Has it ever happened to you that the teacher did not believe you, even though you spoke the law? Or did you really need him to believe, even though you were telling a lie? It's time to unlock the secrets of the psychology of persuasion. We have already talked about some of the .

The essence of the problem and its duality

What makes us believe or not believe in this or that story? That's right: the logic of the story!

Logic has a direct impact on our mind. But in order to achieve maximum effect, do not forget about the feelings that give credibility to what has been said. That is, it is always worth remembering: you can prove something, but it will not be possible to forcefully convince.

Let's take a look from the other side. If you act on feelings and do not take into account logical justifications, you will be able to convince, but not prove.

Outcome: in order for what is being proved to be convincing, and for what is convincing to be evidentiary, it is necessary to apply both logical and non-logical methods of proof and persuasion.

Substantiation of the thesis, in which, together with logical methods use methods of non-logical influence, is called argumentation.

Types and examples of non-logical tricks

The topic of non-logical techniques is well covered in the subject of "rhetoric" (the science of oratory). Using the methods described there, you can achieve an incredible effect:

• expressive speech,
• brighten what is said
• increasing emotionality,
• active influence on the senses.

To achieve all this, they use metaphors, epithets, repetitions, means that enhance the emotionality and imagery of the process.

There are others simple rhetorical tricks: the pace of speech and its intonation, the masterful use of pauses in speech, gestures, facial expressions, and so on.

It is recommended to use rhetorical methods only in combination with logical techniques. If you overdo it with oratorical tools and neglect logical ones, the argument turns into demagoguery - an outwardly beautiful statement, but empty in content.

Such a speech can convince, but not prove. Therefore, you will have to look for other methods of persuasion.

4 controversial methods of persuasion

• Demagogy . Its goal is to mislead by distorting facts, using flattery, false promises, adjusting to the tastes and mood of people. Demagogy is akin to populism, which is often resorted to by unscrupulous politicians. Their goal is to achieve wide publicity for knowingly false promises. The demagogue seeks to create a certain mood by changing people's feelings with his speech. He actively uses sophistry, deliberately violates the rules of logic by juggling facts, creating the appearance of evidence.
• Suggestion . Like the previous method, suggestion tends to use human feelings. The speaker tries to infect listeners with his emotional state, feelings and his own attitude towards the ideas being promoted. The intensity of passions and infection with the feelings of the speaker allows the speaker to achieve the creation of a general mental state of people.
• Infection . People are involuntarily subject to certain mental states - massive outbreaks of various mental states, which can manifest themselves during the performance of ritual dances, during panic, at the moment of sports excitement. The speaker skillfully uses this susceptibility of people who are in the crowd, the mass, since it is in the accumulation of other people that every feeling or action is contagious. In the course of using this method, the consciousness of the individual disappears in people, the human unconscious prevails. Thoughts and feelings of people move in one direction, and there is also a need to immediately, without delay, implement all the ideas that have just appeared in the head.
• Sophistry . Here there is a deliberate, conscious violation of the rules of logic. The purpose of sophistry is to lead to an implicitly wrong conclusion.

There are clear rules, without which the speech may seem unconvincing or unsubstantiated.

Rules of evidence and refutation

The greatest danger in argumentation or justification is the assumption logical errors that occur when certain rules are violated.

Be careful and follow following rules basic methods of proof and persuasion.

Thesis rule

Rule #1: Thesis statement should be clear and concise. The concepts that are included in the thesis must be unambiguous, with clarity of judgment and an indication quantitative characteristics(one cannot prove that it is part of something by pretending that it is part of everything).

Why violation? Firstly, it is not specified who it is - "we". Secondly, it does not say whether they will make all or only some Russians rich. Thirdly, the very concept of "wealth" is too vague and relative - it can be both spiritual and material, a wealth of ideas or knowledge, and in the same spirit.

Rule number 2: the thesis must be stably unchanged throughout the proof. As in the previous rule, the principle of identity plays the main role here. If the thesis is not fully formulated, it is not forbidden to make clarifications in the process of proof. However, its essence and content should not change.

It is also necessary to ensure that there is no substitution of the thesis - when the proof of a new thesis is put forward to prove the originally put forward thesis. This is a big logical fallacy.

