How to Coach Yourself and Others Influencing, Inter Personal and Leadership Skills | Page 63

4. Law of Scarcity
If you are not sure you want to buy something, the minute it becomes “the last one
available” you tend to have second thoughts. After all, this must indicate that others are
purchasing it, and you might not be able to get another one quickly, or at all, if you
decide you want it later. So you take the bait to buy a popular item that others won’t be
able to get. At least that’s what you think.

5. Law of Authority
This is the law that uses celebrity endorsements or “expert” testimonials. When people
you admire promote a product or service, if it’s good enough for them, then it’s good
enough for you. And if you use it, then you might even develop similar characteristics to
your heroes, such as good looks, wealth, or fame. That’s what the advertisers are
counting on.

6. Law of Social Proof
Why have TV sitcoms used canned laugh tracks for years? Producers wouldn’t employ
them unless they actually are successful in eliciting audience laughter and,
subsequently, higher ratings. Part of the reason you laugh along anyway in spite of your
annoyance lies in how you decide what is socially “correct” behavior. If you don’t know
exactly what to do, you rely on others around you (or the virtual TV audience) to help
you find the way to properly react. You think if others are engaging in a specific
behavior, it must be the proper thing to do.
Hence, you laugh in spite of yourself, or if you’re told that “everyone is buying this
product or service,” even without evidence, you may think you’re missing out if you
don’t comply or conform and get it for yourself.
3. Using the Laws of Persuasion
As mentioned, in any negotiation, all parties should arrive at a conclusion that makes
them feel like they got a good deal, especially if an on-going relationship is involved.
(Note: a “good deal” is not always the same for everyone; negotiators often have
different criteria by which they judge the success of their bargaining outcomes.)
Often when dealing with “tough” or “hard” negotiators, you encounter manipulative
tactics that use the preceding Laws of Persuasion. So how do you successfully negotiate
around these ploys?
First, you can discuss the rules of the game. When you recognize that the other side is
using one or more of the Laws of Persuasion, you can either directly note it, or simply
steer the conversation to a more objective solution. And for the ultimate in law
prevention, you can set preconditions ahead of time that will preclude such strategies by
using only logical principles as a standard process in the negotiation.