This post discusses the 6 principles of influence, aka 'persuasion science' by Robert Cialdini. Persuasion is one of the most practical skills that anyone can master in their professional and or personal life. It can make the difference in whether you can actually convert leads into buying customers, sell your de-commoditized product at a higher price, get a favor, get a spouse and so on. More critically, it can be a game changer when dealing with persons who have opposing views.
After discussing the 6 principles, the post also provides a caveat and suggestions for dealing with exceptions to the rules.
At the very least, understanding persuasion science makes you more capable of recognizing when it is being used against you manipulatively. This is noteworthy when considering that deep subconscious drivers often override one's conscious awareness and weariness of potential manipulation.
1. Principle of Reciprocity
I called a friend to ask her whether she wanted any katuk and gotu kola cuttings for her garden. While she would have had other opportunities to offer me oranges from her garden (which I did not even know she had all along), she never did until then. People generally feel a psychological sense of obligation to give back (in kind) when you give something not required to them first. Essentially, if you initiate an interaction of reciprocation, you essentially attempt to enforce an uninvited debt onto the other person. When under feelings of obligation, individuals are much more likely to say 'yes' to a request. This is why restaurants offer mints after dinner. As ridiculous as this sounds to the average unsuspecting person, the small gift or 'extra' actually increases the likelihood that dining patrons will give and increase tips in return. A study showed that a mint increased tips by 3%. Two mints quadrupled the tip increase to 14%. NB the gift usuallly accompanies the Call-To-Action (CTA), in this case the bill through which the client gets the chance to reciprocate. Most significantly however is the scenario in which, after the first mint is provided with the bill as usual before the waiter returns unexpectedly to say, 'for you nice people, 'here is a second mint', the tip can increase by nearly 8 times to 23%. In other words, marketers can extend the customer experience, ie exceed customer expectations to increase the probability of customer good will. Read how a blue bow on a bigger size of my order did this. Even outside of marketing, it is a matter of providing value that excedes expectations of what is normal or expected. Furthermore, the more of that gift you give, like 2 mints rather than 1 mint, has been shown to increase the value of the tip. In short, reciprocity works best if you are the first to give and the gift is personalised and unexpected.
Examples:
- In sales; when fulfiling an order, include a small free gift of value that was unexpected. Do this at a point at which customers can respond to an Call to Action (CTA). Remember the case study of after dinner mints above. The free gift can be a sample of a new product you are launching with a CTA to make reviews in time for the launch. CTAs may involve enrollment into a loyalty rewards program or for a subscription box.
- If you wish to make an unusual request of a service provider, let's say a frequently under-appreciated government service provider, you are more likely to meet their willingness if you give the 'gift' that exceeds expectation like recognition and sincere appreciation of their work, especially at the critical moment when you require their action (whatever that is).
- Sending customers a hand written personalized thankyou note or request notes (that requests survey participation, etc) shows an extra-ordinary investment of time and effort and therefore a gift.
- Businesses sometimes use the 'reciprocal concessions' aka 'rejection-then-retreat' technique. This involves giving tghe illusion of a gift by pretending to offer a concession. For instance, if you wish to offer a product for $100, you may begin by offering a competing product or size that is $200, which is clearly less desirable for being 'higher' than what you expect the customer to want to spend. When the customer rejects that initial unattractive offer, the seller then offers what the seller really intended. (S)he does this in a way that conveys the idea that the 'new' offer is a gift or concession. Consequently, the customer is more likely to feel obligated to repay the apparent concession with a purchase. BEWARE! Avoid using this type of technique in an unscrupulous way.
3. Principle of Authority
Human psychology shows that people are very likely to follow the advice or lead of experts, ie others they perceive to be credible and knowledgable. In short, authority relates to trust. In business, this can translate into as much as a 15% rise in conversions to a sale. In the service industry, it led to a 20% rise in appointments. Not surprisingly, when presenting themselves, professional service providers tend to display their credentials like training certificates and accolades. Others wear official uniforms or customary clothing, resulting in the public trusting and following even life altering instructions from otherwise complete strangers. As illustrated in the example below regarding requests you may wish to persuade your target to make based on research, each field, community, sub-culture, etc can define trustworthiness and or authority uniquely. How does your field define authority? Commit extra time to research this question. In short, before trying to influence your market, establish your trustworthiness & / authority in a way that is recognizable by the target market.
Examples:
- Service industry or sale of some products. Encourage your receptionist to introduce you in a way that establishes your authority. For instance, the receptionist can say "So you need to resolve your pain point X?! ... Ok! Please wait while I connect you with Jessica who has helped countless people [with key target market profile characteristic] to resolve X pain point [and other specific as of the unique value proposition]".
