method of persuasion. Basic psychological techniques for persuading people

The ability to convince has nothing to do with the imposition of any feelings, attitudes or thoughts on another person. It is important to understand that suggestion and persuasion are different.

Persuasion refers to a certain view of the world that causes a person to act in a certain way, as well as the process of transmitting this view to other people. For example, a guy has a belief: alcohol is evil. It is for this reason that he does not drink alcohol. The guy also tells his friends about what negative impact has alcohol on the human body, so he tries to convey his conviction.

The transfer of beliefs also occurs during the communication of a parent or teacher with a child. A similar situation is observed in the scientific field, when one scientist argues his theory, and the other thinks it over and decides whether to agree or not. Therefore, persuasion is understood as a conscious process of perceiving information and accepting it as one's own belief.

Suggestion means the imposition of attitudes, while critical thinking man and his consciousness are bypassed. When suggesting, the subconscious is often used. Examples are emotional-volitional influence, pressure or hypnosis.

You also need to be able to convince. There are special persuasion techniques that make it much easier to convey your attitudes to another person. This is a kind of “base”, after studying which you will discover new opportunities for yourself.

Methods of persuasion in pedagogy and in life

People have long explored the reasons that motivate us to perform certain actions at the request of another person. Undoubtedly, under the ability to convince there is a scientific foundation. Robert Cialdini developed 6 basic methods of persuasion in psychology. Let's look at 5 of them in more detail, because by studying these principles, you can significantly increase your chances of obtaining consent in response to your request.

Consent principle

One of the psychological methods of persuasion is based on the principle of consent, or, as it is also called, the “herd effect”. When a person is in a situation where his indecision is manifested, he will be guided by the behavior and actions of other people.

For example, a group of people is offered to choose a tour to one of the proposed countries. Suppose that all those who have not yet decided, it becomes known that 75% of tourists have already chosen Italy. With a higher probability, the remaining tourists will also choose Italy, since this choice has already been made by the majority. essence this method is simple: no need to try to convince a person by coming up with various arguments, it is much easier to draw his attention to the choice of the majority.

Sympathy Principle

The human psyche is designed in such a way that it is hard for us to refuse or disagree with the person we like. Have you ever wondered why this happens? Let's look at three facets of this issue.

1. We feel sympathy for those people who, as it seems to us, are similar to us. When communicating with them, it seems that they are a reflection of us. We have respect for such people and a desire to agree with everything they say and do.
2. We have the best feelings for those who praise us. It is difficult for such people to say “no”, because in this case we will lose praise.
3. We like people with whom we share a common cause. In such a situation, refusal may entail a deterioration in interpersonal relations and the collapse of a common cause.

A visual experiment showing the effect of sympathy was conducted among two groups of students. The groups were given the same tasks. One group was told, "Time is money, so get on with the task right away." The other group was invited to get to know each other and talk to each other before starting the task. As a result, in the second group, 90% of the participants worked together, as they managed to develop sympathy for each other. In the first group, only 55% of students worked together.

To effectively use the method of liking for persuasion, before you start discussing important issues with your opponent, you need to see and notice areas in which you are similar. By pointing out the similarities in certain things, you will position your interlocutor, after which it will be difficult for him to disagree with you.

The principle of authority

People always listen to those whom they consider to be authority. Therefore, if you have earned authority in the eyes of your interlocutor, it will not be difficult to convince him of anything.

A good example would be classes at the university. If the subject is taught by a trainee who has not yet managed to gain credibility in the eyes of students, then most likely they will not listen to him and fulfill his calls to action. If the dean of the faculty comes to the lecture, then surely all the students will listen to him carefully and follow his instructions, since he has great authority in their eyes. The principle of authority can also be used by celebrities in various promotions.

Rarity Principle

Remember the crisis when people started buying sugar, because soon it was supposed to disappear from store shelves and become a rarity. This situation clearly shows that people tend to acquire what is hard to get. Designer items have a high cost and are very popular for the same reason. People are proud when they become owners of rare things.

The principle of reciprocity

When a person does us a favor, we think we should do something good in return. We often feel obligated to reciprocate the good things that other people do for us. For example, if a friend helped us complete term paper, then in the future, if he makes any request, we will definitely help him. This is how the principle of reciprocity works.

When a waitress in a restaurant brings the bill and puts a lollipop with it, she usually gets a tip 3% more than usual. It has been empirically verified that by adding another lollipop to the bill, the waitress will receive 4 times more tips, only the second lollipop must be handed over personally. The principle of reciprocity also works in this situation. The key to successful application of the principle of reciprocity is to provide a pleasant and unexpected favor first, and then take advantage of the fact that a person feels obligated.

Persuasion also includes:

• the Socratic method;
• orders and commands;
• placebo.

Let's consider each of them in more detail.

Socratic Method

One of the most interesting methods of persuasion is the Socratic method. This technique consists in the fact that immediately before the main topic of the conversation, the interlocutor asks his opponent several abstract questions, to which he will answer in the affirmative. These may be weather-related, health-related issues, and so on. The trick lies in the fact that after a positive context, in the future, the interlocutor will be disposed to respond and think in the same spirit.

This operating principle human brain was noticed by Socrates, after whom this principle of persuasion is named. Socrates always tried to conduct a conversation in such a way that his interlocutor did not have the opportunity to say “no”. We advise you to take this method seriously, because Socrates knew how to convince and at the same time did not cause any negative reactions.

Method of orders and commands

Surely you have noticed the incredible power of commands and orders, which are important persuasion techniques. They require immediate implementation, prompting people to take certain actions without much thought. There are two types of orders and commands: incentive and approval. Incentives include: “Perform!”, “Bring!”, “Go!”. Examples of approving commands and orders can be: “Shut up!”, “Stop!”, “Stop!”.

placebo method

One of the well-known methods of persuasion is the placebo effect, which is especially widespread in the field of medicine. The essence of the reception is that the doctor prescribes pills to a person with a certain disease. Naturally, a person believes that the pills he takes have a positive effect and contribute to the process of his recovery. However, for the experiment, the doctor gives the patient pills that do not have any effect on the body at all. But the patient magically begins to get better. This principle is applied in other areas, and very effectively.

Mindfulness Test

Which of the techniques is related to the techniques of persuasion?

