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The art of negotiation: Six must-have strategies | London Business School

May 30, 2021
So this morning I'm going to share with you some theories that you already know, so to some extent I'm glad to

have

you early, where the caffeine is still taking effect in what we're going to talk about this morning. Society of influence and persuasion. and when I say theory, the reason I say theory is because there's actually a rich area of ​​research, but it's not a rich area of ​​research, there's a lot of science behind it and I want to share with you just a little bit of that science now. what do they know. Here at lbs we firmly believe that there's no point throwing theory at you if it's also not practical at the same time for you, so while I'm going to talk about these ideas of influence and persuasion and the science behind them simultaneously, I'm going to be giving you tons and tons of examples, whether it's in the

business

world, whether it's in the social railroad world, just trying to make these ideas come to life and the other thing about my style, like teaching and being in front of a class, is that I don't really I know what to do if I listen to myself talk endlessly, so I hope and expect that you will participate with me and bring things that you think are relevant as we talk about these ideas. influence and persuasion, etc.
the art of negotiation six must have strategies london business school
I think, generally speaking, we all appreciate the idea of ​​having to influence people correctly, so know that many of you may be very high up in your organizations and yes, it may be the case that you can go around just telling people people to do something, but as you may well experience, telling someone to do something may result in them simply doing what you want them to do, which is all well and good, but it doesn't necessarily result in them committing to what it is that you want them to do. you're thinking about what you want them to do and the course of action you're following, and as a result of that, these ideas about influence and persuasion are really key because they go beyond just getting someone to do what you want.
the art of negotiation six must have strategies london business school

More Interesting Facts About,

the art of negotiation six must have strategies london business school...

You are asking to be really committed to the course that you are setting for them, so that when you are not in the room when you are at LBS attending a course or in a meeting in a different organization these individuals are still doing the things that you want that they do and that, in a sense, is a big reason why we

have

these ideas and we want to think about these ideas of influence and frustration and, as I said, there is a very large area of ​​research around this, I want to share with you just six basic principles of how we correctly interact with people, so this work is really influenced by a guy named Robert Cialdini, who is a social psychologist, and he came up with these ideas, these six. principles and think of them as sort of interpersonal principles of influence and that's what I'm going to do this morning sharing these ideas with you, so if we start from the top and work down if Think about the idea of ​​reciprocity Reciprocity is this very powerful sense that when I do someone a favor, they feel the remorse to return the favor in return.
the art of negotiation six must have strategies london business school
I'm sure you can think of many, many cases in your own lives. When you try to get someone to do something instead of just making request after request, it can be easier to do them a small favor first and then suddenly they're much more likely to get something back. for you in return, so in

negotiation

s we know very well that if, for example, we want the other party to share information about their priorities, actually a very very good way to try to start that process is to share a little bit of information with When We do that, that impulse starts this process of reciprocity and then, hopefully and usually, people feel a duty to respond in kind and give them some information in return.
the art of negotiation six must have strategies london business school
I have this here. Does anyone know what I'm talking about? about what this is, it's very popular in the US so they're like mailing labels, return address labels and I don't know how many of you have experienced this but sometimes charities send them out so The gentleman behind nods. so tell me a little bit about this in the US, yes Ennis, I mean this is exactly, they are trying to work on this principle of reciprocity, okay, have you ever donated out of curiosity? Yeah, okay, so you're more generous than me. What was it like when you were in the US?
I was always a hungry student, so I would get them in the mail and a hungry student as an excuse. I never, ever donated, but this is the principle they are working on, so they are printing these little stickers with the return address on them and obviously, this is incredibly cheap for them, you can only imagine that all they need is a printer to color, they

must

have bought some stickers at Office Depot and then they mass print them and then they send them to you and Now you're going to receive this and oh my gosh, it's a personalized gift, how nice they are and then they incorporate this idea of ​​reciprocity and now you feel a slight need to do them a favor in return.
Ah, there are many other examples of this. So you know, this is a decision: is it really a gift in the mail? I mentioned this idea of ​​reciprocity

