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There are six key psychological traits that affect how we
influence or persuade others. They especially affect how people
interact when they buy and sell. They are outlined here. If you
want detailed explanations and the research behind these ideas
then you must read Professor Robert Cialdini’s excellent book
‘Influence - The Psychology of Persuasion'
Law of Influence 1 - Reciprocity This is a social
convention found in all societies where we feel we must
repay in kind what another person has provided us. We feel
obligated to the future repayment. It is not dependent upon
liking the other person at all. An uninvited first favour
creates obligation. For example a direct mailing for
charitable donations has twice the return rate if a free pen
is included. This also works in situations where a request
is refused. When we refuse someone, there is a deep feeling
that we should somehow make up for it. In sales situations
if you meet with a refusal you can then ask for a referral
as a concession. It fulfils a need the client will have to
rebalance the social interaction.
Law of Influence 2 - Commitment and Consistency
Once a choice or stand has been made we are under internal
and external (social) pressure to remain consistent with
this commitment. In a sales context once a client has
declared an interest in a product or said yes to particular
benefit they are unlikely to go back on their decision. Once
a commitment has been made, other reasons are found to
support this commitment. Even if the original incentive is
removed the commitment remains. An example is the so called
sales ‘Lowball’ where a reduced price is offered that is
rescinded later after the client has sold the product more
fully to themselves. Don’t use this technique. It is not a
way to keep clients long-term.
Law of Influence 3 - Social Proof One fundamental
way that individuals decide what they should do in a
situation is to look at what similar others have done.
Hence, the “proof’ of what is correct isn’t grounded in the
physical environment but in the social environment: “If a
lot of people like me are doing it, it must be the right
thing to do.” The principle of social proof states: The
greater the number of people who find any idea correct, the
more the idea will be correct. This is where testimonials
from satisfied clients and referrals are useful. They give
credibility that the product and the sales person would not
otherwise have.
Law of Influence 4 - Liking People want to say
yes to people they like. Hence, the success of direct
selling to friends and relatives. The so-called ‘Endless
Chain’ method uses this principle – if salesman finds
someone who likes a product they get referrals to friends
they can contact. Those friends are more amenable if a
friend has referred the sales person. Physical
attractiveness is very important. Physically attractive
people are seen as possessing better personality traits.
They are seen as less naughty as children and more
intelligent. Similarity in dress code and social background
is also more influential. The building of rapport with a
client or client is important for this very reason.
Law of Influence 5 - Authority Status confers
greater attributes. People are more easily influenced by
those they perceive to be legitimate authorities. This
response makes great sense because legitimate authorities
have typically attained their positions by virtue of greater
knowledge or skill or experience in the matter at hand.
Doctors and lawyers are often regarded as more important.
The way you act and what you say dictate how people see you.
This is where ‘state management’, dealt with in one of the
following sections, can help project authority.
Law of Influence 6 - Scarcity The more scarce
something is the more valuable it is perceived. A number of
unethical practices exist that are not recommended if you
want a long-term client. They include:
Limited Number technique – Where the sales
person claims a product is the last one in the shop or
the storeroom to close the sale or that there are only a
limited number on offer.
Deadline tactic – where a product is only
available for a limited period. This is a high-pressure
sales tactic that suggests the client must buy now or it
will soon be more expensive or unavailable
The Contrast Principle In addition to the basic six
laws, the contrast principle states that: By comparing or
contrasting two things you create an artificial scale of
measurement with the two things at the extreme ends of the
scale. Comparing an expensive item with a not so expensive item
will make the less expensive appear cheap in comparison. Selling
an additional jumper or shirt after expensive suit makes it seem
cheap in comparison, or showing bad property before better
property to improve the impact of the later one’s by contrast.
If you want to read further on the subject then
Rhoads has identified
130+ influence tactics at the Working Psychology website.
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