Persuasion Triggers - Contrast, Liking

"Flattery will get you anywhere" - Jane Russell

Contrast. Judgment is always relative. So when people make decisions, they often look for a benchmark to base their decisions on. For instance, suppose the first candidate you interview for a marketing manager position seems far too expensive when she asks for a starting salary of $89,000. Her request starts to look much more reasonable when you contrast her against the only other suitable candidate, who wants $110,000.

To activate the contrast trigger, start by creating a benchmark to anchor the judgments of the person you need to persuade. many salespeople do this by first showing you the most expensive item in a product line. This makes a mid priced item seem that much more affordable.

Liking. Human beings tend to accept the ideas of people they like. Liking, in turn arises when people fee liked by another person and when they share something in common with him. For example, at direct sales engagements (where products are sold by a company representative in a person's home), invited guests (usually friends and neighbors of the host) buy more if they have a fondness for their host and feel that they share a bond with him.

How might you activate the liking trigger? Create bonds with peers, supervisors, and subordinates by informally discovering common interests--whether it's a shared Alma mater, a passion for white-water rafting, or a love of cooking. Demonstrate your liking for others by expressing genuine compliments and making positive statements about their ideas, solutions, abilities, and qualities.

ACTION POINT: Use contrast and an appreciation of others as persuasion triggers.