negotiation

s, but I'll give you another example, so this is a study that was done a few years ago. back and then we're trying to figure out how to get people to respond to surveys, so I don't know how many of you I have to do customer surveys or even internal service when you're trying to get your employees to respond to you, but this one is interesting, so that this company was interested in trying to understand, it's not this company, sorry, this group of researchers was interested in trying to understand how to get people to respond to surveys, so what did they do?
They had two groups of people and one group of people sent this survey and said we would like you to complete the survey, it is very important to us, you are all part of this organization, we want feedback from you and if you complete the Survey and send it to us Back, we'll send you a check for $25, okay, I mean, $25 is not a small amount of money, it's a decent amount of money. You know, I could get a really nice lunch or a simple dinner for that, okay? I can work with that and then in the other condition, what they did was they sent out the survey and they said, hey, we really like people to fill out the survey.
Here's a five dollar hint that you can keep whether you complete the survey or not, but we really like that you complete the survey. People are much more likely to complete and return the survey in this condition. Now Synnex in the room will probably wait a second. I just sent like a bunch of five dollars. Interestingly, no one in this condition tended to be honest, they didn't tend to cash the check unless they actually completed the survey, so this idea of ​​reciprocity was more effective and more profitable than this idea of ​​Hey, you do something for me and I do something in return for you, so this idea of ​​reciprocity is quite powerful.
Any ideas that come to mind about ideas of reciprocity or how they've seen it in their lives or in their lives. organizational life, if sometimes you get promoted in some situations, it may be that you have received this trust credit from your boss or whatever, yes, no, I can see it well, it is quite interesting that you have done the work to get the promotion, but even then they're giving them this promotion and now there's this feeling like, oh my gosh, I really need to do them good for giving me for trusting me, okay, thanks for anything else you can think of, any other examples you can think of. .
Think, I'll give you a fun example, but this also speaks a little bit to how when we start to think about how to use influence, I also think it's interesting to think about how we make sure it's not used against us. Well, this is a fun example that brings those two ideas together. I am originally from Singapore. I know my accent is completely confused now. I lived in the US for a long time. I lived here for a long time. Don't know. how I sound now, but in a sample of the things we celebrate is Chinese New Year and during Chinese New Year and this is a very Singaporean custom, it's not even necessarily a chore, a Chinese custom in general terms, but in Singapore when New Chinese is celebrated Next year you visit all your friends and family, which is the same throughout China, but the only thing in Singapore is that when you do this, you take two tangerines to your host home, okay, and they are two tangerines because the word tangerines is in Chinese it sounds like gold it sounds like fortune so in a very Chinese way they are playing with this linguistic thing of saying I am going to bring you fortune, so what happens is that you go to your host house , you bring it to ours and only for You you give it to them and now they immediately feel the need to do You a favor in return, so what do they do?
They go to the kitchen, they leave those two oranges, they take two oranges and they give them back to you, so you started with two. oranges, now you know that five minutes later you return with two oranges, so you repeat this process while visiting the houses, so you visit the next house. Hey, you still have two oranges, so you give them to your new host. your new host. He gives you new oranges in return, you still have two oranges, so you continue doing this process of giving favors and then reciprocating so that at the end of the day you still have two oranges.
