to issue the registration voucher themselves, and earlier this was done by the registrars.

• Location

People with a great desire respond affirmatively to a request if they have sympathy for a person. Why do people feel sympathy? Experts identify several factors:

• We have sympathy for people like us.
• We like those who praise us.
• A common cause brings us closer to people.

A number of studies on the psychology of persuasion during negotiation have involved MBA students from business schools.

For one part of the students, the assignment was listed as "Time is money" and therefore the negotiations had to start immediately. The task of the other group was to find points of contact between the negotiators. In the first case, 55% of students achieved a positive result, and in the second 90%. And in fact, and in another case, the result increased by 18%.

It can be concluded that in order to use the tool "sympathy" in methods of working with beliefs, you need to approach this with special care, pay attention to finding things in common with people, and achieve their location. It will be nice if, before starting negotiations, you make a couple of light, unobtrusive compliments.

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Persuasion tactics

• Application of "I-phrases"

During the negotiation process, enough a large number of time is allotted for discussion, criticism of the opposite side. The situation is greatly aggravated by mistrust of the interlocutor or criticism of his personal distinctive features.

It is unacceptable to say “You are deceiving us”, “You and your employees are negotiating incorrectly”, “You are acting in an inappropriate manner” and similar statements. The style of their construction - "You" - statements, contributes to the emergence of persistent hostility and opposition, shows that you do not trust the side, suspect it of something. And thereby you achieve the opposite of the desired result.

The following types of “I” statements are allowed: “I feel that I am being deceived”, “It seems to us that the negotiations are not being conducted properly”.

• Receiving a leisurely objection

The essence of this persuasion method is the non-categorical rejection of the client's arguments. That is, objections are allowed in a mild form. If categorical objections are put forward against the arguments of the interlocutor, if they do not require such, then the latter receive additional weight that is absolutely unnecessary in this situation.

• Deferred objection

There are times when the argumentation that objects to the arguments of the interlocutor is not immediately found. In this case, you can postpone the answer to the interlocutor, and during the conversation try to find out as much as possible about the person, try to find out more about his position on this issue.

• Pressure

This method of persuasion is based on the principle of amplification. That is, the conversation is structured in such a way that each given argument is more significant in its persuasiveness than the previous one. The goal here is to undermine the position of the interlocutor, you need to make him doubt his own arguments, while not yielding to the initiative, that is, the principle of "locomotive" is in effect. This technique is good when you see that the interlocutor is "floating". In other words, he tries to get away from the answer, or finds it difficult to answer. In this case, pressure as a method of persuasion would be ideal.

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What methods of psychological persuasion can be used

• Orders

An order is a form that requires precise, unconditional execution. Receiving an order or instruction, a person does not have the right to discuss it, but must comply. Orders are of two types: prohibitive and incentive. Restraining orders (Stop! Shut up!) Are designed to instantly stop an unwanted action. This requires a certain, well-developed tone. At the same time, the voice should be calm, slightly colored with shades of emotion. Incentive orders (Do it! Do it!) Push the person to take an action. And such methods of persuasion should not cause negativity in a person, they should be taken for granted.

• Method of instruction

This method of persuasion works only in the case of loyalty, with a certain amount of sympathy for the leader. The peculiarity of this method of persuasion is that, built in the form of an imperative mood, it activates "performing" behavior in a person. Guidance can be manifested in the form of instructions, orders, prohibitions. The difference between an order and an instruction is that the order activates the existing skills, and the instruction, in addition to prompting, has a teaching function.

The content of the instruction, as with other forms of persuasion, is very important. A carefully thought-out text, the essence of the instruction, is the basis for the success of the admission. In addition, the tone of presentation, voice, intonation, pronunciation, facial expressions, gestures are very significant, since the imperative form of instruction itself requires certain behavioral norms from the leader.

• Indirect approval

This method of persuasion involves assessing the speech of the person who is trying to persuade. It is unacceptable to use such direct expressions as: "You are undoubtedly right and your method is the most correct." This blatant flattery, which, although loved by some people, is unpleasant for the majority, because a person knows that he can be deceived. In this case, if you want to somehow praise the interlocutor, you need to use something like the following phrases: "Such ways of working are very effective." Thus, the leader activates self-esteem in a person. Naturally, tone and emotional accompaniment are the determining factors. This method of persuasion encourages the continuation of activities in the same format.

It should be noted here that this method of persuasion will not work with an egocentric with a heightened sense of self-esteem. He does not accept such methods and for him such a presentation is a diminution of his capabilities.