Substitution of the thesis is of two types:

1. Partial substitution of the thesis- strengthening or weakening of the thesis, changing its quantitative characteristics or replacing the concept of one volume with a new concept of another volume. Example: the softer thesis “this act is an offense” is replaced by the stronger one “this act is a crime” (or vice versa) . Why is this a mistake? Because an offense is not always a crime, but can be an administrative or disciplinary offense.
2. Complete substitution of the thesis- putting forward a new thesis, similar to the original, but not equal to it. Logical diversion is one of the subtypes of this logical fallacy. In this case, the opponent, unable to find the proper arguments to prove the thesis, tries to change the subject, switch his attention to another issue.

Argument rule

Rule #1: An argument must be true and proven by propositions. A false argument will not be able to prove or disprove the thesis put forward.

The use of false grounds leads to the appearance of a logical error, which is called the main fallacy. An argument is only an argument when it is not only true, but proven.

Therefore, if an argument cannot be proved, then it is no argument at all. If this requirement is not met, then logical error, as an anticipation of the foundation .

For example, in the past, no other arguments were required if a person admitted his guilt . It was believed that this is the best evidence. Therefore, in practice, completely used various methods effects, including physical ones. But we know that our own confession can be both true and false. So, it cannot be a sufficient basis for admitting guilt.

Modern law states that a personal confession of guilt can only be a primary charge if there is cumulative evidence in a case to support the confession.

Rule #2: An argument must be based on judgments whose truth is independent of the thesis. Sometimes, to avoid making the logical fallacy of anticipating a reason, people refer to a thesis. This is also logical fallacy "circle of evidence" - when arguments are substantiated by theses, and theses - by an argument.

A great example of a circle of evidence is when people try to prove that a person is a rational animal by the fact that he can reason. And the ability to reason is proved by the fact that man is a rational animal.

Rule number 3: the argument must be sufficient for the thesis. A logical fallacy can be a speech that has too few or too many arguments. Thus, if there are too few of them, the argument seems irrelevant to justify the falsity or truth of the thesis. If there are too many of them, the process of proof becomes unclear, it is easy to find contradictions and weak links in it.

Demonstration Rule

The rule of demonstration is the rule of inference in the form of which the demonstration is built.

It must always be remembered that there must be a logical connection between theses and arguments. If this rule is violated, such a logical error arises as imaginary following - evidence of the absence of this very connection, i.e. when the thesis does not follow from the argument.

An example of a violation of the rule of inference: the statement “he is healthy” cannot be a consequence of the statement “he has a normal temperature, since we know that many diseases occur without an increase in body temperature.

There are other demo errors:

• from what was said with a condition to what was said unconditionally- when an argument that is true only under certain conditions turns into an argument outside the context of these conditions. For example, when a doctor recommends that a patient take antibiotics, this does not mean that a sick person with any other disease must take these antibiotics;
• from separative to collective- when an argument true for a certain part is used to substantiate a thesis that belongs to the entire set. For example, the statement about the benefits of winter swimming for walruses is not unquestionably true for humans;
• from collective to divisive- when a statement that is true for a collective sense is used for a statement in a divisive sense. For example, a positive characteristic of a group of people is not a sufficient reason for positive characteristic individual representatives this group.

Using false arguments

It is also interesting that in rhetoric there are a number of rather convincing techniques that are completely rejected by logic. They are called arguments and are used in various disputes, discussions, debates of the parties in courts.

1. Lead to personality. This is the logical basis of the statement, but refers to additional methods of persuasion. It is used in argumentation (for example, in characterizing the offender).
2. Lead to the public. The speaker tries to evoke certain feelings in the public in such a way as to change their attitude towards the issue on the agenda. This argument reinforces the existing argument. But it is better not to use it without (or as a substitute for) the main proof.
3. Lead to authority. Here, the statement of famous personalities (scientists, politicians, philosophers). Like the previous methods of persuading a person, this argument is recommended to be used as an additional, and not the main one.
4. Leading to Compassion. Often, in order to get a positive assessment or contribute to a satisfactory solution to the issue, a person tries to arouse sympathy or pity for himself or someone.
5. Lead to ignorance. The prudent use of arguments that are obviously unknown to the public.
6. Lead to profit. This is based on the assumption that the arguments provided will be positively received by the listeners only because they are beneficial. For example, in the course of an election appeal, people automatically have a better attitude towards someone who promises wage increases without evidence, because the people are interested in this.
7. Lead to Strength. The use of threats to those who express their disagreement with the theses expressed.

