Customer-centric Sales
Dr. Robert Cialdini Explains the Universal Principles of Influence
These principles, identified through Cialdini's extensive research and experiences, highlight key psychological factors that drive human behavior, particularly in contexts of persuasion and influence.
1. Principle of Reciprocation
We feel obligated to return favors or behaviors we receive.
The Hare Krishna Society often gives small items like flowers before asking for donations, leveraging this principle.
2. Principle of Scarcity
Items that are rare or limited in availability become more desirable.
Marketers create urgency through limited-time offers, enhancing the attractiveness of a product.
3. Principle of Authority
We are more inclined to follow the lead of credible, knowledgeable experts.
Authority figures or experts can influence decisions and behaviors more effectively.
4. Principle of Commitment
Once we take a stance or make a choice, we're more likely to act in ways that are consistent with that commitment.
Small initial commitments can lead to more significant actions aligned with the initial commitment.
5. Principle of Liking
We're more likely to comply with requests from people we know and like.
Tupperware parties use social relationships to facilitate sales, as purchases are made from friends or relatives.
Biases and Tupperware always reminds me of Charlie Munger; stack a couple of those biases and you have the Lollapalooza Effect.
6. Principle of Consensus
We're more likely to do something if we see others doing it too, especially those we identify with.
Products marketed as "best-selling" or "most popular" often use this principle to encourage purchases.
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More:
The Best Summary of Robert Cialdini’s book “Influence: The Psychology of Persuasion”.
We also applied Robert Cialdini's insights on influence for salespeople and how marketing professionals can use the psychology of persuasion.