Page 154 - E2 Integrated Workbook STUDENT 2018

Chapter 11

3.2 Persuasion

Persuasion is the ability to deliberately influence others to change
an attitude, opinion, or behaviour.

Persuasion differs from influence in that it is always direct and
deliberate.

The aim of influence could be to inspire someone to buy in to an idea or make a
particular decision, while the aim of persuasion is to change a person, or group’s
attitude or behaviour towards something or someone. The person using persuasion
has a clear objective and is set on achieving it by getting others to support them.
Persuasion falls short of telling or ordering someone to do something, but may use
coercion as it attempts to get the other person to agree, albeit perhaps under duress.

The six principles of influence can be used in persuasion, but they may be used in a
stronger form.

3.3 Negotiation

The aim of negotiation is to settle differences between people or groups, and to allow
them to come to an agreement which both parties accept.

Successful negotiation

 Focus initially on each side’s primary objective – minor negotiating points can
become a distraction in the early stages.

 Be prepared to settle for what is fair – if an agreement is not seen to be fair it is
unlikely to be stable. Maintain flexibility in your own position, this makes it easier
for the other side to be flexible as well.

 Listen to what the other side wants and make efforts to compromise on the
main issues, so that both sides can begin to attain their goals.

 Seek to trade-off wins and losses, so each side gets something in return for
everything they give up.

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