None of these arguments is perceived by logic because the purpose of the proof is to substantiate the truth.

So, in the process of discussion, the interlocutor can use the following manipulation techniques and methods of persuasion and suggestion:

• substitution of theses in the process of evidence;
• the use of a thesis of arguments that prove nothing or are partially true under certain conditions, or the use of deliberately false arguments;
• evidence of the falsity of someone else's thesis and the correctness of their statement.

Imitation as a psychological way of influence and persuasion

There are other secrets on how to convince the interlocutor that you are right against his will. The most important method of persuasion (especially in raising children) is imitation.

Imitation is the reproduction of actions, activities, qualities of other people whom you want to be like.

Conditions under which a person wants to imitate:

• positive attitude, respect or admiration for the object;
• insufficient amount of experience in relation to the object of imitation;
• attractiveness of the sample;
• conscious orientation of will and desire to the object of imitation.

However, when imitation occurs, not only the person himself changes, but also the model. A person likes that someone is trying to imitate him. And on a subconscious level, he tries to start imitating him in response.

You can imitate and quite consciously with one of the following goals:

1. The introduction of new information into the attitudes, the system of views of the opponent.
2. Making changes to the installation system.
3. Changing the attitude of the opponent, that is, the implementation of a shift in motive, a shift in the system of human values.

When making changes to your opponent's setup system, you should know what the main setup functions are:

• fixture function- the need to achieve the most favorable position in society. Hence the innate attitude towards useful, favorable attitudes for oneself and the aversion to sources of negative incentives;
• ego-protective function- the need to maintain our internal stability, as a result of which a negative attitude automatically pops up in us towards those who can be a source of danger to our integrity. We tend to underestimate self-esteem if someone significant evaluates us negatively, so we automatically develop a negative attitude towards this person only on the basis of his attitude towards us, and not the actual presence of bad qualities;
• value-expressive function– our need for personal stability. Positive attitudes are developed in us towards persons of our own personal type. That is, if I am strong and independent, I will have a positive attitude towards the same people;
• worldview organization function- development of attitudes in relation to the existing knowledge about the world around. In our head, all knowledge forms a system, then the system of attitudes is the totality of our knowledge about the world and people with our emotional coloring. But when we encounter facts that contradict our attitudes, we automatically reject them. That is why new ideas, theories, inventions are constantly met with distrust and misunderstanding.

Basic methods of persuasion

Methods of persuasion and influence include:

1. Verbal methods, that is, words. For different people can be used different words, since everyone has only his own level of self-esteem, experience, character traits, intellectual abilities, personality type.
2. Non-verbal methods: facial expressions, gestures, intonation, postures, behavior and degree of trust.
3. A specially organized activity in which a person is involved. By changing the status in the course of this activity, it is possible to change the behavior of a person, as well as his experiences, behavior, state.
4. Regulation of the level and degree of satisfaction of needs. If a person agrees that the other has the right to regulate his level of satisfaction of the need, then changes will occur. Otherwise, there will be no impact.

All these settings are interconnected, so changes do not happen quickly. But if you apply them regularly and purposefully, they will work.

So you and I have considered ways of persuading, influencing, evidence for influencing other people. But here's what you always need to remember: if you are trying to influence a person against their will, do not forget that someone else can do the same to you. You can call it karma if you like.

However, innocent pranks in communication with a teacher are so innocent that it is hardly worth experiencing pangs of conscience. After all, it is likely that the use of logical errors will help you pass the exam or even defend your diploma! If these measures do not help, you can always contact the student service, which can handle this task.

The concept of belief in social psychology give the following definitions:

1. Persuasion is a system of worldview knowledge of a person that has passed through his mind, feeling and will.

2. Persuasion is a set of diverse influences on a person with the aim of educating her socially necessary qualities.

3. Persuasion is the motivation of a person to a certain activity. Persuasion means to encourage people by word, deed, by example and purposeful organization. social sphere.

