Elizabeth Stokoe, professor of social interaction at Loughborough University, and her colleagues, have analysed thousands of hours of recorded conversations, from customer services to mediation hotlines and police crisis negotiation. They discovered that certain words or phrases have the power to change the course of a conversation.
People who had already responded negatively when asked if they would like to attend mediation seemed to change their minds when the mediator used the phrase, “Would you be willing to come for a meeting?” “As soon as the word ‘willing’ was uttered, people would say: ‘Oh, yes, definitely’ – they would actually interrupt the sentence to agree.” Stokoe found it had the same effect in different settings: with business-to-business cold callers; with doctors trying to persuade people to go to a weight-loss class. She also looked at phrases such as “Would you like to” and “Would you be interested in”. “Sometimes they worked, but ‘willing’ was the one that got people to agree more rapidly and with more enthusiasm.”
Rosie Ifouldwriting in The Guardian