Small Changes, Amazing Results

When you speak with your customers, here are some useful things you ca

August 30, 2020

When you speak with your customers, here are some useful things you can do to sway them to choosing you as their supplier.  These techniques were developed by the famous psychologist, Robert Cialdini who described these techniques in his book, written in 1984, Influence: The Psychology of Persuasion.  We love this guy!  As part of his discovery of the key principals of influence, Dr. Cialdini worked for 3 years at used car dealerships, fund-raising organizations, telemarketing firms, and vacuum sales to observe real-life situations of persuasion.


He found that influence is based on six key principles: reciprocity, commitment and consistency, social proof, authority, liking, scarcity. In 2016 he proposed a seventh principle. He called it: The Unity Principle. The more we identify ourselves with others, the more we are influenced by these others.


1984: The 6 key principals


  • Reciprocity: Often referred to as little favor, big favor.  If you can do a small favor first for your customers, then you are much more likely to receive a big favor in return. (closing the deal)
  • Commitment/consistency: We listen to many queues to see who we will trust and we only buy from those whom we like and trust.  Simply being consistent throughout your sales process can often be enough to close the deal.
  • Social proof: We tend to look at others to see what to do.  You will be very successful using this technique, often referred to as feel, felt, found.  For example, you might say, “Many of our customers have felt reluctant to go with us, but once they saw the results they were glad they did.”  
  • Authority: We have a natural respect for authority.  This is because for us to survive historically we had to work as a group and to do so, pick a leader.  For example, in a real estate study, the secretary was asked to say the following when calls came in; “let me transfer you to Mr. Smith, he’s been doing this for 20 years, he’s an expert in this field”.  This simple statement resulted in 20% more closed sales.
  • Liking: We prefer to say “yes” to people we like.  We like people who are similar to us,  who pay us compliments and who cooperate with us.
  • Scarcity: We are very sensitive to scarcity.  It’s simply built in to our psyche.  If you ask your children if they want any one of 3 pieces of candy, but then say “I can’t give you this one, it’s the only one left”, they will quickly demand that piece.  This works for cars and other products.


2016: The 7th key principal


Unity: When we share a common identity, we are perceived as “us”. By simply implying an "us", you become more influential.  In sales the concept if mimicry, whereby we share common experiences or speak with similar patterns, can make us more influential. 


Keep in mind that by using one or more of these techniques, you WILL increase your sales significantly.

Give our Support Team a call now at (949) 478-6887 and we can share more ways that we have learned from owners on how to increase sales during the current climate!

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