Influence - Science and Practice Robert Cialdinis book is all about click, whirr - how were programmed as humans, how marketing can leverage the programming, and how as individuals we can overcome the programming. The six major influence techniques that he explains are: 1. Reciprocation: We feel indebted to people who gives us something of value. For example, when someone gives us a sample of a product to taste, we often feel that we need to stop and converse with the attendant. Salespeople know that giving something of small value can trigger higher value purchases to alleviate the imbalance (I owe you). A sophisticated version of this is to make a large request of a prospective buyer, with the intention of having the request be rejected. The real goal is the second fall-back request, which seems reasonable in contrast. 2. Commitment and Consistency: Once we make a decision (or promise), our subsequent actions maintain the sense of commitment. We dont want to appear to be wishy-washy. We also dont want to have to rethink the decision each time - better to be consistently wrong than overwhelmed with research. Salespeoples goal is to get you to commit to a belief, then create arguments why you should then purchase from them based on your belief system. This psychological one-two punch is used in everything from testimonials (by going on the record, you have a vested interest in being consistent) to hazing rituals. 3. Social Proof: As social beings, we 0ften feel that the more people that like (or do) something, the better it is (whether this be a fad or canned laughter). We tend to trust the pack mentality because were busy (if others pre-chose, then we dont have to think - it must be good) and were trusting (other people that are smarter, better-looking, etc. chose it so were better off being part of the in group than not). 4. Liking: We all want to be liked, so when a salesperson likes you (even if you know theyre just saying it), some part of us feels good. If the salesperson is well-dressed, well-groomed, and similar to us (in mannerisms) we want to believe them (all things being equal) and want to be liked by them. 5. Authority: Were not just social beings, but were naturally hierarchical. Were used to following an authority figure (who a group of people have endowed with special trustworthy qualities). A person who looks like theyre in authority (by dress, mannerisms, professional title, social standing, etc.) we naturally follow the advice of (even if they are advising something theyre not the authorities of). 6. Scarcity: This is tied to social proof - if theres not a lot of something (whether real or imagined), then its perceived value is higher (we have a fear of missing out on the opportunity). This is also true in the converse - if you ban something, you increase its desirability. Jay Hamilton-Roth founded Many Good Ideas to help small businesses brainstorm, design, and implement effective marketing strategies. He combines creativity with common sense to demystify the process of getting great results. He has used his high-tech background from MIT to help him launch five businesses. He consults with companies in a wide range of industries and publishes a free monthly marketing newsletter (Creative Business Ideas) and a (daily blog). He is the host of the new TV series Business With Passion and is also available for public speaking.
Posted on: Mon, 25 Nov 2013 03:39:51 +0000
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