- When requesting any type of commitment to a proposal based on quantitative research, the 'Findings' section of that proposal must establish authority by demonstrating strict compliance with principles of reliability and validity in all aspects of the research design and its methodological execution. Conversely, in the case of qualitative research, compliance with alternate principles that establish trustworthiness is required. These contrasting ways in which quantitative and qualitative research defines authority highlights the need to research what applies to your field. The medical field is likely to require generalizable evidence with strong statistical results before agreeing to a drug. This is why pharmaceutical drugs, new technologies and so on take considerable time to reach the market.
4. Principles of Commitment & Consistency
This principle relates to the social psychological finding that human beings like to conform or be consistent with something (like a promise, stated attitudes, beliefs, etc) to which they have already committed. Consistency is important to avoid an unpleasant state of cognitive dissonance, ie a mismatch between actions and commitments, which is associated with undesirable moral and intellectual weakness. Consequently, influencers (whether marketers, educators, religions and so on) try to use this principle of influence by encouraging their target to make an insignificant commitment, not only personally but, if appropriate, even publicly. The probability of consistency increases by also having the target even describe past transgressions (or discuss potential consequences in their personal circumstances). Writing the commitment further enhances the consistency factor.
- Example. Ask your customers to write out their commitment to a action-driven solution. To enhance the probability of consistency with the commitment, customers may even discuss the commitment, publicly on social media.
- Example. To reduce appointment cancelations, service providers often request that their market make a (written) commitment by filling out the details of the agreement themselves (ie rather than have the service provider or representative do it). This has been done for medical appointments cards. I have asked clients to set alarms on their phone and to even call within a given period of time to reconfirm their planned attendance and thereby secure my commitment to them for that appointment. Even asking to commit to calling to cancel has also proven useful.
- Example. Provide material for new products and then ask your customers to publicly discuss the reasons they love using your (type of) product. Their reason could relate to one of the motivation factors.
5. Principles of Social Proof & Consensus
When uncertain how to buy, behave or feel, people look for cues from others who are like-minded or otherwise similar to them. This principle relies on the deeply ingrained need for social belonging and conformity. It also relates to the tendency to yielding to peer pressure and desiring harmony through herd behavior, even contrary to one's individual penchant. 'Consensus' refers to the herd agreement while 'social proof' relates to hard evidence or proof that consensus has truly occurred. NB. Customers find social proof more trustworthy because the public disbelieves much of what businesses say. Social proof is therefore a sine qua non for referral marketing. Social proof can take various forms that include celebrity proof, expert proof, customer proof, crowd proof and personal social circle proof. As a slight side note, social proof even enhances search engine optimization / SEO.
As you will see in some examples, since businesses recognize that leads are more likely to convert if they think others are already following the call-to-action (like buying), they may even create the illusion of social proof. In fact, it is highly attractive to businesses because social proof has been shown to be one of if not the single most potent of the 6 principles, especially for people feeling most vulnerable like those feeling unsure of themselves and how to make decisions, lack sense of life direction, are experiencing heightened levels of stress and or can be easily swayed by someone they like. Unfortunately, this can easily be used for nefarious causes as well as good.
- Example: Tourists unsure which restaurant is the best often sacrifice their limited vacation time for the establishment with the longest line. They believe that the line is social proof that there consensus that that restaurant is best.
- Example. Statistics showed that hotels saw significant towel re-use when they left a card in rooms that said "75% of guests staying in this room reused their towels" along with the suggestion to re-use towels. The significance of this is apparent when that compliance level was contrasted against that of influence attempts accompanied by reasons like saving the environment.
- Example: Statistics showed that restaurants say increases of 13% to 20% on specific items when labeling them "most popular dishes". Other similar terms used otherwise include 'fastest growing', 'largest ...' and other terms that use superlatives.
- Example: Product reviews by peers, ie others of the target market.
- Example: The fable of 'The Emperor's New Clothes' highlights how consensus can lead to conformity, against the obvious and intelligence of individuals. While consensus is often achieved by people of power, the fable shows that it is a double-edged sword as it can also work against people of influence. Specifically, influential people who are surrounded by others that comply with a code of conduct of being agreeable with authority figures, even against their interest or that of others. Solomon Asch's scientific research on the impact of peer or other social pressure shows that conformity is highly probable, up to 75% of the time, even against clearly contradictory evidence. This principle is awesome but soberingly frightening. When considered for its potentially dark side, it is often called 'groupthink' ie a drive to consensus occurs at any cost and suppresses the dissent or appraisal of the alternative. Its influence has caused wars and other significant forms of human suffering. For this reason, formally assigning someone or a group the role of a devil's advocate is essential whenever the culture has a penchant for extreme consensus. Examples of the devil's advocacy role include an opposition political party, an organizational culture that encourages subordinate empowerment.