1. Socrates method.
2. Orders and commands.
3. Freud's method
4. placebo.

Methods of persuasion in everyday life

The following methods of persuasion are also important: discussion, understanding, condemnation and trust. These are the most understandable methods that we encounter on a daily basis and often use unconsciously. For example, consider the principle of understanding and trust. When we feel that the interlocutor understands us, this inspires confidence. Therefore, in such a situation, we become vulnerable, and we are quite easily persuaded.

Condemnation is a strong principle. People are always worried about what others think of them, and this can play a cruel joke. Often we don't do what we really want to do simply because we are afraid of being judged. Therefore, with the help of this principle, one can easily convince a person to act in a certain way.

Discussion is also one of the principles of persuasion. If we are ready to discuss, this already indicates our openness to a person. During an open conversation, weighty arguments can be made that will have the desired impact on the interlocutor.

Now that you know the basic techniques and techniques of persuasion, your life will be better. But knowing is not enough, in order to master the skills of persuasion, practice is needed. Apply the information in this article to Everyday life and hone your persuasion skills.

ABILITY TO CONSURE

One Eastern sage believed that the purpose of eloquence is to induce people to what they do not want, to turn away from what they are striving for, and at the same time to create in them the confidence that they are acting of their own free will. Without disputing this somewhat one-sided understanding of the goals of rhetoric, we only note that the ability to persuade has occupied human minds for about as long as mankind has existed. This problem remains open to this day. For example, in one of the works on this topic - "The leader and the ability to convince" - Professor I. D. Ladanov outlined modern ideas on this subject. In his opinion, to be able to convince means to be able to perform four important operations.

Inform. First of all, a person must know why what you offer him is needed. Therefore it is not necessary spare time to sensibly tell what's what. It is useful to take into account the temperament of the listener. Choleric will prefer the deductive path - that is, first imagine big picture, and then go to the details. The question for which the conversation is going on must be put at the end, otherwise the impatient choleric will not be interested in listening to everything else. The phlegmatic, on the contrary, prefers to go from individual facts to generalizations, and therefore it is better to start with the formulation of the problem, then he will be attentive to details. But in any case, regardless of temperament, it is useful to see in the listener an independent and thinking person, and not a thoughtless executor of your ideas.

Explain. This should also be done in different ways, depending on the nature of the interlocutor. It is useful to instruct when you just need to remember something - the order of actions, the list of things to do, etc. Those who are used to acting according to the instructions will not mind if they put everything on the shelves for them. But this same technique is not very suitable for creative people who prefer to reason. To pose a problem, analyze all the pros and cons, and together with the interlocutor, or even find the right answer on their own, is the most suitable form of cooperation for them.

It is difficult to count on success if you have a few read-through thoughts somewhere in your asset - albeit true, but strangers. They can't stand against the beliefs - maybe, and the erroneous ones - of your opponent. So first try to argue with yourself : look for additional arguments, examples, select the most convincing ones! Do not save on arguments: just one is not enough, and you will lose.

3. Prove. For this, first of all, facts are needed. With such arguments as “Yes, you understand, finally, I wish you well”, you will not go far. Therefore, you should not get involved in a discussion without having serious arguments in your favor behind your soul.

4. Refute. This occupation is not harmless, because in this case the opponent's self-esteem often suffers and, wanting to “save face”, he becomes deaf to logic. “It is useless to argue with him,” they say in such cases. Psychologists believe that there is no point in arguing at all. Having proved the inconsistency of the opponent's position, we are in Best case, let's keep him quiet. But will he become our ally? Hardly, because changing views takes time. A quick victory is certainly impressive, but it doesn't produce results. Psychologists recommend remembering three socio-psychological rules:

Appeal to self-esteem. According to the classic, it is a fraction, in the numerator of which is the opinion of others about a person, and in the denominator is his self-esteem. People with a developed sense of self-esteem prefer to stand firm in their position, while those suffering from conceit either pointlessly persist or easily agree in order not to seem ridiculous. But both of them feel great when the opponent respects their “I” and makes it clear - a form of appeal, an incentive to independent reflections, initiative; take into account the interests of the person. If you let the interlocutor feel that your proposals not only do not contradict his interests, but also coincide with them in some way, then the chances of attracting him to your side increase. We can talk, for example, about reputation, prestige, belonging to a certain social group, the realization of one's own capabilities, etc.;

pay attention to the interlocutor. This will put him to you and help you better understand each other. But only: no need to pretend, insincerity is immediately felt.

Before laying out your arguments, it is useful to make sure that they are better perceived. The necessary conditions have long been known - a sufficient time for conversation, a favorable environment where you can sit quietly, and, of course, at least relative silence. Without this, it will be difficult for you and your interlocutor to create a “concert mood” in yourself. The essence of this term, proposed by the Bulgarian psychiatrist G. Lozanov, is that a person who is tuned in a relaxed way perceives information more readily.

impact on people." At one time, opponents of any kind of tricks hastened to declare it a manual for beginner hypocrites. Following this logic, the generally accepted rules of etiquette will also have to be abolished: we cannot always vouch for the sincerity of someone who wishes us well when they meet. On the other hand, the rules of persuasion, like the rules of politeness, can hardly prevent someone from remaining sincere, just as they cannot make a hypocrite a model of honesty.

It makes no sense to retell this book, it has already been published in our country, and therefore we will limit ourselves to brief conclusions.

1. The only way to win an argument is to avoid it.

2. Show respect for the opinion of your interlocutor. Never tell a person they are wrong.

3. If you are wrong, admit it quickly and decisively,

4. Keep your tone friendly from the start.

5. Make the interlocutor immediately answer you “yes”, that is, start your reasoning with a question on which there is no disagreement.

6. Let your interlocutor do most of the talking.

7. Let the interlocutor believe that this thought belongs to him.

8. Sincerely try to see things through the eyes of another.

9. Be sympathetic to the thoughts and desires of others.

10. Trust the interlocutor, contact him best qualities, appeal to noble motives.

11. Dramatize your ideas, present them effectively.

12. Challenge, touch a nerve.

Now suppose that you have to convince a person who already has his own opinion, or tell him something not very pleasant about his success or behavior. At the same time, you do not want to offend him at all, or even more so to quarrel. In such a case, Carnegie has 9 more tricks in his arsenal.

1. Begin with praise and sincere recognition of the interlocutor's merits.

2. Don't talk directly about mistakes. Give the person the opportunity to “save face” and at the same time make it clear what you expect from him.

