Social Persuation - Selling More Using Influence and Authority
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Social Persuation - Selling More Using Influence and Authority

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  • When stores had online and offline, physical presences, users commonly moved between the two. Users didn’t think of shopping online as distinct from shopping offline – they simply thought of shopping. They related many instances where they combined online and offline experiences when making a purchase.\nUsers expect to have similar experiences online and offline. They expect that inventory online reflects what’s in the store, and vice versa. Several users mentioned looking to a site in advance of a planned visit to a store, to see what merchandise was available. One user said she went to Albertsons.com, a grocery website, to “Look for some quick food ideas and hopefully some coupons for those same foods for tomorrow.” Some used competing websites to decide which store to visit, determining which store had the product they needed or the best selection.\n\n
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  • Expertise — Having relevant knowledge is the key to expertise. What special education do you have? What kind of experience? Have you demonstrated unusual competence in a relevant area? What are your big successes? What about awards or public recognition? People look for clues about what you know and what you've done.\nHowever, these clues must be relevant to the subject at hand. If you're selling accounting software, the fact that you graduated from Harvard may show you're smart — but the fact that you're an experienced and successful accountant is far better.\nTrustworthiness — Perhaps even more important than expertise is trustworthiness. Do people feel they can trust you? The answer is based on what people perceive your intentions to be. People want to know why you take the position you do.\nAmong the reasons for people rating you low on the trustworthiness scale are a "knowledge bias" or "reporting bias."\nIf your prospect thinks your background or particular experience prevents you from being objective, there's a "knowledge bias." That means there's always more persuasion when you take a position that people don't expect you to take. If you're writing a letter to raise funds for a conservative cause, imagine how powerful it could be to have a liberal delivering the message. If a liberal buys into the idea, it must be convincing!\nIf your prospect thinks you are just saying what people want to hear, there's a "reporting bias." So, you'll be more persuasive when it seems you are saying what you really believe. That often means admitting that there are two sides to an issue or acknowledging flaws before presenting your position.\nSimilarity — While Expertise and Trustworthiness are most important, Similarity can also figure into Credibility. We tend to pay more attention to those who are like us.\nDeep down in our minds, we ask: Do you think like me? Are your ideals like mine? Are you from the same social class as I am? Do you look like me? And the more yeses we come up with, the more likely we are to like that person and grant his or her requests.\nOf course, Similarity depends on relevance. For example, if you're selling computers, you'll be more effective if you agree with your prospect that software can be hard to learn than if you reveal you belong to the same political party.\nPhysical Attractiveness — The final Credibility key is one most of us won't want to admit to: physical attractiveness. There's no way around it, you and I are more likely to pay attention to attractive people. This is for a variety of reasons.\nAttractiveness produces the "halo effect" — the pleasant feeling we get from an attractive person is associated with the message that person delivers. And according to various studies, attractive people are seen as better communicators and more fluent.\nIn addition, liking and identification play a part, since people like and identify with attractive people, thinking "I can be like that person if I believe what she believes, says what she says, or does what she does."\nOne caveat: Extreme attractiveness can be distracting and may reduce persuasion. This isn't rocket science, you just have to remember that the level of attractiveness must meet a prospect's expectations. You have to have beautiful hair to sell shampoo, for example, but you don't have to be a model to give medical advice as a doctor.\n\n
