Insights from Influence by Robert Cialdini
“Why is it that a request stated in a certain way will be rejected, while a request that asks for the same favor in a slightly different
fashion will be successful?” ‐ Robert Cialdini
The success of a salesperson, fundraiser, or leader depends upon their ability to get others to comply. Here are six proven psychological
principles to influence compliance and generate sales, raise money, and get people to join your cause.
Scarcity
Rule: We are more likely to buy something if we fear losing our opportunity to buy it; we are motivated by a potential
loss more than a potential gain.
How a business/salesperson leverages the persuasive power of scarcity:
Informs a customer that a product is in “limited supply.”
Uses a countdown timer at checkout (Amazon uses countdown timers on their ‘lightened deals’ and on ‘guaranteed delivery dates’ –
“Order in the next ten minutes and you’ll receive this item by June 1.”).
Instead of stating what the customer stands to gain (“If you buy X, you’ll save Y dollars a month.”), a salesperson states what the
customer stands to lose (“if you don’t buy X, you’ll continue losing Y dollars a month.”).
Social Proof
Rule: When uncertain, we look to others to see how we should act.
How a business/salesperson leverages the persuasive power of social proof:
Door‐to‐door salesperson names three of your neighbors using the service they’re selling.
Retailers like Amazon and Walmart include a “Best Seller” label above specific items. “We seem to assume that if a lot of people are
doing the same thing, they must know something we don’t.” – Robert Cialdini
Companies use testimonials on a product sales page ‐ pictures of smiling customers with a paragraph explaining why they love the
product.
Authority
Rule: We have a deep‐seated sense of duty to comply with authority (ex: we are conditioned to comply with a man or
woman in a police uniform or doctor’s lab coat). Therefore, we are more likely to buy from someone who “appears” to
be an authority in their industry.
How a business/salesperson leverages the persuasive power of authority:
Wears a business suit to imply authority (an experiment in Texas found when a man wears a freshly pressed business suit and tie, people
are three times more likely to illegally cross the street with that man than if he wears a simple work shirt and trousers).
Displays status symbols (high‐status = authority): luxury car, expensive watch, shelf of books in the background of a video call, etc.
Uses impressive sounding titles: senior sales associate, VP of _________, CEO, etc.
Liking
Rule: We buy from people we like, and we like people who are like us (similar interests, background, lifestyle), who
compliment us, who spend time with us, and who we find physically attractive.
How a business/salesperson leverages the persuasive power of liking:
Observes and relates (car saleswoman notices a soccer ball and cleats in the back of the car, and later, mentions how she’s looking
forward to getting outside and playing soccer after work).
Compliments a customer’s choices (“I like your choice of black; black cars are easier to keep clean.”).
Escalating Commitments (Consistency)
Rule: When we make a small commitment, we are significantly more likely to make a larger commitment.
How a business/salesperson leverages the persuasive power of escalating commitments:
Offers $1 to join a monthly membership for the first month, before requiring $39/month to remain a member.
Hosts a 30‐minute webinar for a new online course ‐ if we commit 30‐minutes to the webinar, we are more likely to pay $599 for the
course.
Exchange (Reciprocation)
Rule: When we receive something of value, we feel morally obligated to return the favor.
How a business/salesperson leverages the persuasive power of exchange (reciprocation):
Supermarkets offer samples of cheese, which leads to more cheese sales
Car salesman makes a concession on price or appears to fight with their boss to lower the price, and we might return the favor by
buying a car from that salesperson.
When considering using the six persuasive sales tools, apply the Golden Rule: Do unto others as you would have them do unto you.
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