3. Before criticizing others, start with your own mistakes.

4. Instead of commanding, it’s more useful to ask: “Could you do this?”

5. Give people the opportunity to save their prestige.

6. Praise the person for the slightest success - sincerely and generously.

7. Create a good reputation for people, which they will try to justify.

8. Show that the mistake made can be easily corrected.

9. Find a way to make sure that your request is fulfilled with desire.

These rules, of course, do not exhaust the vast area of ​​human relationships touched upon by the American psychologist. ID Ladanov cites, for example, such methods of persuasion;

“False expectations."

“Explosion". The technique proposed by A. S. Makarenko is to put a person in such conditions when an unexpected and unusual event or information makes him change his point of view. For example, many cases are known when religious people became atheists after learning about the unseemly behavior of the holy fathers. However, the fall of exaggerated authorities can sometimes push the unbeliever to break with dogma.

Recall that the secret of persuasiveness is not at all in protracted monologues. Here, for example, are the figures given by the well-known specialist in the field of management P. Mitsich in the book “How to conduct business conversations”: if we take the intended message as 100%, then the spoken will be 70% of the intended, heard - 80% of the expressed, understood - 70 % of what is heard, and only 60% of what is understood will be remembered.

According to psychologists, about nine out of ten people do not know how to listen. And this applies, unfortunately, not only to your interlocutor, but also to you. The ability to listen consists, according to ID Ladanov, of three terms.

BUT. Attention

1. Respect the speaker, appreciate his desire to communicate something new.

2. Connect with him at the beginning of the conversation, making it clear that you are sincerely ready to listen.

3. Do not hide your eyes, look at the interlocutor,

4. Don't interrupt. Be patient and let the person say what they want.

5. Don't jump to conclusions.

B. Friendliness

2. Don't let your emotions run wild. When you feel that you do not control them, imagine yourself in the place of the interlocutor.

3. Do not rush to object. By interrupting a person who has not said everything, we arouse his annoyance, and she will not allow him to agree with the objections. Discharged, he will listen much more willingly.

4. Do not demonstrate with all your appearance disregard for what the interlocutor has said or will only say. So you can't agree on anything.

5. Take breaks. Cool down your ardor, and at the same time let the other person speak.

B. Activity

1. Do not be silent, from time to time give signals that you understand what it is about, and you have a certain attitude to what was said.

2. Restraint is an excellent quality, but even here a measure is needed. Otherwise, the interlocutor may suspect that you treat him badly.

3. Do not try to pass for a nerd. Ornate sophistication does not contribute to mutual understanding.

4. Be relaxed, but do not relax to such an extent that the speaker loses the desire to communicate.

5. If you are tired, it is better to apologize and postpone the conversation. “Invisible” yawning and stretching can ruin everything.

Pay attention not only to the words of the interlocutor, but also to their subtext. What, for example, is this statement about: “Many of whom I considered friends turned out to be in fact completely different. However, maybe I want too much from them?

Is it about the fact that when you get to know people better, disappointment is inevitable? Or about being kind to people? Or maybe a desire to find other friends is expressed here? To understand all this, we must try to look at the world through the eyes of the interlocutor,

Test your listening skills. Answer the following questions with a score. Always - 4 points, often - 3, sometimes - 2, never - 1 point.

Do you give the other person the opportunity to speak?

Do you pay attention to the subtext of the statement?

3. Do you try to remember what you heard?

4. Do you pay attention to the main thing in the message?

6. Do you draw the attention of the interlocutor to the conclusions from his message?

7. Do you suppress your urge to avoid uncomfortable questions?

8. Do you refrain from becoming annoyed when you hear the opposite point of view?

9. Do you try to keep your attention on the words of the interlocutor?

10. Are they willing to talk to you?

Calculate your points. 32 or more - excellent, 27-31 - good, 22-26 - mediocre. Less than 22 points - you need to practice listening to your interlocutors.

And this test will help you to conclude how your discussions affect relationships with people. Rate each statement on a 4-point scale, recalling specific situations.

1. My interlocutor is not stubborn and looks at things broadly.

2. He respects me.

3. Discussing various points of view, we look at the depot in essence. Little things don't bother us.

4. My interlocutor understands that I strive for a good relationship.

5. He always appreciates my statements.

6. During the conversation, he feels when to listen, and when to speak.

7. When discussing a conflict situation, I am restrained.

8. I feel when my message is interesting.

9. I like to spend time in conversations.

10. When we come to an agreement, we know well what each of us should do.

11. If necessary, my interlocutor is ready to continue the discussion.

12. I try to meet his requests.

13. I believe his promises,

14. We both try to please each other.

15. My interlocutor usually speaks to the point and without unnecessary words.

16. After discussion different points view I feel it is useful to me.

17 In any situation, I avoid too harsh expressions.

18. I sincerely try to understand the interlocutor.

19. I can count on his sincerity.

20. I believe that a good relationship depends on both.

21. After an unpleasant conversation, we usually try to be attentive to each other and do not hold grudges.

By counting the points, you will get three results. Mutual support - the sum of points for lines No. 2, 5, 9, 12, 14, 18, 20.

Coherence in communication - No. 1, 4, 6, 8, 1.1, 15, 19. Conflict resolution - No. 3, 7, 10, 13, 16, 17, 21. 21 points and above are taken as the norm. If there is a shortage of mutual support, then you should be more attentive to the interlocutor. Poor coherence in communication is a symptom that the communication itself took place in an unfavorable environment - haste, lack of reason for discussion, etc. Finally, if the difficulties are with resolving the conflict, then you need to actively look for ways to mutual understanding.

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

What is the difference between persuasion and suggestion

Persuasion is a term with two psychological interpretations. This is both an element of a person’s worldview that encourages her to act in a certain way (for example, do not have intimate relationships with a guy on a first date because she behaves like that), and the process of transferring an element of a worldview to another person (for example, to convince a friend that there is no sex, and it is absolutely 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, to come to the aid of those who need it and to 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 disagree. That is, it is a conscious process of perceiving information and accepting it as one's own attitude. In the process of persuasion, therefore, a new personal conviction is born in a person.

Suggestion is a different process. It's aggressive. Bypassing the consciousness and critical thinking of a person, they impose on him an attitude that he must fulfill. Suggestion occurs through the subconscious, and the suggestible can only “blindly” assimilate information. Suggestion occurs with the help of hypnosis, pressure or emotional-volitional influence. It is believed that it is possible and mentally.

