Persuading others to your point of view requires patience and endurance. Franklin assumed that people change their minds only slowly and indirectly. Ben would say: “If you don’t win the bargain today, go after it again tomorrow.” Here are some of the tips Franklin recommends for initiating persuasion:

1. Be clear, in your own mind, about exactly what you’re after.
2. Do your homework, so that you are fully prepared to discuss every aspect and respond to every question or comment.
3. Be persistent. Don’t expect to “win” the first time. Your first job is just to start the other person thinking.
4. Make friends of the person you are bargaining with. Put your bargain in terms of that person’s needs, wants, advantages, and benefits.
5. Keep you sense of humor!

In the end Ben’s plan usually ended positively. He brought others around to his way of thinking. And still made friends.