The 6 Principles of Persuasion

DIPLOMA INPSYCHOLOGY OF SALES

The 6 Principles of Persuasion can be learned, but they are not linear. Remember, persuasion is a science but knowing how and when to apply the techniques is an art.

The 6 Principles of Persuasion

The 6 Principles

Remember: Simply knowing what The 6 Principles are is not enough. You have to PRACTICE, PRACTICE, PRACTICE!

1) ReciprocationYou need to give before you get. If you give someone something without asking for anything back, then the person receiving it feels indebted to you and obliged to do something in return. It is important that if you give someone something or do them a favour, it is done with sincerity. Doing something for someone else if motivated solely by self-interest means you are doing it for the wrong reasons and this will be picked up on by that person.

Note: What is the shelf-life of a favour? If you have done a favour for someone else, the likelihood is that they will probably have forgotten about it before you!

2) AuthorityThis refers to you having authority on whatever it is you are trying to sell. When going to a shop to buy something, people want to speak to the resident expert on the product they are looking for. Often, the reason a sale falls through is because the customer is afraid – there is a fear that what they are buying is the wrong choice, or that they’re paying too much. You must use your authority on the product to lead the way. People want to follow the experts and do what the experts would do!Remember: You don’t have to tell the customer that absolutely everything about this product is perfect. People don’t mind clouds so long as there’s a silver lining! If you do not admit some small �aw or inferiority to the customer it can arouse suspicion and appear to be too good to be true. However, if you advise the customer of the cloud and tell them about the silver lining you will become a consultant to them as opposed to a sales person.

For example: ‘This TV may be a few inches smaller, but the sound system and resolution more than make up for it!’

The 6 Principles of Persuasion

3) CommitmentThis is also known as the ‘foot in the door technique’. We are a proud species and prefer our decisions to be consistent where possible. This means that people will try to stick by their previous convictions, even if they aren’t always happy with the outcome!Note: Consider the ‘magnetic middle’: As a collective, people want to do what the masses are doing. Studies show that if 2 price options are given people will most likely choose the cheaper of the 2. However, if you add a 3rd price option, people will usually opt for the product priced in the middle! This has its limitations, as if there are too many price o�erings it will overwhelm the customer!

Another idea to consider in this section is labelling. How you label someone can have a signi�cant in�u-ence on their response to you. Always label people positively as they will act in accordance to this. It must be positive in order to be e�ective as a person’s ego will not be accepting of a negative label!

For example: ‘You seem to be a gentleman who knows what he wants!’

4) ScarcityRare or unique objects will always hold more value for us than something which is readily available. Scarci-ty is BIG business! An important point to remember is that loss language is a powerful tool in persuasion. People are a�ected on a much deeper level when confronted with what they stand to lose that what they could gain and, therefore, they are more likely to take action when this type of language is used.

For example:

5) LikingGet the customer to like you by liking them �rst. If you like the person you’re speaking to, they will pick up on that and respond to you.

6) Social ProofThis focuses on the idea ‘If everyone else is doing it, it must be OK!’ There is safety in numbers and people want to be part of the pack. Keep this in mind in sales conversations and re�ect it in your language.

How Do I Apply The 6 Principles?Reciprocation: In a new job or sales situation, remember it is human nature: ‘If you scratch my back, I’ll scratch yours!’ The �rst thing you should be asking yourself is ‘Whom can I help here?’

Authority: People will not know simply by looking at you what your quali�cations or areas of expertise are and saying these straight out can be a very awkward experience!

Tip: To avoid this, have someone else say it for you. They can shout the reasons for your authority from the rooftop and it will not re�ect badly on you!

Commitment: Get the customer to agree to a small commitment �rst and build from there. Start small and build BIG!

Tip: This process can be sped up if you can determine what the customer is already willing to commit to and align yourself with this. This is a good time to practice pacing and leading from Rapport Level 1!

‘You will save $3000 each year bymaking this simple switchover!’

‘You are losing $3000 each year bynot switching provider!’Vs

The 6 Principles of Persuasion

Scarcity: Remember that items of scarcity hold more value and that people respond more if confronted with what they stand to lose. Use loss language to convey what they will miss out on as opposed to what they stand to gain.

Liking: The key here is to genuinely like the customer �rst. Allow yourself to fall naturally into rapport with them.

Social Proof: There is strength in numbers. It should be noted that social proof is only of value to a custom-er if it is coming from someone they can relate to. In a sales conversation, use someone the customer can identify with and relate your stories in that manner.

The 3 Types of Persuader1) The BunglerThis person recognises an opportunity to put a sales technique into practice but ultimately fumbles the execution.

2) The SmugglerThis person uses their techniques for the short-term gain. This type of persuader loses out ultimately as they break the customers trust and forfeit any future sales in doing so.

3) The SleuthThis is what we want to be! The sleuth waits for the perfect opportunity to apply their knowledge and use their authority on the product to lead the customer.

Next week we will look at Your Tools in Module 5 of the course.