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1. How to Persuade and Influence Others
By
Dean Berry, Ed. D.
The Teachers’ Choice Library

2. •Free PowerPoint Version at
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3. Personal success has a lot to do with your ability to
influence those around you. Success on the job as well as
success in personal relationships is greatly dependent on
your ability to persuade and influence others. Why do
think this is probably true?

4. In order to understand how to influence the decisions that others make,
we need to understand what motivates people or drives their behavior.
What do you think causes people to do the things
they do? Let’s see if we can come up with 5 or 10
motivations.

5. Experts tell us that people are often driven by emotions, needs, wants,
desires, and beliefs. It might be fame, fortune, or forgiveness. It could
be love, friendship, or recognition. Whatever motivates people is the
key to how one can influence their decision making. Do you
agree? Explain.

6. There are many techniques that you can use to influence the decisions that
other people make. So if you want to convince others to behave or think
the way you want them to, this lesson will provide you with that power!
What are some ways that people can use the powers
of persuasion to their advantage?

7. Social psychology research tells us that if others like you, think you are
an expert on the subject, and believe that many others accept your
idea, they are far more likely to say yes to your idea. Paying attention to
these concepts of influence can increase your personal power. Which
one of these strategies do you use to get your way?

8. Are you an influencer or a follower?
On a scale of 1-10(highest number means you have the
most ability to influence) how much power to influence
others do you think you have? Write your number on a
piece of paper, fold it, and we will collect, tabulate and
discuss the mean, median and mode on this issue.

9. How would you like to be able to
persuade people that your ideas are
worthy of serious consideration?

10. How would you like to be able to
increase your personal power as well as
your power to influence others as you
pursue your career?

11. There are many different approaches that you can use to enhance your
powers of persuasion. You will learn these as we proceed through this
lesson. In brief, you will see that offering rewards to others, getting
them to like you, demonstrating your expertise, and showing that
others that are similar approve of your ideas can greatly increase your
ability to have influence over others.

12. Principle # 1 Loss Aversion
If you have an idea or solution, try not to
include taking something away from those
that you want to accept your ideas. You can
modify things or add new ideas, but when you
propose taking something away from people,
you will get serious resistance. This
psychological phenomena is referred to as
“loss aversion”. What does aversion mean?

13. Group Discussion
• 1. How would you feel and react if your school announced
that students are no longer allowed to wear red or
black(all shades) clothes of any kind to school?
• How would you feel and react if your school gave every
student a new pair of black(only)Nike tennis shoes but
made a rule that they could not be worn at school?
• Which rule would get the strongest negative reaction from
students? Why?

14. No one wants to lose what they already have!
Would you rather have a one hour
assignment added to your evening or
have your parent take away your
phone for a day?

15. It seems to be human nature to protect ourselves
from losses even though it keeps us from
increasing our gains. We don’t want to give up
what we already have.

16. Insisting that your opponents in an argumentative discussion give up
their ideas and accept your ideas creates the resistance that is part of
the concept of “loss aversion”. Why would a “my way or the
highway” approach lead to ineffective problem
solving?

17. Meet in Groups: Discuss and Solve
Discussion Rules
• 1. Allow others to “save face” by not suggesting that they give up their main
argument on the issue.
• 2. Propose potential solutions that address the problem without denying
others their point of view.
Identify several ideas that might improve
local policing and result in protecting the
rights of all Americans while improving
safety for the police.

18. Problem solving is much more likely to occur if participants feel that
they have not lost something they valued highly. Thus, the art of
compromise is necessary when participants hold widely divergent
views on an issue.

19. Candidates running for office avoid talking about what
they will be taking away from voters. Instead, they focus
on what they will give voters. Again, they understand the
power of “loss aversion”.

20. Political candidates do like to tell voters what their
opponent will take away from voters. The fear and anger
of possibly losing something that you already have is a
powerful motivator to vote against a candidate.

21. Group Discussion
Meet in groups and discuss the following.
• 1. Identify a list of things that a presidential candidate in the United
States might promise to give people to curry favor and get their vote.
• 2. Identify a list of things that candidates might take away from
people but would not tell them about before the election.
• 3. Discuss how knowledge about the power of “loss aversion” might
result in dishonest candidates.

