UPDATE - Jan 21, 2008:
These videos have been removed from YouTube. It seems for some reason that RichGrad had to remove these videos. Our apologies for any inconvenience.
Want to increase your online sales conversions?
Want to influence your husband to take out the garbage?
The following is a great series of videos that give you the ’science’ of years of research and development on techniques used for ‘getting what you want’, in any situation. Presented by Dr. Robert Cialdini. Videos made available by RichGrad.com.
I have my doubts about the true efficacy of these techniques, but I’m also sure that like anything, if practiced and studied long enough, it may be possible to persuade somewhat unlikely people to behave in a manner which they might otherwise not. Skillfully playing with one’s ego and emotions is not an obvious tangibility that is apparent to the average layperson, making them very vulnerable to it’s effects.
This clearly explains (when you look for it) how the governments of the world, run by power and control hungry elites has been able to manifest the current reality that we have all come to accept as ‘the way it IS’.
When viewing these videos, please note any occasion where or how you have been affected by these techniques - so that you may recognize them and have an awareness that protects you from their influence.
Compliance - “Getting what you asked for.”
The idea that we’re not just changing attitudes or opinions, we want to change behavior. It’s the science of getting people to say YES - getting what you ask for. Getting people to DO what you want, rather than just to think about it. Not the ART of persuasion, but the SCIENCE of persuasion.
These 6 questions will be answered in these following video series:
- If you have two options to present, which should you present first? A. The more costly one, or B. the less costly one?
- Is it better to tell prospects what they stand to GAIN if they move in your direction, or what they stand to LOSE if they don’t?
- If you have a new piece of information to offer, is it best to offer it before or after your initial presentation?
- If you have a proposition that has strengths and weaknesses, when should you present the weaknesses - early or late in the presentation?
- After someone has praised you/your product/organization, what is the most effective thing you can do after you have said thank you?
- To arrange for someone to like you, and want to cooperate with you, what is the single most productive thing you can do before you try to influence that person?
Here are the 6 Universal Laws of Influence
These are the 6 rules of human behavior that we can use to categorize and understand the motives that get people to say yes to requests:
- Principle #1 - Reciprication - “The Good Old Give and Take.”
I am obligated to give you the first form of behavior that you give to me. Obligation. In the context of obligation, people say yes to those they ‘owe’.
“If you do me a favor, I ‘owe’ you one.”
Every human society that trains it’s members to follow the law of reciprocation, has an enormous competitive advantage.
Whenever someone offers thanks for your extended efforts, instead of blowing it off as; “no problem, it was no big deal”, offer “no problem, I’m sure that if I ever needed your help, you’d do the same for me.”
- Reciprocation of Concessions - When asking a request, if there are two or more options available, always ask for the larger option first. This gives the party the ability to deny the initial request, but by making a concessional offer that is less, the party will feel more likely obligated to concede. Make an outrageous request, then retreat to your actual more moderate desired request.
“If someone has said ‘no’ to you, if you retreat FROM the situation - you lose. If you retreat IN the situation - you win.” If you come back a week later after making a request to make a concession to the original request, the concession will be perceived as a new request. If you make a concessional request immediately after the initial rejection, it is perceived as a concession and is more likely to be accepted.
- Principle#2 - Scarcity - “If I Can’t Have It - I Want It.”
When you present an idea/product/service/recommendation/option, you need to explain to your prospect what it is about this that will give them something that they can’t get anywhere else. When you describe these benefits, it is not sufficient to only describe what they will gain because people are more motivated by the idea of losing something than of gaining that very same thing.
People are more interested in formation about what they stand to lose than what they stand to gain, and we are fools if we don’t give them the information they want. Studies show that “in making their projections for the future, managers weighed information about potential losses more heavily than information about potential gains”.
When explaining your positive benefits to your prospects, also explain the UNIQUE benefits they stand to lose if they don’t move in your direction.
Scarcity AND Exclusivity - When scarcity is presented with exclusivity, requests are far more greater to be accepted. EG: “We have heard that there will be a shortage of widgets, and this information was provided exclusively to us by an insider at the Widget Supply Association, and nobody else knows about this.”
Implications: When you get a new piece of information and it supports what you are trying to persuade your prospect toward, your response should be to inform your prospect immediately. The new information is more powerful the newer it is. BUT, provide it in a format of scarcity and exclusivity. Waiting destroys both these advantages.
- Principle #3 - Authority - “If an Expert Says It, It Must Be True.”
Research shows that the most powerful type of expert authority, is a credible authority, who has KNOWLEDGE and TRUSTWORTHINESS. You need to tell people about your expertise and background BEFORE you try to influence them. Then you have to establish your trustworthiness. In order to establish trustworthiness, it is most effective to present a small drawback or weakness of your proposal, then to overwhelmingly establish the benefits. This way you are perceived as a source of information that is knowledgeable about the pros and cons of the subject, and honest enough to bring the cons to the surface yourself, before you present your strongest arguments. This gets your arguments understood in the context of credibility which makes your strongest arguments shine.
- Principle #4 - Commitment and Consistency - “People Are Significantly More Willing To Say Yes To A Request That Is Consistent With What They Have Already Said Or Done.”
This is achieved through Commitment. People are more likely to live up to publicly stated commitments and obligations. Written commitments and obligations are most powerful.
- Principle #5 - Consensus - “The Power of The Crowd - When People Look To See What Others Are Doing To Help Them Decide What To Do.”
Present the appearance that the masses are acting on your proposal. If you can, in some way try to express your call to action in a manner that conveys that there are also lots of others responding to this call to action. EG: Before: “Operators are waiting. Please call now.” …After: “If operators are busy, please call again.” This creates the perception that there must be masses of people responding to this CTA.
- Principle #6 - Liking - “People Prefer To Say Yes To Those They Know And Like.”
Liking flows from positive connections:
- Cooperative Efforts
We like those that like us. We like those that DO like us, and say so. And we like those people who work with us in a cooperative way to achieve success.
The most difficult part of these principles presented above, is remembering to use and apply them in the heat of the moment, in business and personal situations. To combat this, create a small card with these principles written on it, and refer to it before and/or after your presentation.
I am going to utilize these techniques in a new venture we are launching in the next few weeks, I’ll report on how well they work, soon.
No Comments »
No comments yet.