You started with two oranges and in the end you may not. It's going to be the same two oranges, but you still have two oranges and it's really a very ritualized version of this reciprocity process, okay, but that's also how people are trying to figure out the effects properly, so if people are trying to make your favorites. and gain your favor, this is an example of how to defuse these reciprocity influence tactics. Can you think of how else they would know how to try to defuse these tactics if they are used against them? Cole, thank you very much.
So, like that, okay, for those who aren't aware of the details, tell me a little bit about, okay, you're bringing in Olimpico, okay, I think it's called first. I see, okay, good, good evolution of a tradition, okay, other ideas how. I can see this kind of influence tactics against you, how you would try and now also this kind of influence tactics of reciprocity mm-hmm, so you could pay, you could just refuse to accept it, but I guess it's that in an organizational situation, well, in most situations, that might seem a little rude, so yes, you can try it, but be careful not to offend your counterpart, other things you could do absolutely well, so there's just a sense of eye for eye, you know, I remember it's my turn to pay for lunch or dinner or whatever or drinks, yeah, someone had a yeah, yeah, yeah, exactly right, okay, yeah, yeah, yeah, I'm not arguing this , so in a sense.
As we look at all of these different types of influence tactics, that's the advice that's going to be consistent for a lot of them, but I'm going to present to you some research that basically says you know what, sometimes that doesn't work as well as we do. I'd like to think that's how it would be, and in that sense, it's even better to have other ways to approach them. I assume that, for example, within an organizational setting, many, many of you will have rules within your organization that say I can accept this gift but not this gift a certain value of gifts or there are certain things I can't do these limits organizational are there in a sense because sometimes just saying I understand what you're doing and I'm not going to fall prey isn't necessarily enough yeah some things we can do like I said you could try to decline the gift but it might not be necessarily easy, it could be seen as impolite, we could have exactly this reason, accepting the gift, but more or less. be careful what's going on and again, that can't work, don't get me.
I'm not trying to say that it won't work, but I'm just saying that it's not as easy as sometimes it could be and uh that Whatever happens, I usually like to have an excuse ready, you know, someone wants, I walk into a store and try to buy, I'm trying to buy something and they offer me a coffee or whatever, thank you, I just had breakfast. I don't need anything right now that won't necessarily stop them from continuing to try to impose on me and stuff, but at least if I have an excuse ready to potentially help me overcome their influence tactics, that's reciprocity, let me give you. some other ideas to think about um another tactic that Dini will talk about is this idea of ​​commitment and coherence and the idea of ​​commitment and coherence is that once we make a decision and we head down a particular path of action we feel the need to be consistent with that course of action and this can happen even if we receive negative feedback about our actions and it is particularly effective if the commitments are made in a very active public way, as you can imagine, if you stand up and immediately start saying things about you know that I'm going to know that the New Year is approaching and I'm going to make the resolution to start going to the gym.
If you make that kind of public commitment, it will be much more effective to ensure that becoming consistent with that course of action in the future, as wellwhich I have another example of a bumper sticker, so it's not as common here again, but again, this is potentially a little bit American. example, but when I was in the US I remember seeing bumper stickers for every cause there was, but beyond that, for the kids'

