Types of Persuasion

Ten minute video showing scientifically proven methods of persuading or selling to others.  In short they are:

1.) Reciprocity – Be the first to give a gift, complement or nice deed.  This sets the standard for the relationship and the other party is more likely to give back to you.  Be sure to give genuinely and to make the other party feel special about the gift they receive.

2.) Scarcity – People are more likely to want something that they believe is limited in time or quantity.  How many times have you heard a commercial say something like, “For three days only ……”?  They are appealing to your sense of scarcity  and to your fear of missing out.

3.) Authority – People are more likely to be persuaded by those who are perceived authorities in the subject matter.  One company simply had the receptionist change her comments to incoming callers from, “Ok, I’ll forward you over to sales,” to “OK, I’ll forward you over to Steve.  He specializes in this situation.”  Sales grew immediately even though there were no other changes in the process or offering.

4.) Consistency – People like to be consistent with things they already said.  Ask the other party to agree in principal before bringing up all of the details.  Those details are less likely to be an issue if the person has already agreed either in principal or to other parts of the package.

5.) Liking – People are more likely to be persuaded by people they like.  No surprise.  Therefore, spend a few minutes trying to find common ground, interests you share or anything else the other person can relate to you as a person.  Also be authentic and complementary.

6.) Consensus – In another study, a company was able to increase sales by offering the same three plans they had offered for years but they added a line to their sales script that said, “Our most popular plan for customers with interests like you is plan B.”  Not only did plan B sales go up but overall sales went up.


Science Of Persuasion

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