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

Types of persuasion

So, we decided to influence a 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.

Informing. The addressee is provided full information about an object or phenomenon. If there are benefits, they are talked about first. So the shop assistant household appliances tells the buyer about the possibilities of the vacuum cleaner or hair dryer that interested him.
Explanation. This type of persuasion is used when certain points need to be clarified. The same seller will decrypt to the buyer specifications the power of the selected model will translate the numbers into advantages that this vacuum cleaner has over other similar ones.
Proof. He is referred to when data is asked to be accompanied by a visual representation or real facts. So the chemistry teacher shows the 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 person being convinced differs from that which he should have 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 Game of Thrones fans are waiting for a rebuttal in their favorite series. But neither the actors nor the creators of the project give it.

This “framework” of persuasive influence is the base upon which situational conditions are built. With an ideal match between the skills of the persuasive and the environment and the readiness of the addressee to perceive information, the impact is doomed to success. Relaxed people and individuals who feel their own similarity and persuasive are easier to process.

Receptions and methods of persuasion

It is necessary to select the method of persuasion in each specific situation according to the circumstances. But knowing the basic techniques of persuasion in psychology will help you figure out when to use them.

Instruction. If the persuaded person (or their group) is sympathetic to the persuader, if he has, he instructs the listeners, urging them to behave in a certain way. In the form of instruction, the boss gives instructions working group: "Do it like this ... We will achieve that ...". So the teacher, moving away from the topic of the lesson, tells 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 person being persuaded should not be critical of them. So, to a request to collect toys coming from dad or grandmother, the baby reacts differently if the father is strict, and the grandmother indulges and shows softness.
Advice. If there is closeness and trust between people, this form of persuasion is used. need to be able to. Do it kindly, benevolently.
Hint. It is classified as a method of indirect persuasion, tk. information is not communicated directly, but in the form of a half-joke, a comparison. The hint refers not to the thinking of a person, but to emotions. Use this persuasion technique when the other person is in a playful mood.
indirect approval. If a person generally acts in the right direction, this technique is used. His mission is not to let him turn off the intended path. Why is the approval only indirect? If expressed directly, it is like flattery, which scares a person. It is not always appropriate with pressure, looking intently into the eyes of the interlocutor, to say: “You are such a good fellow! That's how you get your way!" 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. A 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 the child a talisman that can be with him on control 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'll 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 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 persuasion and select arguments in your favor. Arguments are conditionally divided into strong, medium and weak. Homer's rule implies that persuasion should be started with strong ones, then two or three middle ones should be added, and it is better to finish everything with the strongest argument. Do not use weak ones at all, because they will not help to achieve results. Don't start with what you want from the person, don't say what he should do. This will cause a reaction of rejection. Therefore, give the arguments and in the specified sequence.

The Rule of Socrates, or the Rule of Three Yes. Socrates was a sage who mastered the art of persuasion. His secret was that when asking questions, not to allow the interlocutor to answer any of them negatively. At the same time, the persuaded person is skillfully led to independently accept an alien point of view. This technique is being taught to network consultants today. So if a person comes to you who will offer the products of a little-known company, starting as if from afar, do not give in. You may be asked about health: “Agree, everyone wants to be healthy?”. Give obvious facts: “Did you know that the human body consists mainly of water?”, “Pure water is very important for health, isn’t it?”. And then they 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 the dignity of a person in persuasion, do not encroach on the freedom or authority of his personality. A person does not agree with facts that discredit dignity, and negative conviction 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 it. However, the instruction for taxpayers contains a clause: “You can also declare illegal income by paying deductions from it.” And the citizens of the United States do so, knowing that they will not be called criminals and will not be fined.

The art of persuasion is an interesting and fascinating science. But practice is much more exciting and rewarding. The theoretical base is mastered, so proceed to action!

The types of persuasion discussed above - informing, explaining, proving, refuting - represent a kind of frame of persuasive influence on people, but giving only a general idea of ​​a particular procedure. In real practice, the manager is faced with the need to take into account the background situation in which persuasion is carried out.
The simplest, but at the same time the most reliable background of the persuasion procedure is muscle relaxation (relaxation) of the subjects of communication. Its essence lies in the fact that in conditions of relaxation, the human cerebral cortex is to a certain extent freed from side influences and becomes ready to perceive the conversation. This state appears in those cases when the conversations are sitting in a relaxed position, and their faces are turned to each other. Everything with the interlocutors should be natural: look, gestures, posture, body movements. A figure bent over a table, tucked-in legs, a wandering gaze, wrinkles on the forehead, vertical wrinkles on the bridge of the nose, etc. extinguish relaxation and give rise to a tense state.
However, tension, more precisely emotional tension, as well as relaxation, enhances the persuasive effect. In this case, the methods of the background state will be different. It is easy to guess that in such a situation, commands, orders, prohibitions, etc. work well (see diagram).

CONFIDENCE TECHNIQUES AND THEIR CORRESPONDING BACKGROUND STATES

No less important role in increasing the effectiveness of persuasion is played by identification, i.e. a state when the subjects of communication come together on the idea of ​​mutual experience of some common aspects of life.
It is known that people who have some common characteristics among themselves are more likely to like each other than those who do not have such characteristics. So, a doctor with a doctor, a writer with a writer, an engineer with an engineer, etc. quickly find common ground. And if they also have a certain commonality of fate, then things will go even faster. In this regard, the events of the past, memories of relatives, loved ones, acquaintances, etc., may be of particular importance. More great power fraught with some, say, intimate aspects of life. For most people, for example, a fellow sufferer (identical illness, similar grief, etc.) causes a very strong disposition towards each other. There are other equally significant motivators of behavior. The manager is faced with the task of choosing effective means of creating a situation for a conversation. At the same time, his activity is greatly simplified if he: a) tries to look at things, facts and events through the eyes of his interlocutor; b) be sympathetic to his thoughts and desires; c) call the interlocutor positive emotions.
No less motivating force has a background state called "concert mood".

