It is frustrating that others just will not agree with us. We take them on a logical path that should get them to say “Yes” and they just are too bone-headed to agree with us. It’s as if they are in some other world where the language is different.
You know what? The language of persuasion is different. Research shows that getting others to say “Yes” is an emotional response not a logical response. The first response is always emotional and based on many factors such as previous experiences in similar situations, whether they like you, and even if you resemble their uncle Billy.
In his book “The 7 Triggers to Yes” Russell Granger highlights scientific evidence that decisions are emotion-based. He points out that the primitive part of our brain, the part responsible for our protection, makes instantaneous, emotional decisions that override the logical and relatively new part of our brains. This is an efficient means for making decisions. Imagine if every single time you had to decide something you had to perform a detailed analysis, pros, cons, etc. By using previously stored emotional tags we can recall them for future similar situations.
Some of the triggers that influence people to “Yes” are friendship, authority and hope. These are powerful emotional feelings that will predispose the actions taken by an individual. We will do almost anything for a friend, defer to those in authority, and buy a specific beer so that we can be as cool and interesting as the most interesting man in the world.
Robert Cialdini points out in his book “Pre-Suasion: A Revolutionary Way to Influence and Persuade,” that we can and should prepare the recipient of our influence attempt to receive that attempt in a positive manner. We can move people to say “Yes” by preparing their emotional state prior to presenting them with the decision. We are predisposing the person to agreement: Pre-Suasion.
Pre-Suasion works in a wide range of situations. It causes the recipient to pay attention, which is crucial to getting the “Yes.” Those who have attended my presentations at conferences and shows will likely remember me saying that presentation is 100%. That if perception is reality, then we can influence perception by providing the presentation that will cause the perception we want to make happen. Now. I understand the science behind that.
I know, you want examples, right? First an attention-getter that provides an emotional trigger, then tie it to the message that request the desired action. Even if not explicitly stated, the action is implied.
The commercial where a well-known actor, dressed in a suit, dives backwards into a pool and the words say that driving their car is just like that. The beautiful woman over-packs for the weekend trip while her partner just brings the daily-use pills. The hurried people who, by drinking the correct beer, find their quiet beach. The boss who says, we are a team so we must all work together on this project.
This magazine has positioned itself as the venue for the service professional to gather useful information regarding the enhancement of their professional and their personal lives. It is a short leap for you to then attend the expos and conferences offered since this is your profession. You have been Pre-Suaded to belong to this group and support this organization. This is an example of good Pre-Suasion.
Pre-Suasion can also be used with mal-intent. There are many who use the technique to take advantage of others. Knowing that the right presentation will get others to say “Yes,” the unethical will use it to get more business and profits by taking advantage of people. In two global surveys, close to half of high-ranking executives reported that they would act unethically to get or retain business.
So, the bottom line is that Pre-Suasion is used to position the recipient in the proper emotional state to say “yes” and gain their compliance. It is used often and effectively on every one of us every day and we don’t recognize it, we just comply. Sometimes we are left with a small feeling that we should not have said “yes.” Sometimes we know for sure we should not have complied at all. Unfortunately, no one has come up with a book called “Pre-Knowledge” to see the outcomes of our bad decisions.