Sharon Livingston, Ph.D The Livingston Group (USA) session Influences and persuasions Social psychology and consumer motivation Not in Excel document.

Influence Clients to Use Your Services Using

Dr. Robert Cialdini

Developed The Six Principles of Persuasion Based on social research

The Principles are scientifically-proven tactics that can be used to leverage the likelihood that people will say "yes" to requests and suggestions

Compliance practitioners Cialdini identifies what he calls

“compliance practitioners”, such as salesmen, fund raisers, con artists and advertisers.

Apprenticed himself to the “persuasion trades”by actually going to work in Sales for encyclopedias, vacuum-cleaners, cars Fund raising Recruiting Advertising

Marketer’s Tool Kit

These are approaches to help influence our clients in our favor – to use our good services

To help our clients influence their customers in their favor to buy their goods and services

Decision Making Short Cuts

Because of overwhelming cues for decision making, animals and people evolve to recognize short cuts.

Based on Research on Fixed Action Patterns Some are innate, some are learned

Triggers of compulsive behavioral response Fish story Baby grabbing parents finger

High quality is triggered by high price Anti Aging Face Creams Perfume Vodka

“Just Because”

Favor Short Cut A principle of human behavior says that when we

ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.

Cialdini’s Because Experiment Excuse me, I have 5 pages. May I use I use the Xerox

machine? 60% √

Excuse me, I have 5 pages. May I use I use the Xerox machine, because I’m in a rush? 94% √

Excuse me, I have 5 pages. May I use I use the Xerox machine, because I need to make some copies?

93% √

Weapons of automatic influence Cialdini distilled and organized the

thousands of tactics he observed down into a handful of basic techniques that he calls “weapons of automatic influence.”

Each of them is based on a human psychological principle that has the “…ability to produce a distinct kind of

automatic, mindless compliance from people, that is, a willingness to say yes without thinking first.”

Commonalties of Influence ToolsAll share: A nearly mechanical process by which it can be

activated Tremendous power that can be exploited by

anyone who knows how to use it People consistently underestimate how effective

it is They work even when we know they’re in

operation.

Because these techniques work so well, Cialdini emphasizes how vulnerable we are to anyone who knows and uses them.

The 6 Pillars of Persuasion

Reciprocity - returning a “favor” Commitment and Consistency - honoring a

previous agreement or statement Social Proof - do what other people are doing Authority - do what the person with the

highest title/rank, the fanciest car, or the nicest clothes says

Liking - follow the advice/instructions of people you like or are attracted to

Scarcity - perceived scarcity generates demand

Reciprocity R – Reciprocity: If someone gives something to us

first, we are likely to respond with a bigger favor… e.g., giving someone a project who has been generous to you with information.

We feel very uncomfortable not repaying someone who has given us a gift or done us a favor.

This feeling of indebtedness generally originates from one of three sources: favors, gifts, or concessions.

People feel obligated to give back or repay those who have given to them. The simplest way to invoke this principle: be the first to give... information, contacts, access, praise, etc.

Commitment and Consistency People prefer to live up to their previously-stated

beliefs and previously-held commitments. [Insurance company story]

Invite Research Buyers to make a statement about their belief about Qualitative Research that would predispose them to a professional consultant e.g., it’s important to follow the lead of the consumer in

an open ended discussion rather than forcing him/her to follow a highly structured questionnaire in the guise of a guide.

Or the best Qualitative Researcher acts as a consultant who suggests the best approach to the problem

Then re-contact them with call to action for QRCA/AQR or your service that’s consistent with their belief

Liking – No surprises here!

Increased Likability = Increased Likelihood of Response.

We like those who are similar to us. Find commonalties with your audience and BE SURE TO POINT THEM OUT Dress like your clients do

Authentic praise; compliments endear us to others. That was a well written RFP; very clear and concise

“Cute” captures hearts Babies and puppies

Increased familiarity through repeated contact with a person or thing is yet another factor that normally facilitates liking. Make those phone calls, send notes with interesting news bites on their

product or category, say ,”hi” for no reason Mutual and successful cooperation in a task.

