Dr. Robert Cialdini
Developed The Six Principles of Persuasion Based on social research
The Principles are scientifically-proven tactics that can be used to leverage the likelihood that people will say "yes" to requests and suggestions
Compliance practitioners Cialdini identifies what he calls
“compliance practitioners”, such as salesmen, fund raisers, con artists and advertisers.
Apprenticed himself to the “persuasion trades”by actually going to work in Sales for encyclopedias, vacuum-cleaners, cars Fund raising Recruiting Advertising
Marketer’s Tool Kit
These are approaches to help influence our clients in our favor – to use our good services
To help our clients influence their customers in their favor to buy their goods and services
Decision Making Short Cuts
Because of overwhelming cues for decision making, animals and people evolve to recognize short cuts.
Based on Research on Fixed Action Patterns Some are innate, some are learned
Triggers of compulsive behavioral response Fish story Baby grabbing parents finger
High quality is triggered by high price Anti Aging Face Creams Perfume Vodka
“Just Because”
Favor Short Cut A principle of human behavior says that when we
ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.
Cialdini’s Because Experiment Excuse me, I have 5 pages. May I use I use the Xerox
machine? 60% √
Excuse me, I have 5 pages. May I use I use the Xerox machine, because I’m in a rush? 94% √
Excuse me, I have 5 pages. May I use I use the Xerox machine, because I need to make some copies?
93% √
Weapons of automatic influence Cialdini distilled and organized the
thousands of tactics he observed down into a handful of basic techniques that he calls “weapons of automatic influence.”
Each of them is based on a human psychological principle that has the “…ability to produce a distinct kind of
automatic, mindless compliance from people, that is, a willingness to say yes without thinking first.”
Commonalties of Influence ToolsAll share: A nearly mechanical process by which it can be
activated Tremendous power that can be exploited by
anyone who knows how to use it People consistently underestimate how effective
it is They work even when we know they’re in
operation.
Because these techniques work so well, Cialdini emphasizes how vulnerable we are to anyone who knows and uses them.
The 6 Pillars of Persuasion
Reciprocity - returning a “favor” Commitment and Consistency - honoring a
previous agreement or statement Social Proof - do what other people are doing Authority - do what the person with the
highest title/rank, the fanciest car, or the nicest clothes says
Liking - follow the advice/instructions of people you like or are attracted to
Scarcity - perceived scarcity generates demand
Reciprocity R – Reciprocity: If someone gives something to us
first, we are likely to respond with a bigger favor… e.g., giving someone a project who has been generous to you with information.
We feel very uncomfortable not repaying someone who has given us a gift or done us a favor.
This feeling of indebtedness generally originates from one of three sources: favors, gifts, or concessions.
People feel obligated to give back or repay those who have given to them. The simplest way to invoke this principle: be the first to give... information, contacts, access, praise, etc.
Commitment and Consistency People prefer to live up to their previously-stated
beliefs and previously-held commitments. [Insurance company story]
Invite Research Buyers to make a statement about their belief about Qualitative Research that would predispose them to a professional consultant e.g., it’s important to follow the lead of the consumer in
an open ended discussion rather than forcing him/her to follow a highly structured questionnaire in the guise of a guide.
Or the best Qualitative Researcher acts as a consultant who suggests the best approach to the problem
Then re-contact them with call to action for QRCA/AQR or your service that’s consistent with their belief
Liking – No surprises here!
Increased Likability = Increased Likelihood of Response.
We like those who are similar to us. Find commonalties with your audience and BE SURE TO POINT THEM OUT Dress like your clients do
Authentic praise; compliments endear us to others. That was a well written RFP; very clear and concise
“Cute” captures hearts Babies and puppies
Increased familiarity through repeated contact with a person or thing is yet another factor that normally facilitates liking. Make those phone calls, send notes with interesting news bites on their
product or category, say ,”hi” for no reason Mutual and successful cooperation in a task.
E.g., invite your client to present along with you where you do all the work and they get the credit – combines reciprocity with liking
Authority
People defer to legitimate experts, especially in matters of fact and data.
Milgram’s shocking experiment The man in the street New York City marathon
Social Proof
When people are unsure of what to do, they look at what similar others have done or are doing 9 out of 10 doctors recommend . . . My college bar survey
1964 murder of Catherine Genovese Jim Jones Kool Aid mass suicide
"Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer.“
Scarcity
People want more of what they can have less of.
“…opportunities seem more valuable to us when their availability is limited."
Act now while supplies last! Only two spots left Time is running out, get your early bird
discount now
Only Need a Slight Edge
Winner in a horse race just has to win by a nose
The ruling lion who gets to eat as much as he wants just needs to be a little stronger All we have to do is show slight
superiority in one of the pillars of influence
Reciprocity
In exchange for seeing the time share property Free ride back and forth from airport to our
hotel Major discounts on things we were going to
do anyway – fancy restaurant, Booze, booze and more booze Tours of the city Gourmet brunches Conciliations on cost Etc., etc., etc.
Commitment & Consistency Sales rep got us to acknowledge facts that
she could retrieve later for consistency We owned other timeshares and were extremely
happy with them We loved to travel We took lots of vacations
Then described timeshare in concert with what we had admitted to earlier. This timeshare was in the top 10 timeshares in the
world You could trade easily because it was highest rated The owners always get a room overlooking the
ocean
Social Proof
At the end of a lovely tour of the property, We were taken to a large room which had at
least 100 round tables in it. Every table looked full and these were all
people who were doing the same thing as we were.
They looked engaged and happy and the hubbub in the room gave the impression that lots of deals were going through.
Popped a bottle of champagne every time someone signed
Liking
Appealing woman rep from my neck of the woods
Similarity Our age Well dressed Outgoing and friendly
Complimentary Said nice things about what I was wearing Agreed with our choices of other time share
spots
Authority
Very knowledgeable about properties and time shares
Highly experienced Knew trading values of time shares Was aware of costs on other location
time shares Praised us for getting a good deal – she
knew what a good deal was
Scarcity
Time shares were going like hot cakes Checked to see if one was available at
a lower cost, but said it had been sold Let us know that other reps were
signing up the other choice spots Told us we should probably consider
making a deal on one with the great price she had negotiated for us
Reciprocity
Reciprocity Give what you can
Information Free advice on whatever Lunch and learns Research your clients’ interests and give
small gifts in keeping with their preferences
Commitment & Consistency
Ask Socratic questions which get clients to take a position consistent with the need for the type of research you do “Do you already know all the criteria your
prospect uses to make a buying decision?” (If not, they can’t use closed ended quant survey because they can’t lay out the attributes … need qual to determine)
“How important is knowing the emotional end benefits in your category?”
Social Proof
Gather testimonials from EVERY satisfied client the moment they express satisfaction. (Send “can I get your feedback?” email … then ask if you can quote)
Use prweb.com to regularly send out inexpensive research tidbits. Use Google Alerts to capture every public mention of your name … get reprints and keep a LONG list on your website, use in proposals, etc
Keep LONG list of clients (Tell the bus stop story – quantity is actually
more persuasive than quality – though both are important)
Liking
Gently point out similar interests, tastes, clothing, experiences, beliefs, etc.
Be honest and genuine (with all above, as well as when giving compliments)… don’t fake it, people can tell
You need LOTS of contact to develop familiarity and a solid relationship … stay in touch, even (perhaps especially) when there’s no project
Authority
Dress for success when first being introduced to your clients to establish authority
Publish articles Seek speaking engagements Maintain a newsletter, podcast, and
video-cast on your expertise Take charge when necessary. Better to
be a “focus group doctor” than a “moderating puppet”