Influence

We are influenced everyday of our lives from the moment we get up to the moment we go to sleep. part of the reason is because we have to make decisions, some easier than others like what to wear or if we should eat breakfast or not, while others maybe harder. I am not going to be talking about how to make the "right" decision but how you maybe influenced and if you are in SALES you'll want to keep reading.

Dr. Robert Cialdini wrote a book called the 7 Principles of Influence and in the next few minute I am going to give you a quick over view that will help you sell and see how you may have been influenced.

Principle 1: Reciprocity

We have been trained since a young age to give back when we have been given something, a compliment a gift or even just a nod. It is ingrained in us to want to return the favor, in sales that can help you build up a bank of positive emotional currency. From offering a beverage a compliment and some information to getting a YES back at the end of your sales process. if you have time look into the waitresses leaving mints, its amazing how a simple mint increased their tips but over 40%

Principle 2: Consistency

We never like to call out ourselves for being dishonest, It is easy to answer a question with a semi dishonest answer for some but it is much harder to ga back against your own words. In sales we can use what is called a "Trial Close" reconfirming everything the client likes about your product throughout your presentation, and when it comes time to close you can remind your client of all they said they liked and "Consistency" will make it hard for them to say anything other than yes.

Principle 3: Social Proof

When you see everyone with the newest item or buying toilet paper when there is a shortage it makes us want to get the newsiest thing too and drives us to also go out and get toilet paper. the old "everyone is doing it!" tag line is Social Proof at its finest. In sales we can let our clients know, "we are receiving tons of calls on this" or "this is the #1 seller" showing proof that other like minded people are buying or doing the same thing.

Principle 4: Authority

Why do Policemen have Badges and companies ask us to wear uniforms or name tags? well its the principle of Authority. If I came and told you to sit down you may or may not listen but if someone in uniform with a badge said it you'd be much more likely to listen to them. Being the authority doesn't just show you have knowledge but that you are a trustworthy expert on your product.

Principle 5: Liking

Like many of you reading this we LIKE people like us and we are more likely to want to work with someone who is similar to us. In steps "Liking" I was often told to mimic the people I am selling too, stand similar to them, find things in common with them and even try to be like someone they've told me they like. Report building and mimicking are two ways to help make a client like you and if they like you this increases your ability to close the deal ten fold.

Principle 6: Scarcity

"WHILE SUPPLIES LAST!" "THIS WON'T LAST LONG" "THIS IS YOUR FINAL CHANCE" yes we have all heard this and if you didn't know this is a selling tactic. You may have heard them on late night infomercials or on a social media post saying "this is only free for the first 50 people that click" and back to the toilet paper conversation. We don't want to miss our chance at something useful or a great deal so "Scarcity" often pushes us over the top when we are teetering on the ledge.

Principle 7: Unity

Unity was an added principle in more recent years and is similar to liking in my opinion but its the idea that We are in this together. When your client is looking for a solution it just so happens that you too needed a similar solution, making them feel you are on their team and on their side sets up a favorable mindset even before you start your sales process. This wasnt added because a change in society but because it was a universal principle Dr. Cialdini felt was underneath it all.

Want to learn more about Influence or have your sales team become experts in influence I am #opentowork (shameless plug I know) but If you're looking for advice or more ways to strengthen your salesforce I am always open to chat or help out.