22. Not having something is far more acceptable than having something
and having it taken away. If the government takes away people’s right
to be guaranteed good medical insurance even with pre-existing
conditions, many people will be outraged because of the loss.

23. Not having something is tolerable
but having something taken away
from us is totally unacceptable.

24. Quick Write
Summarize the principle of “loss aversion”. What
does it say about human behavior? How might
the knowledge of this principle modify a
candidate’s presentation of her/his ideas before
an election? Give some examples of how this
principle works.

26. “People tend to like those who like them”. Do
you agree with this statement? Why
or why not?

27. If someone is trying to get you to change your mind
about a controversial issue, they become the
messenger for a different point of view. Do you think
that you are more likely to listen to the other point
of view if the messenger is someone that you like?

28. This person is trying to persuade you to vote for a presidential
candidate. Which one of her or his characteristics
would be the most persuasive for you?
Meet in a group and share your choice.
• He’s such a cool guy.
• I love her smile.
• She laughs at things that I find very funny.
• That guy is so friendly it’s hard to disagree with him.
• He’s from my neighborhood and seems like family when he talks about the old
days.
• She has the kindest expression in her eyes.
• That political speaker is so hot.
• His expression and voice are very reassuring.

29. You don’t have to love somebody in order for them to be
able to influence your decision making. If that person
demonstrates approval or high regard for you, you will
be much more open to their ideas.

30. Sometimes in politics the public likes a candidate a lot because
he represents their point of view. As a result, they begin
believing or accepting everything else that the candidate says.
Have you every seen this happen? Do you
think it is possible to like someone so much
that you become blind to their faults?

31. If you want to influence someone, find out what you like about them and
honestly give them attention or compliments for what they do well. When
they feel appreciated by you, they are far more likely to accept or agree with
your ideas or suggestions. When a salesperson spends a long time with you
and develops a personal relationship with you by talking about things you are
interested in and that reflect well on you, you relax and become more open
to her/his suggestions. Why do you think that this
technique works? Would you trust a sales person
like this more than a disinterested sales person?

32. Quick Write
Summarize the principle of “liking”. Why do you
think the principle of “liking” is effective? Provide
an example of how one could convince others that
they like them and then use this principle to their
advantage.

33. Principle # 3 Scarcity
It’s human nature to desire those things that are hard to get and to
take things for granted that are easily available. When things are
getting out of reach, we try even harder to get them. People who want
us to accept something seem to know that if they indicate that it is
only available for a short period of time, we are more likely to grab it
before it is gone.

34. “People tend to want more of what is hard to get”. Think about
advertised products that retailors run out of before you can get
one. Do you agree with the first statement?
Why or why not?

35. Do you agree that absence creates
increased desire?

36. If you want other people to value what you have, it helps to have them
believe that it is in short supply.
“This is a one of a kind”. “You’ll never find another as good as this one”.
“There won’t be any left by tomorrow”. Does this kind of
persuasive technique create a reaction in the
cognitive or emotional center of the brain?

37. If you are selling a product or idea to others, you are more
likely to get a positive response by offering something new
or in limited supply. Providing the same old argument or
something that is fairly easy to acquire does not create
much interest or demand for what you have to offer. Trying
too hard to convince someone of what you are offering may
result in higher resistance.

38. Only Two Left in Stock!
Get them before they’re all gone!

39. Read the principle below. Do you agree? If
something is hard to get, is it more desirable
to pursue? Can you give an example?

40. Last Day to Buy a Pet. Next
Pet Available In six Months.

41. Quick Write
Summarize the principle of “scarcity”. Why
do you think sales people love to use this
principle? Does it usually work? Provide
some examples of the principle of “scarcity”
as it is used by those who are trying to
influence our behavior.

42. Principle # 4 Reciprocity
“People tend to cooperate with or give to
those who give them something of value
first”.
Do you agree with this statement? Why
or why not?

43. Decision making is usually preceded by emotion. While factual
information is usually part of our decision making process, how
we feel about the person or idea plays a significant role in our
final decision. So when a sales person offers us coffee and
donuts and a gift certificate for future purchases, we suddenly
feel positive about our experience. Are we more likely to
feel that we owe the sales person the respect of
listening carefully to the sales pitch?

