Because we ask our clients to invest in our sales training programs, it only makes sense that we also invest in our own professional development, too. And that's exactly what I did last week, in addition to the Selling Power Magazine's Sales 2.0 Conference, I attended the "Principles of Persuasion" Workshop based on Robert Cialdini’s work. Robert Cialdini -- as you probably know – is the author of the book, Influence: Science and Practice. If you haven’t read it. Do it! It’s the seminal book on the science of effective persuasion in the business world. I first came across it about 10 years ago and it changed the way I thought about the science behind persuasion. The conference was even better than the book! I met some very interesting people and walked away with some highly practical ideas about how to more effectively use persuasion in my work life. The 6 principles outlined in the program are (slowly) becoming part of my day-to-day. And I’m already seeing very positive results. Here's a taste:
Reciprocation: People are obliged to give back to others who have given to them;
- Liking: People prefer to say “yes” to those they know and like;
- Consensus: People decide what’s appropriate for them to do in a situation by examining what others are doing there;
- Authority: People rely on those with superior knowledge or wisdom for guidance on how to respond;
- Consistency: Once people make a choice/take a stand, they will encounter personal and interpersonal pressure to behave consistently with what they have previously said or done.
- Scarcity: Opportunities appear more valuable when they are less available.