The term "concert mood" was introduced into scientific circulation by the Bulgarian psychiatrist G. Lozanov. Its essence lies in the fact that a person tuned to the "concert", i.e. playful, tone, willingly perceives the information given to him. Against the backdrop of a "concert mood", as has already been proven by numerous practical methods, the material taught in educational institutions, especially a foreign language, is well absorbed. Against this background, any models of persuasive influence are well perceived. Indeed, the business cheerful tone of the manager's address to his interlocutor arouses in him a genuine desire to perceive and understand everything that he is told. Hence the conclusion follows: the manager must make full use of such means as approval, praise, do not skimp on proverbs, sayings, popular expressions, etc.
So, persuasive influence tends to be better assimilated against a well-defined psychological background. Here we single out 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.
Instruction. It is carried out only with a positive attitude of the interlocutor to the leader. The specificity of the instruction is that the word, expressed in an imperative form, determines the "performing" behavior of a person. Instructions, orders, prohibitions can act as verbal forms of instruction. Unlike commands and orders designed to trigger an already existing skill, instruction forms a complete set of activities: “Do this ...”, “After completing the procedure, go there ...”, etc.
The content of instruction, like any verbal influence, is very important. Therefore, when preparing a manual, one should think very carefully about the material that is included in it. It should be emphasized that efficiency here is connected not only with meaning. When giving instructions verbally, an appropriate style of speech and form of pronunciation is also necessary. This refers to emotionality, intonation, mimi
ka, gestures. Everything should be subordinated to the laconic and imperative construction of the statement.
indirect approval. Designed for the emotional perception of the speaker's speech. The essence of this technique is not to say directly “Your success in this matter is undeniable!”. It's like flattery. Although flattery is very pleasant to some people, as a rule, it is destructive to the human character. In this regard, if you need to express praise to a person, it is better to do it indirectly: “Such zeal usually brings benefits!” By uttering such phrases with sufficient emotional coloring, the leader will evoke a sense of self-esteem in the interlocutor. In the psyche, the focus will be on activities of the same kind.
It is quite obvious, of course, that for a person with egoistic inclinations, such a form of approval would 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 burning. Is it burning?
-Yes. Probably thirsty?
-Yes.
“Yes” answers to secondary, sometimes meaningless, questions, as it were, pave the way for answering in the affirmative to the main question: do you work half-heartedly? alt="" />Yes, probably so.
The ancient Greek philosopher Socrates, after whom this method is named, always tried to protect his interlocutor from saying “No!” As soon as the interlocutor says “No!”, it is very difficult to turn him into reverse side. In this regard, Socrates tried to conduct a 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, without causing not only obvious indignation from his opponents, but even the most insignificant negative reactions.

Commands and orders require people to quickly and accurately execute 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) incentives. The first: “Stop!..”, “Stop being nervous!”, “Shut up!” etc. are aimed at immediate inhibition of undesirable acts of behavior. They are served solid. calm voice or a voice with an emotional tone. Second: "Go!", "Bring!", "Perform!" etc. aimed at turning on the behavioral mechanisms of people. Such commands and orders should be taken without a critical attitude towards them.
False expectation. A prerequisite for the successful application of this technique is the creation of a tense waiting situation. Previous events should form a strictly directed train of thought in the interlocutor. If the inconsistency of this orientation is suddenly discovered, then the interlocutor is at a loss, perceives the idea proposed to him without objection. This state of affairs is typical for many situations in life.
The operation ended sadly. Four days later, a young woman with swollen eyelids came to the surgeon and said in a harsh voice: Doctor, you killed my husband. Yes, the doctor replied softly. - You are absolutely right.
The woman didn't say anything. She expected anything (outrage, noble indignation, an apology), but not a sincere confession.
They exchanged two or three more phrases. The woman left, saying goodbye at the door: Sorry! ..
"Explosion". In psychology, this technique is known as an 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 Misérables). The scientific substantiation of the "explosion" technique was given by A.S. Makarenko.
The use of an "explosion" requires the creation of a special environment in which feelings would arise that could amaze a person with their unexpectedness and unusualness. In such an environment, a person has a collision of nervous processes. Unexpected stimulus (spectacle, information, etc.)
cause him confusion. 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 the conditions of labor collectives, the “explosion” method can be applied to malicious violators of discipline, drunkards, people with immoral and criminal behavior. Here, under certain circumstances, certain varieties may be appropriate: an angry condemnation of the behavior of the offender by the whole team, sincere assistance from the administration in situations of grief and stress, “writing off” past sins, etc. exposure to real opportunities for remediation. Insincerity and formalism are absolutely inappropriate here.
categorical requirement. It contains the power of the command. In this regard, it can be effective only when the leader has great power or enjoys unquestioned authority. In other cases, this technique may be useless or even harmful. In many respects, the categorical requirement is identical with the prohibition, acting as mild form coercion.
Prohibition. Assumes an inhibitory effect on the individual. By its nature, it is of two types: a) the prohibition of impulsive actions of an unstable nature; b) prohibition of unlawful behavior. This form stands on the verge of two main methods of influence: coercion and persuasion.
Advice. Reception is most effective when the interlocutor is imbued with confidence in the leader. For a person to follow advice, the form of giving advice is of particular importance. You need to know that advice should be given in a voice in which warmth and compassion are heard. Asking for advice is only sincere. Insincerity immediately turns against the petitioner.
Observations show that not all leaders know and feel the peculiarities of their voice. Very often, advice is given in a mentoring tone, which naturally provokes internal protest on the part of others. To get rid of such a lack, you need to hear your own voice. Here a tape recorder can provide invaluable assistance, and even better video recording.

"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 the 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 various types sports, which sometimes quite effectively encouraged athletes to conquer records. It must be said that pedagogical "placebos" are very effective if used with caution. It should be remembered that the placebo effect lasts only until the first failure. If people realize that the ritual actions that they so meticulously performed have no real basis, then you can no longer let them down under the “placebo”.
Censure. It has persuasive power only in conditions when the interlocutor identifies himself with the leader: "he is one of us." In other cases, censure is perceived as a mentoring edification that can be listened to, but which does not need to be followed. Due to the fact that a person quite actively defends his "I", he honestly considers this technique as an attack on his independence.
Hint. This is a method of indirect persuasion through jokes, irony and analogy. In some ways, advice can also be a form of hint. The essence of a hint is that it is addressed not to consciousness, not to logical reasoning, but to emotions. Since the hint is fraught with the potential for insulting the personality 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 feel myself if I were given such hints!”
Compliment. Often a compliment is mixed with flattery. Tell the person: “How fluently you speak!” is to flatter him. Flattery is not pleasant for everyone, although often people do not dismiss flattery. However, many are still offended by flattery. A compliment does not offend anyone, it elevates everyone.
Tricks of the dispute
Tricks are deliberately applied - 1. Psychological. Usually this
difficulties that change in disputes are the reception of emotional irritation
gumentations. There are different types of nia: unbalancing, using
tricks: the use of intricate speech

