Robert Cialdini's Influence:

The Psychology Of Persuasion

Six Principles of Influence

Reciprocity

If you help someone move to another house then they will feel obligated to return the favor. People basically hate owing favors but they

understand that they might need help in the future. Therefore it’s best to return the favor as

soon as possible.

Scarcity

Is the basic principle of making people feel like they will lose out if they don’t act right away. Like many travel booking sites now will pop up a notification telling you how many people are looking at your hotel right now. Nothing gives you a more since of urgency knowing that their is only 10 rooms left but yet 200 people are currently looking at the same page. It makes you make a decision really fast.

Liking

It is very human nature to only work with people you like. A good salesperson understands that getting rapport with prospects is crucial in getting them comfortable in closing the deal. Try to find similarities between you and the prospect to build bond. Once connected they will feel much obliged to work with you

Authority

The reality is that many people look up to a leader. If people feel you are knowledgeable in a particular subject then they will feel much more confident knowing they can trust what you say. Seth Godin explains in detail about this phenomena in his book Tribes. We as humans are attracted to authority figures and need someone to help explain things to us. Our brains are always evolving and require a steady stream of knowledge to help us grow.

Social ProofHumans are social creatures despite what others may perceive. Infact many of us have rather sheeplike qualities. No one wants to be alone 100% of the time. Even many people are simply lazy and just want to do anything that works. This is why referrals are so important. If you need a plumber you can spend hours researching plumbers in the area online. You spend website after website sorting out reviews and be extra cautious with the fake ones. So it’s much easier to call you buddy that recently got some plumbing work done at his house. You ask your buddy if they did a good job and if they agree than that is all the social PROOF you need.

Commitment and Consistancy

This principle explains that you need to mean what you say

and do what you say your are going to do. People tend to want

to be both consistent and commit to their word. Getting

customers or other people to publicly commit to something

makes them more likely to follow through with an action or a

purchase.

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Robert Cialdini’s book “Influence: The Psychology Of Persuasion”

By

Thomas Wooldridge