- Example: Restaurants like to purposely leave their tip jars nearly full as 'social proof' that other customers are tipping.
- Example: Ghost audience background laughter used in sitcoms prompts the real viewing audience to laugh or at the very least to conform to the idea that the sitcom is funny.
- Example: To help children overcome their fear of dogs, they were encouraged to watch videos of dogs at play with other children. Not only was this highly effective in even encouraging the children to seek out opportunities to play with dogs but it was also shown to be even more effective when illustrations featured more individuals playing with dogs, (much like the relative lengths of lines to restaurants as indicators of likability). In short, social proof is useful to actively teach new attitudes and behaviors.
- Example: The administration of President Trump invested a lot of time and effort defending their argument that there was a large turn out at the inauguration ceremony. They realized that public reporting of a poor turnout could prove problematic for a new president's ability to lead a nation.
5. Principle of Liking
- Example: Not surprisingly, global organizations make localized versions of single advertisements by using persons with the demographics and psychographics of the local target market and other relatable sociocultural characteristics.
- Example: It is a renowned fact that people tend to subscribe most to channels and news networks that espouse similar political ideologies.
- Example: If you encounter a salesperson who realizes that, like him, you are immigrants in a country that discriminates against such immigrants, he is likely to pander to your need for social belonging by making you feel like you and him share special membership by using the 'us against them' technique. He will ask friendly questions about country of origin, family situation and so on until he finds some common ground on which to focus.
6. Principle of Scarcity
Previously, I dedicated an entire post to discuss the persuasive power of scarcity marketing (as well as urgency and exclusivity marketing).
Caveats
You can more likely than not expect certain success when you apply these principles of influence. However, as with any other scientifically tested social theory with highly predictive results, the albeit narrow probability of failure remains. In other words, the application of these principles may not always render immediate success. In fact, in some cases, your attempt to influence can entirely backfire and even make your audience more resistant than previously. This section discusses this type of outcome, why it can occur and how you may work around it.
Can you identify the killer assumptions that rendered the abovementioned principles ineffective in the following.
- Case study: Inappropriately applying the abovementioned principles of authority and of likability as it relates to similarity has failed in communities still under imperial rule and or considered 'third world'. When introducing new local management, it was assumed that the locals would naturally like and be easily influenced by someone like themselves. Consequently, the introduction was made just as it was with foreign managers. The previously unexpected reason was the adoption of racist imperial beliefs that had been internalized by the local communities. Communities readily accepted instruction and advice from foreigners than from their own. In fact, even if locals in managerial positions were more qualified and benevolent, they often faced more resistance and even personal sabotage.
Cases like this hopefully reveals that the angle from which you approach your audience is more influential when it is informed by your deep insight into your target market's psyche.
The disrespect shown to the local manager in the case above illustrates that the idea of the loca manager was not introduced to the audience (employees and other stakeholders) in a way that was agreeable. The only way to resolve this problem would be to recognize the key axioms that foreigners are more likeable and worthy of respect because they are inherently superior. Then figure which principle(s) and assumption(s) will be most influential when presenting the idea. For instance, you may consider the principle of 'commitment and consistency' in which you encourage employees to commit to the empowerment of local staff. In the mean time, education and other such measures can help to tackle racial biases as done through public service television announcments in some countries. As mentioned above, 'social proof' can be used to teach new attitudes and behaviors. Those announcements did just that with funny and relateable skits to encourage employees of the hospitality industry to serve locals clientel just as well as they do foreigners. Eventually, the principle of similarity can apply successfully.
Higo Mercier suggests that you conduct research that allows you to step away from the bias of your personal beliefs, trusted sources and core values if necessary to align your argument with those of your audience. This also involves your need to know your audience's objections / counter arguments. Use counter arguments to figure the best way of making your own argument more convincing (ie if it is still worthy after this analysis).
- Your audience's prior beliefs regarding what is fact (that relates to the issue at hand)
- Your audience's perspective on trustworthiness through a source that is considered the authority
- Your audience's core values (often useful when trustworthy authoritative sources of information is not available).
