How can you trigger your prospects say “yes”? Psychology. In fact, as marketing expert Dr. Robert Cialdini has argued, there are 6 proven psychological triggers that generate action. And the most successful sales reps use them to engage prospects and set appointments. You can learn what these “triggers” are—and how to use them—in this presentation of Business Wise Insiders!

1. Sales Action Triggers:
6 Ways to Make Your Prospect Say “Yes”

2. POP QUIZ:
What makes your prospect
decide to say YES...
...to take
your CALL?
...to agree to your
MEETING?
...to click on
your EMAIL?
...to BUY your
product?

3. DECISION SHORTCUTS
Often, people don’t consider all relevant INFORMATION or perform a
rigorous cost-benefit CALCULATION to guide their decisions.
Instead, their brains use MENTAL SHORTCUTS
to help them make decisions faster.

4. THE 6 PRINCIPLES OF PERSUASION
In Influence: The Psychology of Persuasion, Dr. Robert Cialdini
described those shortcuts: the 6 universal “principles of persuasion.”
Sales and marketing pros can turn these 6 principles into
ACTION TRIGGERS to persuade prospects to say YES.
RECIPROCITY
COMMITMENT &
CONSISTENCY
SOCIAL PROOF
SCARCITY
LIKEABILITY &
FAMILIARITY
AUTHORITY

5. Reciprocity
TRIGGER No. 1

6. RECIPROCITY
Why don’t you come over to our
house for dinner this weekend?
PEOPLE FEEL OBLIGED TO GIVE BACK TO OTHERS WHAT THEY HAVE RECEIVED
Well that was nice! We should
have her over for dinner
sometime soon...

7. RECIPROCITY in ACTION
STUDY: Restaurant patrons tip MORE when their waiter
brings a SMALL GIFT along with the check at the end of the meal.

8. RECIPROCITY in ACTION
FREE STUFF
Free samples, free trials, and
rewards make prospects want to
GIVE SOMETHING BACK.
REFERRALS
To build good will, and to
increase the chance of
RECIPROCAL REFERRALS.
FREE KNOWLEDGE
Prospects will pay you back for
free ADVICE and IDEAS (tips,
guides, white papers).
DO YOU USE RECIPROCITY? HOW?

9. KEY POINTS
People don’t like to feel indebted, or to take more than they give
Give something away, then ask for something in return
Unexpected / personal gifts = most effective.

10. Commitment & Consistency
TRIGGER No. 2

11. Will you give money to my cause?
PEOPLE LIKE TO BE CONSISTENT WITH THE
THINGS THEY’VE PREVIOUSLY SAID / DONE
COMMITMENT & CONSISTENCY
Will you sign my petition?
Well I’ve already expressed
my support, so… sure!
Sure!

12. COMMITMENT & CONSISTENCY in ACTION
STUDY: People were more likely to agree to put up a “Drive Safely” YARD SIGN
if they’d already agreed to put a SMALL STICKER in their window.
DRIVE
SAFELY!
DRIVE
SAFELY!

13. FREE TRIALS
When you get people started
with your product, they’ll be
more likely to KEEP USING IT.
TESTIMONIALS
Public statements of support
lead to increased CUSTOMER
LOYALTY.
LISTENING
When your prospects verbalize
their priorities, they’ll be more
likely to ACT to address them.
DO YOU USE COMMITMENT & CONSISTENCY? HOW?
COMMITMENT & CONSISTENCY in ACTION

14. KEY POINTS
People want to follow through on commitments
Small commitment now leads to big commitment later
Voluntary, active, public commitments = most successful

15. Social Proof
TRIGGER No. 3

16. I love this product! Everyone I
know loves it, too.
PEOPLE LOOK TO THE ACTIONS OF OTHERS AS A GUIDE,
ESPECIALLY WHEN THEY’RE UNCERTAIN ABOUT WHAT TO DO
I wasn’t sure about it, but it
sounds like everyone likes it, so
I’ll buy it, too.
SOCIAL PROOF

17. SOCIAL PROOF in ACTION
STUDY: People are more likely to REUSE HOTEL TOWELS when there’s a note
suggesting that the majority of OTHER GUESTS do so as well.
75% of guests who
stay in this room
reuse their towels.
Please help protect
the environment.
The Management

18. CASE STUDIES
To describe WHO YOU HELP,
and how.
TESTIMONIALS
To demonstrate the SUPPORT
and ENTHUSIASM of clients.
CHEERLEADERS
Referrals from TRUSTED
SOURCES are esp. effective.
DO YOU USE SOCIAL PROOF? HOW?
SOCIAL PROOF in ACTION

19. KEY POINTS
#FOMO: Fear of missing out
Safety in numbers: if others are doing it, it can’t be bad
The more specific the social proof = more effective

20. Likeability
TRIGGER No. 4

21. Wow, we went to the same
school, and we both love golf!
PEOPLE PREFER TO SAY YES TO THOSE THEY LIKE
We have a lot in common! I’d
much rather do business with
her than a stranger.
LIKEABILITY & FAMILIARITY

22. LIKEABILITY in ACTION
STUDY: Students in a negotiation class were far more likely to reach
AGREEMENT when they were instructed to GET TO KNOW EACH OTHER first.

23. CUSTOMER SERVICE
Show your clients you CARE
ABOUT THEM to increase
loyalty and grow referrals.
NETWORKING
Increase your EXPOSURE to
prospects so they’ll be familiar
with you and your business.
RESEARCH
Discover what you might have in
COMMON with a prospect
before you meet with them.
DO YOU USE LIKEABILITY & FAMILIARITY? HOW?
LIKEABILITY in ACTION

24. KEY POINTS
People like others who are similar to themselves
People like when other people compliment them
People like others who cooperate toward the same goals

25. Authority
TRIGGER No. 5

26. I’ve been helping clients achieve X
for over 30 years. I want you to
benefit from my expertise.
PEOPLE FOLLOW THE LEAD OF CREDIBLE, KNOWLEDGEABLE EXPERTS
Wow, this person knows what
they’re talking about. I should
probably listen to them.
AUTHORITY

27. AUTHORITY in ACTION
STUDY: Physical therapists get more patients to follow recommended
EXERCISE PROGRAMS when they display their DIPLOMA on their office wall.

28. EXPERTS
Cite experts to increase your
CREDIBILITY with prospects.
INFLUENCERS
Market to influencers so they’ll
help SPREAD THE WORD.
KNOWLEDGE
BECOME AN EXPERT: share
your expertise with prospects.
DO YOU USE AUTHORITY? HOW?
AUTHORITY in ACTION

29. KEY POINTS
Authority commands respect and trust
More effective when other people vouch for your authority
Demonstrate your authority: gain and share knowledge

30. Scarcity
TRIGGER No. 6

31. This is the last day we’ll be
offering our product at lower
prices.
PEOPLE WANT MORE OF THE THINGS THERE ARE LESS OF
Uh oh… I better act fast!
SCARCITY

32. SCARCITY in ACTION
STUDY: The day after British Airways announced it would soon CANCEL its
daily Concorde flights from London to Rome, SALES SKYROCKETED.

33. LIMITED QUANTITY
There’s ONLY ONE LEFT...
act fast!
LIMITED TIME
Sale ENDS TOMORROW...
act now!
UNIQUE
It’s ONE OF A KIND…
you can’t find it anywhere else!
DO YOU USE SCARCITY? HOW?
SCARCITY in ACTION

34. KEY POINTS
Scarcity = both limited quantity and limited time
Differentiate yourself: how is your product unique?
Scarcity promotes urgency

35. INSIDERS

36. © Business Wise Inc. 2017
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