As business people and sales people it is our responsibility to help a customer make a great buying decision. To assist the customer in this decision you must employ 6 principals of influence. Our marketing guru Ben Molfetta explains exactly what these principals are.
One of the key objectives of your marketing and sales efforts is to influence or persuade prospects to make decisions in your favour.
Robert Cialdini, in his book The Psychology of Persuasion, describes six universal principles that act as the foundation for most successful influence strategies. He explains that as humans we are hard wired to be persuaded by these sources. The six principles are Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority and Scarcity.
Reciprocation is when someone does something for us, we feel obligated to return the favour. In a marketing context, reciprocation can be activated by offering items of perceived value such as education, offers of assistance, and free trials.
The concept of commitment and consistency is about people's nearly obsessive desire to be follow through with what they've already said or done. Therefore it is imperative to gain commitment, or to get to yes, during each prospect interaction.
Social Proof is a tool people use to shortcut their decision making process. We are more inclined to make a decision if we know that others have made a similar decision. A well designed business development process should incorporate social proof in the form of case studies and testimonials.
The premise of liking is that prospects are more inclined to do business with people they like or respect. Therefore, anyone who interacts with a prospect, whether it's a receptionist, a customer service rep, or a sales person, must make a favourable impression.
Information from an authority figure is a strong source of influence. We are inclined to "follow an expert" when making decisions. In the course of your business development process, use every conceivable opportunity to establish yourself as an authority. Public speaking, being quoted in respected publications, being on panels or publishing an e-book are examples of how to reinforce your authority status.
Scarcity is a source of influence because opportunities seem more valuable when their availability is limited. Limited seating, limited quantities and limited time offers are examples of using scarcity to influence behaviour.
When used with integrity and authenticity, these sources of influence will ultimately increase your chances of making the sale.