Mind and Heart of the Negotiator, Second Edition, The

Persuasion Tactics

You do not necessarily have to have power to be effective at persuasion. In this next section, we focus on the essentials of attitude change as it pertains to the negotiation table. Some negotiators are masters of attitude and behavior change. We will identify techniques that negotiators can use to induce attitude and behavior change in their opponents. However, we need to caution negotiators that power can be used against them as well.

There are two desires that are especially important in negotiation: the need to be liked and approved of, and the need to be rational and accurate. Savvy negotiators prey upon people's need to be approved of and respected by others and their need to believe that they are rational and logical. ...