Business Development

The Science of Influence

A few years ago I was fortunate enough to attend a seminar where Dr. Robert Cialdini was presenting the findings of his scientific research into the process of influence. What I learned were a collection of principles which are at the heart of all sales and marketing, and ,therefore, business. In fact when you are in situations where you want to influence, knowing these ideas gives you a considerable advantage.

What Dr. Cialdini discovered, through scientific research, was that there are just six principles of ethical influence. I will summarise them here for you.

Reciprocation

If someone does something for you then you are compelled to repay that kindness. You feel obligated to the giver. Why do businesses like to give away free samples, trial of services, or concessions? Because it induces reciprocation.

Scarcity

Why are diamonds expensive? Because we believe they are rare. When something is limited then the perception of its value increases. Businesses offer limited editions, buy now while stocks last offers, and exclusive information to emphasise scarcity.

Authority

When someone is considered to be in authority, or an authority, they can excerpt considerable influence. People often simply obey, without question. Professional credentials, expertise, and industry knowledge all fall into this category.

Commitment

When people make a commitment they want to be consistent with that decision. They will feel internal pressure to stick with their decision. If a business can get people to make a small commitment first they can build on it from there.

Liking

People like to do things for people they like. That’s why rapport is so important in selling. Even if we don’t really want to do something we’ll often do it just because we like someone. People who genuinely like people make the best persuaders.

Consensus

People often look to others for guidance before making a decision. Few people want to be the first to try something, preferring to see how other get on first. Businesses use client testimonials and the experiences of others to help people come to a decision to use their products and services.

When you look around and see advertising and promotion see how these principles are being used all the time.

With a little thought it’s possible to incorporate all these ideas into your communications and reap the rewards as a result.

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