clichés, "stupefaction" of quickly absurd statements, distortion
at a rapid pace of speech, pointing out facts, etc. nenta on the "false trail", treatment 3. Procedural. tightening
to speculation, reliance on “higher inter-procedures, sudden cessation
resy", reference to authorities, etc. discussions, insufficient or, on-
2. Logical and psychological. On the contrary, excessive information
violation of the laws of formal lonie, “loss” of documents, “release
geeks: a strong circle in proof of a couple "on secondary questions -
stve, aphorisms, unreasonable dews, etc.
generalizations, distortion of meaning
retelling, promotion of the false I. Melnik. Tricks of the thesis, attribution to the opponent of the dispute.-M, 1991.
Flattery is straight forward. She is simple and understandable. A compliment is another matter, it prompts a person to think, to guess. The phrase "How sweet you are!" - it is flattery; phrase: “It is clear why your husband is always in a hurry to go home!” - That's a compliment. The subject of flattery is people and their qualities, and the subject of compliment is things, deeds, ideas, etc., indirectly related to people. If flattery is unambiguous, then a compliment implies discrepancies: having heard a compliment, a person himself conjectures its essence. However, a compliment attracts attention only when it meets the interests and needs of people. There is no doubt that the ability of a leader to use a compliment in communication greatly enriches the arsenal of his means of interacting with people.

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

You will learn:

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

method psychological impact is the method of persuasion in conjunction with the method of coercion. Coercion and persuasion - methods of influencing human consciousness and a way of forming consensus. These two methods are inextricably linked: they have a dialectical connection and a single character.

Force method - it is a method of influence, which has two forms: moral-psychological and physical. In fact, the method of persuasion and coercion are very similar. The task of both methods is to ensure that the person being persuaded 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.

Methods of persuasion - leaders in the methods of organizational influence, because they have a reasoned basis, proof of the necessity (unnecessity) 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. Need to follow certain rules beliefs. Key moment in this process - an argumentation that will contribute to the adoption of the desired position by the listener, force him to 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 to argue:

• Lead reception - outlines the situation in general, makes it possible to use it as a starting point during the discussion.
• Tension relief technique. During the persuasion process, the atmosphere should be made less tense. The atmosphere should be easy, relaxed, conducive to the discussion of the issue.
• The direct approach technique is a way in which the initiator proceeds to the conversation without unnecessary preamble.
• The stimulation technique is based on the many 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 - convince, not argue. An argument with an interlocutor in no way contributes to his disposition towards himself, it tears him away from the subject of discussion, and causes a negative attitude. Tolerance to the opinion of the interlocutor, the ability to listen to his position is the key to success.

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

3rd method - method of recognition. An opinion, a position may turn out to be wrong, and this must be recognized.

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

5th the method is 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 influences the interlocutor and contributes to his conviction of the correctness of your point of view and acceptance of the latter.

What Persuasion Techniques Work in Sales

It is important not to frighten off the client with an incorrectly chosen phrase. In order not to lose customers, use the algorithm with scripts for sellers, which is offered by the editors of the Commercial Director magazine.

Tips will be useful for 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 persuasion is the persuasion of an audience that is already ready to accept the information.

Indirect way persuasion is the persuasion of an audience attracted by random factors.

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

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

• Informing.
• Explanation.
• Proof.
• Refutation.

Informing - telling a person why he should do something. In order to make a person act, you need a line of stimulating factors. This happens because a person must make sure, before starting to act, of his capabilities and the necessity of this act. 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.

Explanation - another method of persuasion, which is no less significant than informing. Leaders have a lot to explain. Explanation is divided into 3 types:

• Instructional.
• Narrative.
• Reasoning.

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

Narrative clarification- a method of persuasion, which involves 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, as they have been accustomed to it since ancient times. The whole life of a person is built on a story 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, able to instantly activate mental activity, clarification 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 sociable.

Proof. This method of persuasion is based on logic, the proof process is based on the fundamental laws of 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 selection of a certain idea and its argumentation in the process of proving.

All this action is called a demonstration. The leader must have factual evidence to prove the correctness of this idea. Evidence cannot exist without facts. Factual confirmations set the audience to perceive the information in the right way and create an installation.

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

• How to keep a buyer without manipulation and pressure in 4 steps

Rules of communication as the main methods of persuasion

Scientists are working on research in the field of finding and studying the reasons that push a person to agree to someone's request. We rely on the fact that in making a decision we are driven by the knowledge gained in a particular area, in fact, in order to make a decision, we need strict rules and established norms that we obey every day.

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

The ability 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 "pay back the debt" for the service once rendered to them. 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. In the matter of social obligations, people are more willing to meet those to whom they owe something.

The most striking example of the principle of reciprocity can be considered studies conducted at food points. Suppose, at the end of dinner in a restaurant, the waiter, along with the bill, brought you a small “compliment” from the institution in the form of a cake. And here the question follows - how will this sign of attention affect the tip? The vast 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 size of the tip by three percent. Interesting fact that if instead of one cake they bring you two, then the tip grows not two, but four times and reaches the mark of 14%. But if the waiter leaves one cake, takes a couple of steps, and then comes back and says that he has another one 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 given.

So, 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 is that people want what is hard to get. A vivid example of this is the situation with British Airways, when in 2003 the company announced the termination of ticket sales for the London-New York flight due to lack of profit, the next day a "boom" of sales was recorded. At the same time, the company did not make any changes to the flight, nor to the cost of tickets, nor to the improvement of service, nor to the improvement of the aircraft. Simply put, in the language of economics, supply has decreased, which inevitably leads to an increase in demand. Therefore, the use of the "rarity" technique, as a method of persuasion and influence, is clearly defined.

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

• Authority

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 impact on a person, acting by the method of forming consciousness and persuasion through the demonstration of his awards, diplomas, letters of thanks. Or are you more likely to park your car elsewhere if asked to do so by someone else? a common person and a man in uniform.

Before attempting to persuade people, it is necessary that people are convinced of your competence, sufficient level knowledge. It's not always an easy task, you can't promote yourself by saying how great you are, but there's always the possibility that someone else will.