school

s, always as a proud parent of you, you know, whatever the

school

, why do people do that, why are these bumper stickers so prevalent that you know and then when it comes time for the election, they are also very, very prevalent?
Why are they okay and then what happens when that brand comes knocking on your door for money or for the current affairs that you know or for your time commitments or something like that? You have defined this exactly, you are absolutely right, you are in the place - You have defined yourself as part of your brand, so when that brand comes saying I need your help in terms of time, whether it is for your school children or money to save the whales or whatever, you are a lot, a lot. you are more likely to get it right, another example and this is.
I like this example because it really combines a couple of these different influence tactics and one of the things you need to think about if you're trying to influence and persuade. for other people it's that if you can tap into several of these principles, whatever you're doing becomes increasingly more powerful because fundamentally it means you're tapping into different psychological ideas simultaneously. Well, for example, how many of you have been, say, on the plane? and you're reading some kind of magazine and you see in the magazine this little tear-off thing that says you can get three weeks or three issues or free of this magazine and then you know you have to stop paying how many of you?
Guys, have you seen that, yeah, how many of you have signed up for that? Well, tell me a little bit about how you remembered the advice. Well done, so how or why did they remember to cancel? But that's largely, it's this idea of ​​how. commitment and consistency, but there's also reciprocity that goes back to what we just talked about, they're giving you three free issues or whatever and then there's also the hope that hey, I'm reading this, I'm reading, you know if it's National Geographic or The Economist or whatever and especially come on, let's say The Economist, okay, I'm reading it now.
Wow, I feel really smart about reading The Economist, okay, and you know what I want to be. that smart person who reads The Economist, so when it comes time to renew my subscription, I'm sorry to stop paying for my subscription. Most likely I do because I've coded myself as a person who reads The Economist, but honestly, I don't. I don't know about you, but The Economist says that once a week it takes me a month to read each issue well, so there's a buildup. giant of economists sitting at my desk and I'm still shelling out money because I've coded myself as someone who reads The Economist.
Other examples I have for you for the SIA T of commitment and consistency, so we talk about bumper stickers. The requests are very similar in nature. Has anyone heard of the foot in the door technique? I hear laughter, so I hope that there with our new guest who just joined us you feel comfortable sharing a little with no, no, I'm sorry I'm putting you on the spot, but you were laughing, do you want to tell us a little about this foot? in the door technique make sure you're in before people really know what you're talking about yes anyone else familiar with this tack tactic you're selling brushes yes housewife obviously they do it by saying Yes, so thank you. that that's pretty much this idea that came about when people used to go door to door selling things, whether they were brushless or whatever, and the idea is just that if I can get one foot in, I can get the rest.
Myself through the door, that's okay, because once you've committed to letting me in, you know, I can get in a little more. I can open that door more. There was a study done and this is an old study but it's a beautiful study done in the 1960s. I looked at this wood door technique and I have to tell you about it because it's really amazing so this was done in California and they were interested in people putting a big ugly sign saying drive carefully in these people's front yards, okay? um and they were a little curious about how to get people to comply with this request, so on one condition, they knocked on a bunch of doors in a neighborhood and said hey, we're really interested in people driving safely. in your neighborhood, could you do it? willing to put this big sign that was very, very ugly in their front yard, people looked at the sign and we didn't think very well. 17% of people here said they were willing to put this big ugly sign on their front.
Gardens, the other condition, knocked on the door and said hello. We are very interested in people driving safely in their neighborhood. Would you be willing to put this little sticker that sings, Drive Safely on your window? They all said yes. I mean, this is a neighborhood that people had. The kids wanted people to drive carefully, so absolutely everyone said yes. Two weeks later, knock, knock, knock, would you be willing to put up this big, ugly sign that said, drive carefully, in your front yard? 76% of the people said yes, right, verses 17 of the other condition. so think about a time when, if you're trying to get someone to do something for you and their initial response is no, no, think about whether you can make a smaller request initially because that may be the way to try to get them to do it.
