![Page 2: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/2.jpg)
My Story
98-pound weakling
Master of none
Security “Expert”
![Page 3: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/3.jpg)
You’re doing it all wrong and I’m here to rescue
you from your own recklessness!
![Page 4: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/4.jpg)
Rolf
Network Engineer
Most definitely knows his stuff
Dislikes the Security Team
Could totally kick my ass
![Page 5: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/5.jpg)
Please give a warm welcome to your
friends in the information security
team!
![Page 6: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/6.jpg)
That’s right, “sales”
![Page 7: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/7.jpg)
Six TriggersThere are six psychological triggers to influence others.
➔ Authority
➔ Commitment & Consistency
➔ Social Proof
➔ Reciprocity
➔ Scarcity
➔ Liking
![Page 8: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/8.jpg)
People tend to obey authority figures, even if they are asked to perform objectionable acts.
![Page 9: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/9.jpg)
Hacking Authority
“Communicators stand to be more effective by highlighting the idea of authority not just inside their message, but inside the moment before their message.”
![Page 10: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/10.jpg)
If our message is not consistent , we cannot be taken seriously.
![Page 11: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/11.jpg)
Taking the pledge... “We’re more likely to do something after we’ve agreed to it verbally or in writing.”
![Page 12: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/12.jpg)
Social Proof:
We are most vulnerable to this trigger when we don’t know what to do in a given situation.
![Page 13: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/13.jpg)
If our customers view security
as someone else’s job, they won’t be willing to
participate in it.
![Page 14: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/14.jpg)
30% of phishing e-mail gets opened...12% have successful malicious exploits
1’40” to open
3’45” to click
http://www.verizonenterprise.com/verizon-insights-lab/dbir/2016/
![Page 15: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/15.jpg)
Risk Compensation
We adjust our behavior based on our perceived level of risk
Peltzman Effect
Risk Homeostasis
![Page 16: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/16.jpg)
Reciprocity
“Our free gift to you...”
Like passwords for chocolate…
https://www.eurekalert.org/pub_releases/2016-05/uol-sep051216.php
![Page 17: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/17.jpg)
Scarcity: If we view something as finite, we will desire it more.
![Page 18: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/18.jpg)
Liking
![Page 19: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/19.jpg)
Liking
People want to do a good job
We can inspire
Humility
No Asshole Rule
![Page 20: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/20.jpg)
Unity:
Together, we can do what’s best for us.
![Page 21: the link between sales and security - Secure360€¦ · Influence: The Psychology of Persuasion Robert B. Cialdini Pre-Suasion: A revolutionary way to influence and persuade Robert](https://reader034.vdocument.in/reader034/viewer/2022042312/5eda9b7109f66a09130b9ede/html5/thumbnails/21.jpg)
Resources➔ Influence: The Psychology of
PersuasionRobert B. Cialdini
➔ Pre-Suasion: A revolutionary way to influence and persuadeRobert B. Cialdini
➔ The No Asshole Rule: Building a civilized workplace and surviving one that isn’tRobert I. Sutton