  • Expertise — Having relevant knowledge is the key to expertise. What special education do you have? What kind of experience? Have you demonstrated unusual competence in a relevant area? What are your big successes? What about awards or public recognition? People look for clues about what you know and what you've done.\nHowever, these clues must be relevant to the subject at hand. If you're selling accounting software, the fact that you graduated from Harvard may show you're smart — but the fact that you're an experienced and successful accountant is far better.\nTrustworthiness — Perhaps even more important than expertise is trustworthiness. Do people feel they can trust you? The answer is based on what people perceive your intentions to be. People want to know why you take the position you do.\nAmong the reasons for people rating you low on the trustworthiness scale are a "knowledge bias" or "reporting bias."\nIf your prospect thinks your background or particular experience prevents you from being objective, there's a "knowledge bias." That means there's always more persuasion when you take a position that people don't expect you to take. If you're writing a letter to raise funds for a conservative cause, imagine how powerful it could be to have a liberal delivering the message. If a liberal buys into the idea, it must be convincing!\nIf your prospect thinks you are just saying what people want to hear, there's a "reporting bias." So, you'll be more persuasive when it seems you are saying what you really believe. That often means admitting that there are two sides to an issue or acknowledging flaws before presenting your position.\nSimilarity — While Expertise and Trustworthiness are most important, Similarity can also figure into Credibility. We tend to pay more attention to those who are like us.\nDeep down in our minds, we ask: Do you think like me? Are your ideals like mine? Are you from the same social class as I am? Do you look like me? And the more yeses we come up with, the more likely we are to like that person and grant his or her requests.\nOf course, Similarity depends on relevance. For example, if you're selling computers, you'll be more effective if you agree with your prospect that software can be hard to learn than if you reveal you belong to the same political party.\nPhysical Attractiveness — The final Credibility key is one most of us won't want to admit to: physical attractiveness. There's no way around it, you and I are more likely to pay attention to attractive people. This is for a variety of reasons.\nAttractiveness produces the "halo effect" — the pleasant feeling we get from an attractive person is associated with the message that person delivers. And according to various studies, attractive people are seen as better communicators and more fluent.\nIn addition, liking and identification play a part, since people like and identify with attractive people, thinking "I can be like that person if I believe what she believes, says what she says, or does what she does."\nOne caveat: Extreme attractiveness can be distracting and may reduce persuasion. This isn't rocket science, you just have to remember that the level of attractiveness must meet a prospect's expectations. You have to have beautiful hair to sell shampoo, for example, but you don't have to be a model to give medical advice as a doctor.\n\n
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  • Be the First to Give Something: Give something, without the perceived expectation of a return, such as a gift, bonus points, discounts, or something exclusive to the customer not offered to the general public. Offer some sort of “gift” incentive upfront, rather than at the end of a sale. Your gift should be offered first, before the buyer’s “gift” of giving you their business. However, to further capitalize on the Principle of Reciprocity offer another incentive when the sale is made for future business or for the customer’s friends.\nOffer Customers Ways to Show Their Support: Tell your customers how they can thank you and help your business grow by including volunteer opportunities, “tell the media,” “link to us,” “email a friend” link options. Or even “submit your story” options. Some companies now offer blogs and forums where happy customers can report or rate their experience with your business.\nKeep the Relationship Going - Thank Your Customers in a Meaningful Way: Include a personalized thank you when the order is sent and whenever possible . Do not just say “Dear Customer, We thank you for your business.” It seems like a token gesture, not sincere enough – this is especially important if you use the services of volunteers or rely on donations to support your organization.\nBe the Last to Give: You first gave an incentive, then the customer gave you their business. Give your customers the option of staying in touch and showing their ongoing support by offering a free newsletter or to be added to a mailing list for coupons, product updates, etc. While this is not a “gift,” and, you are expecting something in return (the prospect of future business) it allows customers who identified with your business to stay connected.\nBuilding Successful Ongoing Business Relationships on Trust\n\n
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  • Physical Attractiveness – “Research has shown that we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty, and intelligence.”\nSimilarity – “We like people who are similar to us. This fact seems to hold true whether the similarity is in the area of opinions, personality traits, background, or life-style.”\nCompliments – “…we tend, as a rule, to believe praise and to like those who provide it, oftentimes when it is clearly false.”\nContact and Cooperation – “…becoming familiar with something through repeated contact doesn’t necessarily cause greater liking. [...we must be] working for the same goals…we must ‘pull together’ for mutual benefit.”\nConditioning and Association – “[Compliance professionals are] incessantly trying to connect themselves or their products with the things we like. Did you ever wonder what all those good-looking models are doing standing around in those automobile ads?”\n\n
