The psychology of persuasion and influence

The psychology of persuasion and influenceWhether you’re negotiating a deal, pitching to win a new client or asking a friend a favour, learning what makes people tick is the secret to success, says human behaviour expert Philip Hesketh.The UK-based author and speaker will be in Australia for ThePsychology of Persuasion and Influence, a Property Council event series on 1 March in Sydney and 8 March in Melbourne.Hesketh (pictured) studied psychology, and spent a stint in sales before heading up his own UK-based advertising agency for 15 years. Having devoted his career to the practice of influence and persuasion, he now shares his insights with others.”Often people will try to motivate others by talking about the financial investment or the good return they can expect. However, if that’s not what is important to the person on the other side of the conversation, then they won’t be moved,” he says.”But understanding what makes people tick can help you to hold a higher price,” he says.Hesketh says seven psychological drivers underpin our behaviour. The three most important of these are the desire to be loved, feel important and belong.”People are motivated by their own reasons, not yours,” he explains.”Often people lie when they say price is their deciding factor. It’s rarely about the price of a product – whether that’s a dress in a shop window or a property. You have to dig deeper to find out the hidden motivations.”Good communication is at the heart of persuasion, Hesketh explains. While this may be no secret to people in the property industry, “good communication doesn’t mean telling someone something. It’s about listening with the intent of understanding”.”Everyone can learn to use simple expressions like ‘tell me more’ or ‘why do you say that?’ to get people sharing,” he says.The single most persuasive technique, Hesketh says, is to add a simple phrase to the end of any request, such as “It’s up to you” or “You are free to choose”. “This reaffirms that the person in question has the right to choose and that they feel they have decided for themselves rather than been ‘persuaded’.”While the secrets of persuasion may not be so secret, the key is being willing to change your habits, Hesketh explains. “And that means getting into the habit of asking people questions, rather than telling people what you want to tell them.”Learn more from Philip Hesketh as he shares insights into secrets to persuasion and why people buy what they buy. Sydney – Book now. Melbourne – Book now.