Principles of Persuasion

Principles of Persuasion

These principles will be seen in any influence-setting situation. It is crucial to take a
psychological step back, away from the situation to ask oneself, “Why do I feel this
obligation to say yes to this person’s request [or to believe what this person is telling
me]?” Is a person just feeling obligated towards the other because the other person
gave him something; or because he or she seems to be an “authority”; or because the
person claims to have exclusive truth. Is it because he or she is “a nice person”; or
because all his friends signed up; or because one is already agreed to an earlier
request? Are these reasons, by themselves, sufficient to warrant a person going ahead
and saying yes? One has to make sure that there are legitimate reasons for going
forward.
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 the 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.