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Persuasion Power

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Boosting marketing and sales effectiveness using persuasion science and positive psychology.

Published in: Marketing
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Persuasion Power

  1. 1. PERSUASION POWER
 Small Ways to Boost Sales & Marketing Outcomes! @LoisKelly! HARDI | 3.22.16!
  2. 2. 2 Better outcomes! Minimal budget!
  3. 3. 3 •  How many feel overwhelmed by new sales and marketing techniques, technologies?! ! •  How often do you wish you could find a way to compete more on price?! ! •  How often are you told “we just don’t have the budget for that”?! ! •  How many of you pray that you never have to compete with Amazon? !
  4. 4. 4 What matters most?!
  5. 5. 5
  6. 6. Appreciate Customer experience Persuasion nudges Easier customer decisions Strengths Crea;vity, energy 6
  7. 7. Social, behavioral,! positive psychology! 7
  8. 8. “We see our customers as invited guests to a party,! And we are the hosts. It’s our job every day to make every important aspect of the customer experience a little better.”! Jeff Bezos 8
  9. 9. 9
  10. 10. “A sense of appreciation is the single most sustainable motivator at work.”! ! Dr. Adam Grant! Univ. of Pennsylvania! 10
  11. 11. People are less likely to express gratitude at work than any other place in their life.! John Templeton Founda;on study, 2013 11 MORE TRUSTING.! LIKELY TO HELP OTHERS.! STRONGER SELF-WORTH.!
  12. 12. Apprecia;ng someone you work with What they do and why it maOers 1.  ________________________________ 2.  ________________________________ 3.  ________________________________ 12
  13. 13. Friday Howl-Outs! 13
  14. 14. Where we focus and the questions we ask determine what we do. (or don’t do.)! 14
  15. 15. 
 Think about an experience at your company where a sales/marketing effort was amazing.
 
 
 What was the program?
 
 What made it so successful?
 
 What conditions made it possible to do this?! 15
  16. 16. All modesty aside, what is great about your marketing/sales – and how could you do more of that? ! 1.  ______________________________________________________ 2.  _____________________________________________________ 3.  _____________________________________________________ 16
  17. 17. Persuasion" NUDGES" 17
  18. 18. 95%
 of our purchase decision- making happens subconsciously.! Gerald Zaltman Harvard Business School 18
  19. 19. Personalized text messages:" 5.7% increase in college enrollment! Step by step instructions in email messages:! Doubled service members’ enrollment in government savings program! 19
  20. 20. Make it easier for customers to make decisions" Possibili'es Personalize Social Proof Par'culars 20
  21. 21. 9 TYPES OF MESSAGES! POSSIBILITIES" Anxieties" David vs. Goliath" " Emerging trend" " Glitz & Glam" Seasonal" Counterintuitive" Personal story" How-To" " Beyond Buzz, L. Kelly, 2008 21 The more posi;ve the message, the more likely it is to be shared. Jonah Berger, UPenn, “Contagious”
  22. 22. 22 Use of person’s first name in reminder appointment: 57% reduc;on in no- shows PERSONALIZE
  23. 23. PERSONALIZE 29% higher open rates 40% higher click through rates 41% more likely to buy from vendors who personalize 35% more opens from a person vs. company email blast 23
  24. 24. 1. Save $54/month on your utility bill.! 2. Prevent the release of 262 pounds of greenhouse gasses every month.! 4. Saving energy is a socially responsible thing to do.! 3. 77% of your neighbors already using fans to save energy.! 24
  25. 25. SOCIAL PROOF: Case studies 25
  26. 26. 26 Social Proof: Experts
  27. 27. 27 IMAGES you ‘get’ us
  28. 28. 28 86% of contractors in (your region) are now selling ductless heating and cooling systems.!
  29. 29. 29 If you ask someone to do something, they are far more likely to do it if you explain why.
  30. 30. BEING SPECIFIC ABOUT OPPORTUNITY COSTS INFLUENCES DECISIONS Cost of choosing higher priced product ! 30 Someone to mow your lawn for six weeks
  31. 31. With the average annual savings from participating in your loyalty program…! 31 BEING SPECIFIC ABOUT OPPORTUNITY COSTS INFLUENCES DECISIONS
  32. 32. BEING SPECIFIC ABOUT OPPORTUNITY COSTS INFLUENCES DECISIONS The ;me saved using our 24/7 online ordering system 32 Three extra days of vaca;on
  33. 33. 33 THREE! Ideal # of claims to produce ! positive impression! “When Three Charms But Four Alarms” Suzanne Chu, Kurt Carlson, Journal of Marke;ng
  34. 34. 34
  35. 35. GET STRONGER:
 Renewal vs. repetition! hOps://youtu.be/3V7PmfvX2pE 35
  36. 36. Confidence" Self-esteem" Optimism"  For organizations who are focused on strengths, 77% of their employees report they are flourishing, engaged and able to make things happen at work." ! VIA Ins;tute on Character
  37. 37. Renewal: use your character strengths" Crea;vity Curiosity Judgment Love of Learning Perspec;ve Bravery Perseverance Honesty Zest Love Kindness Social Intelligence Teamwork Fairness Leadership Forgiveness Humility Prudence Self-Regula;on Gra;tude Apprecia;on of Beauty/ Excellence Hope Humor Spirituality www.viacharacter.org 37
  38. 38. 1.  What strengths resonate with you the most?! 2.  When you’re in the flow, what strengths are you using?! 3.  What do you think are Bruce’s strengths?! 38
  39. 39. 39 APPRECIATE! NUDGE! USE YOUR STRENGTHS!
  40. 40. I’m On Fire! 40 It’s not what you sing it’s how you sing it!
  41. 41. 41 PERSUASION POWER.. Be like the BOSS. Play to your strengths. !
  42. 42. Foghound.com RebelsAtWork.com slideshare.net/Foghound @LoisKelly 42

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