How to Persuade People

How to persuade peoplePersuade People – Eight magic keys that control people

  1. People can be persuaded if they think you can reward them

Reward power is the fastest way to persuade. It’s also the most expensive way, and the law of diminishing returns quickly takes over.

  1. People can be persuaded if they think you can punish them

Instead of giving them what they want to get the sale, try explaining what could happen if they DON’T buy your product. A lot cheaper for you.

  1. Apply the dual pressure of reward and punishment

An example: “Buying this product will do wonders for your bottom line. Do it NOW before the competition gets a jump on you.”

  1. People will buy what you are saying if they think you can both reward and punish them
  2. People can be persuaded if you have bonded with them

This is one of the biggest faults web designers are guilty of. You have to connect with visitors, one-on-one.

  1. People can be persuaded if the situation limits their options
  2. People can be persuaded if they think you have more expertise than they do.

This is a great one for web sites. You be the expert, and they will believe your pitch.

  1. People can be persuaded if you act consistently.

 

SECRETS AND CENSORSHIP

If something is perceived as a SECRET, we tend to want it more. It’s scarce. Few people have it. Gotta have it. Ever heard “Not previously offered?” Or if you watch the Discovery Channel : “Previously US classified videos now available for a limited time only” OR “I’ll let you in on an announcement that won’t be made public until next week..”

One study showed that not only do we WANT the information more if it is withheld from the general public, but we tend to BELIEVE it more. Isn’t that interesting? If you want somebody to really believe your message, make it secret first and then give in and share it with your target.

POWER PERSUASION BASICS

People can be persuaded if:

  • They think you can reward them – fastest/most expensive

Get so good that you reward the customers by accepting them

  • They think you can punish them – (apply the dual pressures of reward and punishment)
  • You have bonded with them
  • The situation limits their options
  • If they think you have more expertise than they do
  • If you act consistently

Credibility:

  • Never assume they believe you
  • Tell them only as much as they will believe
  • Tell the truth, even if it hurts
  • Point out the disadvantages
  • Use precise numbers
  • Downplay any benefits to you
  • Dress the part of a successful person
  • If you do have something to gain, let them know
  • Confront problems head on
  • Use the power of the printed word
  • Let them know who else says so
  • Build and use a portfolio of testimonials
  • Get endorsements from people they would know – “If they can do it, I can do it”

 

Create an obligation:

·         Ask (not demand) for more than you expect to get

You might just get it. It gives you room to negotiate. It lets the other person have a win

  • Volunteer concessions – but only those that won’t hurt you
  • Give a small gift
  • Use the magic in a gift of flowers
  • Give the gift of thoughtfulness
  • Make it a win-win

 

SCARCITY – TIME PRESSURE

SECRETS – (sensored information seems more valuable)

Tell a secret

            Make a confession

            Ask a favor

ASSOCIATON – Tie your presentation to something good

WHY YOU SAY YES

There are only two reasons you do things:

            Fear of LOSS and/or desire for GAIN.

You are subconsciously influenced by:

  • Scarcity – limited supplies – + competition
  • Reciprocity – Free gift
  • Liking – “He’s so nice – we don’t want to offend him”
  • Authority – “Doctors recommend”
  • Social Proof – “Your neighbor just bought one”
  • Commitment and Consistency – “Just called to check on you”

Sales people become credible if they:

  • Only tell you as much as you’ll believe
  • Tell the truth, even if it hurts
  • Point out the disadvantages
  • Use precise numbers
  • Downplay any benefits to them
  • Dress the part of a successful person
  • If you they have something to gain, they will tell you
  • Confront problems head on
  • Use the power of the printed word
  • Build and use a portfolio of testimonials
  • Get endorsements from people you would know – “If they can do it, you can do it”

You will be obliged to the marketer if they

  • Ask (not demand) for more than they expect to get
  • Give you a volunteer concessions – but only those that won’t hurt them
  • Give you a small gift
  • Use the magic in a gift of flowers
  • Give the gift of thoughtfulness
  • Make it a win-win

SECRETS makes you BUY – (censored information seems more valuable)

            “Let me tell you a secret”

            “I have a confession”

            “I shouldn’t tell you this…. But”

To resist – you need to recognize these tactics for what they are.
Simply TACTICS. Nothing personal. They really don’t care.