Whether you're negotiating prices with vendors or trying to win over a client, he suggests using language that conditions the other party to view your argument in the light you want.
For example, if you wanted to swap out your team's daily meetings for weekly meetings, using adjectives and verbs that emphasize the importance of free time and efficiency (like "lengthy meetings" or "freer schedules") would warm the group up to that change.
Emphasizing "we" is also important in negotiating, Cialdini says. The more an audience feels a speaker is similar to them, the more receptive they are to that speaker's argument. Positioning yourself as acting in unity, he says, is a key to get people to act in the way you want.
"In large measure, who we are with respect to any choice is where we are, attention wise, in the moment before that choice," Cialdini says.