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材料 12 Persuasive Sales Negotiation (Part III of III) In this, the last article of the series Persuasive Sales Negotiation, we examine how we can apply the last two principles, authority and scarcity to optimise our sales negotiations. In the previous two articles, we considered 4 of the 6 principles of persuasion as set out by Dr Cialdini. We looked at how we could apply the principles of reciprocation, commitment and consistency, social proof and liking to our sales negotiations. In this, the last article of this series, I will examine how we can apply the last two principles, authority and scarcity to optimise our sales negotiations. There is a strong pressure in our contemporary society for compliance with the requests of an authority. Dr Cialdini states that the strength of this tendency to obey legitimate authorities comes from systematic socialization practices designed to instill in members of society the perception that such obedience constitutes correct conduct. In addition, it is frequently adaptive to obey the dictates of genuine authorities because such individuals usually possess high levels of knowledge, wisdom and power. For these reasons, deference to authorities can occur in a mindless fashion as a kind of decision - making shortcut. Research has proven that when reacting to authority in an automatic fashion, there is a tendency to do so in response to the mere symbols of authority rather than to its substance. Three kinds of symbols that have been shown by research to be effective in this regard are titles, clothing and automobiles. In seperate studies investigating the influence of these symbols, individuals possessing one or another of them (and no other legitimising credentials) were accorded more deference or obedience by those they encountered. Moreover, in each instance, individuals who deferred or obeyed underestimated the effect of authority pressures on their behaviours. Communication researchers have learned that, in conversations, peop