#Middlebury
WINNING WAYS
Insights for Constructive Living
by PAT IANNUZZI
It’s safe to say that we all find ourselves asking others for help and support during the course of a typical day. Clearly, the more persuasive we are in gaining others’ cooperation, the smoother and more productive our interactions can be.
We usually don’t put much thought into how we ask; we just ask. However, when trying to persuade others to our way of thinking, it has been shown that people are more inclined to comply with a request if we give them a reason why they should do what we want them to do.
In a study done at Harvard way back in 1978 – when copies were made at photocopy machines rather than with computer printers – participants asked people waiting to use a bank of copiers if they could get in line ahead of them. The study found that those who were asked responded much more favorably when a reason was given. When participants said, “Excuse me. I have five pages. May I use the Xerox machine?” about 60% of those asked said “Yes.” However, when participants used the same phrase but added “because I’m in a rush,” 94% of those asked responded positively.
Most of us are considerate people, and it makes sense that the majority of those asked would allow the study participant to get ahead in line, but using the word “because” and giving a reason produced a significantly higher positive response than when there was no “because” and no reason. This was true even when the reason was not very compelling, as in “because I need to make copies.”
This suggests that people generally will respond more positively when making decisions and will justify their actions more readily when a reason is included, even when the reason is not really a very good reason at all, or only sounds like a reason. For most people this element is powerful enough to trigger an almost automatic “yes” response, even in the absence of significant information.
Of course, like most things, the power of “because” has its limits, and this example reflects only a relatively minor request. However, it also was shown that even when more demanding requests were made, including the “because” phrase consistently doubled the positive response rate.
It seems to make sense, therefore, to always include a “because” when making a request of someone even when we think our reasons might be quite clear. When attempting to schedule a meeting with a customer or when asking a coworker to cooperate on a new project, be sure to state the reason for your request. For example, “I just want to get 10 minutes of your time ‘because’ I’m confident you will find our discussion of value even if we don’t wind up doing business together.”
This may sound obvious, but all too often we mistakenly assume that other people understand why we want something. If you want to persuade someone to buy a product or perform a task, give them a reason. A good reason is best, but even if you think your reason is less than compelling, it appears listeners are more likely to comply than if you give no reason at all.
Pat Iannuzzi of Symbiont Performance Group, Inc. is a performance consultant, trainer and coach focusing on selling, presentation and interpersonal skills. He lives in Litchfield and can be reached at 860-283-9963 or piannuzzi@symbiontnet.com.
