The ability to effectively persuade others is a critical communication skill in business. Persuasion differs from manipulation in that it seeks to encourage behavior that will benefit both parties involved.
 
In this video, Conor Neill, Lecturer in People in Organizations Department, discusses the difference between persuasion and manipulation. He stresses that persuasion requires first understanding what is important to the other person, their values and the obstacles they face.
 
Once these elements are understood, you can begin to use the tools of persuasion to achieve satisfactory results for both parties, he says.

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