Do you want to hear “yes” more in your professional life? Who doesn’t, right? Follow Dr. Cialdini’s Six Principles of Social Influence may be just what you need.
In the fields of influence and persuasion, keynote speaker Dr. Robert Cialdini is one of the most cited social psychologists in the world today. He has spent over half a century researching how and why we do the things we do. His seminal book Influence: The Psychology of Persuasion and his latest New York Times bestseller Pre-Suasion: A Revolutionary Way to Influence and Persuade detail ways to prime listeners for the “Yes”
Consistency
The starting point. Being consistent in behavior gives you credibility and respectability. It also holds others accountable to their verbal commitments.
If you want others to stand by their verbal commitments, ask for the commitment in a public space or image. A BigSpeak article on the power of influence states,
In a study done on how to increase the impact of reminder calls, a blood donor organization increased participation from 70% to 82.4% simply by changing their wording from “We’ll mark you on the list as coming then, thank you” to “We’ll mark you on the list as coming then, okay? [Pause for confirmation]. Thank you.”
In an office setting, after the verbal commitment is given, make it public. Respond by saying how excited your whole team is to hear back from your contact.
Reciprocity
Be the first to give. When people do nice things for us or give us gifts, it’s human nature to reciprocate. Be the first to give a service, information or concessions, and you will get back what you give. People say yes to those they owe.
For this to work, Cialdini says that the gift needs to be meaningful to the individual and the interaction. The gift also needs to be unexpected or go beyond the normally expected transaction.
Liking
Making friends to influence people. We like those who are like us. Dr. Cialdini recommends finding enough about the person you’re dealing with until you find a similarity, then bring it up.
If you can’t find any similarities to the person through your search online then find something you like about them and say so. The trick is to give the compliment behind their back. Tell their boss or supervisor and the compliment will trickle down to them. They will appreciate the compliment and that you made them look good to their boss.
Consensus
People proof, people power. Word of mouth and testimonials reduce uncertainty and doubt about what to do next. This is because when people are uncertain they turn to the actions and behaviors of others to determine their own.
Dr. Cialdini says, “rather than relying on our own ability to persuade others, we can point to what many others are already doing, especially many similar others.” To utilize the power of consensus, tell how other people in similar situations and made similar choices. Show their past successes and testimonials, and say things like, “ This is what our clients in your situation usually do…”
Authority
Showing knowing. When you position yourself as an authority on a subject, people are more likely to take your advice, say yes to your requests, and give you more of their attention. Of course, you can’t go around telling people how qualified and credentialed you are–but other people can! Co-workers who mention your credentials and expertise to clients or your boss present you as a trusted source of authority.
Additionally, hang your credentials, certificates, and degrees in your office. In your email signature include your position and place of employment, and if you have an MBA or Ph.D., sign your name with it.
Scarcity
The rule of rare. Simply put, people want what they think they can’t have. Dr. Cialdini says, “Scarcity kicks people off the fence.” It’s all about the sense of loss. When people feel that they are going to lose something or miss out they take action.
This is why it’s not enough to tell people about what they’ll gain if they choose your products or services. Instead, of telling people “You will save $1 a day,” say “You will lose $1 a day if you pass this up.” Bonus: Dr. Cialdini says this particularly works with Millennials. Tap into their FOMO.
There’s no way to guarantee human behavior, but when you utilize Dr. Cialdini’s principles of social influence you will significantly increase your chances of influencing and persuading people in entirely ethical ways.
