Whenever you have to face situations where you have to influence others or when others are trying to influence you, you can use these principles.

1. Cialdini's Six
Principles of Influence

2. Convincing Others to Say "Yes"
(ALSO KNOWN AS THE SIX WEAPONS OF INFLUENCE)

3. YOU'VE COME UP WITH A FANTASTIC
IDEA FOR A NEW PRODUCT.
NOW YOU
NEED TO CONVINCE EVERYONE TO
SUPPORT IT.

4. NO PAST EXPERIENCE
 You haven't had much success with this in the
past. So, how can you get everyone to support
your idea?

5. PSYCHOLOGICAL
PROCESS OF INFLUENCING
 Influencing others is challenging, which is
why it's worth understanding the
psychological principles behind the
influencing process.

6. 6 PRINCIPLES
 This is where it's useful to know about
Cialdini's Six Principles of Influence.

7. HOW TO INFLUENCE OTHERS
 In this session, we'll examine these
principles, and we'll look at how you can apply
them to influence others.

8. KNOW IT AND USE IT ON THOSE WHO
USE IT ON YOU
 We'll also think about the ethics of doing
this, and we'll explore how you can "see
through" people who try to use these principles
to manipulate you.

9. SIX WEAPONS
 The Six Principles of Influence (also known as
the Six Weapons of Influence) were created by
Robert Cialdini, Regents' Professor Emeritus of
Psychology and Marketing at Arizona State
University.
 He published them in his respected 1984 book
"Influence: The Psychology of Persuasion."

10. COMPLIANCE PROFESSIONALS
 these six principles are identified through
experimental studies, and by immersing in the
world of what he called "compliance
professionals" - salespeople, fund raisers,
recruiters, advertisers, marketers, and so on.
(These are people skilled in the art of
convincing and influencing others.)

11. THE SIX PRINCIPLES:
1. Reciprocity
2. Commitment (and Consistency)
3. Social Proof
4. Liking
5. Authority
6. Scarcity

12. 1. RECIPROCITY
 As humans, we generally aim to return
favors, pay back debts, and treat others as they
treat us. According to the idea of reciprocity, this
can lead us to feel obliged to offer concessions
or discounts to others if they have offered them
to us. This is because we're uncomfortable with
feeling indebted to them.

13. 1. RECIPROCITY
 For example, if a colleague helps you when
you're busy with a project, you might feel
obliged to support her ideas for improving team
processes.

14. 1. RECIPROCITY
 You might decide to buy more from a supplier if
they have offered you an aggressive discount.
Or, you might give money to a charity fundraiser
who has given you a flower in the street.

15. 2. COMMITMENT (AND CONSISTENCY)
 We have a deep desire to be consistent. For
this reason, once we've committed to
something, we're then more inclined to go
through with it.

16. 2. COMMITMENT (AND CONSISTENCY)
 For instance, you'd probably be more likely to
support a colleague's project proposal if you
had shown interest when he first talked to you
about his ideas

17. 3. SOCIAL PROOF
.
 This principle relies on people's sense of
"safety in numbers."

18. 3. SOCIAL PROOF
 For example, we're more likely to work late if
others in our team are doing the same,
put a tip in a jar if it already contains money,
or eat in a restaurant if it's busy.

19. 3. SOCIAL PROOF
 Here, we're assuming that if lots of other
people are doing something, then it must be
OK.

20. 3. SOCIAL PROOF
 We're particularly susceptible to this principle
when we're feeling uncertain, and we're even
more likely to be influenced if the people we
see seem to be similar to us. That's why
commercials often use moms, not
celebrities, to advertise household products.

21. 4. LIKING
 Cialdini says that we're more likely to be
influenced by people we like.
 Likability comes in many forms - people might
be similar or familiar to us, they might give us
compliments, or we may just simply trust them.

22. 4. LIKING
 Companies that use sales agents from within
the community employ this principle with huge
success.
 People are more likely to buy from people like
themselves, from friends, and from people they
know and respect.

23. 5. AUTHORITY
 We feel a sense of duty or obligation to people
in positions of authority.
 This is why advertisers of pharmaceutical
products employ doctors to front their
campaigns, and why most of us will do most
things that our manager requests.

24. 5. AUTHORITY
 Job titles, uniforms, and even accessories like
cars or gadgets can lend an air of
authority, and can persuade us to accept what
these people say.

25. 6. SCARCITY
 This principle says that things are more
attractive when their availability is limited, or
when we stand to lose the opportunity to
acquire them on favorable terms.

26. 6. SCARCITY
 For instance, we might buy something
immediately if we're told that it's the last one, or
that a special offer will soon expire.

27. WARNING:
 Be careful how you use the six principles - it is
very easy to use them to mislead or deceive
people - for instance, to sell products at unfair
prices, or to exert undue influence.

28. WARNING:
 When you're using approaches like this, make
sure that you use them honestly - by being
completely truthful, and by persuading people
to do things that are good for them.

29. WARNING:
 If you persuade people to do things that are
wrong for them, then this is manipulative, and
it's unethical.
 And it's clearly wrong to cheat or lie about these
things - in fact, this may be fraudulent.

30. REMEMBER THE SAYING?
 A good reputation takes a long time to build.
But, you can lose it in a moment!

31. HOW TO APPLY THE TOOL?
 You can use these principles whenever you
want to influence or persuade others

32. HOW TO APPLY THE TOOL?
 First make sure that you understand the people in
your audience and that you know why you want to
influence them.
 Think about your ultimate objectives, and decide
which principles will be most useful in your
situation

33. HOW TO APPLY THE TOOL?
 We'll now explore some strategies you can use
with each principle.

34. RECIPROCITY
 To use reciprocity to influence others, you'll
need to identify your objectives, and think about
what you want from the other person.
 You then need to identify what you can give to
them in return.