4. Persuasion - personal education, representing a person's attitude to reality and characterized by the unity of cognitive and need-personal components. The qualities of persuasion depend on the method of assimilation of certain knowledge, opinions, assessments.

5. Persuasion is an impact on the consciousness, feelings, will of people through communication, clarification and proof of the importance of a particular position, view, act or their inadmissibility in order to force the listener to change existing views, attitudes, positions, attitudes and assessments, or to share thoughts or speaker's representations.

Belief - the main, most universal method leadership and education. The mechanism of persuasion is based on the activation of a person's mental activity, on an appeal to the rational side of consciousness. It is assumed that the persuaded must make a conscious choice of ways and means to achieve the goal, i.e. to convince, it is necessary to attract the attention of the object of influence, to state and explain new information to make impressive arguments.

To convince someone of something means to achieve a state where the person being persuaded, due to logical reasoning and inference, agrees with a certain point of view and is ready to defend it or act in accordance with it.

The main means of persuasion are graphic sign, image, timbre of speech, gesture, facial expressions, emotional-volitional states, rhythm of speech and actions, light and color of visual aids, results of work, status and authority of the persuasive. It should be added that not all people in equally are willing to accept the point of view of the influencing person. Most often, only that information is perceived that is consistent with the existing settings.

AT this case the concept that we will consider in this paper is most fully reflected in the fifth definition, it is supplemented by the third and fourth definitions. At the same time, we understand, of course, the dialectical interconnection and unity of all these aspects of persuasion.

Types of persuasion

According to Myers, there are two ways of persuasion, direct and indirect.

The direct mode of persuasion is the persuasion that takes place when an interested audience focuses all their attention on favorable arguments.

An indirect method of persuasion is a persuasion that occurs when people are influenced by random factors, for example: the attractiveness of the author.

The direct method of persuasion takes place when people are naturally inclined to analyze what is happening or are interested in the proposed topic. If the topic does not grab the audience's sustained attention, persuasion can be done indirectly, where people use random signs or heuristics to jump to conclusions. Direct persuasion is more analytical and less superficial, more stable, and more likely to influence behavior.

The whole procedure of persuasion fits into four types of influence. These are information, clarification, proof and refutation.

Informing is a message in the name of which a person must act. In order to induce a person to activity, a whole range of incentive influences is required. This is due to the fact that the subject of influence, before acting, wants to make sure what needs to be done and whether he will be able to do it. No one will take action if he thinks that action is either not worth it or impossible. Psychologist T. Tomashevsky derived the above dependence and expressed it with the following formula:

according to which the decision leading to the action is a function (f) of the value of poly (Y) and the probability of its implementation (p) ". Between the assessment of the value of the goal and the assessment of the probability of its implementation there is a pseudo-product relation (if one element approaches zero, then all product" approaches zero, despite the magnitude of the other element).

Tomashevsky's formula reflects a very important idea for a manager: in order to encourage an employee to desired activity, you should first of all inform him about the value of the goal and the likelihood of its achievement, that is, convince him of the expediency of actions.

A prime example in this regard is working with people to encourage them to adopt new technology and new technology. It should be emphasized that all innovations known to us according to the degree of acceptance by people can be divided into two groups:

a) innovations related exclusively to the technical (technological) side of production;

b) innovations related to social aspects production.

The first group of innovations is, for example, the improvement of any technical device that facilitates the work of an employee.

Recently, many enterprises have faced the problem of computerization. It lies in the fact that this technical device will greatly facilitate the work of the employee, provided that the employee has the skills to work with this machine. Often experts in their field and great experience works are faced with the fact that they are helpless in front of the computer. Employees usually expect such an innovation with negativism, this is due to the fear of the new, rigidity. It is important to inform the staff about the benefits of any innovation, to send employees to courses to master the necessary skills. It is necessary to work with information for the manager, how and through what channels it comes to subordinates.

The second group of innovations is also usually not implemented smoothly. The point here is that such an innovation breaks the established stereotypes of staff behavior.

Informing about the results of work - familiarization with the results of activities has a stimulating effect on employees. A number of researchers prove that informing the performer can increase the results of work by 12 - 15%.

