To read more about Cialdini’s six methods of influence, visit www.activepresence.com/presentation-theory/

1The process of giving

freely, with no expectation of anything

in return.

‘Free giving’ creates a feeling of debt in the recipient which in the fullness of time, it is

hoped, will be repaid.

A consistent approach across different platforms, as opposed to simply ‘doing the same thing over and over’.

Differing service levels can lead to mistrust; the last thing you want creeping into customer relationships.

2

Essentially what other people say about you. This

can range from informal commentary to formal

qualifications.

3

The ability to create an aura of ‘gosh, I’d like to be like

them’.

The sort of behaviour that causes colleagues to say to

each other, ‘wow, you know we really ought to be more

like them – they’re an impressive bunch’.

4

5 People enjoy listening to experts.

Demonstrating your authority is a good way to engage an audience.

The challenge lies in achieving this without

appearing to be insensitive, arrogant or

boastful.

62 for 1, while stocks last.

Will the supermarkets run out of stock? Unlikely.

And yet, those three words are used so often to trigger action.

Why? Because scarcity sells.

INFLUENCESix methods of

for persuasive presentationsSource: Cialdini, R. (1984) ‘Influence, the Psychology of Persuasion’