Mastering communication and understanding human nature are essential if we want to effectively persuade and influence people. In the book, Maximum Influence: The 12 Universal Laws of Power Persuasion, author Kurt W. Mortensen writes, “As a society, we are interconnected and the ability to make connections is vital to our success. We can’t get anywhere in life unless we are able to work with other human beings. Everything of any value that we accomplish is achieved through the support and help of the people around us.”

I couldn’t agree more. In proposal work, we spend most of our time communicating our needs and asking people who don’t report to us, don’t owe us anything, and don’t even know who we are sometimes, to stop what they are doing and help us. We cannot do our best work without the cooperation of our subject matter experts. Learning how to influence and persuade others effectively makes our job a lot easier.

My presentation highlights the following five laws of persuasion. I describe what they are, how they work, and how we can use them in our work as proposal professionals.

  1. Law of connectivity
  2. Law of dissonance
  3. Law of expectations
  4. Law of involvement
  5. Law of balance

See the details in the presentation below. To learn more or to book Robin Davis to speak at your event, you can contact her at (615) 712-6298 or email her at

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  • Robin Davis

    A two-time entrepreneur, I am brave, enthusiastic, and a life-long learner. I like to make a positive impact in the lives of the people around me, whether that is helping a client win business through proposals or creating a warm and inviting neighborhood bar/restaurant in my community. You can contact me at or 615-712-6298.