It is about information about both successes and failures. At the same time, the lack of any information leads to a decrease in results, tension, conflict. In addition, information contributes to the establishment of favorable business relations"vertically", improves mutual understanding, facilitates the process of influence in general. A well-organized discussion of the results of work contributes to the motivation of subordinates, and is also necessary for them to feel self-importance and making changes to their behavior. The power of numbers is sometimes more effective than persuasion and punishment.

Reporting on the results of activities will be effective provided that an objective assessment of the work of employees on the basis of identified and agreed criteria has been made before. It is desirable that there are few of them for a young employee (two or three). In the future, other criteria can be included in the set of assessments of the results of work, for example, sociability, commitment, discipline, interaction, etc. Discussion of the results of the work should be held regularly: once a quarter and after a year. In the context of a shortage of quantitative indicators of the activities of subordinates, the greatest difficulty for the leader will be to overcome the "halo effect", i.e. positive evaluative partiality with a favorable attitude towards the employee and hypertrophied attention to shortcomings with antipathy.

next view persuasive impact, which takes at least important place than informing is clarification. The position itself obliges the head of production to clarify many pressing issues. We can single out the most typical types of clarification: a) instructive; b) narrating; c) reasoning.

Instructive clarification is a schematic layout of the activities of subordinates prompted to assimilate instructions. With such an explanation, the subordinate's thinking is not loaded, but memory is involved. It should be noted that this technique is not very popular with creative people or people with artistic inclinations. For those who are accustomed to strict, one might say algorithmic, rules and instructions, instruction does not give rise to opposition.

Narrative explanation is a kind of story aimed at presenting facts in the form of a living narrative, which consistently leads to well-defined conclusions. In many cases, this type of explanation is more familiar (it is familiar from the school bench) and therefore preferable. But its use obliges production managers to train in the layout of the message material, in the formulation of voice, facial expressions and gestures.

A reasoning explanation is an explanation with controversy, activates mental activity, encourages more careful consideration of the proposed specific conclusions. Reasoning clarification techniques are important for managers who communicate with creative, enterprising people who are eager to active participation communication .

The reasoning explanation is constructed in such a way that the leader puts questions "for" and "against" before the interlocutor, forcing him to think for himself. With a reasoning explanation, you can, by posing a question, answer it yourself, or you can encourage the listener to answer. It is precisely to induce, by the whole course of reasoning, to arouse in the interlocutor a desire to give an answer. You can't ask for an answer here. As soon as the leader begins to encourage a response, reasoning explanation loses its meaning. With a reasoning explanation, the listener, together with the leader, is looking for ways to resolve the situation (of course, under the guiding influence of the leader). At the same time, the listener (subordinate) feels his significance. When answers are pulled out of him, then he, losing such a sensation, goes into a state of psychological protection. And then the reasoning explanation turns into an instructive one.

Naturally reasoning clarification is also very useful in the oral presentation of the leader to the audience. In this case, a transition from reasoning to problem statement is desirable. Thus, in a reasoning explanation, the answer to the question posed is expressed mainly by the leader, and in the problematic one it is formed by the listeners themselves. Problem clarification is practiced primarily in front of an audience in a special presentation.

Proof - logical operation, built on the foundations of the 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 that some kind of thesis is put forward and arguments or arguments are sought to prove the thesis.

The procedure itself is usually called a demo. To convince employees or to prove to them the truth of any position, facts are needed. Without facts, there is no proof. Facts create an appropriate mindset for the perception of reality among employees, form an attitude.

The assessment of the work of subordinates has a very strong effect on the motivation of their labor activity, if this assessment is perceived by them as real, true, then it fulfills its motivating function, but if it is perceived as underestimated, far-fetched, not real, then there is no incentive. Subordinates need facts that prove the truth of the assessment. An equally important role in the proof belongs to the personal qualities of the leader. The success of the proof depends on his sense of tact, on his ability to get along with people. Proving something, we thereby refute the idea of ​​our interlocutor, which means that for refutation the word, deed and personality of the leader are also characteristic, as well as for proof.

Refutation - criticism of established views and stereotypes of people's behavior, with the destruction and formation of its attitudes. During the denial we meet with the feeling dignity opponent. In this regard, one logic is not enough. There is no point in getting into an argument to refute something. Our opponent does not admit that he was wrong, it takes more than one day to replace one installation with another.