The important thing later is this idea of ​​commitment and coherence, how do we avoid it? Well, I'll give you an idea of ​​mine: there is a very powerful area of ​​literature that talks about something called escalation of commitment, well, escalation of commitment refers to a phenomenon in which if people make investments typically of money but also of time or energy into a particular cause of action and then receive negative feedback, people generally feel that people reinvest in this failed cause of action because they feel the need to be consistent with their initial goal. right choice, so from an economic point of view this is considered irrational, it is considered throwing good money after bad, you are supposed to ignore some costs and people are paying some costs and this escalation phenomenon has been used to explain any anything, from investments in R&D to commitment to staff.
Okay, so you hire someone who doesn't work out well at all. Well, we could ask him to leave or we could give him more training. Well, let's give him more training and more training and more training, although maybe we should think about getting out of it with dignity. That's how it has been. used to explain the Vietnam War, it has been used to explain even things like the amount of time basketball players have on the court, so these analyzes try to control for how good these players were, but still, if these people that these basketball players were recruited with a large sum of money, they ended up getting more playing time on the court, understanding all of this, how do we try to prevent some of these things from happening, how do we make sure that the decisions that we make taking are good and not biased by these initial commitments that we make, we agree, therefore, being very concrete and objective in your data, I will say that research has found that the way we look at data becomes biased because of this right, so I hear it and I agree with that. the stop-loss is like this, the end result is this reserve price, a reminder that I need to stop, which I also agree with, so this is very difficult to prevent and many things need to be tried, so These are good, but they may not be enough, all the things that we can do well are a very good idea, so what is happening is that if I make the initial decision to invest resources in the course of action, I am the one who feels that I need to be consistent, but if I have a neutral third party making the decision reinvestment decision then a colleague who can help me with my thinking help me analyze the data which can be very useful because this colleague is not burdened by the same need to commit to being consistent with initial commitments other things you may think about this is one of those where we say ignore sunk costs, so this gentleman was very, very rational and said, well, we need to understand that these things are happening to us. and we just have to say no and my dissertation from many, many years ago was Looking at exactly this idea when it comes to these sunk costs, can we just say: you know what we just have to ignore, we just have to understand that they are there and ignore them?
The problem is that we don't walk around saying ooh. let me watch out for sunk costs ooh let me watch out for sunk costs and then the next thing you know sunk costs hit you and then you feel like this needs to be consistent that's why these principles are potentially as complicated as they come. They are, yes. So any ideas, let me give you more things to think about. So we talk about reciprocity, we talk about commitment and coherence. There's this idea of ​​social proof, which is this notion that when the course of action is Caesar, which was interesting as I did.
Now you know, this is this, this is something that happens in collaboration and you can actually see when she says something out loud. I say, yes, that will be like a public commitment, he will reinforce it so that they are there. Is there some advice for us, without asking for more details, which I'm not sure I can deal with. I would say you want to try to find a graceful way out, a graceful way out, a graceful way out of there. that commitment, but the other thing is also finding an alternative, so a lot of these types of commitment and consistency are in your head, it becomes go, not go, it becomes investing, not investing, it becomes letting in. to the person, do not let the person enter. person in but if we can think of an alternative path and also another acceptable path then all of a sudden the thinking becomes different and it's not so binary, it's not so oh my god, I have to do this to be coherent, wait, wait a Second, maybe.
There is an alternative thing I can do instead, so without the gory details, those are my suggestions yes, yes, to save face, yes, for you too, probably, yes, okay, then, like this, try, Social proof says that when the course of action is not entirely clear, very often we look to other people around us to know what we should do and we follow them correctly. We are much more likely to follow people like us who are very close to us and this can The result is a lot of interesting things, so I had the difficulty of doing these sessions because I have many examples to share with you and I like to choose from my children , but I have to choose this one, so the laugh tracks do.
We know what those canned laughs are, and a lot of TV shows, a lot of these comedies say this canned laugh in the background, who here find it annoying, yeah, okay, but why do the larger studio sitcoms do this? because it works and it's particularly effective if the show is ambiguously funny, if someone else laughs, you find that funny too, so that's something to keep in mind. How do we get someone to do something? Tell him that everyone else is doing it and we see this happen a lot. true, this happens with trends, it happens a lot when in marketing they try to say look, everyone likes this and when that happens from the senses, oh, I

