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Brian Tracy! Art of Negotiation! Social Proof Persuasion

Art of Negotiation

Chapter 17. Social Proof Persuasion

I prefer dreams of the future

to the history of the past. – Thomas Jefferson

One of the factors

that have the strongest influence on your child’s thinking people

is what people “like me” do in similar situations.

We are often unduly influenced by the behavior of those

with whom we feel empathy and connection.


“Keeping up with the neighbors”

I remember one day a newspaper vendor knocked on my door.

She is very friendly and fun.

She introduced herself and said:

“Your neighbor usually subscribes to the six magazines

I recommend each month.

I thought you might want to take a look at this list as well.”

Or say as in the Jerry Maguire movie:

“She made me say hello.”

Before I had a chance to think about it,

I signed up for six new magazines.

I also rarely read these magazines,

but so what,

if all the neighbors in the neighborhood usually buy those 6,

how can I refuse.

“Remember, to create wealth,

you can’t just score once,

you must be able to repeat it.”– Grant Cardone


People like us

We are greatly influenced by what others do or buy,

especially those with whom we feel have similar interests,



even membership in religious

or political associations like me.

You may be negotiating with someone

and that person has a negative

or disinterested attitude.

Then you can say,

“Ah! The reason I’m telling you that is

because your brother bought these two last week.”

The person may consider buying more,

just knowing that someone he knows,


and respects has also purchased the same thing

or entered into a similar arrangement.

Collect social proof

Use facts, statistics, names,


evidence and evidence from people the other party knows.

When you use social proof

and refer to similar decision makers,

it sends the message that the terms

and conditions you are offering are reasonable.

For example,

when you buy a new car,


the salesperson will say: ”

Business people like you,

always choose to add a GPS when buying this car.”

You will soften

when you hear the other person say:

“people like you” have made this buying decision

and entered into a specific deal.

It touches your right weaknesses,

lowering your emotional and mental resistance.

Mention “similar people in similar situations”

who made the same decisions and concessions.

By constantly mentioning people with previous agreements,

you have demonstrated that your offer

is reasonable and fair.

It is a powerful persuasion tool.


People of the same profession

Let’s say you are negotiating

with a doctor to convince him to buy a new computer

and operating system to help

with the management of the clinic.

When you say

that some other doctor has also purchased the system,

the doctor has almost no intention of resisting your offer.

Whenever you negotiate a certain condition

or term and have not received the other party’s consent,

take the example of someone else who,

like the other party,

may have initially objected by terms or conditions,

but then eventually agree.

People are often more lenient

when you say people like them have made such a deal.


Use all kinds of certifications

One of the most convincing proofs of social proof is

when you present written certifications,

letters or lists of people who have entered into an agreement

with the terms and conditions you are suggesting.

Not long ago,

I negotiated a large consulting

and training contract with a well-known bank.

Due to the high cost of implementing the program,

the director of the bank will be the one to take the decision.

The director sent me a letter stating

that he was uncomfortable entering the agreement.

But if I could give you a list of banks

I’ve worked with,

maybe you’d change your mind.

Within 24 hours,

I provided the director with a list of 10 domestic

and foreign banks that

I have cooperated with over the years.

I even included the names

and phone numbers of the contacts at each bank.

Within 5 minutes after seeing the list,

the director agreed

and decided to sign the contract immediately.

Nor did he call anyone

or ask for any more proof.

You just need to know

that people “like me” have used the service

I recommend to your bank.

By entering into a negotiation

with the names of individuals

and organizations

that have made similar purchasing decisions,

on comparable terms and conditions,

you increase your likelihood of obtaining

a satisfactory deal better favorable.

This is one of the most powerful tools

for successful negotiation.

Just having satisfied customers isn’t good enough anymore.

If you really want a booming business,

you have to create raving fans. – Ken Blanchard 

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