CHAPTER 12
Persuasion: A Negotiator’s Core Skill
People don’t care how much you know until they know how much you care.
—Robert Cialdini
Persuasion is a core skill for negotiators planning to change or influence the other party’s beliefs, behaviors, or expectations through effective communications. Persuasion is a form of power and a tool of influence.1 Persuasion starts with understanding the other side’s beliefs, sympathizing with their feelings, and fitting in with their expectations.2 In fact, persuasion is at the heart of negotiation as each side tries to influence the other to their respective point of view. It starts with the negotiator’s ability to listen attentively and understand what the other party is saying. In case the communication ...
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