The six Pillars of Persuasion

1. The six Pillars of Persuasion Influence Clients to Use Your Services Using

2. Dr. Robert Cialdini • Developed The Six Principles of Persuasion • Based on social research • The Principles are scientifically-proven tactics that can be used to leverage the likelihood that people will say "yes" to requests and suggestions

3. Compliance practitioners • Cialdini identifies what he calls “compliance practitioners”, such as salesmen, fund raisers, con artists and advertisers. • Apprenticed himself to the “persuasion trades”by actually going to work in • Sales for encyclopedias, vacuum-cleaners, cars • Fund raising • Recruiting • Advertising

4. Marketer’s Tool Kit These are approaches to help influence our clients in our favor – to use our good services To help our clients influence their customers in their favor to buy their goods and services

5. Decision Making Short Cuts Because of overwhelming cues for decision making, animals and people evolve to recognize short cuts. • Based on Research on Fixed Action Patterns • Some are innate, some are learned • Triggers of compulsive behavioral response • Fish story • Baby grabbing parents finger • High quality is triggered by high price • Anti Aging Face Creams • Perfume • Vodka

6. “Just Because” Favor Short Cut • A principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do. • Cialdini’s Because Experiment • Excuse me, I have 5 pages. May I use I use the Xerox machine? 60% √ • Excuse me, I have 5 pages. May I use I use the Xerox machine, because I’m in a rush? 94% √ • Excuse me, I have 5 pages. May I use I use the Xerox machine, becauseI need to make some copies? 93% √

7. Weapons of automatic influence • Cialdini distilled and organized the thousands of tactics he observed down into a handful of basic techniques that he calls “weapons of automatic influence.” • Each of them is based on a human psychological principle that has the • “…ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first.”

8. Commonalties of Influence Tools All share: A nearly mechanical process by which it can be activated Tremendous power that can be exploited by anyone who knows how to use it People consistently underestimate how effective it is They work even when we know they’re in operation. Because these techniques work so well, Cialdini emphasizes how vulnerable we are to anyone who knows and uses them.

9. The 6 Pillars of Persuasion Reciprocity - returning a “favor” Commitment and Consistency - honoring a previous agreement or statement Social Proof - do what other people are doing Authority - do what the person with the highest title/rank, the fanciest car, or the nicest clothes says Liking - follow the advice/instructions of people you like or are attracted to Scarcity - perceived scarcity generates demand

10. Reciprocity • R – Reciprocity: If someone gives something to us first, we are likely to respond with a bigger favor… e.g., giving someone a project who has been generous to you with information. • We feel very uncomfortable not repaying someone who has given us a gift or done us a favor. • This feeling of indebtedness generally originates from one of three sources: • favors, • gifts, or • concessions. • People feel obligated to give back or repay those who have given to them. The simplest way to invoke this principle: be the first to give... information, contacts, access, praise, etc.

11. Commitment and Consistency • People prefer to live up to their previously-stated beliefs and previously-held commitments. [Insurance company story] • Invite Research Buyers to make a statement about their belief about Qualitative Research that would predispose them to a professional consultant • e.g., it’s important to follow the lead of the consumer in an open ended discussion rather than forcing him/her to follow a highly structured questionnaire in the guise of a guide. • Or the best Qualitative Researcher acts as a consultant who suggests the best approach to the problem • Then re-contact them with call to action for QRCA/AQR or your service that’s consistent with their belief

12. Liking – No surprises here! Increased Likability = Increased Likelihood of Response. • We like those who are similar to us. • Find commonalties with your audience and BE SURE TO POINT THEM OUT • Dress like your clients do • Authentic praise; compliments endear us to others. • That was a well written RFP; very clear and concise • “Cute” captures hearts • Babies and puppies • Increased familiarity through repeated contact with a person or thing is yet another factor that normally facilitates liking. • Make those phone calls, send notes with interesting news bites on their product or category, say ,”hi” for no reason • Mutual and successful cooperation in a task. • E.g., invite your client to present along with you where you do all the work and they get the credit – combines reciprocity with liking

