Secret 6 - How to make an impactful argument?

Black BELT negotiators make blow-minded arguments. It makes sense, right!

But we mix argument and justification, we make more argument than the proposal and we don't know the science behind the persuasive argument.

Our studies show that you will be twice as likely to convince with a storyline or BAITS arguments.

So how do you convince and when? What is the secret and science behind argumentation?


Your arguments will be better accepted if:

  • Because. If they are followed by a simple "because". Be careful to avoid "because I think you...".
  • Authority. If confirmed by the norm, authority, experts and in written sources.
  • Intention. If the underlying intention is perceived as positive.
  • Truth. If they are based on a benefit, an advantage or a "proven" truth.
  • Stability. If they are linked to a commitment that has already been entered into.


Propositions are more impactful than arguments during negotiation.

However, if you are in a position to make arguments, using the BAITS principles shall improve your chance to convince the other party.

  • Because. "Would you mind if I jump the queue, my boss asked me to deal with this urgently?"
  • Authority. "According to a recent study...". "The written agreement we signed states that...". "The recognised standard in this matter is..."
  • Truth. "Our service will enable you to boost production by 10%; this is confirmed in three studies by leading experts."
  • Stability. "This clause was validated in our last contract..."


The arguments based on a lived or true story are more powerful than figures. Because arguments tend to lock people into their positions where a story is more subtle and finds its way to people's mind.


"A salesman who sold German cars known for their safety kept a Japanese car that was crushed following an accident in his garage. When asked, he would tell the story of one of his clients who was hit by the Japanese car and walked away unharmed..."


  1. Joule, R.-V., & Beauvois, J.-L. (2014). Petit traité de manipulation à l'usage des honnêtes gens. Presses universitaires de Grenoble.

  2. Cialdini, R. B. (2001). The Science of Persuasion. Scientific American, 284(2), 76-81.

  3. Adair, W. L., Taylor, M., Chu, J., Ethier, N., Xiong, T., Okumura, T., & Brett, J. (2013). Effective Influence in Negotiation. International Studies of Management & Organization, 43(4), 6-25.

  4. Mcdonough, I. (2010). The Psychology of Negotiation. Power, 1-10.

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