Robert Cialdini is one of the world’s leading expert in the field of psychology of influence. His book “influence” deals with per-suasion, the art of science of getting someone to say “Yes” while Robert Cialdini’s new book deals with Pre-suasion, the process of arranging recipients to be receptive to a message before they encounter it.
The best persuaders become the best through pre-suasion. What we present first changes the way people experience what we present to them next.Example: -Customers in a wine shop were more likely to purchase a German vintage if, before their choice, they’d heard a German song playing on the shop’s sound system; similarly, they were more likely to purchase a French vintage if they’d heard a French song playing.
Before asking for anything you should establish trust. Consultants are taught to gain a client’s business by first attaining the status of “trusted advisor”. Trust is one of those qualities that leads to compliance with requests, provided that it has been planted before the request is made. When you pay attention to something it will automatically become important to you. Mainstream media take advantage of that.
He also explained about asking single chute question. Example: -Much better are those that use two-sided questions: “How satisfied or dissatisfied are you with this brand?” “Are you happy or unhappy with the mayor’s performance in office?” “To what extent do you agree or disagree with this country’s current approach to the Middle East?”
If you want to convince people to purchase something unfamiliar—let’s say a new soft drink—you should act to transform their beliefs or attitudes or experiences in ways that make them want to buy the product.The author explained six psychological principles that appeared to be deployed routinely in long-prospering influence businesses. The six psychological universals of persuasion are reciprocation, liking, social proof, authority, scarcity, and consistency.
Reciprocation: –The principle of reciprocation tells us that who give benefits to us should be given benefits.For example if you receive gifts from someone then you are entitled to give gifts to him.
Liking: – The number one rule for salespeople is to get your customer to like you.
Compliment: –We like those who are like us.Infants smile more at adults whose facial expressions match their own. People are massively more willing to help an emergency victim if they share a nationality or even a favorite sports team.
Scarcity: –Salesman and online sellers use this.By showing that “only few products are left”.Order as soon as possible.
Authority: –For most people, the way to make a message persuasive is to get its content right: to ensure that the communication possesses strong evidence, sound reasoning, good examples, and clear relevance. If there is one quality we most want to see in those we interact with, it is trustworthiness. And this is the case compared with other highly rated traits such as attractiveness, intelligence, cooperativeness, compassion, and emotional stability
There are many more examples in this book. One should read this book once in a life.
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