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persuasion You must not only fully understand the wide variety of persuasive techniques available, but you must also be ready to use the techniques best suited for any given situation. Acquiring this level of skill demands a commitment to watch, analyze, study, and apply the concepts of Maximum Influence. Human nature is as varied as the colors of the rainbow. Human actions and thoughts are never perfectly predictable because each of us has different emotions, attitudes, beliefs, personalities, and traits. A beginner's tendency is to find one persuasive technique that works and stick with that. Unfortunately, you cannot use the same persuasion tool on everyone. Depending on the situation and the techniques you use, people will agree with you, refuse to listen, or be indifferent to your efforts. The Master Persuader has many tools and can therefore adapt and customize them to suit any situation or personality. Effective Persuasion Has Lasting Impact Do you want shortterm temporary results or longterm permanent results? Effective persuasion has lasting impact, but it requires dedicated study and longterm commitment on the part of the persuader. The Hierarchy of Persuasion (Figure 11) sheds light on how the world uses different levels ot persuasion, ranging from control at the most shortterm level to genuine commitment at the longterm level. The qualities listed at the base of the pyramid are the most easily and commonly used, but they achieve only temporary results.
Such results are temporary because they do not address a person's genuine wants or desires. Persuasion based on the qualities listed at the top of the pyramid is effective whether pressure is perceived or not. Such a method creates lasting results because it taps into and involves a person's true interests. Determining whether you want short or longterm results dictates which area on the pyramid should be the focus of your efforts. Imagine the CEO of a large corporation calling one of his vice presidents to a meeting. At the meeting, the vice president is informed that he must raise $20,000 in employee contributions for a charity the company is going to sponsor. The CEO is not concerned with the means the vice president uses as long as they result in a check for $20,000. Raising such a sum requires getting $100 from each employee-a daunting endeavor! The vice president considers the various ways he could accomplish this task. It would be both easy and quick to approach the employees using control. He could use tear or threats to obtain the money. This doitorelse mentality would get immediate results. The longterm impact, however, would likely involve rebellion, revenge, and resentment. What about coercion? Surely the employees would provide the requested donation if they were told doing otherwise would negatively affect their next job evaluation. Would this tactic get immediate results? Sure. Again, however, the longterm effects would be resentment, rebellion, and revenge. persuasion