I thought it would be good time to review some influence and persuasion terms with you. A few of these you’ve seen in some past blogs and others you will certainly see in future posts.
Understanding and ethically applying these psychological principles doesn’t guarantee everybody will do what you want. After all, they don’t represent some kind of magic wand. However, I can say with certainty; if you employee these more strategically and regularly you will hear more people say “Yes!” to your requests.
As you read through these you might think, “That doesn’t apply to me” or “I don’t fall for that.” That assessment may be true quite often but certainly not all the time. To get you to critically think it through I’ve added a question after each principle to give you cause to pause and think. While you may have seen right through some manipulative person’s attempts to persuade you, I’m willing to bet there are other times where you were influenced into action without even knowing it.
Reciprocity – Some might describe reciprocity as the “good old give and take principle” or “you scratch my back and I’ll scratch yours.” This principle describes the internal pressure we all feel to return the favor. At its most extreme it might be the person trying to think of a way to repay someone who saved their life. For most of us it’s as simple as picking up the tab at a restaurant because our friend got it last time. Have you ever sent someone a Christmas card because they sent you one first? If so, it’s because of reciprocity.
Liking – In business there’s a saying, “People like to do business with people they like.” Jeffrey
Gitomer, sales trainer and author, likes to say, “All things being equal, people want to do business with their friends. All things being not so equal, people still want to do business with their friends.” We like to be around people we like and they naturally have more influence on us than those we don’t know or don’t like. In turn, the more likable we are the more persuasive we’ll be. Have you ever bought something because a good friend recommended the product or service?
Consensus – A farmer would say we’re like cattle because we like to “mooove” with the crowd. When we see lots of people taking action, or people just like us, quite often that’s enough to get us to go along with the crowd. You’ll also hear consensus referred to as “social proof.” Be honest now; have you ever stood up during a standing ovation when truthfully, you didn’t think the performance deserved it? If so, it’s because you were moved along by the actions of others.
Authority – We don’t have enough time to weigh all the decisions that come our way so quite often we defer to people we view as authorities, or experts. In fact we do so with such regularity that studies show our brain activity actually slows down when experts tell us what to do! In other words, critical reasoning can go right out the door! Experts need not be actual people either. Have you bought something, perhaps a car or major appliance, primarily because Consumer Reports rated the vehicle high?
Consistency – We all feel an internal pressure to live up to our promises. We feel good about ourselves when our words and deeds match, when we’ve done what we said we would. Have you ever found yourself doing something, not because you really wanted to (i.e., help someone move), but because you gave your word?
Scarcity – When we sense something is becoming less available or diminishing in some way, there’s something in us that all of a sudden wants the thing even more. When was the last time you rushed out to the store because you suddenly remembered, “Sale Ends Sunday!”? If that was you it’s because you were motivated by the potential loss of an opportunity.
Compare and Contrast – Did you know two things can appear more different than they really are depending on how they are presented? Considered for a moment how that might impact your decision making. For example, you go to the store to buy something and you’re not sure what that item might cost. When you arrive you see a sign that states, “Normally $150, now only $99!” By comparison $99 appears to be a very good deal. I’ve hear people justify purchases like that because “it was too good a deal to pass up.”
So there you have it, the layman’s overview of several psychological principles than affect us all to one degree or another every day. Most of the time these principles impact us in such subtle ways that we’re not aware of it and yet they’re major factors in our decision making. As we continue our journey together I think your eyes will be opened to how politicians, marketers, salesmen and so many others try to persuade you to do what they want.
Helping You Learn to Hear “Yes!”