Why Is Negotiation Important? Understanding the Power of Persuasion.

Persuasion can significantly shift power, value, and deals in your favor. But it's not about being manipulative and secretive. It's about getting the other party bought into what your goals and needs are. Those who can persuade people effectively are the ones who come out on top. In this blog post, we will explore the power of persuasion in negotiation and how Robert Cialdini's seven principles of persuasion relate to the art of negotiation.


The principle of reciprocation is all about give and take. When someone does something for us, we feel an obligation to reciprocate the favor or gift. In negotiation, this principle can be used to create a give-and-take dynamic that can ultimately lead to a mutually beneficial agreement. By giving concessions early on in the negotiation process, you set the tone for a collaborative discussion that can lead to a positive outcome for both parties.


People are more likely to want something when they believe it is scarce or in limited supply. In negotiation, this principle can be used to create a sense of urgency and make the other party feel like they need to act quickly before the opportunity is lost. By highlighting the unique value or benefits that your offer provides, you can create a sense of scarcity that can make your offer more compelling.


The principle of authority is all about leveraging people's trust in perceived experts or authority figures. In negotiation, this principle can be used by showcasing your expertise or credibility in a particular field or industry. By positioning yourself as an authority on the subject at hand, you can gain the other party's trust and make them more likely to accept your proposal.


People like to be consistent with their past behavior or beliefs. In negotiation, this principle can be used to create a sense of commitment to an idea or proposal. By getting the other party to vocalize their agreement or support for a particular idea, you can create a sense of consistency that can make it difficult for them to go back on their word later on in the negotiation process.


People are more likely to agree with and cooperate with people they like. In negotiation, this principle can be used to build rapport with the other party and create a sense of mutual liking and respect. By finding common ground or showing interest in the other person's needs, wants, or values, you can create a more positive and productive negotiation process.

Social Proof

People are more likely to believe something or act in a certain way when they see others doing the same thing. In negotiation, this principle can be used to create a sense of social proof that can bolster the credibility or legitimacy of your proposal. By highlighting previous successful negotiations or agreements with similar parties, you can create a sense of confidence in your proposal that can make it more appealing to the other party.


The principle of unity is all about creating a sense of shared identity or belonging. In negotiation, this principle can be used to create a sense of collaboration and cooperation between the two parties. By emphasizing shared goals or values, you can create a sense of unity that transcends individual interests and leads to a more productive and positive negotiation process.

Negotiation is an essential skill that can benefit us in all areas of our lives. By understanding the power of persuasion and using principles like reciprocation, scarcity, authority, consistency, liking, social proof, and unity, we can negotiate more effectively and achieve better outcomes. By using these persuasion principles strategically and thoughtfully, we can create a more collaborative, productive, and satisfying negotiation process that benefits both parties. Remember: negotiation is not about manipulating or coercing the other party; it's about finding mutually beneficial solutions that work for everyone. So next time you're negotiating, keep these principles in mind and see what kind of positive results you can achieve.

Aligned DEMYSTIFIES what successful negotiation looks like