Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Persuasion: 6 Ways to Influence People (and how to say no)

1,034 views

Published on

We might not all be sales oriented, but all of us would have to persuade someone at a point. Based on the book by Robert Cialdini, here are the 6 rules of influencing others (and how you can avoid being influenced).

Published in: Leadership & Management
  • Be the first to comment

Persuasion: 6 Ways to Influence People (and how to say no)

  1. 1. 6 Methods of Influencing Others By Pam Cheing, Marketing Manager at Ezypay/iconnect360 (and How to Say No) 2015
  2. 2. A summary from the book “The Psychology of Persuasion” by Robert B. Cialdini
  3. 3. About the author and the book Psychologist, author, speaker Over 2 million copies 26 languages New York Times Best Seller The Times Book of the Year
  4. 4. Weapons of Influence We all have Fixed Action Patterns Learn to trigger these action patterns to your advantage
  5. 5. Example: The discount coupon with no discount
  6. 6. Contrast principle Showing an inexpensive product before an expensive product
  7. 7. Real estate agents show rundown units before upgrading
  8. 8. The 6 Rules of Influence • Reciprocation • Commitment and consistency • Social proof • Liking • Authority • Scarcity
  9. 9. Rule 1: Reciprocation
  10. 10. Hare Krishna members and flowers
  11. 11. Free samples
  12. 12. The story of the German soldier
  13. 13. Because taking without giving is not the social norm. People expect you to repay debt, even uninvited debt. Why do we tend to reciprocate?
  14. 14. Like a man who buys a girl a drink
  15. 15. Make one offer first. After it’s turned down, make a second offer. People are less likely to turn down the second offer when they feel that they’ve made a concession. How to use Rule of Reciprocity
  16. 16. 1/3 received a hand-written sticky note requesting completion, 1/3 received a blank sticky note 1/3 without a sticky note. Marketing Example Results: - Hand-written note: 69% response rate - Blank sticky note: 43% response rate - No sticky note: 34% response rate
  17. 17. Gifts do not have to be expensive or substantial for reciprocation to work. Sharing information and doing favours can also work.
  18. 18. How do you say no to reciprocity?
  19. 19. Rule 2: Commitment and Consistency
  20. 20. Sales reps always starting with, “How are you?”
  21. 21. Objective: Get more guests to reuse their towels. Marketing Example #1: Reuse for the environment #2: Reuse and the hotel will make a donation! #3: Hotel has given a donation, “will you please join us?” #4: State that most guests reuse their towels at least once during their stay.
  22. 22. Objective: Get more guests to reuse their towels. Marketing Example #1: Reuse for the environment #2: Reuse and the hotel will make a donation! #3: Hotel has given a donation, “will you please join us?” #4: State that most guests reuse their towels at least once during their stay. 38% 36% 46% 48%
  23. 23. Get the prospect to commit to something simple and easy (like a Call-To-Action form)
  24. 24. Get the prospect to commit to something simple and easy (like a Call-To-Action form) Then get them to do even more stuff
  25. 25. Get the prospect to commit to something simple and easy (like a Call-To-Action form) Then get them to do even more stuff The prospect must view it as doing it for their own purpose.
  26. 26. Get testimonials from people similar to your target audience Shows similar people also enjoyed your service/product Product testimonials and movie reviews leverage on the rule of Commitment and Consistency.
  27. 27. How do you say no to C&C?
  28. 28. Rule 3: The social proof
  29. 29. Laughing track on old TV shows
  30. 30. Tip jars
  31. 31. 1987 - Anthony Greenwald interviewed voters on the day before election day Marketing Example “Will you be voting tomorrow?” “Why not?”
  32. 32. 1987 - Anthony Greenwald interviewed voters on the day before election day Marketing Example 100% people interviewed said that they would vote.
  33. 33. 61.5% of voters not interviewed did not vote. Marketing Example 86.7% who were interviewed the day before voted.
  34. 34. How to use the rule of social proofing? People want to be consistent and true to their word. Get people to respond by changing your sentences: “Please call if you have to cancel.” “Will you please call if you have to cancel?” Same message, different response
  35. 35. How do you say no to social proofing? Check your sources!
  36. 36. Rule 4: Liking
  37. 37. Rule 4: Liking 1.Physical attractiveness 2.Similarity 3.Compliments 4.Contact and cooperation 5.Conditioning and association We like other people based on:
  38. 38. 2005, Randy Garner sent out a marketing survey to participants with similar names. Answer rate: 56% Compared to 30% from participants with different names. Marketing Example
  39. 39. How to use the rule of liking? Know the audience’s challenges and preferences. Get them to like you!
  40. 40. How do you say no to liking? Keep your feelings separate when making business decisions.
  41. 41. Rule 5: Authority
  42. 42. The White Lab Coat Effect 1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
  43. 43. The White Lab Coat Effect 1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees. Everytime someone answered incorrectly, you increased their voltage by 15V
  44. 44. The White Lab Coat Effect 1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees. “NO! STOP! IT HURTS! HELP ME!”
  45. 45. The White Lab Coat Effect 1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees. Incredibly, 2 out of 3 testers would ignore the cries and continue increasing the voltage as instructed by the white lab coats.
  46. 46. When people are uncertain, they look outside themselves for information to guide their decisions.
  47. 47. Rule 6: Scarcity
  48. 48. Parental interference in a romantic relationship.
  49. 49. We value banned information as more valuable.
  50. 50. Marketing Example 1985, Coca Cola decided to change their recipe and called it “New Coke”. During blind taste testing, people preferred the New Coke flavour over the old flavour.
  51. 51. New Coke: “The Marketing Fiasco of the Decade.”
  52. 52. Because people couldn’t have the old Coke anymore, it became the favourite.
  53. 53. This is why copywriters use sentences like: “Don’t miss this chance…” “Here’s what you’ll miss out on…”
  54. 54. How do you say no to scarcity?
  55. 55. Review: The 6 Rules of Influence • Reciprocation • Commitment and consistency • Social proof • Liking • Authority • Scarcity
  56. 56. My Personal Opinion Being able to influence others is important. But You cannot win at life if you’re persuasive and selfish.
  57. 57. For more info, read the book! (Available at the Marketing Team’s library)

×