In business today, effective influence is essential. Want your ideas implemented? You must influence others to act on them. Want more clients? You must influence people to buy from you. Want more advancement or responsibility? You must influence executives to see the value you offer. And to be an effective leader, you must be able to influence others. In all respects, being able to influence others is the ultimate power tool. So, what makes people say "yes" to your requests? Here are six proven universal principles of persuasion that, when used ethically, can influence others to change their behavior.
1. Reciprocity
Reciprocity is initiated in business every day, even if we don't immediately recognize it. From suppliers sending relevant industry-specific information to clients, to managers providing personalized guidance, to co-workers helping each other meet a deadline, reciprocity can be initiated in many ways. The key to effectively using reciprocity is to be the first to give and be sure that your "gift" is personalized and unexpected.
2. Scarcity
Have you ever noticed that people seem to want more of those things they can have less of? That's the Scarcity Principle at work. Marketers know the power of this principle, which is why their ads often contain phrases like: "Limited Time Only" or "Limited Quantities Available." Information that is exclusive is more persuasive. The key to using scarcity successfully, whether for a product, service or information, is to not just honestly tell people the benefits they'll gain, but also point out what's unique and what they stand to lose if they don't act on your offer.
3. Authority
Research shows that people typically follow the lead of those they perceive as credible and knowledgeable experts. To ensure that others recognize your experience, first determine what your relevant background, experience and expertise are for the person you are trying to influence. For maximum impact, arrange to have a third party communicate this information. Another option is to direct the person you want to influence to something in writing that highlights your credentials (i.e., LinkedIn profile, your bio on your website, etc.).
4. Consistency
People feel compelled to be consistent with their prior behaviors or statements. When someone makes a commitment actively, either by writing it down or speaking it out loud, it's even more likely that they'll follow through with that commitment. You can activate the Consistency Principle by looking for or asking for small initial commitments. Suppose you want a co-worker to submit his reports in a timelier manner. Once he complies, ask him to send you a summary of that decision in writing.
5. Likeability
People prefer to say "yes" to those they know and like. But what makes someone like you? Science tells us there are three important factors that contribute to likeability: 1) we like people who like us (and tell us so); 2) we like people who are similar to us; and 3) we like people who cooperate with us toward mutual goals. Be honest in your praise, find genuine similarities, uncover opportunities to work together toward common goals, and get to know people more meaningfully before talking business.
6. Social Proof
You can use use social proof when attempting to get your ideas implemented. Imagine that you're trying to streamline your department's work processes, but a member of your group is resisting. Rather than try to convince this group member yourself, ask a couple of veteran employees who support the initiative to explain their support for it at a team meeting. The veterans' testimonies stand a much better chance of convincing the resistant group member than yet another speech from the boss, as social proof is often better exerted horizontally rather than vertically.
By Dr. Robert Cialdini, Ph.D
INFLUENCE AT WORK (IAW) was founded by Robert Cialdini, Ph.D, professor emeritus of psychology and marketing and author of The New York Times bestseller, Influence. Dr. Cialdini is a highly sought-after keynote presenter on the ethical business applications of the Science of Influence. Additionally, IAW offers customized, in-house Principles of Persuasion (POP) workshops conducted by Cialdini Method certified trainers. For availability, call (480) 967-6070 or visit www.INFLUENCEATWORK.com. Follow us at @robertcialdini.