And here 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 taking calls. The administrator, answering calls from potential clients, led the 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 consultations by 20% and an increase by 15% of concluded contracts for the provision of legal services. A pretty good result for an unobtrusive method of persuading people that does not require material investments.

• permanence

People strive for constancy 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 a rather interesting result was obtained. A small number of residents have agreed to install a sign in their yard advocating compliance with road safety rules. And in another area, they agreed to install the same sign four times more people, because they were prepared in advance, they offered to put a small campaign leaflet on the windowsill. Such a sheet became the starting point for a more difficult task and the achievement of a fourfold increase in effect. Therefore, when planning to use such a technique, the persuaders act in such a way in relation to the person being convinced that they perform actions on a voluntary basis, and with some kind of enthusiasm. The best outcome of events is confirmation of actions in writing.

For example, one experiment resulted in an 18% reduction in failed doctor appointments. This was facilitated by the fact that patients were given the opportunity to issue an appointment ticket themselves, and earlier registrars were engaged in this.

• Location

People with great desire respond in the affirmative to the request if they feel sympathy for the person. Why do people feel sympathy? Experts identify several factors:

• We feel sympathy for people who are similar to us.
• We like those who praise us.
• We are connected with people by a common cause.

In a number of studies on the psychology of persuasion during negotiations, students of business schools of the faculty "Master of Business Administration" took part.

For one part of the students, the task was listed as "Time is money" and therefore negotiations had to be started immediately. The task of the other group was to find common ground between the negotiators. In the first case, 55% of students achieved positive result, and in the second 90%. In both cases, the result increased by 18%.

It can be concluded that in order to use the “sympathy” tool in methods of working with beliefs, you need to approach this with particular care, pay attention to finding common ground with people, and achieve their location. It would be nice if, before you start negotiations, you make a couple of light, unobtrusive compliments.

• Business communication: principles, features and practical recommendations

Tactical techniques of persuasion methods

• Application of "I-formulations"

In the process of negotiations, a sufficiently large amount of time is devoted to discussion and criticism of the opposite side. The situation is significantly aggravated by distrust 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 way” 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 thus achieve the opposite of the desired result.

Such types of "I"-statements are allowed: "I feel that I am being deceived", "We feel that the negotiations are not being conducted properly."

• Acceptance of an unhurried objection

The essence of this method of persuasion lies in 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 interlocutor's arguments, if they do not require them, then the latter receive additional weight, which is absolutely not needed in this situation.

• Delayed objection

There are cases when there is not immediately an argument that opposes the arguments of the interlocutor. 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 reinforcement. That is, the conversation is built in such a way that each 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 the initiative, that is, the principle of "locomotive" operates. This technique is good when you see that the interlocutor is "floating". In other words, he tries to avoid the answer, or finds it difficult to answer. In this case, pressure, as a method of persuasion, will 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. When receiving an order or order, a person has no right to discuss it, but must execute it. Orders are of two types: prohibitive and incentive. Restraining orders (Stop! Silence!) are designed to instantly stop an unwanted action. To do this, you need a certain, developed tone. At the same time, the voice should be calm, slightly colored with shades of emotions. Incentive orders (Do! Do!) push a person to take an action. And such methods of persuasion should not cause negativity in a person, they should be taken for granted.

• Instruction Method

This method of persuasion works only in the case of a loyal attitude, with a certain degree 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. Instruction can manifest itself in the form of instructions, orders, prohibitions. The difference between an order and instruction is that an order activates existing skills, while instruction, in addition to motivation, has a teaching function.

The content of 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 reception. 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.

• Approval indirectly

This method of persuasion involves evaluating the speech of the one who is trying to convince. Here it is unacceptable to use such direct expressions as: "You are undoubtedly right and your method is the most correct." This undisguised flattery, which, although loved by some people, is unpleasant for most, 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 this: “Such ways of working are very effective.” Thus, the leader activates a person's self-esteem. Naturally, tone and emotional accompaniment are the determining factor. This method of persuasion contributes to the continuation of activities in the same format.

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

• Unjustified expectation

For this method of persuasion to work, advance preparation is required. It is required to create in advance such a situation that will limit the interlocutor, that is, he will have to act only by the specified method. And subsequently this method should prove to be not justifying expectations, it should not work. Such a staging 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

Methods of persuasion in psychology differ in the effect of action. And one of these psychological techniques is the explosion method. It is based on the fact that, under the influence of some powerful emotional excitement, it rebuilds the personality. 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 surprise and unusualness. This undermines the nervous system of the interlocutor and causes panic, which leads to a radical change in views not only on ordinary things, but also on the worldview as a whole. Cases have been recorded when allegedly proven facts of infidelity of one of the spouses in the right families put the other in a catastrophic emotional situation. In families in which treason is perceived as a kind of pampering, this does not happen.

In a work team, the “explosion” method of persuasion can be used in relation to 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 situation. This may be a censure, help from the leadership, forgiveness of past "exploits". 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 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 process of treatment due to the psychological mood of the patient. This technique began to be used by both educators and coaches, who, in this way, stimulated athletes to achieve heights. In pedagogy, this method of persuasion is very effective, but one must 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 the effect.

• Firm requirement

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

• Recommendation

To work with this method of persuasion, you need the interlocutor to trust you. The delivery methodology for the perception of 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 may also turn against the adviser.

• Criticism

The method of persuasion "criticism" works in such a setting, when the person being convinced is identified with the person who convinces. That is, they let him know that they are in a “single team”. In other cases, criticism will be perceived simply as ordinary edification, which should not be paid special attention to. A person who is sensitive to his "ego" will perceive such a 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 given an idea in the form of irony, a joke, or drawing parallels. That is, it affects not the consciousness of a person, but his emotional environment. It is better to use this method of persuasion in an informal setting. And most importantly - do not 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 in the interlocutor. A compliment should not look like flattery, unpleasant to many people. A compliment does not have such properties as flattery, so it can be quite effective.

• Aggressive Negotiations: Feel free to cheat and "run over"

What forms of the method of persuasion should be used, 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 psychotype of the interlocutor makes communication with him more effective.

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

• Hyperthymes

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

How to reveal. Emotions reflected on the face - joy and surprise: wide open eyes and a parted mouth, horizontal lines run on the forehead. Emotional speech, a person speaks a lot and quickly. Gesticulation is active with a wide range of arms.

