Having the best product or service, the newsiest, shiniest and most innovative business does not, unfortunately, always give us the edge when it comes to getting clients to take up our offer, comply with our requests and do business with us.
In any business situation, however, there are moments where the opportunity to move someone towards saying yes to your request are heightened.
Recognising these moments and the correct action to take at those moments is the science of persuasion and the understanding of what influences us and how we are influenced.
In 1995 (yep, that long ago) I read a book called Influence, by Dr Robert Cialdini. Since them I have reread and referenced it many times. And, today, when economic circumstances are such that there is some lack of confidence in what the future holds, when our customers could be frozen in inaction purely out of fear of an unpredictable economic climate, the lessons from Dr Cialdini’s book are more pertinent than ever before.
That’s why I am extremely excited that on 15 June Dr Cialdini is my guest on BOOKED for Lunch – our webinar series with the world’s best business book authors and thinkers.
I’m thrilled that Dr Cialdini is going to be able to share with you the practical and powerful opportunities that the six universal influence principles (which I’ve summarised below) present to you and your business.
They are truly gold! And, if implemented correctly, they are proven to move people closer to a Yes response to our proposals, our invitations, our businesses.
Robert Cialdini’s Six Principles of Influence
- Reciprocation – The obligation to give back what others give us
- Scarcity – The idea that something is rare or diminishing in its availability is more attractive
- Authority – the idea that we’re much more willing to follow the lead of someone that is a legitimately constituted authority
- Commitment – the idea that once we’ve taken a position on an issue we are more likely to say yes to a decision that is consistent with that commitment
- Liking – opal are much more willing to say yes to a request from someone they know and like
- Social Proof – we’re much more willing to say yes to a request when we have information when someone around us
On 15 June we’ll take a look at how to put these principles into practice.
Master, or even just better comprehend, these and I promise your effectiveness as a communicator and leader will be boosted. They’ve been hugely beneficial to me over the years in countless situations.
About Dr Cialdini
Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
His books, including Influence: Science & Practice, and Yes – 50 Scientifically Proven Ways to Be Persuasive, are the results of years of study into the reasons why people comply with requests in business settings.
Dr. Cialdini is President of INFLUENCE AT WORK, an international consulting, strategic planning and training organisation based on the Six Principles of Influence.
Below is a video with Dr Cialdini. BOOKED for Lunch – with Robert Cialdini 15 June 2010 12.00pm- 1.00pm AEST Webinar – Presented by the Australian Businesswomen’s Network and GoToWebinar Register today for BOOKED for Lunch
