Four Ways to Not to Persuade

Four Ways to Not to Persuade

According to Cialdini, when it comes to utilizing the principles of persuasion, there are
three different categories under which people fall - Bunglers, Smugglers, and Sleuths.

The “Bungler” is the individual who doesn’t understand how to use the most powerful
principles of influence and, consequently, fumbles away opportunities for beneficial
change.

The “Smuggler” is the person who understands these principles of influence perfectly
well, but who imports them illicitly into situations where they don’t naturally exist, thereby
producing gain that is one-sided and temporary.

The “Sleuth” on the other hand, uncovers the power principles that naturally reside in
the influence situation and brings them to the surface to the long-term advantage of
both parties

Cialdini says, it is only through the Sleuth’s approach that an influence agent or
persuader can bring about the desired change in others that is both effective and
ethical.


1. Don’t attempt an up-front hard sell. 
Providing a strong position at the start
of a persuasion effort gives potential opponents something to fight against.
One should present one’s position with finesse.

2. Don’t see compromise as surrender. 
People want to see the persuader is
flexible enough to respond to their concerns. Compromises can often lead to
better, more sustainable shared solutions.

3. Don’t think the secret to persuasion lies in presenting great arguments.
Arguments, per se, are only one part of the equation. Other factors that make
arguments compelling are the persuader’s credibility, her ability to create a
mutually beneficial frame for a position, connect to the right emotional level with
an audience, and communicate through vivid language.

4. Don’t assume persuasion is a one-shot effort.
 Persuasion involves listening,
testing a position, re framing it in a way that reflects input from the group,
re-testing, re framing incorporating compromises and trying again.