Keynote

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Presented by
Dil Sidhu – MBA, MSc, MA
Associate Dean, Executive Education,
Columbia Business School, Columbia University
The Science of
Influence & Persuasion for
Richer Relationships
Based on the research of
Prof. Robert Cialdini, et al
Developed for the
The Relationship
Management
Group for HE Libraries

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1. FINANCIAL RESOURCES
2. STAFF SKILLS
(e.g. SUPPORT FOR DATA-DRIVEN RESEARCH)
3. IMPLEMENTING NEW TECHNOLOGY
4. RESISTANCE TO CHANGE
5. DIVERGENT LEADERSHIP VIEWS
0% 20% 40% 60% 80 % 100%
Q. What are the primary constraints
on your ability to make desired
changes in your library?
Source: US Library Survey, 2016, Christine Wolff-Eisenberg

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A brief history of influence
 4,000  45  6  2 75  49 000’s

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The 6 Principles of
Influence & Persuasion
2. Scarcity
3. Authority
1. Reciprocity
6. Liking
5. Consensus
4. Commitment

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Persuasion is about small things
with big outcomes
+29% commitment to purchase
When the spoon is aligned to the dominant hand
for majority of population

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How many messages are
trying to influence you daily?
1,900
One or more of
these messages
may be yours!

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The Good Old Give and Take
The $5,000 aid donation - 1985
Principle 1 - Reciprocity

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0
5
10
15
20
25
1 Mint 2 Mints 1+1
Mint
% Increase compared to no mint
3.3%
14.1%
23%
Reciprocation Tipping Study
What represents a ‘true’ gift?
The Most Powerful Gifts are…
 Significant
 Personal
 Unexpected

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19%
redemption
34%
redemption
3-4 days faster
Giving first and giving often

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Reciprocity and ‘Freemium’

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Principle 2 - Scarcity
People want more of what they cannot have

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People want more of what they can have less of
Scarcity
Consumer Products
Limited Edition
Nike Dunk
Information & TalentIcons & Events

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“If you implement the changes
suggested you can save £1.00 per day!”
“If you fail to implement the changes
suggested you will continue to lose
£1.00 per day!”
Scarcity and Loss Framing
Loss
Framing
Standard
Approach
+350%

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“Trust me… I’m an expert!”
Principle 3 - Authority

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 Legitimate authority’s view in the media changes public opinion
 So powerful that even fictitious “authorities” are influential
Testimony before
U.S. Senate Judiciary Committee
by William Petersen – CSI
May 15, 2001
Authority

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Authority
‘Dr. Doug Ross’ Professor Sir
Liam Donaldson CMO
 Legitimate authority’s view in the media changes public opinion
 So powerful that even fictitious “authorities” are influential

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 Authority doesn’t always
need words
 ‘Trappings’ are prevalent
in everyday life
 They are appreciated as
they convey confidence
to help with our decision
making
Authority and Trappings
LIBRARY TEAM OF THE YEAR

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6.5 million appointments cancelled per year
Cost to the NHS of over £600m
(67% because the patient forgot)
Principle 4 – Consistency or
Commitment
You have my word on it!
Dr: Amy Smith
Time:________________
Date:________________
Patient’s Initials:____
+18%
compliance
within 3
months

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 Once a choice or stand is
taken you will encounter
personal and
interpersonal pressure
to behave consistently
with what you have done
previously
 Consistency is activated
by commitment: a prior
choice or stance on an
issue
Consistency

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Creating Commitment
start small and BUILD
The Traffic Safety Committee Study
DRIVE
CAREFULLY

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DRIVE
CAREFULLY
Creating Commitment
start small and BUILD
The Traffic Safety Committee Study

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Creating Commitment
start small and BUILD
The Traffic Safety Committee Study
DRIVE
CAREFULLY

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0 20 40 60 80 100
% complying
with card first,
then billboard
request
% complying
with billboard
request alone
17%
76%
Creating Commitment
start small and BUILD
The Traffic Safety Committee Study
by the way, use
of graphics to
illustrate
information
can yield up to
a 30% increase
in persuasion
effectiveness

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Principle 5 – Consensus or
Social Proof
What’s everyone else doing?
“Eight out of ten owners say
that their cat prefers it!”

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 People often decide what to do based
on what others are doing
 Consensus is activated by evidence of
how others are thinking, feeling or
acting
 Consensus is especially powerful when:
 People are ‘unsure’ about what
they should be doing
 People see ‘similar’ others doing it
 People see ‘lots’ of others doing it
Consensus

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Consensus
 Firsthand
experience not
required
 Statistics, results
of polls or
surveys, and
most importantly,
testimonials of
‘similar’ others
Testimonials
“The best and best researched book, ever, on
this topic” Tom Peters, Author & Management Consultant
Statistics
Surveys & Polls

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Joe Girard
‘World’s Greatest
Salesperson’
12th Year!
Principle 6 - Liking
Making friends to influence people

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The Joe Girard Story
Liking
“I like you!”
All the best,
Joe Girard

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Liking
What are you doing to save time?! 
( Remember the Performance Improvement Stuff?! )
dil.sidhu@kpmg.co.uk

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 Compliments
 Co-operation
 Similarities
Liking
Same effect…
True or Not!

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When to use which Principle?
1. Look to develop Relationships –
2. Look for a Decision –
3. Look for Action –
Reciprocity & Liking
Scarcity & Consistency
Authority & Consensus
ACTION!

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So, what is there to fear?
2. Fear of Loud Noises
There are only two fears we have hard-wired into us
1. Fear of Falling

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Applications for HE Professionals
Principle of Persuasion Suggested HE Professionals
Application
1. Reciprocity 

2. Scarcity 

3. Authority 

4. Commitment/Consistency 

5. Consensus/Social Proof 

6. Liking 


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In Summary
small things can make a
BIG difference! R
S
A
CC
L

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The Science of
Influence & Persuasion for
Richer Relationships
Based on the research of
Prof. Robert Cialdini, et al
Developed for the
The Relationship
Management
Group for HE Libraries
THANK YOU!
dil.sidhu@gsb.columbia.edu