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In his book Dr Cialdini reviews six methods of influencing people’s behaviour and I’d like to look at briefly at how you can adapt these methods for creating and delivering persuasive presentations.
Reciprocity is the process of giving freely, with no expectation of anything in return. In reality, this ‘free giving’ creates a feeling of debt in the recipient, which in the fullness of time gets repaid via life’s various swings and roundabouts.
Consistency doesn’t necessarily mean doing the same thing all the time – it has more to do with how an organisation interacts with its customers.
Social Proof means what others say about you. This can range from informal commentary to formal qualifications.
Likeability is quite subtle in the way it works. There’s one aspect of this that relates to the natural and obvious thing to do in terms of being a nice person to do business with. So showing respect for colleagues, clients and suppliers. Turning up for meetings on time. Following through with commitments, that sort of thing.
People like listening to recognised experts – so clearly demonstrating your authority is useful in terms of engaging an audience. The challenge lies in achieving this without appearing insensitive, arrogant or boastful.
We get exposed to scarcity marketing on a daily basis. It’s almost impossible to walk into a supermarket nowadays and not see a sign, urging you to hurry, hurry, buy now – 2 for 1 – while stocks last.
I hope this helps you influence more people and win more business. Thanks for watching.