Persuasion: The Science of Social Influence

Transcription

1 Persuasion: The Science of Social Influence Presented by: Paul Charles & Associates 1

2 Today s Plan 10 Principles: The 6 Pillars of Persuasion 4 Implementation Requirements Application Discussion Presented by: Paul Charles & Associates 2

3 Six Universal Principles of Persuasion 1. Reciprocation Definition: a: a mutual exchange b: a return in kind or of like value Not necessarily material in nature

4 Reciprocation It s just a piece of candy Tips increased by 3.3% when waiter left a sweet for each diner with the bill Or two. Up 14.1% when there were 2 sweets for each diner Especially for you Up 23% when the waiter left one sweet, turned around to leave, then came back with an extra sweet for each diner Make gifts personal, significant & unexpected!

5 Reciprocation Unsolicited favors will make the recipient likely to help you Gifts should be personal, significant, unexpected Value of favors diminishes over time What gifts or value can we provide?

6 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof Definition: Also known as informational social influence A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation and is driven by the assumption that surrounding people possess more knowledge about the situation

7 Social Proof Ad writer Colleen Szot changed the line at the end of an infomercial from Operators are standing by If operators are busy, please call again. What message does this send? Operators waiting meant no one wanted the product Busy operators meant others were calling and wanted the product Sales skyrocketed because of this simple change

8 Social Proof Testimonials from satisfied customers are powerful social proof, especially when the proof or endorsement comes from people like us Handling objections: Feel, felt, found Positive social proof is preferable Over the past few months, one out of five investors choosing to work with us have experienced short-term decision-making challenges based on market complexities Over half of all seniors are fearful of retirement

9 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof 3. Commitment/Consistency Definition: com mit ment engagement, involvement, obligation con sist en cy conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness

10 Commitment/Consistency Ask for a commitment. Commitments should be voluntary, active & publically declared I ll schedule a time with my partner for you now... Involves other people so others are less likely to back out Reduce Cancellations Please call if you have to cancel our conference call. Will you please call if you have to cancel?

11 Commitment/Consistency Labeling: involves assigning a trait, attitude, belief or other label to a person and then making a request of that person consistent with the label Alignment with a customer s or prospect s brand or values is especially effective

12 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof 3. Commitment/Consistency 4. Scarcity Definition: scar ci ty a : insufficiency or shortness of supply b : rarity; infrequency

13 Scarcity: Loss Aversion People are more than twice as motivated to avoid a loss as they are to acquire gains Frame situations in terms of what you could lose if you don t act not manipulative with respect to availability... But rather loss of benefits The ultimate benefit?

14 Scarcity: Limited Choices The more choices offered in a retirement plan, the less often people enrolled Participation dropped 2% for every ten options offered Participation rates zoomed when only two options were offered Too many choices confuses people consider scheduling options???

15 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof 3. Commitment/Consistency 4. Scarcity 5. Liking Authenticity Mirroring Smile in our voice value-added content Aligned values Use of first name Common ground Personalization

16 Liking: Personalize Requests Survey responses & a little yellow note 36% with a cover letter only 48% with a handwritten note on a cover letter 75% with a handwritten post-it on the cover letter Post-it had speedier and fuller responses Post-its with initials & thank you were even better

17 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof 3. Commitment/Consistency 4. Scarcity 5. Liking 6. Authority Sources of law, compliance or irrefutable data warranty or guarantee requirements Possibly customer preferences

18 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof 3. Commitment/Consistency 4. Scarcity 5. Liking 6. Authority 4 Prerequisites:

19 Connection Rule of thumb in selling? Presented by: Paul Charles & Associates 19

20 Connection Rule of thumb in selling? Sell yourself Sell the organization Then sell products & services Differentiate in a positive, professional style Plan the best sales calls 4 O s Value-added approach Presented by: Paul Charles & Associates 20

21 Connection Rule of thumb in selling? Sell yourself Sell the organization Then sell products & services Differentiate in a positive, professional style Plan the best sales calls 4 O s Value-added approach Objectives Outcomes Operational Plan Outstanding Benefits Presented by: Paul Charles & Associates 21

22 Connection Rule of thumb in selling? Sell yourself Sell the organization Then sell products & services 2 key outcomes: Presented by: Paul Charles & Associates 22

23 Connection Rule of thumb in selling? Sell yourself Sell the organization Then sell products & services 2 key outcomes: They will believe more of what we say They will tell us what we need to know Presented by: Paul Charles & Associates 23

24 Assessment It is nearly impossible to persuade someone if we don t understand their situation and needs 4 P s of Assessment: People Processes Problems Priorities Presented by: Paul Charles & Associates 24

25 Assessment It is nearly impossible to persuade someone if we don t understand their situation and needs 4 P s of Assessment: People Processes Problems Priorities S.P.I.N. Situation Problem Implication Need-Payoff Presented by: Paul Charles & Associates 25

26 Alignment Test our value proposition to ensure it is aligned with buyer priorities Prospect: We ll need a retirement plan that allows us to maintain worry-free living Our response: You will be pleased with our comprehensive situational analysis, which will help you achieve your specific long-term retirement and financial goals Presented by: Paul Charles & Associates 26

27 Interactivity Frequent trial closing Build value Confirm buy-in What do you think so far? Would that be helpful? How do you think this will impact your quality of life? Confirm understanding Increase personal confidence/close more sales Presented by: Paul Charles & Associates 27

28 Six Universal Principles of Persuasion 1. Reciprocation 2. Social Proof 3. Commitment/Consistency 4. Scarcity 5. Liking 6. Authority 4 Prerequisites: 1. Connection productive relationships 2. Assessment 4 P s / SPIN 3. Alignment relevant value prop 4. Interactivity trial closing Presented by: Paul Charles & Associates 28