There are specific socio-psychological rules:

1. When refuting the arguments of the opponent, one should refer to his self-esteem. Sense of self-worth (NSD) is equal to the ratio of the value of the success of a given person (U) to his claims (P).

The higher the success and the lower the claims, the higher the NRR. Success here is understood as a non-material, socio-psychological value, acting in the form value judgments from those around you. In all cases, they achieve success in cases where they allow a person to feel his own "I": they call him by his first name and patronymic, emphasize real merits, give him the opportunity to take the initiative, encourage independent action, try not to impose someone else's way of thinking, but stimulate him to reflection.

The effectiveness of persuasion depends on personality traits those who are convinced. According to studies by American scientists, they are not persuasive: people with limited imagination, internally oriented individuals, socially non-contact people, people with pronounced aggressiveness, individuals with paranoid tendencies.

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. The choleric will prefer the deductive path - that is, first present the big picture, and then move on 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. Instructing is useful when you just need to remember something - the order of actions, a list of tasks, etc. Those who are used to acting according to 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. Fast victory, of course, impressive, but does not give 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, just 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 grow. 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 - sufficient conversation time, 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, you will have to cancel and generally accepted rules etiquette: we cannot always vouch for the sincerity of the one who, upon meeting, wishes us to be well. 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 most time your interlocutor says.

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 dogmas.

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 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 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 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.

Today in the blog: How the psychology of persuading a person works, psychological methods of persuasion, how you can convince another person, or, if you like, the art of persuasion.
(see psychological games)

Greetings, dear readers of the blog, I wish you all mental health.

Psychology of human beliefs - impact on consciousness

The psychology of persuading a person is based on the fact that, by persuading, the speaker affects the consciousness of the person being convinced, referring to her own critical judgment. essence psychology of persuasion serves to explain the meaning of the phenomenon, cause-and-effect relationships and relationships, highlight the social and personal significance of solving a particular issue.

Beliefs appeal to analytical thinking, in which the power of logic, evidence prevails and the persuasiveness of the arguments is achieved. A person's conviction as a psychological influence should create in a person a conviction that the other person is right and his own confidence in the correctness of the decision being made.

Psychology of human beliefs and the role of the speaker

The perception of information that convinces a person depends on who reports it, how much individual person or the audience as a whole trust the source of the information. Trust is the perception of a source of information as competent and reliable. There are three ways to create an impression of your competence among the listeners who convinces a person of something.

First- start to express judgments with which the listeners agree. Thus, he will acquire a reputation as an intelligent person.

Second- be presented as a specialist in the field.

The third- speak confidently, without a shadow of a doubt.

Reliability depends on the way the persuasor speaks. People trust the speaker more when they are sure that he has no intention of convincing them of anything. Those people who defend what goes against their own interests also seem to be truthful. Confidence in the speaker and conviction in his sincerity increase if the one who convinces the person speaks quickly. Fast speech, in addition, deprives listeners of the opportunity to find counterarguments.

The attractiveness of the communicator (persuader) also affects the effectiveness of the psychology of persuading a person. The term "attractiveness" refers to several qualities. This is both the beauty of a person and the similarity with us: if the speaker has either one or the other, the information seems to the listeners more convincing.

Psychology of human beliefs and the role of the listener

People with an average level of self-esteem are most easily persuaded. Older people are more conservative in their views than younger people. At the same time, attitudes formed in adolescence and early adolescence, can remain for life, because the impressions acquired at this age are deep and unforgettable.

In a state of strong excitement, agitation, anxiety of a person, his psychology of persuasion (susceptibility to persuasion) increases. A good mood often favors persuasion, partly because it promotes positive thinking, and partly because there is a connection between good mood and message People who are in a good mood tend to look at the world through rose-colored glasses. In this state, they make more hasty, impulsive decisions, relying, as a rule, on indirect signs of information. It is no coincidence, obviously, that many business issues, such as closing deals, are decided in a restaurant.

Conformal (easily accepting someone else's opinion) are more easily persuaded (test: Personality Theory). Women are more persuasive than men. It may be especially ineffective psychology of persuasion in relation to men with a low level of self-esteem, acutely experiencing, as it seems to them, their uselessness, alienation, who are prone to loneliness, aggressive or suspicious, not stress-resistant.

