If you’re in a business that deals with people, you have to achieve your goal of getting a yes to land the sale, get the client or level up your business.
Some people are extremely successful at persuading others to say yes, to give something a chance, to buy a product or sign on for a service.
Others aren’t so successful. The difference is found in understanding that there is a method involved not only in the behavior of people, but in influencing that behavior.
Some types of influence can be good.
You need to influence others in order to create clients. But you have to be wary not to use influence in the wrong way or have it used against you. In the book, Influence: The Psychology of Persuasion, you’ll discover how using the principles to persuade people in the right way can propel your career to success.
The book begins with what’s known as the weapons of influence. The chapter talks about how influence is used and how to protect yourself from being unduly influenced. The author shows how people are drawn in and will make decisions based on pressure — pressure put on you by the person selling or by other buyers.
The seven methods involved in persuasive influence are reciprocity, commitment and consistency, social proof, liking, authority and scarcity. With the first method, reciprocity, when a person receives something, they feel obligated to give something back.
An imbalance is created within the receiver so they feel like they must act, that payment must be offered or an exchange of services must be offered. The next way, commitment and consistency, deals with an internal obligation to act a certain way.
With social proof, that happens when other people think something and it creates a herd mentality. You can be pressured or feel pressured to go along with the group beliefs.
With liking, you face influence because someone you like and trust enjoys something and likes it.
Their stamp of approval is all you need to influence your behavior. Another method of influence is with authority or authentic leadership. You’ve developed the reasoning that the other person knows what they’re doing more so than you do.
When others believe you have more knowledge than they do, they’re more apt to be persuaded to buy what you buy and to agree with what you agree with. Scarcity is the influence belief that develops in people when they think that if they don’t get something now, it’ll be gone before they get another opportunity to have it.
This takes place when two or more people are trying to purchase the same item and there’s only one left to buy. The book teaches that the psychology of persuasion can be used as a benefit in your life or it can be used as a weapon against you to persuade you to do something you wouldn’t normally do — such as buying something just because everyone else is or purchasing it out of fear that it might be gone if you don’t.
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