“Social Science of Persuasion and Influence to the Art of Negotiation”

ScienceSCMA’s Annual Mediation Conference

November 5, 2005

«Applying the Social Science of Persuasion and Influence to the Art of Negotiation”

By Myer J. Sankary, Esq.
Advanced Mediation Service

The best mediators know how to do it! They can tell you what they do, but few understand why
it works. They don’t realize that there is a social science that explains why their techniques are
so successful. This program will provide you with an innovative framework that tells you why
people say yes under the influence of persuasion. The six universal principles of persuasion are
based not only on theories from academic research but also from real world experience of what
works in the market place where persuasion is used to survive and to flourish. This program is
based on the original work of Dr. Robert Cialdini, one of the leading experts in this subject and
will be presented by Myer J. Sankary, a graduate of the Harvard Law School, ’65. Mr. Sankary
is the only attorney and mediator trained and certified by Dr. Cialdini to teach the Principles of
Persuasion workshop. This entertaining and interactive program has been presented by Mr.
Sankary to hundreds of MBA students at USC Marshall School of Business, to attorneys at the
State Bar of California, at local bar associations and law firms, as well as to human resource
consultants, strategic planners, business consultants, and managers of a numerous organizations.

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Mediators are often drawn to the profession of mediation because of their highly developed skills
of negotiating. Most mediators have taken numerous courses that teach how to apply various strategies
and tactics in negotiation to a variety of situations in which two or more parties are in conflict. As we
gain more experience, we realize that we must pay as much attention to the way people feel toward the
other parties as to the merits of a given dispute. Fortunately, great advances have been made in
understanding how people behave in conflicting situation and what influences them to resolve their
differences. Indeed, an entire science has developed over the past fifty years that has mapped the way
humans behave in given situations so that we are better able to understand why people behave in certain
patterns, how we can predict behavior based on certain influences and how we can shape behavior of
others to comply with our requests. Indeed, the science of influence is a potent tool when combined with
the art of negotiation in the hands of a skilled mediator.

Social Science of Persuasion and Influence to the Art of Negotiation

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