must

like it too within a more commercial example and the source of ideas of Social proof has a lot to do with both actions and themselves, so if someone makes a correct offer, you are not quite sure if this has value or not, if someone makes a correct offer, you also bid, but as a result Of that, it has implications for things like mergers and acquisitions. so my husband is a banker and what are they trying to do if you can get an interested party to interest the party?
You're done, now there will be a large number of people interested in buying this company because these social proof ideas kick in. please I'm afraid someone else is trying to get me social proof to say exactly exactly yes absolutely correct and very often it also goes beyond social proof but we combine it with this idea that we choose the people whose quotes We use well, it can be a celebrity or someone cool because we want to be like these people, so again it's about combining different types of influence tactics, but absolutely yes, the best thing we can do is talk to each of them before meeting. , yes, and present the new idea to each of them, yes, they think that idea is great, yes, presented as new, yes, previous meeting, yes, it is more likely to be accepted, yes, like this, like this , thanks for this, but it's not just, I mean, me.
I know it may be particularly relevant in Japanese culture, butIt is true all over the world. If you're trying to sell an idea, trying to sell it for the first time in front of a large group is not necessarily the easiest thing to do, whereas if we can get a group of people offline to accept your idea, then , hopefully publicly supporting one or two of them to publicly support you in the big room, you're much more likely to get a boost from people who are voting. in its favor again, bringing things like Brexit where it becomes relevant.
How can we prevent some of these things from affecting us? Unfortunately, research doesn't necessarily have great ideas here, so we just have to say, if you're looking for court, you need to understand your motivations for doing something aren't just following the crowd and I write, I say this for those of you who have children. . I mean, this is really particularly pertinent, so kids are just following fads and trends and trying. giving them to be individuals and understand what's going on this is consistent with some of these ideas this is easy to understand but really really powerful, we like to say yes to people we like, which means we want to be nice in some sense and what makes us likeable, well, yes there is a lot of research that shows that people who are physically attractive are more likeable people who are similar to us are more likeable, so if someone comes from the same city, the same city, the same country as you, it's nicer if someone has the same name as you.
Research has shown that even if you say the same name to all of us you don't know anything else you are more likely to trust them, okay I don't know why but there you have it, we like to like our name so We like other people who have the same names as us, people who compliment us. people who are associated with positive things I'll give you some fun examples who these guys are Arnel I'll come back who the other guy is something someone else knows Cruz Bustamante well now you might remember that our ours I'll be the terminator became governor of California this happened during the recall elections and there were a lot of people who ran for these recall elections, but the other big contender was this guy, Cruz Bustamante, now Cruz Bustamante, as it turns out he was extremely qualified for the position he was lieutenant governor he had been a public servant for many , many years, in fact, until that moment he was like a high-ranking Latino in public office, okay, but he didn't win the elections that the famous Hollywood star won. the election, I mean, and this goes to the idea of ​​pleasing, especially since the voting took place in California.
I mean, this is a Hollywood wall. People know him. I mean, like him, he represents all these interesting things. He is married to a member of the Kennedy family. or at that time it was fine and then things happened in another example, some of you might be aware of this in presidential elections in the US, the taller of the two candidates tends to win the electoral vote, it's a bit nastier with the other vote but apparently we like tall or tall symbolizes I don't know power or authority or something and we tend to vote for the person who is tall, which is really strange, right?
I mean, it's like if someone is tall and I feel bad for myself I don't have much to do with someone's ability to be president and yet the tallest candidate tends to win US presidential elections. Now some of you are thinking about world leaders who may not be so tall. Sarkozy or you come to mind. I know when he was in power and I don't know how much you know about Sarkozy, but first of all, he was quite short, but he tried very hard to become tall. Well, there are photos and you search for them on Google.
I'll see, there are pictures of him standing on boxes in front of podiums, so if there's a lectern and a microphone and everything standing on a box, yeah, there are press conferences of him in some kind of company like the opening. a new factory or something and, as the story goes, they called the entire organization looking for the shortest members of the organization to be in the photo shoot with him so that he wouldn't look so short, so there's a feeling that I want to look tall and being tall conveys good things that people like in a pretty weird way, so yeah, I don't know if I had high heels on, but yeah, I mean, here again, noticeably short, right.
Kim Jong was about to say. Il Yi, there are photos of him with these elevators on his shoes, but it is to try to bring up high thoughts, questions, examples, very good question, so at least regarding this data, I mean, except in the last elections, It's always with men. among men, so we don't know and then the comment in the caveat that I often make, especially with this data, is who knows nowadays because it's getting more complex with gender coming into play and race saying that In the big picture there is usually a big main effect where and this is very unfortunate and a completely different story, men are generally perceived as more competent, so it will be similar, but we also get the sense that men are more competent than men. women, which I do not agree with. but in several stories I will share with you two other principles, the penultimate one is Authority.
