6 Ways to Make Influence More Effective in Closing Deals
February 1, 2008 | Author: admin | Filed under: Customer Service
6 ways to make influence more effective in closing deals is what looking at Robert Cialdini’s work will deliver. Using these principles you can become an expert in influence and persuasion. He lists six basic social and psychological principles you can use as the foundation for successful strategies to achieve influence with your clients and colleagues.
1. RECIPROCITY
This rule says that when someone gives you something, you are most likely to want to repay them in some way. By using this approach and giving to a client you are setting up an act of repayment at some time in the future. This sense of future obligation makes it possible to develop relationships, exchanges and transactions. To offer something before asking for anything in return is a way to appeal to a deep seated belief we are taught from childhood. This can apply to concessions and can result in your client feeling it necessary to respond in order to take away the feeling that they owe you something.
This is an approach used widely by charities, insurance companies and other companies and manufacturers, where you receive a pen, useful address stickers, shopping vouchers or even a no obligation free trial of a product. These gifts are offered in return for giving them the business or making some further consideration of their product.
The best defence against being manipulated through being offered something is to accept it in good faith so that the feeling of needing to respond is not based on guilt.
2. COMMITMENT & CONSISTENCY
It is always better to look consistent through your words, beliefs and attitudes because this is valued in society and a consistent approach is able to make it easier to deal with new situations. You may remember this from when we talked about generalisations in the earlier post about how we filter what we learn, where you use a previous experience to give you an answer in a new situation.
Commitments are most effective when they are internally motivated and not forced by situations. Once you take a stand on something there is a tendency to act in a consistent way with that point of view. Being consistent is a very useful way to achieve social influence and if you make wrong commitments you will tend to act and justify them so they become self-perpetuating. Our commitment comes from our heart or our head, and it is useful to know which is in control, especially in a business situation with a client. It is always useful to look back on a decision and think ‘if I knew then what I know now would I have done the same thing?’
3. SOCIAL PROOF
We often need the support of others to know if what we are doing is right, or at least to think that our role models may have thought and acted in a similar way. A client may be more likely to adopt a particular course of action if they think their peer group may have done the same. This can work well in groups of people at seminars or presentations where you may be encouraged to ‘go with the flow’.
Social proof works best when there is some uncertainty and a situation is ambiguous. In this situation your client is more likely to observe the behaviour of others and accept that as correct. Equally when there has been a lead of another person that may be followed to maintain a similar response.
4. LIKING
Clients, like everyone, prefer to say yes to individuals they know and like. Physical attraction is a factor and can be used to create influence, adding to other factors such as talent, kindness or perceived intelligence. Similarity is also a factor because we tend to like people like us and that makes us more willing to say yes or agree with a point of view.
Praise is another factor in liking someone, but only when it is used with sincerity. As a relationship builds after more than one meeting, with encouraging or useful results, is another factor that will lead to a positive response.
5. AUTHORITY
There is a lot of evidence that says there is a pressure to comply when the request comes from someone in authority, because this can be seen as doing the right thing. This can also be through a demonstration of knowledge, wisdom and power, though it is possible to react to symbols of power rather than substance or reason for that power. It may rightly be asked, ‘is this person truly an expert and how much of the truth are we being told?’
6. SCARCITY
Clients tend to assign more value to a product or service that is not fully available. The idea of a limited number or deadline can be used to influence a client to make an early decision. Usually the response to not having the flexibility of choice can make an offering more attractive. This is true as much about information as goods when it contains exclusive or special information. These items tend to be more valuable when they have only just become scarce, more than those that have been limited availability for a long time. People find it more attractive to gain something with scarcity value when they compete for possession of it with someone else. This is an emotional response, but if we remain calm we are more likely to make an informed and logical choice.
TO FIND OUT MORE
If you want to read more about the work of Robert Cialdini you can purchase his book Influence: The Psychology of Persuasion from Amazon. These principles to increase influence and persuasion all have the power to make selling easier with your client. I hope you enjoyed our brief look at how we have 6 ways to make influence more effective in closing deals.
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John Sadler www.bitesize-marketing-nlp.com |
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