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Do You Possess These Five Essential Persuasion Behaviors?

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A behavior is how you conduct yourself in a given situation. In professional settings, wildly persuasive people are:

  1. Assertive: Inclined to be bold and self-assured
  2. Empathetic: Possessing the ability to see the world from another person’s perspective
  3. Communicative: Adept at applying verbal and nonverbal communication
  4. Tenacious: Extremely persistent in adhering to or accomplishing something
  5. Resilient: Possessing the ability to recover quickly after hearing “no”

How many of these persuasion traits do you possess?

How to Win an Argument

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The next time you find yourself bracing for an argument, let it go.

Why?

Because persuasion ends the moment arguing begins. All of a sudden, the objective becomes focused on “winning,” and that’s when you’ve already lost.

To prove this point, a group of researchers led by Emory University psychology and psychiatry professor Drew Westen studied functional magnetic resonance images (fMRI) of both Democrats and Republicans as they responded to messages from their preferred candidate during the 2004 U.S. presidential election. Specifically, Democrats were shown videos of self-contradictory remarks made by John Kerry, while Republicans were shown self-contradictory remarks from George W. Bush. Both groups of participants tended to dismiss the apparent discrepancies in a manner that demonstrated bias toward their favored candidate.

“Everyone from executives and judges to scientists and politicians may reason to emotionally biased judgments when they have a vested interest in how to interpret ‘the facts,’” Westen told ScienceDaily.com after his research was presented in 2006.

When your persuasion attempts reach that point, logic and reason flee your target. Whatever you say after that point of no return will be moot, unless you can steer the conversation back to a rational and legitimate discussion.

So how do you win an argument? Don’t let one start.

What Are You Drinking? How Senses Affect Persuasion

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Did you know that the type of beverage you drink, the surface of the chair on which you sit and the color of your clothing all play a role in getting to “yes” (or “no”) faster?

Thalma Lobel, a Ph.D. and director of the child development center at Tel Aviv University, claims that decisions, judgments and values are derived as much from outside factors as they are from our brains.

In her 2014 book, Sensation: The New Science of Physical Intelligence, Lobel provides scientific evidence of how targets respond to common situations that, on the surface, appear insignificant. Here are some of her key observations:

  • People drinking warm beverages such as coffee or tea are judged by their targets to be more generous, caring and good-natured than those enjoying cold beverages such as soda or iced coffee. The concept of “warm” and “cold” extends beyond the drink and transfers to the individual drinking it. While what you say is important, so is what you drink.
  • That “warm/cold” mentality is at play in other facets of our lives, too. Take the chair you opt to sit in while making your pitch. Studies suggest harder chairs make people tougher negotiators, while softer chairs reduce their aggressiveness. Hmmm. Maybe you should add a soft and comfy chair to your office for guests…
  • Researchers found that men consider women who wear a red blouse (opposed to a blue, green or gray blouse) consistently sexier and more attractive. That kind of social proof can easily transfer to persuasion situations. Red represents strength, power and energy, regardless of gender. Wear it when you need to hear “yes.”

 

How Apple, Lexus and Harley-Davidson Can Help You Persuade

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Think about why the Apple, Lexus, and Harley-Davidson brands have such magnetic appeal. Why do consumers so unequivocally believe in them and profess unwavering loyalty to them? Because those objects conjure emotions that convince buyers the iPhone 6S, the LX and the FLHXS Street Glide Special are in some way superior to competing products.

In essence, they represent the epitome of “cool” in their specific product categories as perceived by their particular (or potential) users.

Researchers Caleb Warren, assistant professor of marketing at Texas A&M University, and Margaret C. Campbell, professor of marketing at the University of Colorado, Boulder, conducted six studies to determine what makes consumers perceive brands, companies and even people as “cool.”

Published by the Journal of Consumer Research in 2014, their findings suggest that individuals gravitate toward objects of autonomy, meaning that the companies behind those objects eschew pre-existing norms or status quo expectations in pursuit of their own vision. “Although cool brands are typically desired, coolness and desirability are not the same thing,” Warren and Campbell wrote. “Consumers prefer cool brands only when they want to stand out rather than fit in.”

When your persuasion situation involves an idea focused on a specific brand or product, recognize that the emotions conjured by that brand or product can create an irresistible urge in your target’s mind to say “yes.” Part of the work has already been done for you.