six ways to influence customer action

Six Ways to Influence Customer Action

Hello!I’m Veronica SmithEvery month, I spend time reading books about marketing.

This month I read……

Influence: Science and PracticeBy: Robert Cialdini

Cialdini is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business, and psychology at Stanford University

Basically…There are six universal ways to persuade people.

Activatorsare what puts the principle into action

Before we get started…There are some definitions to remember

Amplifiersare what accelerates the effect of the principle

What are the principles?

1.Reciprocity

We should try to repay, in kind, what another person has provided us.

“In general, business

operators have found that, after accepting a gift,

customers are willing to purchase products and

services they would have otherwise declined. (p. 26)

Reciprocity in Action

▷Activator: Give gifts that are unearned, unexpected, and unconditional

▷Amplified: Give gifts that are meaningful, customized, and unexpected

Example

You get a Christmas card from someone you haven't heard from in years and immediately add their name to your mailing list. You know they're not part of your life anymore. You already send way too many cards. But, they sent a card to you, so you automatically send one in return.

Examples

Free trialsThank you notes

Another method of reciprocity

Concessions - one way to increase the chances that someone will comply is first to make a larger request, then make a smaller request.

Example

Child: Mr. Valentine, will you donate $10 to support the baseball team?

Mr. Valentine: No

Child: Well then will you at least buy a candy bar for $1?

Mr. Valentine: Sure, I can do that.

2.Consistency

Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that

commitment.

“Something special happens

when people put their commitments on paper.

They live up to what they have written down. (p. 70)

Consistency in Action

▷Activator: Making a commitment

▷Amplified: Active, public, and voluntary commitments

Examples• Subscribe• Take the pledge• Public

commitments

3.Consensus

We determine what is correct by finding out what others think is correct.

“The principle of consensus operates most powerfully

when we are observing the behavior of people just like

us. (p. 118)

Consensus in Action

▷Activator: What others are thinking, feeling, or doing

▷Amplified: Behavior of many others, similar others, uncertainty

Examples• Best selling items• Over 247 billion

served• Photos of people

just like you

4.Liking

We prefer to say yes to the requests of people we know and like.

“The strength of a social bond is twice as likely to

determine product purchase as is preference for the

product. (p. 142)

Liking in Action

▷Activator: Similarities, praise, and cooperation

▷Amplified: Like the one you’re with

Examples• Similar others• Product parties

hosted by friends

5.Authority

People defer to the advice of credible and trustworthy experts to decide what to do.

“Information from a

recognized authority can provide us a valuable

shortcut for deciding how to act in a situation (p. 181)

Authority in Action

▷Activator: Any visual or audible cues (titles, degrees, appearance)

▷Amplified: Credibility, trustworthiness, and expert

Examples• Apple Genius

(expert)• Doctor approved• Celebrity endorsed

Tips

If you haven’t established trustworthiness some ways to do so are:

Provide a letter of introduction

Expose a weakness first (We know this product is expensive, but it’s worth it)

Do what you say you’re going to do

6.Scarcity

If an item is rare or becoming rare, it is more valuable.

“Not only do we want the

same item more when it is scarce, we want it most

when we are in competition for it. (p. 218)

Scarcity in Action

▷Activator: Any item in rare or short supply

▷Amplified: Loss framing, competition, and exclusive information

Example• Limited time only• Deal of the day• Only four rooms

left

Let’s review

ReciprocityWe should try to repay, in kind, what another person has provided us.

ConsistencyOnce we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.

ConsensusWe determine what is correct by finding out what others think is correct.

LikingWe prefer to say yes to the requests of people we know and like.

AuthorityPeople defer to the advice of credible and trustworthy experts to decide what to do.

ScarcityIf an item is rare or becoming rare, it is more valuable.

When is the best time to use a principle?

UncertaintyConsensusAuthority

Building Relationshi

psReciprocity

Liking

Motivating Action

ConsistencyScarcity

Why do these principles work?

In reality, people don’t have time to do the research to make decisions. Following these principles usually leads to the right decision.

Sometimes people use persuasion techniques unethically.

But…

Remain EthicalBe HonestYou should always be honest with the customer/client when using these techniques.

Win-WinThese influence strategies should benefit both parties.

NaturalIt shouldn’t feel forced.

How will you use the principles of influence for your organization?

Thanks!Any questions?

Credits

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