In his new book, Robert Cialdini focuses on the step which directly precedes the actual persuasion phase and the formulation of requests, suggestions or commands. He recommends that we try to answer a few questions, before we proceed to persuade others. For example, what is the mood of our interlocutor? What has recently happened in their life? What they are thinking about? What is their emotional state? The physical location and the environment, where the conversation takes place, are also important. Cialdini points out interesting aspects of persuasion that might seem counterintuitive, surprising or even contrary to common sense.
Professor Dariusz Doliński
Social Psychologist
SWPS Uniwersity
The body of knowledge about persuasion, selling techniques, and communication is easily available online, in business literature, and in training sessions offered by a myriad of organizations. Why is it then that some leaders, sales representatives, coaches, negotiators and mediators achieve extraordinary results in influencing people and driving change, while others remain mediocre? Professor Cialdini has found the answer to this question and he presents it in his new book. It is important to know not only WHAT and HOW to communicate, but also WHEN to approach people. In pursuit of an agreement, it is crucial to prepare the audience and to create or pick the right moment, when people are more inclined to say YES.
Jacek Santorski
Businessman and consultant, founder of the Academy of Leadership Psychology at the Warsaw University of Technology Business School, partner of management programs at SWPS University.