Robert Cialdini - The Power Of Persuasion

1) Reciprocation - the good old give and take!

If you give to someone, that someone, now owes you a favor!
In the context of Obligation, people say YES!

You act first, when you want to influence somebody!
The people that give, also receive! Accept in return, because you have given!

You should say:
"Oh, I know, listen, if the situation was ever reversed, you would do the same for me!"

And you can wait a long time, before you can call in for a favor!

'Reciprocation of Concessions'

"Well if you can't do that..." said, after a higher more expensive offer was made. At which point, you offer a less expensive offer, but the offer that you've wanted all along.

- change of what goes first, which offer! Always start with the larger request (if they accept it, you got what you wanted, with the icing on the cake), but retreat to the lesser offer.
- there's an ethical issue here, but it's the way things work!
- this technique will increase the likelyhood that they will say YES to you!
- make sure you don't miss the moment!
- in the context of concessions, people want to reply positively!


2) The principle of scarcity:
(people want more, of what they can't have)

- in the context of scarcity, people want what they can't have!

Scarcity of Commodities
- when you present an idea or service, you need to explain to people, what it is about this, that they can't get this anywhere else!
- it's not about just explaining the benefits, but also explaining what they stand to lose, if they don't!
- it works in the same way, for information also, and not just products or services
- Look up: Exclusivity of Information!

3) Authority (if an expert says it, it must be true)

- you must tell people about your experience and background (establish your trustworthiness), before you try to influence them


4) The principle of Consistency:
- people are more likely to say to a request, if it is consistent, with what they have already said or done!

"Please call if you want to cancel your reservation!"

Commitment:
2 words:
'Will you' call, if you have to cancel the reservation?

People live up, to what they write down!


5) The principle of Consensus:
- people look at what others are doing, to decide if they should do the same
- 'Operators are waiting. Please call NOW!'
- 'If operators are busy, please call again!'


6) The principle of Liking:

Liking flows from Positive Connections:
- similarities (people that are like us)
- compliments (people who 'do' like us)
- cooperative efforts (people that work with us, to achieve success)

Make a flash card, and put it, inside of your wallet!