We tend to say yes to people who are in positions of authority or who appear to be in positions of authority. Well, studies have been done and it is very scary. where someone dresses like a doctor, puts on a lab coat, puts on a gown, has an endoscope and then they will go to a hospital, find a nurse and start giving them random instructions on how they take care of patients and the nurses very They often say yes and follow the instructions, obviously they stop the nurse before bad things happen, but the idea is that this person's seam is like an authoritative figure and therefore people say yes to what he says or what you're asking, the same things open up regarding a lot of these when people start investigating what happened with the plane crashes, very often it has to do with the dynamic between the co-pilot and the pilot, so you can remember a few years maybe.
Five years ago there was the plane that I was on, I think it was a Korean Airlines plane that landed in San Francisco and fortunately people in general were not injured, there were not that many deaths and the plane managed to land quite safely and what What happened is that they discovered that the sun was in the pilot's eyes, but the co-pilot did not want to put on any type of sunglasses or sunglasses because he thought that might be disrespectful to the pilot and, as a result of that , they went crazy. Now things happen. I present these examples to you, and especially for you, I think it's helpful to think about it in two ways: One is, how can I get people to do the things I want them to do?
Good, but at the same time I think it's important. to realize, especially with people who have a lot of seniority and manage other individuals, your own seniority, your own authority could be suppressing your employees' ability to think creatively and express their opinions because they're just a little preoccupied, wait, better not. Speaking against my superior, against my boss, so we want to think about it from there in two ways. An example I have to mention when it comes to Authority. Has anyone heard of Milgram's experiments? Okay, this one is good. Oh, actually, I have a little picture for you, okay?
So what happened in the 1950s and 1960s? A guy named Stanley Milgram wanted to try to understand why the atrocities of World War II happened, and one school of thought was: Look, it's just some people. who are bad and they are bad and that's what's okay, they are bad apples and there is nothing we can do about it. There's another school of thought that said, "Wait a second," there was something about the city's situation that made it really good. People do really bad things and Stanley Milgram was of that opinion, so what did he do? He ran a study at New Haven Yale and where he brought in a group of people from the street to be teachers, and they were supposed to teach a student who is this guy who is actually working collaboratively with the experimenter and this participant found it interesting.
They said look, you're the teacher, that person is a student, okay, and every time the student gives the wrong answer, you have to give them an electric shock, okay, and this student, as you can see, was connected to a bunch of cables and then the teacher had control of a big box that had a bunch of flipcharts, one that had a bunch of levers from 15 volts to 450 volts. Now they asked some psychiatrists beforehand, so what percentage of people do you think would make it to the end and the psychiatrist said no, no, no, very few, very few.
It's okay, people are good, only crazy people, psychopaths and sociopaths are going to do it. So what is the percentage of psychopaths and sociopaths? 1 to 2% of the population. Those are the only people who are going to go up to 450 volts. What percentage of people do you think got up to 450 volts? Very close to thirds, 2/3 of the people went up to 450 volts, when the student who was not very good at learning got the questions wrong over and over again, this person kept pressing these levers from 15 volts up, up, up, up, up, up. above they didn't stop when the student screamed in pain pretending they didn't stop when the student screamed that he had a heart condition they didn't stop when the student fainted right they just kept going why did they do it?
That's because this guy who was the experimenter was standing there with his white lab coat and a clipboard there and he never pointed a gun at his head and said, "You don't have to do any of that, it just tells you what to do." which says the experiment requires you to continue, please continue to the right, so there were a lot of verbal cues, but it was never anything physical that said you have to do this now. These participants were stressed beyond their minds, They were sweating profusely, they were shaking. They were traumatized from doing it, but they still did it.
This is the power of authority. I will give you something to think about, although keeping in mind the idea of ​​commitment and consistency. Imagine if the study had started here. I guess you would have a very different outcome, you probably wouldn't have had two thirds of the people giving you a 450 volt shock which, by the way, was also marked with xxx, so again, combining different types of principles can be very, very powerful. I only have a few minutes. I'm staying with you, so I want to give you this last idea to think about and I hope they are attractive ideas, which is that when something is limited we want it more and the limited can be limited in time, limited in number, it is particularly valuable if it's only limited and and if you think about it now, almost all of these similar places online where you can buy tickets do it well and even Amazon does it, when it's just a few more, they'll tell you three more by now, right? plane tickets, you know, four more seats at this price, is trying to take advantage of this principle of scarcity, which makes you say you have a feeling that I need to get in on this stock now before the opportunity disappears.
Auction fever, which I study a lot, is kind of a perfect combination of this: there is scarcity because at auctions there is usually a unique item, there is time pressure because you have to bid very quickly for the item to disappear, and then there is competition with other people, so this competition increases the feeling of scarcity of the item, so all that makes it seem like this item is really scarce in general, we really need to be where this adrenaline, especially in a kind of auction type environment , take a break, think carefully, consult with your colleagues, but fundamentally understand your motivations for buying something or doing something is only because it is very, very rare and very scarce or it is because you really want it now.