• Unjustified expectation

For this method of persuasion to work, you need preliminary preparation... It is required to create in advance such a situation that will restrict the interlocutor, that is, he will have to act only by the specified method. And subsequently, this method should not meet expectations, it should not work. Such a dramatization confuses the interlocutor, and of course, he accepts the position that is offered to him. This situation is typical for many aspects of life.

• Explosion method

The methods of persuasion in psychology differ in the effect of the action. And one of these psychological tricks is the explosion method. It is based on the fact that under the influence of some kind of powerful emotional excitement, the personality is rebuilt. A. S. Makarenko substantiated this theory in a scientific way.

To apply the "explosion" method, you need to create a situation that will shock a person with unexpectedness and unusualness. This undermines the interlocutor's nervous system and causes panic, which leads to a radical change in views not only of ordinary things, but also of the worldview in general. Cases have been recorded when the allegedly proven facts of betrayal of one of the spouses in the right families, put the other in a catastrophic emotional situation. In families in which cheating is perceived as a kind of self-indulgence, this does not happen.

In a work collective, the “explosion” persuasion method can be used against unreliable employees who violate discipline, bring confusion to the team, and often abuse alcohol. There are certain varieties of the method, the application of which depends on the current situation. This can be censure, help from the leadership, forgiveness of past "deeds". The main thing in this method of persuasion is sincerity, participation, you must provide the interlocutor with the opportunity to embark on the path of correction. Formal interest in the problem will not work here.

• Placebo, or method of suggestion

This method of persuasion began to be used in medicine. Its meaning is that the doctor prescribes some remedy that has no effect, but convinces the patient that it is very effective for the treatment of his disease. This method of persuasion most often leads to positive dynamics in the treatment process due to the patient's psychological attitude. Both educators and coaches began to use this technique, who in this way stimulated athletes to reach heights. In pedagogy, this method of persuasion is very effective, but you need to be careful with its application. Using it, you must be sure in advance that the result will be what you expect, otherwise, realizing that he was deceived, the person will lose faith and the placebo will lose its effect.

• Hard requirement

The essence of this method of persuasion is an order. But it can be applied when the leader enjoys unquestioning authority from his subordinates. And the correctness of his judgments is not questioned. In other cases, this method of persuasion is meaningless and can even be harmful. Strong demand can be synonymous with prohibition with some degree of coercion.

• Recommendation

To work with this persuasion method, you need the other person to trust you. The methodology for presenting advice is especially important here. The voice of the leader must be warm and sympathetic, sincerity must be felt, otherwise the method is not only ineffective, but can also turn against the advising.

• Criticism

The "critic" persuasion method works in such a setting, when the persuaded person is identified with the persuading one. That is, they make it clear to him that they are in a "uniform team." In other cases, criticism will be perceived simply as an everyday edification that should not be paid special attention to. A person who is sensitive to his "ego" will perceive this method of persuasion as an attempt to accuse him of lack of independence.

• Hint method

This method of persuasion in human psychology works as follows: the interlocutor is presented with an idea in the form of irony, a joke or drawing parallels. That is, it does not affect a person's consciousness, but his emotional environment. It is better to use this method of persuasion in an informal setting. And the main thing is not to offend the interlocutor. To do this, first apply this technique on yourself, what would you feel if you were presented with an idea in this way.

• Praise or compliment

A compliment is an unobtrusive method of persuasion that does not cause rejection from the interlocutor. A compliment shouldn't look like flattery, which is unpleasant to many people. A compliment does not have the same properties as flattery, so it can be quite effective.

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What forms of persuasion method to use, based on the psychotype

Achieving the desired outcome of the negotiations does not always depend on the proposal. No matter how productive it is. The initial definition of the interlocutor's psychotype makes communication with him more effective.

The psychotype consists of genetically inherent characteristics of the nervous system. Instant determination of the psychotype of the interlocutor allows you to build negotiations in such a way in which success will be achieved. The psychotype can be identified by three parameters: emotions reflected on the face, speech, gestures. Below we will consider six psychotypes of people most often found in business:

• Hypertima

This type seeks to gain new knowledge through active communication. This type is the only one that is able to adapt to the other, adopting his features, possibly up to his absolute copying, which is very important.

How to identify. Emotions reflected on the face are joy and surprise: wide open eyes and an open mouth, lie on the forehead horizontal lines... The speech is emotional, the person speaks a lot and quickly. Active gesticulation with a wide range of arms.

Communication tactics. Give such a person the opportunity to try something, but not to explore, but to see something new. The phrase will be effective here: "You will see this for the first time." Moreover, if you are selling the simplest product available and popular, this does not negate the effectiveness of the latter. In special cases, with a product that is difficult to sell, seminars and various introductory events work well.