  • Physical Attractiveness – “Research has shown that we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty, and intelligence.”\nSimilarity – “We like people who are similar to us. This fact seems to hold true whether the similarity is in the area of opinions, personality traits, background, or life-style.”\nCompliments – “…we tend, as a rule, to believe praise and to like those who provide it, oftentimes when it is clearly false.”\nContact and Cooperation – “…becoming familiar with something through repeated contact doesn’t necessarily cause greater liking. [...we must be] working for the same goals…we must ‘pull together’ for mutual benefit.”\nConditioning and Association – “[Compliance professionals are] incessantly trying to connect themselves or their products with the things we like. Did you ever wonder what all those good-looking models are doing standing around in those automobile ads?”\n\n
  • Whatever niche you’re in, you probably have hundreds or thousands of competitors. The good news is, many of these competitors often focus on the hard sale, the old school marketing method that cares only about the sales transaction. An example of this would long-form sales letters, or plain e-commerce sites with shopping carts.\nWith Third Tribe Marketing, your main goal may be sales, but you earn those sales by writing compelling, useful content that helps your customers, with or without buying your products.\nThe real magic happens when you produce this type of helpful content consistently because the more you educate people, the more they’ll view you as an authority in your niche.  And as we saw from the Milgrim experiment, being an authority earns you the right to sell to your audience.\n\n
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Social Persuation - Selling More Using Influence and Authority Social Persuation - Selling More Using Influence and Authority Presentation Transcript

  • Social PersuasionSelling More Through Influence & Authority
  • • You cant sell anything to a customer who has left your webstore• A good first experience entices customers to repeat•
  • Positive PricingExperienceShipping Availablity SocialLiking Proof
  • PricingShoppers are price consciousCommunicate valueAnswer questions in descriptions
  • ReciprocityWe are DRIVEN to repay.Do for others and they are inclined to do same.Code of the Street: All civilizations
  • Scarcity Reciprocity Commitment &Authority Consistency SocialLiking Proof
  • Commitment & ConsistencyWe desire to be consistentWords, deeds, attitudes, belief...Line in the sand: Match behavior
  • ConsistencyEASY: No thinking requiredVoid of unpleasant emotionLow chance of disappointment
  • CommitmentThe secret sauce for consistencyPut a ring on it (betters the odds)Small commitments can lead to bigger ones
  • To Get the YESStart smallBuild on existing commitmentsEngage on the regularPublicize commitmentsRelate to your service or product
  • Scarcity Reciprocity Commitment &Authority Consistency SocialLiking Proof
  • Social ProofWe desire to be consistentWords, deeds, attitudes, belief...Cost effective marketing
  • Social Proof
  • Social Proof
  • Scarcity Reciprocity Commitment &Authority Consistency SocialLiking Proof
  • LikingWe say yes “cause we like you”Works best with praise (looks, talent, intellect)Cost effective marketing
  • KnowLikeTrustTryBuyRepeatRefer credit: ilgresults.com
  • Scarcity Reciprocity Commitment &Authority Consistency SocialLiking Proof
  • AuthorityKnowledge, wisdom, powerTitles, uniforms, badgesParents, teachers, bossesWe are trained this way
  • The Credibility TrumpExpertiseTrustworthinessSimilarityPhysical attractiveness
  • Establishing “Cred”Provide solid informationAvoid appearance of biasSpeak what you believe with convictionThe “convert” effectStrong guarantees
  • Scarcity Reciprocity Commitment &Authority Consistency SocialLiking Proof
  • ScarcityThat which is rare or becomingless available is ALWAYS moreappealing.We all fear loss
  • ScarcityThat which is rare or becomingless available is ALWAYS moreappealing.We all fear loss
  • Scarcity How to Use it... Reciprocity Commitment &Authority Consistency SocialLiking Proof
  • ReciprocityBe the first to give.UGC: Offer ways for customers to showsupport.Keep the relationship goingBe the last to giveBuild on the relationship of trust
  • Get your foot in the doorGet them to commit to something Commitment & Consistencysmall like a freebie, contest, demoSolicit testimonialsAngry Birds
  • SocialProof
  • Physical attractiveness Similarity Praise FamiliarityLiking Association
  • Liking
  • Use ontent to produce authority Be practicalAuthority Be specific (exact) Be believable
  • Scarcity
  • Scarcity
  • colderice coldericeJohn Lawson John Lawson John@ColderICE.com John@ColderICE.com 678-400-0580 678-400-0580“The Ecommerce Guy”!