Sample Management Case Study on Persuasion

Cialdini’s article “Harnessing the science of persuasion” is the most convincing since it gives six detailed methods of persuading people. The author takes time to break down elements of persuasion that make it easier for individuals born with the art of persuasion to persuade others. The author also gives real-life examples of how to utilize different persuasion techniques. Moreover, the author cites peer-reviewed journals in psychology and other fields that make his work credible. Cialdini’s article is more convincing than the others because it offers a guideline on how to master the art of persuasion and cites research findings on how some of these techniques have been applied in different areas.

Cialdini offers six important principles of persuasion, thus making it easy to understand his article and implement it. According to Cialdini, individuals can utilize these principles to persuade others. The author not only breaks down these six principles, which include liking, reciprocity, social proof, consistency, authority, and scarcity but also showcases how they have been utilized in real-life situations, thus making his work believable.

In addition, the author relies on research findings from other sources to make his presentation strong and convincing. Cialdini has cited a number of journals throughout his work, and this makes one believe that he is not just coming up with the information. For example, when he talks about scarcity, the author states that when opportunities and items are less available, they become valuable and backs up this information with the results of a 1988 study of California homeowners documented in the journal of applied psychology. A reader becomes convinced about what the author is saying because of the presence of other information to back up his claims.

Memorandum

DATE: 6/3/2020

TO: Entire Staff

FROM: CEO Kwik fix solutions

SUBJECT: Reporting to work on the weekend

I am glad to announce that due to your hard work and dedication, we have managed to acquire the three clients that we have been pursuing in the last three months. On behalf of the management, I would like to take this chance to thank all of you for the sacrifices that you have made.

I would like to request that you come in and work on the weekend since the deadline for all the three projects is tight. The competition for these projects was very high; thus, we had to commit ourselves to a tight deadline to set ourselves apart, thus be awarded the project. The projects will give an opportunity for everyone to excel in their field. Individuals who will work on the weekends will have a better chance of being considered as priorities in other projects.

In the past, we have had some of the employees come in on the weekends to complete their projects, and these employees, as you have observed, have been successful in their fields. Previous similar engagements have necessitated that we draw up an agreement with those willing to work on the weekends, and we are requesting that individuals who are willing to come in during the weekend to sign an agreement with the organization.

Finally, when the projects are completed, we shall have a thanksgiving day together with our families. It will be an opportunity to not only interact but also share a good time. Moreover, management has agreed to reward individuals who will perform well in these projects. I know how important your help is, and I appreciate it. Let me know how I can be of assistance to you.

Kindly let me know if you have any questions.

Regards,

Martin Grace

CEO

Kwik Fix Solutions.

Discussion

The CEO of Kwik fix solutions needs to persuade the entire staff to report to work on the weekends since the organization has acquired three new clients. One of the fundamental principles of persuasion is liking (McLean  2014). Individuals tend to like those people who like them, and since liking leads to social bond, individuals who like each other are more probable to persuade each other than those that dislike each other (Cialdini, 2001). The memo opens up with acknowledging and appreciating the employees for their hard work, and the CEO notes that it is the employees’ input that has made it possible for the organization to gain new clients. By acknowledging the employees, the CEO makes himself likable, and this makes it easy to persuade many employees to report to work on the weekends.

Scarcity is another important persuasion technique, and the CEO utilizes it in the second paragraph. A shortage of items and opportunities makes these elements valuable, and the leader makes sure that the employees are aware of how difficult it was to win the three tenders (Cialdini, 2001). The CEO states that there was stiff competition for the projects, and compromises had to be made to win the bids, and so he indirectly tells employees that they should be grateful for having an opportunity to work on the bids. The employees are likely to feel that they are privileged enough to work on the projects since other organizations did not win the bids, thus persuading them to work extra hours during the weekend. Moreover, the CEO persuades the employees to work during the weekends by telling them that those who work during the weekend will be prioritized when it comes to being awarded other projects. Since opportunities are scarce, many employees will be compelled to report to work during the weekend so that they can get opportunities in the future.

In the third paragraph, the author of the memo utilizes consistency as a persuasion technique. Many individuals are bound to delivering on their commitments if they align themselves with the pledge. Commitments should be voluntary, active, and public. Individuals might find it difficult to go back on their commitments if they have written them down and are made known to many people (Cialdini, 2001). The CEO indicates that the employees who commit to work during the weekends will be required to sign an agreement just like those who have worked during the weekends in the past. By asking those to sign an agreement, the CEO is making sure that the employees will be committed to coming to work on the weekends until the projects are completed.

In the last paragraph, the CEO utilizes both social proof and reciprocity to persuade the employees. There is a promise of thanksgiving, which will be shared with the employees’ families and a reward for those that will have performed well in their work. Social events provide a platform for individuals to socialize and know each other outside work (Gorman, 2007). The CEO appeals to his employees’ emotions by promising a party after the hard work. The reward is his way of reciprocating his workers’ good deeds and sacrifices.

 

 

 

 

 

References

Cialdini, R. B. (2001). Harnessing the science of persuasion. Harvard business review, 79(9), 72-81.Top of Form

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Gorman, T. (2007). Persuasion: Command attention – hold their interest – get what you want. Avon, Mass: Adams Media.

McLean, A. (2014). A Practical Guide to Persuasion: Influence others and lead change. Icon Books Ltd.

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