44. If you want someone to do something for you,
do something for them first. Sales people
understand this technique of persuasion quite
well. Many organizations seeking contributions
send preprinted address labels in hopes that
the recipient will feel more positive about
opening up their wallet and making a generous
contribution.

45. I’ll take care of your need to be heard and to be
respected, if you listen to my ideas and evidence.

46. Personal persuasion is trying to sell your ideas to
others. But to get people to consider your ideas you
need to listen to theirs and show a willingness to
accept some aspect of what they are saying before
presenting your ideas. In other words, demonstrate
that you are a fair person who is clearly willing to
listen to their points and present your points in an
objective manner. This is a type of reciprocity.

47. What are some ways to trigger the
reciprocity effect? What are some examples
of how reciprocity could be used in personal
and in business situations?

48. It is normal in most situations for people to feel obligated to reciprocate when
they are given a gift or compliment. Although some people like giving gifts and
do not expect or want a gift in return, others use gift giving to ingratiate
themselves with others. They might not want a gift in return, but they may
want a promotion or friendship in return. Have you ever been given a
gift by someone and felt awkward because you did not
have a gift for them?

49. Everybody Loves Free Samples!
•Can you name some products or services
that sometimes offer free samples?
• Do you think that offering something for free
encourages people to buy the product or
service?

50. Can you summarize what reciprocation
means and how it can be effectively used to
your advantage to influence others.

51. Quick Write
Summarize the concept of
reciprocation. How does it work?
What are some examples of how it
can be used to influence others?
How does the expression, “I’ll
scratch your back if you scratch
mine”, apply to the principle of
reciprocity?

52. Principal #5 Expertise

53. “People tend to follow the suggestions and advice of experts
more than those who display less knowledge about the
subject.”
Do you agree with this statement? Are there
exceptions to this? Can you provide some
examples?

54. If you have expertise on a topic, don’t assume that those around you know
about your expertise. If you have knowledge about an issue, it is incumbent on
you to demonstrate your unique ability by citing supportive evidence from
credible sources. It is also useful to help others focus on clarifying issues and
identifying logical cause and effect relationships. This approach will enhance
your ability to persuade and influence those around you.

55. If you want to be someone who others listen to, you need to make
sure that you know what you are talking about. Acquiring knowledge
is the key to gaining the power to influence others.

56. Prepare well and present your ideas like an
expert and you can influence others!

57. Most people can only gain expertise in a couple of areas. However, if
you know where to go to find credible information, you can prepare
for most situations and still exercise considerable influence.

58. Group Discussion
Meet in groups and discuss the following.
• 1. How do you decide if someone is an expert or
a pretender?
• 2. If someone makes claims, how do you
determine whether or not to believe their claim?

59. Quick Write
No one seems to like a “know it all”. However, if an issue is
complex, most of us listen to those who seem logical and
knowledgeable about the issue. Do you believe that expertise
is an important aspect of influencing others? Why might it be
effective? Provide some examples of controversial issues
where expertise would give the speaker more credibility and
influence.

60. Principle #6 Social Proof
“People tend to follow the lead of
those that are similar to them”.
What does this statement suggest
about effective ways for candidates
to get support from voters?

61. “People tend to follow the lead of those who are the most
similar to themselves. If others who are like you approve of a
certain position on an issue, you are more likely to accept the
same position”. Do you agree or disagree with
this statement? Why or why not?

62. What does this image suggest?

63. What point is being made about
power and influence in this diagram?

64. If the store’s electronic department has a very long
line to buy the newly released toy for Christmas,
will more people want to buy the toy? Why or why
not?

65. This candidate is speaking to a group of ranchers and farmers who live
in a small community and attend local churches every weekend.
What might the speaker say in his speech in order
to make use of the principle of “social proof”?

66. I love everything about California. I find that the people are the
smartest. They understand my ideas really well. With your support,
we can win this election and bring your high paying jobs back to your
neighborhoods. I feel your pain and understand what is important to
your state. How is this candidate using social proof to
his advantage?