13. Authority • People defer to legitimate experts, especially in matters of fact and data. • Milgram’s shocking experiment • The man in the street • New York City marathon

14. Social Proof • When people are unsure of what to do, they look at what similar others have done or are doing • 9 out of 10 doctors recommend . . . • My college bar survey • 1964 murder of Catherine Genovese • Jim Jones Kool Aid mass suicide • "Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer.“

15. Scarcity • People want more of what they can have less of. • “…opportunities seem more valuable to us when their availability is limited." • Act now while supplies last! • Only two spots left • Time is running out, get your early bird discount now

16. Only Need a Slight Edge • Winner in a horse race just has to win by a nose • The ruling lion who gets to eat as much as he wants just needs to be a little stronger • All we have to do is show slight superiority in one of the pillars of influence

17. Puerto Vallarta Time Share Example The Pillars in Action

18. Reciprocity • In exchange for seeing the time share property • Free ride back and forth from airport to our hotel • Major discounts on things we were going to do anyway – fancy restaurant, • Booze, booze and more booze • Tours of the city • Gourmet brunches • Conciliations on cost • Etc., etc., etc.

19. Commitment & Consistency • Sales rep got us to acknowledge facts that she could retrieve later for consistency • We owned other timeshares and were extremely happy with them • We loved to travel • We took lots of vacations • Then described timeshare in concert with what we had admitted to earlier. • This timeshare was in the top 10 timeshares in the world • You could trade easily because it was highest rated • The owners always get a room overlooking the ocean

20. Social Proof •  At the end of a lovely tour of the property, • We were taken to a large room which had at least 100 round tables in it. • Every table looked full and these were all people who were doing the same thing as we were. • They looked engaged and happy and the hubbub in the room gave the impression that lots of deals were going through. • Popped a bottle of champagne every time someone signed

21. Liking • Appealing woman rep from my neck of the woods • Similarity • Our age • Well dressed • Outgoing and friendly • Complimentary • Said nice things about what I was wearing • Agreed with our choices of other time share spots

22. Authority • Very knowledgeable about properties and time shares • Highly experienced • Knew trading values of time shares • Was aware of costs on other location time shares • Praised us for getting a good deal – she knew what a good deal was

23. Scarcity Time shares were going like hot cakes Checked to see if one was available at a lower cost, but said it had been sold Let us know that other reps were signing up the other choice spots Told us we should probably consider making a deal on one with the great price she had negotiated for us

24. Marketing Your Research Implications for

25. Reciprocity • Reciprocity • Give what you can • Information • Free advice on whatever • Lunch and learns • Research your clients’ interests and give small gifts in keeping with their preferences

26. Commitment & Consistency Ask Socratic questions which get clients to take a position consistent with the need for the type of research you do “Do you already know all the criteria your prospect uses to make a buying decision?” (If not, they can’t use closed ended quant survey because they can’t lay out the attributes … need qual to determine) “How important is knowing the emotional end benefits in your category?”

27. Social Proof Gather testimonials from EVERY satisfied client the moment they express satisfaction. (Send “can I get your feedback?” email … then ask if you can quote) Use prweb.com to regularly send out inexpensive research tidbits. Use Google Alerts to capture every public mention of your name … get reprints and keep a LONG list on your website, use in proposals, etc Keep LONG list of clients (Tell the bus stop story – quantity is actually more persuasive than quality – though both are important)

28. Liking Gently point out similar interests, tastes, clothing, experiences, beliefs, etc. Be honest and genuine (with all above, as well as when giving compliments)… don’t fake it, people can tell You need LOTS of contact to develop familiarity and a solid relationship … stay in touch, even (perhaps especially) when there’s no project

29. Authority Dress for success when first being introduced to your clients to establish authority Publish articles Seek speaking engagements Maintain a newsletter, podcast, and video-cast on your expertise Take charge when necessary. Better to be a “focus group doctor” than a “moderating puppet”

30. Scarcity Use a “take away sale” (examples “just wanted to give you the opportunity to book this because another client asked for my time” – or – “need to start recruiting tomorrow if we’re going to be in the field by ____”)