Persuasion is the way to make someone take a specific action. In the course of taking the action the person might have to change the way he or she thinks or may have to change the internal ideas or beliefs. This makes persuasion a difficult task. Actually this is considered to be a very vital skill especially in marketing world because a sales person who is having good persuasive skills will have considerably less difficulty in convincing his customers why the decision to buy a particular product is important.

Over years this skill has developed with time. The techniques which used to work years ago might not work in today’s world, but in overall the following three aspects are considered to be important:

1. Fear 2. Pleasure 3. Want

Lets discuss each one briefly below:

1. Fear: This has been a scientifically proven fact that fear of losing a favorable position often acts as a boost to make decision even if that particular decision goes against general belief of that person. The fear can be related to anything, be it fear of losing good health or fear of losing money in stock market or fear of losing customers in business.

2. Pleasure: Imminent pleasure is also a very strong motivation to trigger buying decision. If someone can be convinced that a product can be the cause of incredible ecstasy or pleasure for him, then possibilities are very high that the person has been successfully persuaded to make a buying decision

3. Want: Millions can only be made cashing-in the want of people and not the need. A person can make repeated buying decision related to some specific product category if and only if he has a want in him and not just a need. Persuasion becomes much easier if it can be known what a person actually wants rather than just what he needs.

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