The Edge of Risk Menu Search
关于全球经济的企业风险与恢复力的新思考。
188比分直播吧足球比分

如何说服人们说服自己 - 第2部分

改变思想和说服人们需要做某事的人们的能力对业务至关重要。然而,当谈到说服力学的机制时,很多人都发现很难做到。

乔纳伯格, marketing professor at the Wharton School at the University of Pennsylvania, has written a new book calledThe Catalyst, How To Change Anyone’s Mind,它描述了讲服的艺术背后的心理和一些可以帮助克服人们对变革抵抗的工具。今天我们分享第二个劝说工具。你可以找到the first part here.

Berger explains how people defend themselves against persuasive attempts from others.

People like to feel like they have freedom and control over their lives, like they’re in the driver’s seat. That the choices they make and the actions they take are driven by themselves, their own preferences and opinions, rather than something else.

例如,在办公室拿一个个人。我们喜欢觉得我们正在研究我们的项目,因为我们喜欢努力,因为我们发现它有趣或吸引力,而不是因为别人告诉我们。这就是问题。

Reducing Reactance

Whenever we try to persuade someone, convince them, get them to do something, it is no longer clear when they do that thing, whether they’re doing it because of us or because of them. Are they in the driver’s seat now, or are we in the driver’s seat?

例如,拍摄广告,试图说服消费者购买一些东西。如果消费者然后购买那件事,他们不知道他们是否购买它,因为他们实际上是那个产品或那项服务,或者我们告诉他们。而且因为这一点,他们不太可能这样做。

In a sense, people have an anti-persuasion radar. Think about anti-missile defense systems. Whenever incoming persuasive attempts come in, our radar goes off, and we put up our defenses.

这是所谓的电抗。

当广告来到电视上时,我们更改频道。从销售人员进入电子邮件时,我们将删除它。我们避免或忽略这些进入的有说服力的尝试。但更糟糕的是,即使有人似乎正在听,他们经常坐在那里反击,思考我们建议的所有原因是错误的。

So rather than trying to persuade people, we need to get them to persuade themselves.

Persuade Them to Persuade Themselves

Berger explains how to guide and empower people to make decisions.

We need to make them feel like they’re in charge, that they have control over what they’re doing. A great way to do this is give people freedom and autonomy, give them some choice. You can provide a menu to give people a choice of several options, not just one.

例如,考虑办公室的演示文稿。如果你给予人们一个选择,他们会在剩下的会议上思考为什么这个选项是一个坏主意,为什么他们不想这样做,为什么它可能花费太多,为什么它不会上班。

什么智能催化剂做了什么,智能变化代理是什么,而不是给人们一个选择,他们至少给他们两个或有时甚至三个。

当你给予人们一些可供选择的事情,它会转变听众的作用。Rather than sitting there thinking about all the reasons why they don’t like what you’re suggesting, they’re comparing the options you gave them and thinking about which one they like more, which makes them much more likely to choose one at the end of the day.

在某种意义上,这是一个导游的选择,这是一个有界的选择。

它不是15或20个不同的选择,这是指导旅程的少数选项。它没有告诉他们该做什么,它给他们自由和自主,给他们选择,让他们参加。而且因为他们参加了并他们决定了,他们更容易和它结束。

乔纳伯格

Marketing Professor at Wharton School, University of Pennsylvania @j1berger

乔纳伯格是宾夕法尼亚大学沃顿省沃顿学校的营销教授,也是几本书的畅销作者,包括传染性,无形的影响力和他的最新,催化剂。

BRINK’s daily newsletter offers new thinking on corporate risk and resilience. Subscribe