Ensure the type and source of evidence you use is trustworthy to your audience. For instance, if you wish to influence an audience that relies heavily on 'irrefutable statistical evidence' (like the police, courts of law, financial management and medicine), adopting the 'positivist' philosophy that determines arguments truthful and valid if derived from statistics and 'hard irrefutable evidence' is more likely to engender trust. Be careful however. Take heed from the case above of the failed application of the principles that made an incorrect assumption that is commonly accepted. Many people consider 'hard statistical evidence' the ultimate in all cases when, in reality, it is not. You need to adapt and keep asking questions about how your audience perceives information as trustworthy. For instance, some specific problems that involve new, little explored issues, hard nosed evidence can fail because statistics are limited in getting deep exploratory insight into the new area. Consequently, a more qualitative approach will be more trustworthy with stories of different experiences and so on. Such an exploratory approach would be better suited to resolving the case above involving local managers. For instance, employee interviews and focus groups can help to design the plan forward.
Align your argument with the core values of your audience. For instance, if approaching right leaning republicans about easing certain restrictions on immigration, consider that their core values include free market capitalism and restrictions on immigration because they believe that pursuing these core values advance society. Consequently, discuss your argument from the angle of how the particular type of immigrant will help to develop key industries, (ie rather than discuss the opposing value for more relaxed immigration and greater diversity). Equally, if approaching more left leaning democrats about increasing the military budget, consider their core values include egalitarianism. Consequently, you can better influence democrats if you demonstrate how the military budget can create opportunities for education and jobs in a way that includes minority groups of different races, sexual orientations and religious groups.
Here are a few other general tips that may apply and help when applying any form of persuasion psychology.
- When making a request, give a reason. Earlier, I showed how 'the reason' can ideally involve a principle of influence like social proof in the case above about the re-use of hotel towels. However, even when there is no foreseeable way of applying a principle in your reasoning, still use one anyway as it makes a difference. Your potential success will be enhanced if you make it as compelling as possible, especially if the request is significant. Example. Some years ago, I had the Heathrow airport and needed to get onto a connection flight whose gate was about to close within under 20 minutes. However, I needed to first go through a long, meandering line at a security checkpoint which was likely to take well beyond 20 minutes. Now I understand why I was able to get onto the flight regardless. Every so often, I stepped out of line at its kinks where I could get the attention of multiple people to whom I explained my predicament. After being allowed ahead, additional people who had already heard often called me forward.
- Example. Use 'congruency' techniques. Somewhat like the concept of the 'law of attraction' in which you can encourage people to emotionally connect with a desired outcome before it occurs with hopes that they will subconsciously move towards it.
- Example. Salesmen often allow prospective buyers to test drive a car or even overnight in a house.
- Example. Since handshaking is often associated with closing a deal, salesmen often shake hands with the prospect while the latter is still trying to consider the sale.
- Example. Listen very closely. This tip is somewhat of a repitition of the previous discussion regarding doing primary research. However, the importance of listening can not be overstated. Furthermore, it is wise to listen more and talk less during the exchange. This approach allows you to better understand the perspective of your counterparty and figure potential objections. (Read more about handling sales objections).
- Use the confirmation technique. This applies in different ways that depend on the context. For instance, repeating what the counter party has said in a way that really shows deep understanding shows that you are listening. In other circumstances, often used in courts of law, when trying to convince others (like jury members) of your argument by using aspects of an opponent's comments, practitioners (like lawyers) make a concise deductive statement that supports your core argument and then requests that the original commentator confirm whether you have understood their comment(s) correctly. Example "So you were the only one with the combination to the safe. Correct?"
- Make a confident delivery with a more fluent speech style, more assertive phrases and body language. For instance, use more confident phrases like "Project A is better" rather than "
I thinkProject A is better". - Example. Be polite and hospitable. For instance, be sure to use polite language like 'please' and 'thank you' and, if appropriate, offer a warm beverage or meal. Beware however that polite behavior may not be sufficiently powerful alone. However, their exclusion would certainly hurt your chances. Other examples include nodding while your counterparty speaks. (Think Herzberg's research as it relates to 'Hygiene' factors, ie factors that have the effect on human health as hygiene. Specifically, they are can not ensure good health on their own and can therefore not be depended on as a primary motivational factor. However, they should not be excluded because, while they can not cause good health, they may well contribute to bad health).
CONTENT RELATED TO PRINCIPLES OF INFLUENCE / PERSUASION
- Read a detailed discussion on scarcity marketing, one of the six principles of influence / persuasion.
- Marketers attempt to know their market through primary research and, from that, creating buying personality type(s) and customer avatars.
- When you conduct a strategic job interview to find sales staff, consider the extent to which candidates have the emotional intelligence and agility to execute these principles of influence as needed.
- When onboarding new sales staff, include this information about persuasion.
- I wrote an earlier post on how to handle sales objections. However, consider how you can also apply persuasion psychology to further improve how you deal with sales objections.