I bring you this example, I give you just a second and for something I hadn't realized, how perfect the moment was. Because this is, but I even mean the Black Friday sales that are on right now in the UK and then they'll start in the US right, tomorrow it's about this idea here, yes please, so they on they're not really the buyers, yeah, and obviously you give them target price constraints on what they do today and they might as well do it because at the end of the day, if they're looking. all i mean, first of all, in theory, you're asking a professional to do it, so one would expect it to be there for a while. yeah, I don't have that, no, I don't have to see how an agent would do in this. situation, but your example is interesting because when I said professional then I say okay, they know something when auctions know how to do all this and, in theory, there should be a better situation, then Iyou asked specifically then I'll be nasty say well I know about scarcity I know how to like guard again so in theory if you train someone then you'll be better off but you could train yourself you can train an agent.
Does that answer your question? Yeah, got it, so that's a very good and important distinction, right? You're basically pointing out the fact that there are different psychological motivations for you as a buyer versus an agent as a buyer and for both parties there are things that will motivate them to continue, but different types of things that will maintain them. For each of the parties, you need to be careful about what the end result is, but you need to implement different safeguards to ensure that they don't get carried away by the auction fever if you ask someone to go to the auction.
For you, if you tell them up front that you want that item, you know that they're going to feel obligated and they're going to feel this implicit responsibility to you that if they miss that item and someone takes a problem, it's a problem because you employ them. to get that for you, so I guess if you don't tell them what the results you want are, then you can probably delete them. I mean, I think it goes back to something we've said before, have very clear bottom lines, so that will prevent you from getting a bad deal, but it may not help you get a good deal, yeah, I saw a hand raised, yes please, it is a beautiful example, thank you, yes, yes, yes.
It takes advantage of all these principles and that's why it becomes very powerful. when you use all of these different principles simultaneously, I'm in the moment, but can I give you my favorite example? Such beautiful diamonds, yes, timeless classics, Beauty, fire, love, brilliance, women tend to like them, what do we know about diamonds? Are they really rare? scarce tell me more control engagement rings married we are notsomething nineteen twenties thirties when I think it was for these young people to get married buy an engagement ring when it is a month I will be honest in this law income increased very well they thought we are all something still not even six that's not a campaign it's brilliant, although it's okay, I mean it's cool, so that's exactly what's okay, so look, there are tons of diamonds in this world, it's just lots and lots of diamonds in the world, but De Beers holes control diamond supply support, limits supply, turns it into perceived value combined with clever marketing and a big bam-boom, we really want them now.
I have to say this because it's important that we look at the women in the room and say, oh yeah. we want these diamonds but you have the things you want, okay, I don't know if it's the iPhone, the watch, the stereo, the device, the limited edition print or whatever, but you women and men have things. that they covet because of scarcity, yes, let me end with this final thought here when we think about influence and persuasion. I've talked a lot about these ideas, there are other things that people fall into about how we can influence and persuade.
People, the bottom line, if you remember nothing else, remember this, you have been trained to think strategically and think about the content of your message. Yes, the content of your message is important, but when you are trying to influence and persuade someone, think too. about how you're creating that relationship, how you're framing the information that you're conveying, because that has a huge impact on how you influence and persuade people. I'll stop. I'll be happy to accept questions or thoughts but I know I'm out of time too, I think that works from the company's perspective to the person if you're doing it and if you're the one doing it before she ate you and you go to tell someone yes, you might get caught. in consistency, but there's a danger that they'll think that they've actually already done you a favor, but the way I would really think about doing that is if you're trying to get into a company: hey, can I have? a meeting with you to talk about something Can I buy you a cup of coffee and after that coffee it's the biggest sale after that, so isn't it?
Yes, they gave you their time but you bought them coffee. right, yes, yes, please, yes. I guess what I'm trying to pick is to summarize this idea that the ideas of influence and persuasion are all these things, not necessarily around what you're saying, so think about politicians, okay, and they like the guy. The things we're talking about are attractiveness, not that they convey your actual political positions, yeah, okay, there's something there, but people are being persuaded by other things like your attractiveness, your height, so that's what what I'm trying to convey to you that the message is important and the message is particularly important if people are motivated to hear it and have the cognitive resources to hear what you have to say, but especially if they don't have the cognitive and motivational resources there. you want to focus on how to reach them, buy them a coffee, ask them for a little bit of time and then ask them for more time, do them a favor, that kind of thing and you can ask us about some of the actions. the trap seems big, some rude little people don't exactly hear them well, so there's a message component, but there's also the way they deliver it.
Let me stop. Thank you all very much for your time and I hope you have an interesting rest of your day.

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