• Paranoia

These people pursue a global goal, often found in management and politics.

How to identify... Emotions on the face - disgust, defined by two nasolabial folds. Speech is built on a specific goal, without "water", perhaps adding a few facts for greater impact. Open gestures for the audience.

Communication tactics. It's important to show the paranoid how helpful you can be to them. To realize something for them, you need to present everything clearly and to the point, tell about the product / service and its need for them. You can dilute the monologue with some facts for specifics.

• Schizoid

Believe that they are called to make the world a better place. They are constantly improving and creating something. In Russia, a very common psychotype.

How to identify. In the upper part of the face, emotions are visible in the form of wide eyes and stripes on the forehead. In the lower part, the face is "petrified". In the construction of speech, secondary signs are priority, and then the main idea. There is no gesture or it differs from the words.

Communication tactics. The schizoid psychotype is characterized by research, in contrast to paranoia. You need to present an idea by giving Special attention details. Everything new for him is the basis of the foundations, he is primarily interested in the process, and then the profit from the product / service.

• Epileptoids

Such people strive for continuous control and achievement of stability in all spheres of life. Businessmen of this type are former military men, or people accustomed to life according to the charter.

How to identify. Basic emotions are anger, frown, lips are compressed, vertical wrinkles on the bridge of the nose are noticeable. Specificity prevails in speech, the pace is low, and is often tinged with negativity. Use prohibitive expressions. The range of gestures is not wide with the use of clear, verified movements. You can watch them grab the air with their hand.

Communication tactics... You will need absolutely all relevant documentation. You must be one hundred percent ready, you must know the answer to each question, not promise what you cannot fulfill. The main thing for them is stability. You cannot manipulate eleptoids and ask questions that do not carry a semantic load.

• Easteroids

People with increased egocentrism. They are often found in spheres where self-promotion is required: "salesmen", advertisers.

How to identify. It can be noted that the underlying emotion is "one-sided contempt" (a smile on the right or left side of the lips, pointing downwards). Speech that is not burdened with clear arguments, but persuasive, has a charisma that helps them achieve their goals. In gestures, plastic hand movements are used.

Communication tactics. An excellent method of persuading a hysteroid would be flattery, play on his egocentrism. In their case, the important thing is the product that not everyone can afford, but the elite, the price does not matter.

• Emotive

The character has empathy for the interlocutor, especially sensitive to others. They mostly dominate in the field of procurement, are very responsible and do not know how to steal.

How to identify... There is sadness and joy on your face at the same time . "Pierrot's face". Expression lines around the eyes and raised eyebrows. The speech is low, calm. They very slowly get to the main idea of ​​the conversation, carefully choose expressions. Lovers of tactile contact, stroking movements can be observed among the gestures.

Communication tactics... The disadvantages and risks are not worth mentioning. Environmental friendliness, safety and quality of the goods - these are the basics that will attract him. A manipulative persuasion method works with emotives, responds to requests for help. It is very important to follow etiquette and "play by his rules", if he doubts your capabilities, he will simply disappear from sight.

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Expert opinion

Harsh methods and means of persuasion are extreme but effective measures

Mikhail Urzhumtsev,

General Director of OJSC "Melon Fashion Group", St. Petersburg

I do not stick to harsh methods of persuasion and bypass difficult partners. The most important thing is not to leave the impression on your partner that you have been “rolled over”. Otherwise, you will be associated with unfulfilling emotions, and he will no longer want to work with you. It requires the most comfortable business stop and a bit of humor during negotiations.

There were situations when it was necessary to firmly defend their line of conduct. I recently had the opportunity to take advantage of non-standard method persuasion, which is more like talking like a man. In addition, we attracted people with higher positions for negotiations. The first stage of negotiations can be entrusted to managers who know how to find a way out of non-standard situations and make decisions. The final part is a dialogue between directors and owners.

Dispute as a method of persuasion

Using an argument as a persuasion method is effective if you follow the rules:

• Tact

Don't maneuver on a person's self-esteem. In no case should you offend him, try to humiliate him, so you stand on a completely opposite result and you will never be able to convince him again.

• Start with good arguments

Start a dialogue with all of the strongest, strongest arguments. No need to beat around the bush. And then you can supplement the position with less significant facts.

• Pointing to authority

Try to tell as much as possible about yourself, how competent you are in the matter, that you have been doing this for a certain amount of time, that you are familiar with all the details in detail, and most importantly, you have managed to make good money on it.

• Correct wording

The word is a powerful tool in methods of persuasion, and therefore the use of such speech patterns as "Here you are right, everything is exactly like that, but here I do not support you." The person will see that you are paying attention to his thoughts and will give it to yours.