67. Meet in Groups
Create a political speech that will be given to a multi-cultural college
campus audience in Los Angeles. Use social proof to persuade the
audience that you are similar to them and understand their issues
very well. Share your speech with the class.

68. Quick Write
Summarize the concept of social proof as it relates to
the power to influence others. How might a
salesperson use social proof to influence your decision
about a product? How might a political candidate use
social proof to get elected?

69. Principle # 7
Commitment and Consistency
“People tend to align their beliefs with their
previously made public statements. If they are
unable to merge their behavior or public
statements with their beliefs, they become very
uncomfortable”.
Can you explain why this may or may
not be true?

70. The person depicted here attends a meeting and
verbally commits to the cause promoted in the
meeting. How might this affect his
behavior about whales in the future?

71. When people make a commitment to an idea or belief
that is active, public, and voluntary, they are very
unlikely to change their mind. Sales people, politicians,
and religious leaders understand and use public
announcements about an idea as a good way to solidify
a person’s commitment to a belief or action.

72. Once we publicly take a position on an issue, we
generally ignore any information that doesn’t agree
with our previously stated position. “I’ve heard that
argument before, and I don’t I think it’s true no
matter how much evidence you provide.”

73. The best car sales people use the psychology of persuasion when they insist that
you identify and drive the car that matches your ideal car before a sales price is
discussed. Once you are committed to wanting the car, they then move at a snails
pace while the price is negotiated. They want your desire to have that specific car
ingrained in your mind before the final price is agreed to. You have committed to
really wanting that car. Why do you think they do that?

74. In the vast majority of people, their brain requires them to maintain
consistency between their attitudes and their behaviors. People who fail to
maintain such consistency usually develop psychological issues after a period of
time. Someone who professes to support citizenship for undocumented
immigrants is not likely to vote for a candidate whose main goal is to deport all
immigrants. As a result, getting that person to agree that undocumented
immigrants should not be deported is just about as good as getting them to
oppose the election of the deportation candidate. Why might this be
true?

75. How did the sign affect the behavior
of the guy in the cartoon? Why did it
work?

76. “Once people think like and behave like a racist, they are very unlikely
to accept evidence that shows that our country is far better off fighting
racism and becoming multi-ethnic.” Do you agree or disagree
with this statement? Why?

77. Would this young lady be likely to vote in favor of
increasing federal government subsidies, very low
interest college loans? Why or why not?

78. People who want to persuade us of an idea or purchase, understand that they
can manipulate our thought processes by linking something we value to what
they are arguing for or selling. If they find out that we have a real passion for
saving and protecting animals, they will connect that information to the issue of
helping the homeless. Why do you think that might work?

79. What does it mean to be consistent in your
values and actions? Can you give an
example?

80. Commitment and Consistency
with Values and Intentions
• Can we count on your support?
• Are you ready to purchase your dream car today?
• I see that you purchased your last vehicle here. We love loyal customers.
• You donated to our campaign last year. Can we get your support again this
year?
• I noticed that you are a member of the NRA. My candidate supports gun rights.
Can we get your support?
• You mentioned that you have eight beautiful children. Are you willing to
contribute to our Save the Children organization?
• Let’s do this!!

81. Review the six principles of how to influence others. Can you explain or
give an example of each? Loss aversion is another important concept in
how influence can work or fail. Can you explain why?

82. Quick Write
What is an effective way to persuade someone of
your point of view?
Use at least four of the principles of persuasion listed
on the previous slide and explain effective strategies
for influencing the decisions that other people make.
Create several examples of how you can be more
persuasive as you make arguments for or against
controversial issues.

83. Ten Simple Ways to Tell If Someone is Lying
•
• https://www.youtube.com/watch?v=j1FN9rokq_k

84. Thirteen Psychology Tricks that Will Work on
Anybody
• https://www.youtube.com/watch?v=FSvxuekIVuk

85. 20 Tricks Psychologist Use to Read People Like
a Book
• https://www.youtube.com/watch?v=RMPxx71ICxk

86. Ten Things Your Body Language says About
You
• https://www.youtube.com/watch?v=EhFPMTWSsso

87. 5 Foolproof Ways to Spot a Liar
• https://www.youtube.com/watch?v=VUolw6HyZg8