The Power of Suggestion and Persuasion
In a German study it was found that blonde women performed intelligence tests more slowly after having read jokes that were about the supposed stupidity of blondes. The study of 80 women with various hair colors appeared to demonstrate how the suggestion (inaccurately) that blonde women are not as smart as others impacted the confidence of the blonde participants.
Whether we want to be or not, humans are highly suggestible creatures. Humans are great at thinking and reasoning but using our brains in this way uses valuable energy. We will always tend to take the easy route and follow someones suggestion if it saves us thinking. Human psychology underpins an understanding of persuasion techniques.
Good sales people know all about the power of persuasion. When shopping for clothes you’re likely to encounter the sales person who will tell you how great you look in something, even if you don’t. Often, its only on reflection that we realise that we have bought something purely because of the persuasive techniques used by a good sales person.
Persuasion techniques that are commonly used include using someones name in a familiar and friendly way. We’ve probably all run into an overly friendly sales person who uses your name in a friendly and familiar way.
A well known technique is to adopt the same vocabulary and style of speech as the person you are trying to influence. Adopting the same accent and using the same vocabulary is a common persuasion technique.
Another technique commonly employed in sales is to use very positive, affirming terms and motivating words. The human subconscious is particularly susceptible to these subtle messages.
Some knowledge of persuasion techniques can be useful to everybody. Parents can use these techniques to influence their children. You can use these techniques at work with colleagues or team members.
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