We all face information overload from e-mails, web ads, mainstream and social media news stories, reviews and recommendations, ETC.
This situation is creating a new decision process in which we take short cuts to comply, agree, or buy based on a single piece of information or triggers, according to the critically acclaimed Influence, Science and Practice by accomplished social psychologist Robert Cialdini.
In a very comprehensive, compelling practical and scientific presentation, Cialdini reports that the most reliable and the most popular triggers for our decision making include these six principles.
1. Reciprocity – we are obligated to the future repayment of favors. This is best exemplified by Amway who offers prospects a product sample bag for a week trial to affect purchases.
2. Commitment and consistency -- when a person commits, he or she will be consistent to that commitment. “Get it in writing” shows this principle which auto dealers use to successfully sell cars.
3. Social proof -- the greater the number of people who find any idea correct, the more a given individual will perceive the idea to be correct. This is reflected in the claims of the “nation’s leading or top-selling product or service.”
4. Liking – people buy from friends and someone they like. Tupperware parties are all about this principle.
5. Authority -- we follow a leader, especially one with a genuine or perceived expertise. Every diet treatment or exercise plan uses this principle in its infomercials.
6. Scarcity -- people assign more value to opportunities when they are less available. Think Ipod or products available on a limited time offer and scarce baseball cards.
So, what can you do with this information? Are these strategies for your plans? Not alone, but they can help guide your tactics and execution, and they can do so individually or together.
When you read Influence, you will be impressed and inspired by these triggers in action and how using them will help grow your business.
