{"id":1382,"date":"2013-12-03T20:29:44","date_gmt":"2013-12-03T20:29:44","guid":{"rendered":"https:\/\/www.peaksalesrecruiting.comblog\/influence-the-psychology-of-persuasion-in-sales\/"},"modified":"2023-03-08T19:42:39","modified_gmt":"2023-03-08T19:42:39","slug":"influence-the-psychology-of-persuasion-in-sales","status":"publish","type":"post","link":"https:\/\/www.peaksalesrecruiting.com\/blog\/influence-the-psychology-of-persuasion-in-sales\/","title":{"rendered":"Influence: The Psychology of Persuasion in Sales"},"content":{"rendered":"

\"InfluenceRobert Cialdini\u2019s book,\u00a0Influence: The Psychology of Persuasion<\/strong>, <\/i>while not your typical sales book, provides a fascinating look at the science of persuasion and how buyers are influenced into making purchases. The author, a professor of Psychology and Marketing at Arizona State University, spent three years undercover in telemarketing organizations, car dealerships and fundraising organizations observing how purchase decisions actually happened.<\/p>\n

The book cites 6 key areas of influence which are summarized below:<\/p>\n

    \n
  1. Reciprocity<\/strong> \u2013 People are naturally inclined to return a favor, respond to good deeds and repay debts. What is powerful about this is that the favor may be unsolicited and\/or the debt may be implied. For example if a sales rep sends something free to a potential buyer, that person may be more inclined to repay the favor by taking time to speak with the sales person and potentially even more inclined to purchase. Another more subtle sales example involves a customer who declines to take advantage of a salesperson\u2019s offer of a discount on a high priced item, but but feels obligated to accept a second offer on a slightly lower priced item.<\/li>\n
  2. Commitment and Consistency<\/strong> \u2013 When people make a commitment either verbally or in writing, they are more likely to honor that commitment. We often see sales people \u00a0leverage this tactic when they ask a prospect to agree to a conditional purchase (\u201cif I can show you these benefits, will you buy?\u201d).<\/li>\n
  3. Social Proof<\/strong> \u2013 People feel comfortable following the bahavior of a crowd and will do things that they see other people are doing. A good example of this is the experiment where several people stop on the sidewalk and look into the sky. Soon others gather to also look into the sky and the crowd becomes so large that it blocks traffic. There are other darker examples of this in history such as mass suicides, and in sales we often see companies tout their customers as proof that the \u201ccrowd\u201d buys from them.<\/li>\n
  4. Liking<\/strong>\u00a0\u2013 People are more easily influenced by people they like. \u00a0Cialdini talks about the different traits that affect like-ability including personality, attractiveness, commonality and familiarity. Sellers who can become liked by the buyer can exert more influence and sell more.<\/li>\n
  5. Authority<\/strong> \u2013 People perceived to be in position of power (real or not) tend to be more persuasive since people are inclined to respect and follow authority figures. Marketing campaigns will often use certified professionals to promote products as a way to influence buyers. We also see sales and business people using big titles or showing off fancy watches and luxury cars as a statement of their success and power.<\/li>\n
  6. Scarcity<\/strong> \u2013 This powerful rule of influence involves supply and demand and I am sure we have all fallen prey to this. For instance, we go to price shop TV\u2019s and the sales person tells us that he has a great sales on, but the floor model is the last available. How many of us feel tempted to short circuit our research and make a purchase? I would think most of us would. The more limited the supply (even perceived), the greater twill be our urge to buy. Exclusive, limited quantity or limited time offers can be very powerful in persuading buyers.<\/li>\n<\/ol>\n

    The bestselling book is a must read for any business leader and particularly those who are in charge of making sales happen.<\/p>\n

    To your success!<\/p>\n

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