#19 IP Business is all about persuasion and influencing
One might think that persuasion and influencing is only limited to the process of acquiring new clients.
IP Business is all about persuasion and influencing.
Professional service businesses are based on human interaction. If you know how to get to the “Yes” in various different situations, you are going to be unstoppable.
When you are applying for a job, you first have to persuade HR department with your application and after that you have to influence decision making of the interviewers to land the job.
As an IP expert you always have to sell your position in your case. It doesn’t matter if it’s a patent application or a trademark dispute, there is always someone you have to persuade.
You have to be able to negotiate on behalf of your client. If you are crafting a license agreement, you of course want to arrive at a contract that is the best for your client. In order to do that, you have to convince the other party that the agreement is also the best for them and their business.
If you are in the leadership position, you have to be able to influence action within your team. If you are not able to persuade your team to work for you, you do not have a team.
There are six universal principles of persuasion which apply to all of the previous situations. The principles are extremely powerful because they are based on short-cut mechanisms in our brain, which means they trigger an urge to say “yes” before even thinking it further.
The principles are: commitment & consistency, reciprocity, scarcity, authority, liking and social proof.
These principles were first mapped out by Dr. Robert Cialdini in his book “Influence: The Psychology of Persuasion”. In the following blog posts, I am going to explain these principles in more detail and how to use them in good faith.