In addition, the higher the intelligence of a person, the more critical their attitude to the proposed content, the more often they absorb information, but do not agree with it.

Psychology of human belief: logic or emotions

Depending on the listener, the person is more convinced either by logic and evidence (if the person is educated and has analytical mind), or influence addressed to emotions (in other cases).

The psychology of persuasion can be effective, influencing a person, causing fear. Such a psychology of persuasion is more effective when they not only frighten with possible and probable negative consequences certain behavior, but also offer specific ways to solve the problem (for example, diseases, the picture of which is not difficult to imagine, are more frightening than diseases about which people have a very vague idea).

However, using fear to convince and influence a person, one cannot cross a certain line when this method turns into information terror, which is often observed when advertising various drugs on radio and television. For example, we are enthusiastically told how many millions of people around the world suffer from this or that disease, how many people, according to the calculation of physicians, should get sick with the flu this winter, etc. And this is repeated not just every day, but almost every hour, moreover It is not taken into account at all that there are easily suggestible people who will start inventing these diseases in themselves, run to the pharmacy and swallow medicines that are not only useless in this case, but also harmful to health.

Unfortunately, intimidation in the absence of an accurate diagnosis is often used by doctors, which goes against the first medical commandment "do no harm." This does not take into account the fact that the source of information that deprives a person of spiritual, psychological peace can be denied trust.

More convincing person is the information that comes first (primacy effect). However, if some time passes between the first and second messages, then the second message has a stronger persuasive effect, since the first has already been forgotten (the effect of novelty).

The psychology of a person's beliefs and the way information is received

It has been established that the arguments (arguments) given by another person convince us more strongly than similar arguments given to oneself. The weakest are the arguments given mentally, somewhat stronger are those given aloud to ourselves, and the strongest are those brought by another, even if he does it at our request.

The psychology of persuasion. Methods:

fundamental: is a direct appeal to the interlocutor, who is immediately and openly introduced to all the information that makes up
the basis for proving the correctness of the proposed;

contradiction method: based on the identification of contradictions in the arguments of the persuaded and on a thorough check of their own arguments for consistency in order to prevent a counteroffensive;

method of "drawing conclusions": arguments are not presented all at once, but gradually, step by step, seeking agreement at each stage;

"chunks" method: the arguments of the persuaded are divided into strong (accurate), medium (controversial) and weak (erroneous); they try not to touch the first, and the main blow is applied to the latter;

ignore method: if the fact stated by the interlocutor cannot be refuted;

accent method: accents are placed on those given by the interlocutor and the corresponding common interests arguments ("you yourself say ...");

two-way argumentation method: for greater persuasiveness, first state the advantages, and then the disadvantages of the proposed solution method
question; it is better if the interlocutor learns about the shortcomings from the persuader than from others, which will give him the impression of the impartiality of the persuader (this method is especially effective when persuading an educated person, while a poorly educated person is better amenable to one-sided argumentation);

method "yes, but ...": used when the interlocutor compelling evidence advantages of its approach to solving the issue; first they agree with the interlocutor, then after a pause they provide evidence of the shortcomings of his approach;

apparent support method: this is a development of the previous method: the arguments of the interlocutor are not refuted, but, on the contrary, new arguments are given
in their support. Then, when he gets the impression that the persuader is well informed, counterarguments are given;

boomerang method: the interlocutor is returned his own arguments, but directed in the opposite direction; arguments "for" turn into arguments
"against".

The psychology of persuasion is effective when:

1. when it concerns one need of the subject or several, but of the same strength;

2. when it is carried out against the background of a low intensity of the persuading emotions; excitement and agitation are interpreted as uncertainty and reduce the effectiveness of his argumentation; outbursts of anger, swearing backlash interlocutor;

3. when we are talking about secondary matters that do not require reorientation of needs;

4. when the persuading person himself is sure of the correctness of the proposed solution; in this case, a certain dose of inspiration, an appeal not only to the mind, but also to the emotions of the interlocutor (by “infection”) will enhance the effect of persuasion;

5. when not only one's own is offered, but also the argumentation of the persuaded is considered; this gives best effect than multiple repetitions of own arguments;

6. when the argument begins with a discussion of those arguments on which it is easier to reach agreement; it is necessary to ensure that the persuaded more often agrees with the arguments: the more assent you can get, the more chances to succeed;

7. when a plan of argumentation is developed that takes into account the possible counterarguments of the opponent; this will help build the logic of the conversation, make it easier for the opponent to understand the position of the persuasive.