• Unexpected compliment

In order to weaken the control of the interlocutor, to make him relax, you need to tell him a couple of unexpected compliments. So praise but don't flatter.

• Tune in to the same wavelength with the interlocutor due to his consent

Follow the rule of sequence: first, present the arguments with which the person initially agrees, and then state your position. This increases the chances of success.

• Avoid controversy

Avoid moments that can exacerbate the conflict, as well as your "weak points", otherwise you will not find arguments to prove you are right. If such a moment suddenly "looms", urgently move the conversation to another topic.

• Keep track of the little things

Watch out for gestures and facial expressions - they can tell a lot about a person. If you notice that the person began to get nervous when making an argument, then continue to emphasize this argument, it is the strongest.

• Positioning your words as useful

Make the person believe that your position will bring him some benefit and benefit, and his position is absolutely useless.

• Show of interest

During an argument, try to listen carefully to the interlocutor, even if he is unpleasant to you. He will notice that you are listening to him, even having the opposite position on this issue, and this fact will be deposited in his head. When choosing a partner, he will take this into account.

How Persuasion Works: An Example for Each Option.

• Response method

Perfume sellers leave you a sample of perfume, and after a while they come back so that you place an order and find out your opinion on the properties of the product. The perfume is really persistent, and the woman and her entire environment like the scent, and of course she will purchase at least one bottle from the seller.

• Contrast method

Vendors in a clothing store will first suggest a dress or suit, and then additional accessories such as a purse or tie. The accessories are much cheaper than the dress itself, so the more expensive item needs to be sold first.

• Friendship method

Persuasion techniques work best when the person is outwardly attractive. Research has shown that physically attractive people are much more likely to negotiate successfully. A pleasant external appearance suggests that a person is more successful, talented, intelligent and honest. Therefore, in order to achieve success, try to keep an eye on your appearance.

• Waiting method

In 1991, Israelis were warned of a possible chemical attack from Iraq. Issued special means protection. Ballistic missiles were later fired at Israel, but no chemical weapons were used. Residents of Israel began to turn to medical institutions with a request for help, allegedly feeling the effect of chemical weapons on themselves. This case speaks to how convincing the law of expectation can be.

• Association method

During the election campaign, presidential candidates often use this technique. Candidates use the words of former presidents of the opposite party in their campaign speeches. For example, Republicans cite Democrats, thereby winning over the latter. This method of persuasion, if properly worked with, can significantly increase the number of votes.

• Sequence method

President Clinton has lost the credibility of many citizens because his post-election course did not coincide with the election. That is, people, seeing the inconsistency of actions, begin to look for another option.

• Method of conformism

For the most part, people are led and subject to public opinion. But usually public opinion is very easily shaken, and this can play into the hands of masters of persuasion.

• Consumer Behavior: Types, Management, and Motivation

Expert opinion

When the most effective persuasion methods don't work

Igor Loginov,

General Director and Founder of Veneta Systems, St. Petersburg

In 2007, the company had such an incident. In the logistics department, mass layoffs began, people did not want to work, went to sick leave. The reason for this was the unhealthy environment in the team. I have tried absolutely every persuasion method that has gone nowhere.

What convinced the logistics department employees to work efficiently. This method of persuasion came to my mind - the idea of ​​buying new cars for employees. Having bought new cars, I made people a condition that they should buy it back in ownership within five years. For many of them, a new car is a pipe dream that has gotten a chance to come true. Using this method of persuasion, I have achieved stable work of the team for the next five years.

Even taking into account the fact that the loan was paid by the company, this method of persuasion was not too expensive. The loan amount was 9 thousand rubles, and the driver's salary fell by only 3 thousand, but the percentage was paid to the bank by the drivers themselves. In addition, we paid compensation for the use of personal vehicles. Therefore, this option was very beneficial for the workers.

Results. This persuasion method worked very well. . The company's costs per employee, of course, increased slightly, but its efficiency increased by 1.5 times. The loan did not allow people to go on sick leave, quit their jobs, or not go to work. Discipline in the team has improved. New employees, seeing how others were doing, could not afford to work worse. Turnover has decreased significantly. The position in the department has stabilized. I was very pleased with the result.

Information about experts

Mikhail Urzhumtsev, General Director of OJSC "Melon Fashion Group", St. Petersburg. The St. Petersburg clothing company Melon Fashion Group owns the chains Zarina, befree and Love Republic.

Igor Loginov, General Director and Founder of Veneta Systems, St. Petersburg. Field of activity: restoration of the printing properties of cartridges for printers, faxes and photocopiers. Number of personnel: 130. Annual turnover: 200 million rubles. (in 2013).