Influence. The Psychology of Persuasion

1.Scarcity

Effective businesses and salespeople leverage the persuasive power of scarcity by convincing customers they could lose their chance to buy something valuable.

2.Social Proof

When uncertain, we look to others to decide how to act; when uncertain about a purchase, we look to others to decide to buy or not.

3.Authority

We learn to comply with authority figures because they know more than we do so, as we get older, we continue to subconsciously comply with authority.

4.Liking

Studies show we are significantly more likely to say “yes” to requests from people who seem like us because we like people who are similar.

5.Escalating Commitments (Consistency)

We all have an innate need to be consistent with prior commitments. If we're not consistent with what we say or do, people can't trust us.

6.Exchange (Reciprocation)

Small acts of generosity have tremendous influence on future purchase behavior.