2. PRINCIPLE 1: THE PRINCIPLE
OF LIKING
• People like those like
them, who like them
• To influence people, you
need to make and win
friends using 2 factors –
Similarity and Praise.
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People like those like them,
who like them
3. PRINCIPLE 1: THE PRINCIPLE
OF LIKING
• Use similarities such as
common interests (in football,
college alumni, or favourite tv
show) with new co-workers,
new boss, new vendors to
create bonds early in the
relationship.
• After the good will and
trustworthiness has been
established, it would be much
easier to achieve their support
for new projects or better
budget.
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People like those like them,
who like them
4. PRINCIPLE 1: THE PRINCIPLE
OF LIKING
• Use genuine praise to
charm and disarm.
• You can make positive
remarks about the
person’s attitude,
character or performance.
• In return, you generate
liking and the person will
not be so defensive or
guarded.
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People like those like them,
who like them
5. PRINCIPLE 2: THE PRINCIPLE
OF RECIPROCITY
• People repay in kind.
• Give to others what you
want to receive from them.
• A simple example would
be smiling. When
someone smiles to you,
more often then not, you
will smile back at him
automatically.
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People repay in kind.
6. PRINCIPLE 3: THE PRINCIPLE
OF SOCIAL PROOF
• People follow the lead of
their peers.
• Influence is more effective
when exerted
horizontally, rather than
vertically.
• Persuasion is very
effective when it comes
from peers.
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People follow the lead
of their peers.
7. PRINCIPLE 3: THE PRINCIPLE
OF SOCIAL PROOF
• For example, many
salesmen like to bring out
testimonials from satisfied
customers to show their
current prospect.
• There is a better chance of
convincing this prospect if
they hear it directly from
their peers, instead of yet
another sales pitch from
the salesman.
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People follow the lead
of their peers.
8. PRINCIPLE 4: THE PRINCIPLE
OF CONSISTENCY
• People fulfil public and
voluntary commitments.
• Liking is a powerful force, but
persuasion involves more
than simply making people
like you, your pitch or your
product.
• People need to feel
committed to what you want
them to do. People have to
feel obligated to you.
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People fulfil public &
voluntary commitments.
9. PRINCIPLE 4: THE PRINCIPLE
OF CONSISTENCY
• There is strong evidence
to show that a choice
made actively – whether it
has been spoken out
loud, or written down –
is more likely to direct
someone’s future actions
than when the same
choice has been left
unspoken.
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People fulfil public &
voluntary commitments.
10. PRINCIPLE 5: THE PRINCIPLE
OF AUTHORITY
• People defer to experts
with specialised skills
and information.
• In Asian countries, having
a get-together meal before
formal discussion or
negotiation is common
practice. These meals are
opportunities to establish
“similarities” and
“likings”.
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People defer to experts
with specialised skills
& information
11. PRINCIPLE 5: THE PRINCIPLE
OF AUTHORITY
• In addition, it is also useful
to establish “expertise”
before doing formal
business with the business
partners.
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People defer to experts
with specialised skills
& information
12. PRINCIPLE 6: THE PRINCIPLE
OF SCARCITY
• People place more value
on what is scarce.
• Scarcity breeds demand.
• Sales personnel love to
use “limited time”, “limited
supply”. “one-of-a-kind”
offers to bait customers.
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People place more value
on what is scarce.
13. PRINCIPLE 6: THE PRINCIPLE
OF SCARCITY
• Retailers frame their offers
not in terms of what
people stand to gain, but
in terms of what people
stand to lose if they don’t
act fast.
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People place more value
on what is scarce.
14. USE A COMBINATION OF
PRINCIPLES FOR GREATER
IMPACT
• Summary: legitimate expertise, genuine obligations,
authentic similarities, real social proof, voluntary
commitments can produce win-win situations.
• Using these 6 principles judiciously and ethically will
help you capture your audience, sway the
undecided and convert your opposition.
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15. –Zig Ziglar
Renown motivational speaker and trainer
“The most important persuasion tool
you have in your entire arsenal is
integrity..”
ALWAYS BEARING IN MIND….
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16. Everything related to building strong and cohesive teams
in your organisations.
Visit us at
www.jointeambuilding.com
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