Download - Six ways to Influence Customer Action
Six Ways to Influence Customer Action
Hello!I’m Veronica SmithEvery month, I spend time reading books about marketing.
This month I read……
Influence: Science and PracticeBy: Robert Cialdini
Cialdini is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business, and psychology at Stanford University
Basically…There are six universal ways to persuade people.
Activatorsare what puts the principle into action
Before we get started…There are some definitions to remember
Amplifiersare what accelerates the effect of the principle
What are the principles?
1.Reciprocity
We should try to repay, in kind, what another person has provided us.
“In general, business
operators have found that, after accepting a gift,
customers are willing to purchase products and
services they would have otherwise declined. (p. 26)
Reciprocity in Action
▷Activator: Give gifts that are unearned, unexpected, and unconditional
▷Amplified: Give gifts that are meaningful, customized, and unexpected
Example
You get a Christmas card from someone you haven't heard from in years and immediately add their name to your mailing list. You know they're not part of your life anymore. You already send way too many cards. But, they sent a card to you, so you automatically send one in return.
Examples
Free trialsThank you notes
Another method of reciprocity
Concessions - one way to increase the chances that someone will comply is first to make a larger request, then make a smaller request.
Example
Child: Mr. Valentine, will you donate $10 to support the baseball team?
Mr. Valentine: No
Child: Well then will you at least buy a candy bar for $1?
Mr. Valentine: Sure, I can do that.
2.Consistency
Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that
commitment.
“Something special happens
when people put their commitments on paper.
They live up to what they have written down. (p. 70)
Consistency in Action
▷Activator: Making a commitment
▷Amplified: Active, public, and voluntary commitments
Examples• Subscribe• Take the pledge• Public
commitments
3.Consensus
We determine what is correct by finding out what others think is correct.
“The principle of consensus operates most powerfully
when we are observing the behavior of people just like
us. (p. 118)
Consensus in Action
▷Activator: What others are thinking, feeling, or doing
▷Amplified: Behavior of many others, similar others, uncertainty
Examples• Best selling items• Over 247 billion
served• Photos of people
just like you
4.Liking
We prefer to say yes to the requests of people we know and like.
“The strength of a social bond is twice as likely to
determine product purchase as is preference for the
product. (p. 142)
Liking in Action
▷Activator: Similarities, praise, and cooperation
▷Amplified: Like the one you’re with
Examples• Similar others• Product parties
hosted by friends
5.Authority
People defer to the advice of credible and trustworthy experts to decide what to do.
“Information from a
recognized authority can provide us a valuable
shortcut for deciding how to act in a situation (p. 181)
Authority in Action
▷Activator: Any visual or audible cues (titles, degrees, appearance)
▷Amplified: Credibility, trustworthiness, and expert
Examples• Apple Genius
(expert)• Doctor approved• Celebrity endorsed
Tips
If you haven’t established trustworthiness some ways to do so are:
Provide a letter of introduction
Expose a weakness first (We know this product is expensive, but it’s worth it)
Do what you say you’re going to do
6.Scarcity
If an item is rare or becoming rare, it is more valuable.
“Not only do we want the
same item more when it is scarce, we want it most
when we are in competition for it. (p. 218)
Scarcity in Action
▷Activator: Any item in rare or short supply
▷Amplified: Loss framing, competition, and exclusive information
Example• Limited time only• Deal of the day• Only four rooms
left
Let’s review
ReciprocityWe should try to repay, in kind, what another person has provided us.
ConsistencyOnce we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.
ConsensusWe determine what is correct by finding out what others think is correct.
LikingWe prefer to say yes to the requests of people we know and like.
AuthorityPeople defer to the advice of credible and trustworthy experts to decide what to do.
ScarcityIf an item is rare or becoming rare, it is more valuable.
When is the best time to use a principle?
UncertaintyConsensusAuthority
Building Relationshi
psReciprocity
Liking
Motivating Action
ConsistencyScarcity
Why do these principles work?
In reality, people don’t have time to do the research to make decisions. Following these principles usually leads to the right decision.
Sometimes people use persuasion techniques unethically.
But…
Remain EthicalBe HonestYou should always be honest with the customer/client when using these techniques.
Win-WinThese influence strategies should benefit both parties.
NaturalIt shouldn’t feel forced.
How will you use the principles of influence for your organization?
Thanks!Any questions?
Credits
Special thanks to all the people who made and released these awesome resources for free:▷ Presentation template by
SlidesCarnival▷ Photographs by Unsplash