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The Dynamics of Persuasion

The Dynamics of Persuasion. There are six universal principles of influence that operate regardless of the venue Whether asked to buy a car, volunteer for a fundraiser, or approve a budget, individuals respond positively based on a few rules of persuasion. The Dynamics of Persuasion.

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The Dynamics of Persuasion

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  1. The Dynamics of Persuasion • There are six universal principles of influence that operate regardless of the venue • Whether asked to buy a car, volunteer for a fundraiser, or approve a budget, individuals respond positively based on a few rules of persuasion

  2. The Dynamics of Persuasion • Understanding the ethical use of influence empowers all parties in a transaction • The seller informs the buyer into “yes” • The buyer avoids blind compliance

  3. Types of Influence Agents • The Bungler • Doesn’t know the principles • Fumbles away opportunities • The Smuggler • Knows the principles but misuses them • Causes loss through dishonesty • The Sleuth • Knows and looks for natural principles at work • Alerts the other party • Informs him or her into “yes”

  4. Top performers spend more time in creating a favorable context for the request than in making the request • Creating a favorable context by the way we communicate increases the likelihood of a positive response. • How you present the merits of your offering is a significant factor

  5. Ethics • The ethics of influence mean being honest, maintaining integrity, and being a sleuth, not a smuggler (or a bungler) • Customers are our business partners and moving them to buy goods and services is not exploitation or manipulation • It is building mutually beneficial relationships through the use of ethical influence

  6. The Six Principles • Reciprocation • Scarcity • Authority • Consistency • Consensus • Liking

  7. Reciprocation • Universally the unwritten rule is to give back to others who have given us something • “Doing lunch at Market Street” • Waiters & Mints • Post it notes: hand written – 69% • Blank – 43%, None – 34% • Reciprocal Concessions • MOMENT OF POWER – occurs right after someone says “no”; Seizing the moment must be immediate

  8. Reciprocation • “Door in the face” rather than “foot in the door” • If you retreat from the situation you lose; If you retreat in the situation you win.

  9. The Six Principles • Reciprocation • Scarcity • Authority • Consistency • Consensus • Liking

  10. Scarcity • People desire what is less available • Oldsmobile in 2001 • “Hot” toy in limited supply • New Coke (54% blind, 6% branded) • Unique features unavailable elsewhere • Missing Out • Losing versus gaining

  11. The Six Principles • Reciprocation • Scarcity • Authority • Consistency • Consensus • Liking

  12. Authority • Expertise & Knowledge are powerful • Credibility • “Established 1927” • We’re # 1 • Testimonials & Introductions • “Third party” more credible • You can’t “toot your own horn” • Milgram (1974)

  13. Authority • The moment you walk into a meeting, it is too late to present your credentials – seen as self-serving. • Two sided argument • Acknowledge weakness first • “But” is the magic word

  14. The Six Principles • Reciprocation • Scarcity • Authority • Consistency • Consensus • Liking

  15. Consistency • Human beings are deeply motivated to be or appear to be consistent • The power of commitment • “Please call” versus “will you call?” – affirmation is a “public commitment” • Active, public and voluntary • Will you vote tomorrow? Why or why not? • 100% said they would vote. • Election day: asked – 86.7%; not asked -- 61.5% • Which features? Write a list. • Will you support my initiative? Say why.

  16. The Six Principles • Reciprocation • Scarcity • Authority • Consistency • Consensus • Liking

  17. Consensus • Following the lead of others • “Social Proof” • Two friends smoke = 1000 % increase in likelihood • “Our most popular item” • “We’re #1” (again) • Testimonials

  18. Consensus • Re-use towels • 1. Environmental reasons (38%) • 2. Will donate savings to environmental cause (36%) • 3. Hotel already donated – “Will you join us?” (42%) • 4. Most guests reuse at least once. (48%) • “If our lines are busy, please call again” or “operators are standing by”?? • Petrified Forest

  19. One means we use to determine what is correct is to find out what other people think is correct. • The greater number of people who find an idea correct, the more the idea will be correct. • Pluralistic ignorance: each person decides that since nobody is concerned, nothing is wrong • Similarity: social proof operates most powerfully when we observe people just like us

  20. The Six Principles • Reciprocation • Scarcity • Authority • Consistency • Consensus • Liking

  21. Liking • Positive Connections • Tupperware gone from Target – it’s the people, not the product • Common interests create a bond! • Compliments (flattery?) – true or untrue – is successful • Opportunities for cooperation • Similarities – Survey request • Similar name (Robert Ames gets request from Bob James) – 56% . Others 30%.

  22. Other Hints • Indirect approach • “I like to tell customers” • When this happened last year, I recommended… • Could you Help me……

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