Communication tactics. Give such a person an opportunity to try something, but not to explore, but to see something new. Here the phrase will be effective: "You will see this for the first time." At the same time, if you sell the simplest product, affordable and popular, this does not negate the effectiveness of the latter. AT special occasions, with a product that is difficult to sell, seminars and various introductory events work well.

• Paranoid

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

How to identify. Emotions on the face - disgust, determined by two nasolabial folds. The speech is built on a specific goal, without "water", perhaps add a few facts for greater effect. The gestures are open, facing the public.

Communication tactics. It's important to show the paranoid how much you can be of service to them. In order to realize something for them, it is necessary to present everything clearly and to the point, to tell about the product/service and its necessity for them. You can dilute the monologue with some facts for specifics.

• Schizoids

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

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

Communication tactics. The psychotype of schizoids is characterized by research, in contrast to paranoiacs. It is necessary to present the idea, paying special attention to details. Everything new for him is the basis of the foundations, he is interested first of all in the process, and then the profit from the product / service.

• epileptoids

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

How to reveal. The basic emotions are anger, frowns, pursed lips, visible vertical wrinkles on the bridge of the nose. The speech is dominated by specifics, the pace is low, often colored negatively. Use restrictive expressions. The range of gestures is not wide with the use of clear, measured movements. You can watch how they grab the air with their hand.

Communication tactics. You will need absolutely all documentation related to the case. You must be 100% ready, you must know the answer to every question, you must not promise what you cannot fulfill. For them, the main thing is stability. You cannot manipulate eleptoids and ask questions that do not carry a semantic load.

• Hysteroids

People with high egocentrism. Often found in areas where self-promotion is required: "salespeople", advertisers.

How to reveal. It can be noted that the basic emotion is "one-sided contempt" (a smile on the right or left side of the lips, directed downwards). Speech, not burdened with clear arguments, but persuasive, have 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 product is important, which not everyone can afford, but the elite, the price does not matter.

• Emotives

In the character there is empathy with the interlocutor, they are especially sensitive to others. They mainly dominate in the field of procurement, they are very responsible and do not know how to steal.

How to identify. On the face at the same time sadness and joy . Pierrot's Face. Mimic wrinkles around the eyes and raised eyebrows. Speech is quiet and calm. Very slowly get to the main idea of ​​the conversation, carefully choose expressions. Lovers of tactile contact, stroking movements can be observed among gestures.

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

• How to convince to buy your product: 7 fail-safe tricks

Expert opinion

Harsh methods and means of persuasion are extreme but effective measures

Mikhail Urzhumtsev,

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

I do not adhere to hard methods of persuasion and bypass difficult partners. The most important thing is not to leave the impression on the partner that he was “rolled over”. Otherwise, you will be associated with unsatisfying emotions, and he will no longer want to work with you. The most comfortable business stop and a bit of humor during negotiations are required.

There were situations when it was necessary to firmly defend their line of conduct. Recently, I had the opportunity to use a non-standard method of persuasion, which is more like talking like a man. In addition, we have 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.

Argument as a method of persuasion

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

• Tact

Do not maneuver on the pride of man. In no case should you offend him, try to humiliate him, so you are racking up an absolutely opposite result and you will never be able to convince him again.

• Start with strong arguments

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

• An indication of 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 the methods of persuasion, and therefore the use of such speech turns 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.

• An 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 sequence rule: first give arguments with which the person initially agrees, and then indicate your position. This increases the chances of success.

• Avoid controversial points

Avoid moments that can aggravate the conflict, as well as your "weak points", otherwise you will not find arguments to prove the case. If such a moment suddenly “looks up”, urgently transfer the conversation to another topic.

• Watch out for the little things

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

• Positioning your words as useful

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

• Showing Interest

During a dispute, 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 return to make an order and find out your opinion about the properties of the product. The perfume is really persistent, and the woman and all her entourage like the fragrance, and of course she will purchase at least one bottle from the seller.

• contrast method

Salespeople in a clothing store will first offer you a dress or suit, and then additional accessories such as a handbag or tie. Accessories are much cheaper than the dress itself, so you need to sell the more expensive item first.

• friendship method

Persuasion techniques work best when the person is outwardly attractive. Studies have shown that physically attractive people are much more likely to have successful negotiations. A pleasant external appearance suggests that a person is more successful, talented, smart and honest. Therefore, to achieve success, try to follow the appearance.

• Wait method

In 1991, Israelis were warned of a possible chemical attack from Iraq. Issued special protective equipment. Later, ballistic missiles were fired at Israel, but chemical weapons were not used. Residents of Israel began to turn to medical institutions with a request for help, allegedly feeling the effects of chemical weapons. This case shows how convincing the law of expectation can be.

• Association method

Candidates for the presidency often turn to this technique during the election campaign. Candidates use words in campaign speeches former presidents in the opposite party. For example, Republicans cite Democrats, thus endearing them to the latter. This method of persuasion, if properly handled, can significantly increase the number of votes.

• sequence method

President Clinton has lost the confidence of many citizens due to the fact that his course, which he adhered to after the election, did not coincide with the pre-election one. That is, people, seeing the inconsistency of actions, begin to look for another option.

• conformism method

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

• Consumer behavior: types, management and motivation

Expert opinion

When the Best Persuasion Techniques Don't Work

Igor Loginov,

General Director and Founder of Veneta Systems, St. Petersburg

In 2007, the company had such an incident. Mass layoffs began in the logistics department, people did not want to work, they went on sick leave. The reason for this was the unhealthy atmosphere in the team. I tried absolutely every method of persuasion, which did not lead to anything.

What convinced the staff of the logistics department to work efficiently. I came up with this method of persuasion - the idea of ​​​​buying new cars for employees. Having bought new cars, I set a condition for people that they should redeem the property within five years. For many of them new car It's a pipe dream that got a chance to come true. Using this method of persuasion, I achieved a 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 turned out to be not too costly. The loan amounted to 9 thousand rubles, and the driver's salary decreased by only 3 thousand, but the percentage of the bank was paid by the drivers themselves. In addition, we paid compensation for the use of personal vehicles. Therefore, this option was very beneficial for employees.

Results. This method of persuasion worked very well. . The company's costs per employee, of course, increased slightly, but its efficiency increased by 1.5 times. Credit prevented people from taking sick leave, quitting, or not going to work. Improved team discipline. New employees, seeing how others work, could not afford to work worse. Significantly reduced turnover. The situation in the department has stabilized. I was very pleased with the result.

Information about experts

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

Igor Loginov, CEO 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).