If you want to persuade someone to say yes, improving the positive features of your offer is not the only way to overcome resistance.
When people make decisions, they often have mixed feelings because there are pros and cons to almost everything. So they balance the positive qualities (reasons to say yes) with those that make them hesitate. To overcome resistance, many writers and speakers try to strengthen the positive aspects of their offer to make it look better. An alternative approach is to focus on why the audience is resistant. Reducing the unappealing features is a way to remove the audience’s objections.
Here are a few tactics:
Give a guarantee
A guarantee will ease the audience’s concern about what will happen if something fails. L.L. Bean, the sporting goods outfitter in Maine, is known worldwide for its customer service. It’s return policy says, Our products are guaranteed to give 100 percent satisfaction. Return anything purchased from us at any time if it proves otherwise. We do not want you to have anything from L.L.Bean that is not completely satisfactory. Such a policy eases a shopper’s anxiety. What if it shrinks? What if it’s flawed? What if it doesn’t fit with my other clothes?
Similarly, if you are trying to persuade a colleague to take on a project, the person is likely to wonder about the ramifications of saying yes. What if it’s too time consuming? What if I don’t like it? So by telling the person “I guarantee you that you won’t have to invest much time, and if you do, you can withdraw or we can find someone to help you,” the person is likely to feel more comfortable comply with saying yes.
Make it less personal