Meet Dr. Robert Cialdini
The psychology of persuasion
Let's agree on something right up front: If you are in business, you are in
sales. After all, what can a business be without a continuous focus on finding,
capturing, and retaining clients or customers? Because you're in sales, you
should be interested in persuasion.
One of the world's leading authorities on persuasion is Dr. Robert Cialdini,
and his particular area of expertise is especially relevant to sales. Dr.
Cialdini studies how people get other people to comply with requests. In short,
he has built a very successful career around getting people to say “yes.”
Through several years of study and research, Cialdini spent time doing
reconnaissance work in such varied environments as restaurants, car dealerships,
and fundraising organizations. He has sold encyclopedia, vacuum cleaners,
portrait photography, and dance lessons. Through this highly committed field
study, he diligently teased out the systems of persuasion used to influence
others.
His findings are presented in his landmark book, “Influence: The Psychology
of Persuasion” (Quill, 1984 and 1993). In addition to identifying and explaining
fully the factors of persuasion, the book teaches how to avoid becoming victims
of those who would use the science against us with malicious intent.
The following are Cialdini's list of key persuasion principles - what he
calls the “Weapons of Influence” - as well as some guidance as to how the
principle can be applied:
- Liking: People like those who like them. To get people to comply,
uncover real similarities, and offer genuine praise.
- Reciprocity: People repay in kind. Therefore, give what you want
to receive.
- Social proof: People follow the lead of similar others. Use peer
power whenever it's available.
- Consistency: People act along with their clear commitments. Make
their commitments active, public and voluntary.
- Authority: People defer to experts. Expose your expertise; don't
assume it's self-evident.
- Scarcity: People want more of what they can have less of.
Highlight unique benefits and provide exclusive information about what you
have to offer.
Dr. Cialdini, who is Regent's Professor of Psychology at Arizona State
University, is also president of Influence At Work, a company that consults to
and trains some of the world's leading organizations.
Find out more at Dr.
Robert Cialdini's website.
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