Why your persuasion tactics may not be working as well as you think
08/16/2016 | Author: Editorial Staff
You employ it during listing presentations and for negotiations. You even use it at home with your kids or when you’re buying a new car. There are many times you use persuasion, but new research from the Kellogg School of Management at Northwestern University may make you think differently about your approach.
Many believe the most persuasive people are those who exude powerfulness, especially over an impressionable audience. However, researchers from the Kellogg School found that matching your audience’s level of confidence is a more effective way to persuade them. Specifically, they found that pitches focusing on competence and skillfulness were effective on audiences who felt more powerful, while pitches emphasizing warmth and sincerity persuaded audiences who felt powerless.
To try this persuasion approach, you should match your message to your audience. For example, first-time sellers may not know much about the selling process, resulting in a little bit of confusion and unease. While you should give them a listing presentation that showcases your knowledge, you’ll probably want to play up your trustworthiness and dependability a little more than your selling savvy. On the other hand, you might want to take a more powerful approach that highlights your competence when negotiating with another experienced REALTOR®.
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