Learning Unit 1 : Persuasion

Persuasion comprises a range of skills for convincing other people of the need to accept or agree to a course of action. It is an essential element of effective business communication. It helps in resolving issues on which two persons have different views but they need to agree about solutions in the interest of all. In negotiations people begin by objecting or supporting for a different result but gradually they are persuaded to accept the other party’s view.

“You – Attitude”

• Nothing convinces more than facts. But to persuade, the facts should be discussed from the other party’s point of view. You should be able to highlight how the other person stands to gain from what you are suggesting.
• As a successful negotiator, learn to realize the other party’s needs.
• The art of negotiation depends on your ability to reconcile what is a good result for you with what is a good result for the other party.
• Persuasion is a means to make negotiation/ discussion end with a satisfying conclusion for both sides (win-win)