E.g., invite your client to present along with you where you do all the work and they get the credit – combines reciprocity with liking

Authority

People defer to legitimate experts, especially in matters of fact and data.

Milgram’s shocking experiment The man in the street New York City marathon

Social Proof

When people are unsure of what to do, they look at what similar others have done or are doing 9 out of 10 doctors recommend . . . My college bar survey

1964 murder of Catherine Genovese Jim Jones Kool Aid mass suicide

"Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer.“

Scarcity

People want more of what they can have less of.

“…opportunities seem more valuable to us when their availability is limited."

Act now while supplies last! Only two spots left Time is running out, get your early bird

discount now

Only Need a Slight Edge

Winner in a horse race just has to win by a nose

The ruling lion who gets to eat as much as he wants just needs to be a little stronger All we have to do is show slight

superiority in one of the pillars of influence

The Pillars in Action

Reciprocity

In exchange for seeing the time share property Free ride back and forth from airport to our

hotel Major discounts on things we were going to

do anyway – fancy restaurant, Booze, booze and more booze Tours of the city Gourmet brunches Conciliations on cost Etc., etc., etc.

Commitment & Consistency Sales rep got us to acknowledge facts that

she could retrieve later for consistency We owned other timeshares and were extremely

happy with them We loved to travel We took lots of vacations

Then described timeshare in concert with what we had admitted to earlier. This timeshare was in the top 10 timeshares in the

world You could trade easily because it was highest rated The owners always get a room overlooking the

ocean

Social Proof

 At the end of a lovely tour of the property, We were taken to a large room which had at

least 100 round tables in it. Every table looked full and these were all

people who were doing the same thing as we were.

They looked engaged and happy and the hubbub in the room gave the impression that lots of deals were going through.

Popped a bottle of champagne every time someone signed

Liking

Appealing woman rep from my neck of the woods

Similarity Our age Well dressed Outgoing and friendly

Complimentary Said nice things about what I was wearing Agreed with our choices of other time share

spots

Authority

Very knowledgeable about properties and time shares

Highly experienced Knew trading values of time shares Was aware of costs on other location

time shares Praised us for getting a good deal – she

knew what a good deal was

Scarcity

Time shares were going like hot cakes Checked to see if one was available at

a lower cost, but said it had been sold Let us know that other reps were

signing up the other choice spots Told us we should probably consider

making a deal on one with the great price she had negotiated for us

Implications for

Reciprocity

Reciprocity Give what you can

Information Free advice on whatever Lunch and learns Research your clients’ interests and give

small gifts in keeping with their preferences

Commitment & Consistency

Ask Socratic questions which get clients to take a position consistent with the need for the type of research you do “Do you already know all the criteria your

prospect uses to make a buying decision?” (If not, they can’t use closed ended quant survey because they can’t lay out the attributes … need qual to determine)

“How important is knowing the emotional end benefits in your category?”

Social Proof

Gather testimonials from EVERY satisfied client the moment they express satisfaction. (Send “can I get your feedback?” email … then ask if you can quote)

Use prweb.com to regularly send out inexpensive research tidbits. Use Google Alerts to capture every public mention of your name … get reprints and keep a LONG list on your website, use in proposals, etc

Keep LONG list of clients (Tell the bus stop story – quantity is actually

more persuasive than quality – though both are important)

Liking

Gently point out similar interests, tastes, clothing, experiences, beliefs, etc.

Be honest and genuine (with all above, as well as when giving compliments)… don’t fake it, people can tell

You need LOTS of contact to develop familiarity and a solid relationship … stay in touch, even (perhaps especially) when there’s no project

Authority

Dress for success when first being introduced to your clients to establish authority

Publish articles Seek speaking engagements Maintain a newsletter, podcast, and

video-cast on your expertise Take charge when necessary. Better to

be a “focus group doctor” than a “moderating puppet”

Scarcity

Use a “take away sale” (examples “just wanted to give you the opportunity to book this because another client asked for my time” – or – “need to start recruiting tomorrow if we’re going to be in the field by ____”)