35. RECIPROCITY
 Our article on the Influence Model takes an in-
depth look at how to use reciprocity to gain
influence.

36. RECIPROCITY
 Remember that you can sometimes use this
principle by simply reminding the other person
of how you have helped them in the past.

37. COMMITMENT
 Here, try to get people's commitment early
on, either verbally or in writing.

38. COMMITMENT
 For example, if you're building support for a
project, talk about ideas early on with
stakeholders, and take their comments and views
into account.

39. COMMITMENT
 Or, if you're selling a product, sell a very small quantity
(a "taster"), or make it easy for people to change their
mind once they've bought it. (Here, buying the product is
the early commitment, even though they have the right
to return it if they want to.)

40. SOCIAL PROOF
 You can use this principle by creating a "buzz"
around your idea or product.

41. SOCIAL PROOF
 For example, if you're trying to get support for a
new project, work on generating support from
influential people in your organization. (These may
not always be managers.)

42. SOCIAL PROOF
 Or, if you're selling a service, highlight the number
of people using it, use plenty of relevant
testimonials, encourage people to talk about it
using social media, and publish case studies with
current customers to demonstrate its success

43. LIKING
 To build good relationships, ensure that you put in
the time and effort needed to build trust and
rapport with clients and people you work with, and
behave with consistency.

44. LIKING
 Develop your emotional intelligence (EI) and active
listening skills, and remember that there is no
"one-size-fits-all" approach when it comes to
relating to others

45. LIKING
 Also, don't try too hard to be liked by others -
people can always spot a phony!

46. AUTHORITY
 Here you can use both your own authority, and
the authority of others, as influencers.

47. AUTHORITY
 When you use your own authority, be careful not to
use it negatively. Our article on French and
Raven's Five Forms of Power has more on
different sources of power, and explains how you
can use power and authority positively

48. AUTHORITY
 To use authority, get support from influential and
powerful people, and ask for their help in backing
the idea. (Use Influence Maps to help you network
with people who can help.)

49. AUTHORITY
 If you're marketing a product or service, highlight
well-known and respected customers, use
comments from industry experts, and talk about
impressive research or statistics

50. AUTHORITY
 Things like well-produced
brochures, professional
presentations, impressive offices, and smart
clothing can also lend authority

51. SCARCITY
 With this principle, people need to know that
they're missing out if they don't act quickly.

52. SCARCITY
 If you're selling a product, limit the availability of
stock, set a closing date for the offer, or create
special editions of products.

53. SCARCITY
 This principle can be trickier to apply within your
organization if you're trying to influence others
to support your ideas or projects.

54. TIPS:

Remember that these are just six ways that you
can influence others.

55. TIPS:

Use these principles alongside other tools such as
the Rhetorical Triangle, Monroe's Motivated
Sequence, Win-Win Negotiation, the Persuasion
Tools Model, and the Minority Influence Strategy..

56. TIPS:
 You can also use Stakeholder Analysis and
Stakeholder Management to build support for
your ideas and projects.

57. RESISTING INFLUENCE
 You can also use this tool when others are
trying to influence you

58. REMEMBER FOLLOWING POINTS :
1. Before accepting a free gift or a discounted
service, or before agreeing to hear confidential
information, ask yourself whether you're going to
feel obliged to give the same or more in return.
Should you decline, so that you don't feel
indebted?

59. POINT-2 :
2 Before agreeing to a course of action, even at a
very preliminary level, think about the
consequences of your decision. Will you feel so
invested in this new course of action that you
won't want to change your mind?

60. POINT-3 :
3 Though everyone else is pursuing a particular
route or buying a product, it may not be right
for you. Avoid falling victim to the "herd
mentality." You might decide that it's best to go
against the trend

61. POINT-4 :
4 When you feel tempted to buy a product or sign
up for a service, ask yourself whether you've
fallen under the spell of a particularly likable
salesperson. Is the salesperson similar to
you, familiar to you, or extremely complimentary?

62. POINT-5:
5 Carefully note your reaction to authority figures.
Has the person you're negotiating with triggered
your respect for authority? Are you making your
choice because you want to, or are you swayed
by an "expert" opinion? And does this person
genuinely have the authority he is implying, or is
he merely using the symbols of that authority?

63. POINT-6:
6 Before you fall for a sales pitch claiming that a
product is running out of stock or that a discount
deal is soon to expire, think again. Do you really
want or need the product now, or has its lack of
availability caught your attention?

64. KEY FACTORS:
 The Six Principles of Influence were created
by Robert Cialdini, and published in his 1984
book, "Influence: The Psychology of
Persuasion."

65. KEY FACTORS:
 The principles are:
reciprocity, commitment, social
proof, liking, authority, and scarcity.

66. KEY FACTORS:
 You can use the six principles whenever you want
to influence or persuade others. However, it's also
useful to use them with other tools. And, by
knowing about the principles, you can become
resistant to people who try to use them to
manipulate you.

67. KEY FACTORS:
 You also need to make sure that you don't
misuse these principles - avoid using them to
deceive or mislead people, and make sure that
you use them for people's good, rather than to
disadvantage them.

68. A FINAL NOTE:
 Remember, you can use your awareness of
these six principles when you need to
persuade others, and when others are trying
to persuade you.

70. THANK
YOU
Babu Appat
babuappat@gmail.com
www.youtube.com/thetrainingclasses
www.thepleasuresofteaching.webs.com