How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 21

parking spaces, and one combing both the cozy aspect and
the lack of parking. The third was the most positively
viewed, as the participants felt the lack of parking made
the restaurant even cozier.
11. Sandwich the preferred choice
When given a choice, people will most often choose the
middle-of-the-road option. If you want to influence
someone to choose what you want them to, sandwich your
choice between two more extreme choices. Chances are
good that they’ll pick the middle option.
12. Employ “because”
One of the most powerful words in the persuasion arsenal
is “because.” Studies have shown that this simple word
can make almost any explanation seem rational. In one
study, a researcher experimented with jumping the line at
Kinko’s. In one case, the researcher said, “Can I jump the
line because I’m in a rush?” Ninety-four percent of people
complied. In another, the researcher asked “Can I jump the
line because I need to make copies?” Ninety-three percent
of people complied, despite the reason being the same as
everyone else who was waiting in line.
13. Talk face-to-face
No matter how tech-dependent we become, face time will
always trump e-mail or phone time when it comes to
persuasion. It builds personal relationships, trust, and
understanding