Tips for selling with the power of influence: Cialdini's Principles of Persuasion and Influence

Sales and marketing professionals are constantly investigating economic and psychological variables to discover what specific methods influence consumer behavior. Whether you work in marketing, sales, or business development, knowing Robert Cialdini's 7 principles of persuasion and influence are a must.

Cialdini's 7 principles will assist you in adapting your sales communications and developing initiatives that specifically target prospective clients.

Read further as we explain Cialdini’s 7 principles in detail and offer you suggestions in order to influence with impact using them in the workplace. At startup Pathways, we use them regularly on our trainings either on selling and influence topics, or as general persuasion and communication tools, easy and helpful in every circumstance.

What are Cialdini’s 7 principles and how to use them in sales

Professor of psychology and marketing Dr. Robert Cialdini proposed six principles of influence and persuasion in 1984. It wasn't until the last decade that he added an extra principle to the list, that was introduced in the newest version of his book "Influence: The Psychology of Persuasion, New and Expanded".

This last addition led to the re-introduction of Cialdini’s 7 principles.These ideas represent persuasive strategies often used by marketing and sales professionals. According to Cialdini, many promotional actions of a company fall into one of these categories: scarcity, authority, social proof, sympathy, reciprocity, consistency and unity.

It is important to be able to detect and understand these practices in order to gain an advantage not only as a company but also as a consumer. For that, we provide you with a detailed explanation for each principle as well as practical examples:

1. Scarcity

The notion of “scarcity” employs a restricted supply of a product or service to motivate prospective buyers to purchase while they still can. Customers are more inclined to acquire a product or service if they experience the fear of missing out (FOMO) on an opportunity if they wait.

In order to stimulate purchases, marketing and sales professionals may exploit the scarcity principle in a variety of ways, for example by designing limited edition items, staging promotional events, or generating urgency in marketing materials.

Tip: Loss language works effectively when describing shortage. Be direct! For example: "Don't miss out on…"

2. Authority

Why is it that humans have a predisposition to follow authoritative persons, even when they are undesirable? It's in our nature! The "authority" principle of influence is based on that predisposition.

Job titles (e.g., Dr.) and uniforms, provide an aura of authority, increasing the likelihood that the typical person would believe the speaker's claims. This is seen in advertisements that include physicians as spokespersons.

After all, we believe specialists and those who (believe they) know what they're doing. According to the concept of authority, customers are more likely to acquire a product or service if they see the firm as an expert in its industry.

Marketing teams and corporate executives may boost their brand's authority in their market by collaborating with reputable specialists on a new product line or having them evaluate their items.

Tip: Authority isn't just found externally. Try to promote your teams’-colleagues’ skills to boost your companys' authoritative figure in your field by creating material for the website and for their business social media profiles.

3. Social Proof

Cialdini defined "social proof" as people doing what they observe other people doing. For instance, if our coworkers work late, we're more likely to do the same. If a particular eatery is always full of people, it is more likely that we will give it a try.

Social psychology is rife with experiments that illustrate this unavoidable, human phenomenon. So if you think that you are not one to conform, take a look at the 1960s elevator experiment. It might change your mind.

Social proof may be effectively used by demonstrating reviews (that are related to your target audience), review stars, how frequently a certain activity has been performed (if your products are displayed on a website) and also for example a list of your top 5 goods/ services.

Tip: For ultimate social proof, call your consumers to share their stories, not only as reviews but as testimonials. Real and relatable stories build solid social proof.

4. Sympathy

What does it matter whether you like someone? According to Cialdini, it influences your likelihood of being persuaded by that person. The basis of "sympathy" or "liking" is similarity or a more superficial attraction, such as physical appeal.

The concept of sympathy refers to the impact of a company's reputation and customer connections on its ability to sell goods and services. This idea encompasses the reputation of a firm among prospective consumers as well as the interpersonal interactions between customers and company representatives.

Sympathy may be used by a company's leadership team to develop customer loyalty by ensuring that their promotional language, website content, and customer service policies reflect values that connect with their consumer base.

Tip: If you showcase your business online, a killer "about us" page on your site will influence prospects using the sympathy principle. There you can share your teams’ values and personal aspirations that are relevant to your products.

5. Reciprocity

The concept of "reciprocity" states that people feel obligated to provide discounts or concessions to others if they have received favors from them. Psychology explains this by emphasizing that people hate feeling obliged to others.

In sales, this may include giving a discount or free trial of a product or service in the hopes that the gift would persuade prospective clients to make a purchase.

The most common example that we often use in our trainings is the restaurant example: "If you are offered peppermints with the bill, you are more inclined to leave a tip".

Moreover, reciprocity applies to content marketing. Businesses may provide free materials, such as infographics, essays, and webinars, on a topic that affects their customers. After they have obtained the free information and resources, clients may return to the business to make a purchase.

Tip: Embrace the power of free offerings in every way possible but make sure that what you offer is of real value. People do not like to feel tricked. Choose your offerings wisely.

6. Consistency

According to the concept of "consistency" or "commitment", people's behaviors are often driven by long-standing habits. In addition, many individuals honor obligations they have previously made. As a result, once we make a public promise to something or someone, we are considerably more likely according to Cialdini’s 7 principles to fulfill that pledge.

This may be explained psychologically by the fact that individuals have connected their commitment with their self-image. This approach is used by marketing and sales professionals to guide clients through a progressive sales process.

We can utilize the principle of consistency by persuading site visitors to sign up for something relatively little (and often free), such as a guide or whitepaper. Once someone has shown an interest or a preference for something, there is a high likelihood that they will maintain this conduct rather than proving themselves incorrect.

Tip: In a cold-call, try persuading a client to agree on an introduction call. Then it is more likely to follow the rest of the sales process. Furthermore, explore the possibility of developing website paths (if applicable) that lead your customers to make choices, improving their loyalty.

7. Unity

The “unity” principle was added at a later stage but is just as important. It is applied when you create a group feeling and is based on the human nature incline of belonging. The more you feel part of a group, the more you allow yourself to be influenced by that group.

Again for the skeptics, another story-example that convinces instantly every participant in our training sessions is the "Englishman in NY" story:

"Those who have traveled enough outside of their hometown, or country are likely to have experienced the Unity Principle. When you're miles away from home, running into someone from your hometown fosters instant kinship among individuals who would likely disregard each other at home."

This principle may be applied via a variety of means, including the utilization of family ties, locality, religion and co-creation.

Tip: By basing your business practice on the three following categories you will evoke unity, achieving a strong consumer connection that will ultimately lead to loyalty:

Are you influenced yet? Utilizing the knowledge earned

Businesses and marketers have utilized Cialdini's 7 principles of influence and persuasion for decades to convince us, consumers, to part with our hard-earned cash. Pay careful consideration to these concepts. Learn about them and how to implement them in your daily activities.

Don't be hesitant to offer prospective clients a free sample or two, and be sure to let them know if your items will not be available for long or at a specific price. Gain as many competitive advantages as you can using the knowledge you are offered.

Now it seems like you have sufficient information to influence the whole globe.

In case you need additional information, examples and practical tools on how to use this social psychologys' gem, don't miss out on our Sales Training Programs, offered physically as well as online for you and your team members.