The psychology of persuading a person is appropriate then:

1. When they show the importance of the proposal, the possibility and ease of its implementation;

2. When they present different points of view and make an analysis of forecasts (in case of persuasion, including negative ones);

3. When the importance of the advantages of the proposal is increased and the magnitude of its disadvantages is reduced;

4. When take into account individual characteristics the subject, his educational and cultural level and select the closest and most understandable arguments to him;

5. When a person is not directly told that he is wrong, in this way you can only hurt his pride - and he will do everything to defend himself, his position (it is better to say: “Perhaps I am wrong, but let's see ...”);

6. When, in order to overcome the negativism of the interlocutor, they create the illusion that the proposed idea belongs to him (for this, it is enough just to lead him to the appropriate thought and provide an opportunity to draw a conclusion); do not parry the interlocutor's argument immediately and with apparent ease, he will perceive this as disrespect for himself or as an underestimation of his problems (what torments him long time, others are allowed in seconds);

7. When it is not the personality of the interlocutor that is criticized in the dispute, but the arguments cited by him, which are controversial or incorrect from the point of view of the persuader (it is advisable to precede the criticism with the recognition of the correctness of the person being convinced of something, this will help to avoid his offense);

8. When they argue as clearly as possible, periodically checking whether the subject understands you correctly; arguments do not stretch, as this is usually associated with having speaking doubt; short and simple phrases are not built according to the norms literary language, but according to the laws of oral speech; pauses are used between arguments, since the flow of arguments in monologue mode dulls the attention and interest of the interlocutor;

9. When the subject is included in the discussion and decision making, as people better adopt the views in the discussion of which they take part;

10. When they oppose their point of view calmly, tactfully, without mentoring.

This concludes the review of the psychology of human persuasion, I hope that the post was useful.
I wish you all good luck!

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 are methods of influencing human consciousness and a way of forming a common opinion. 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:

• Hold reception - outlines in general situation, 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 the interlocutor in no way contributes to his disposition towards himself, rejects him from the subject of discussion, causes 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 method - to achieve an affirmative answer at the beginning of the conversation, since by saying "no", it is psychologically more difficult for a person to reject own word and take a different 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 him 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 voice, facial expressions, and gestures should be like.

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 reasoning won't 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, 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 made.

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 changes to the flight, neither to the cost of tickets, nor to improve the service, nor to improve 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 must 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 give more attention authoritative opinion, that is, the opinion of an expert. For example, a doctor can have a much greater impact on a person, acting as a method of forming consciousness and persuasion through the demonstration of his awards, diplomas, thank you letters. Or you are more likely to park your car in a different place if it is not an ordinary person who asks for it, but a person in uniform.

Before attempting to persuade people, it is necessary that people are convinced of your competence, a sufficient level of knowledge. It doesn't always turn out easy task You can't self-advertise by saying how great you are, but there's always the possibility for someone else to do it.

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 it turned out quite interesting result. 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. This leaf has become Starting point to a more difficult task and achieve a fourfold increase in effect. Therefore, intending 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 a 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 negotiation process, it is enough a large number of time is allotted for discussion, criticism 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.

• The 7 Most Popular Articles on Executive Personal Effectiveness

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! Shut up!) are designed to instantly stop 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 those psychological tricks 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 often results in positive dynamics during treatment with psychological mood 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. The emotions reflected on the face are joy and surprise: wide-open eyes and a parted mouth, horizontal lines lie 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 are chasing global goal 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, the priorities are secondary signs 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 basic emotion is "one-sided contempt" (a smile on the right or left side of the lips, pointing down). 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 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, that you have managed to make good money on it.

• Correct wording

Word - 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 escalate the conflict, as well as your " weaknesses”, 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. Research has 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, the people of Israel 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 very easily shaken, 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).